IMC Conference Highlights Key Marketing Conversations in Africa
The IMC conference represents a pivotal dialogue in the marketing sector across the continent. Attendees are engaged in addressing genuine challenges within an increasingly complex and rapidly evolving market, set against a backdrop of high-quality venues and expert insights.
Ifeoma Jibunoh, Corporate Vice President, Chief Marketing Officer, Cassava Technologies
At the heart of these discussions is Ifeoma Jibunoh, the Corporate Vice President and Chief Marketing Officer at Cassava Technologies. Jibunoh emphasizes her intent to collaboratively explore what has resonated in marketing and what hasn’t, and to chart the future of marketing leadership in emerging markets.
Embracing AI in Marketing Across Africa
During the conference, Jibunoh addressed the transformative impact of artificial intelligence (AI) on businesses in Africa. She spoke at the Nedbank IMC Conference, held on September 17 at Mosaic Teatro in Fairland, Randburg, focusing on the critical need for infrastructure that truly revitalizes business operations.
Personal Brand and Industry Insights
When asked to encapsulate herself in a single word, Jibunoh identified as a “transformer.” Her career has been defined by entering various organizations and markets where change is imperative, driving that change forward.
What excites her most about the marketing sector today is its growing importance and complexity. Traditionally viewed as peripheral to communications departments, marketing now plays a central role in driving commercial growth, shaping culture, and spearheading technological advancements. This paradigm shift calls for increased rigor, courage, and curiosity from marketing professionals.
We are, according to Jibunoh, immersed in an evolutionary phase in marketing that has not been seen in a generation. AI is reshaping customer understanding, content creation, and impact measurement, while the amount of data available to marketers today surpasses anything imaginable a decade ago. Nevertheless, the foundational elements—understanding customers, articulating value, and cultivating trust—remain unchanged.
Successful marketers are those who can merge human insight with advanced tools, navigating the distinct regional dynamics present in markets across Africa and the Middle East. Jibunoh highlights that strategies effective in mature Western markets may not yield success in these evolving regions, prompting marketers to rethink traditional approaches.
The Importance of Agility in Marketing
Looking ahead, Jibunoh pointed out that AI capabilities extend beyond tools; they also apply to skill sets within teams. A staggering number of B2B marketers currently recognize a significant skills gap related to AI in their organizations, a situation that demands immediate attention. Winning marketing organizations distinguish themselves not necessarily by their resources but by their leaders’ commitment to continuous learning.
She warns: the threat is not that AI will replace marketers but rather that those who fail to adapt will be surpassed by their evolving peers.
Satisfaction Derived from Impactful Marketing
Jibunoh finds profound satisfaction in markets where marketing yields tangible results that influence business outcomes. At Cassava, her team is committed to building digital infrastructure that fosters connections across African communities and enterprises.
Achieving genuine commercial success through campaigns, discovering new markets through strategic partnerships, and telling compelling brand stories that resonate with audiences in cities like Nairobi, Lagos, and Riyadh are particularly fulfilling experiences for her. Yet, the greatest reward stems from nurturing talent within her team across more than 30 markets, witnessing their growth as they ascend in their roles.
Lessons from a Dynamic Career
Reflecting on her career, Jibunoh emphasizes that challenges should be viewed as catalysts for growth, rather than obstacles to be managed. In her experience, significant shifts—spanning consumer goods to technology across Africa—often stem from embracing uncertainty rather than avoiding it. This mindset is central to her approach in navigating the dynamic landscape of the marketing world.
Advice for Aspiring Marketers
For those looking to enter the marketing field, Jibunoh advises that one doesn’t need to wait for permission to think strategically. The marketing environment is evolving at such a rapid pace that agility and adaptability are more critical than extensive qualifications. By mastering fundamental principles, marketers can apply their skills across industries, whether in beer or broadband.
Ultimately, Jibunoh emphasizes the importance of staying curious, signaling that lifelong learning is essential in an ever-changing landscape.
About IMC2026
The 2026 Nedbank IMC (Integrated Marketing Conference) promises to be an essential event for the marketing community, taking place on September 17 at Mosaic Teatro in Johannesburg, with an option for virtual attendance. The theme for this year is “Shift Haps.” In-person Phase 2 tickets are available for R3,500 excluding VAT, while virtual attendance can be secured for R950 excluding VAT.
The Nedbank IMC is presented in collaboration with the Marketing Association of South Africa (MASA) and garners active support from numerous leading industry organizations including ACA, PRISA, DMASA, ARB, The Creative Circle, The Loeries, and The Effies. This conference stands out as Africa’s largest marketing event, bringing together a diverse group of industry representatives in one location.
Founded by Dale Hefer and launched in 2019 with Nedbank as the naming sponsor, the IMC conference attracts a vibrant mix of marketers, brand leaders, agency executives, and business influencers from across Africa and beyond.
