TINK Africa launches ‘Trends Worth Billions

by Jewel Stephen

As the world makes a big Play for Africa, its time to rethink how we market and position Nigerian brands – from mobile and telecoms, to health, retail, fashion, music and fast-moving consumer goods.

It is imperative that we understand how best to connect the dots: Consumer / Culture / Creativity / Communication / Commerce. Here’s what it takes to invest and win in the African market.

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TINK Africa, a start-up consumer insights firm, held its official media launch on Saturday, 18 October, in Lagos, where it formally unveiled its first product, a Consumer Trend Report titled WIRED FOR THE FUTURE, and trends website, Trends Worth Billions that became accessible to advertisers, agencies and subscribers on 20 October 2014.

The weekend launch was a culmination of TINK’s local and global trendspotting tours that kicked off in June this year – African Outdoor Advertising and Exhibition – June, Women in Marketing Conference [WIMCA] – July, Breakfast With The Creatives – August, Social Media Week Johannesburg – September and Advertising Week New York – October.

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The founder of TINK Africa, Franklin Ozekhome, who has spent a decade in advertising (media planning, brand strategy, account management, digital planning, marketing and new business) says he “knew it was time to roll out an innovation company. Africa was on a ‘roll’ and needed new thinking; strategies and experiences that would help brands stand apart in the minds of consumers.

According to Ozekhome, “the growth of transmedia storytelling, branded content, contextual planning and digital advertising is a big blow to the business models used by ad agencies and the type of engagement formats developed by marketers. Brand teams are now compelled to redesign and share brand experiences, platforms and products that not only have marketing ‘baked-in’, but are also engaging, sustainable and resonate with consumers.”

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TINK is specifically designed as an innovation hub for agencies, brands and creative professionals seeking inspiration, practical case studies and innovations on what’s going to happen next in their industries, and how they can leverage and commercialize trends for their own benefit.” Experience a whole new world of understudying, marketing and engaging with African consumers.

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