The need to tell authentic African stories is being reiterated world wide and advertising is one major sector of the creative, culture industry that cannot be overlooked. Hence, the need for government to put the regulatory body, APCON, in order.
Also, I don’t think Africa is represented enough in the judging. It means that the cultural nuances behind the works we present for these awards are often lost on the mostly white European judges, though the packaging of our works could also be done better. For instance, you will find a situation where an agency has a brilliant idea but putting together the case film is not properly done.
Over the years, the western media have told only three stories about Africa: poverty, disease and war. That is what they find exciting about us! Psychologically, I think they feel better about themselves when they say, ‘Africa is poor and needs to be helped’. We have our track record in trying to bridge the gap across the continent. Earlier last year, we went to South Central Africa where we set up shops in both Johannesburg and Lusaka. We are actually looking to going forward. We are Africans and we need to do business with one another; we have been in the vanguard pushing for that African agenda.
One can feel your passion for doing business with other African countries, what is the motivation that fuels your continental drive?
With X3M, Keep the quality up Steve.