Transforming the African Brand
'Brand Africa needs an authentic story.'
Michelle Harrison, CEO of WPP Government & Public Sector Practice, spoke in a panel discussion at the New York Forum in Africa. The panel also included Louise Mushikiwabo, Minister of Foreign Affairs and Cooperation of Rwanda. The theme under discussion was Transforming the African Brand to unlock sustainable growth, improve reputation, and increase competitiveness for the continent.
In a follow-up interview by NYFA TV, Michelle highlighted the importance of moving from tactical tourist campaigns to long-term, strategic branding for Africa. Coordinated government efforts and support from established professional practices are key to meeting the challenge.