For years, Africa has been framed as marketing's next big opportunity. The emerging market. The growth story. The region to watch. But what if we have been looking at it the wrong way?

As algorithms increasingly shape how consumers discover content, brands are being challenged to rethink the role of social media within their organisations.

The most important consumer decision in Africa is not happening where brands are looking for it. It is not happening in store. It is not happening on a website. It is not even happening in search. It is happening in a moment most brands never see.

Most marketers in Africa are not optimising performance. They are optimising what their tools can see. And those are not the same thing.

New insights from the dentsu Africa Digital Digest highlight the growing importance of behaviour, identity, and platform commerce. Brands across Africa are rethinking how they connect with consumers as digital platforms continue to evolve.

Dentsu School of Influence, in partnership with CSA, has graduated its Johannesburg "One Big Week" cohort — 16 emerging creators trained in data literacy, income structuring, invoicing, and financial compliance to operate as commercial, business-ready media entities in Africa's creator economy.

Most dashboards are not wrong. They are answering the wrong question. Every Monday morning, dashboards across organisations update exactly as expected.

Dentsu X has partnered with Africa Creative Agency to lead the media and partnership strategy for both WAV Festival 2027 and Africa House.

Right now, the global stage is full. Soccer, Tennis, Cricket, and Formula 1, not to mention that Cannes Lions is currently underway, bringing us all together to celebrate the best creative work in advertising in the world.

FoneYam (A Pepkor product) joins forces with Dentsu School of Influence powered by CSA to help unlock the future of South Africa's creator economy.