AMC says that delegates heading to Livingstone, Zambia, from Wednesday, 23 September to Friday, 25 September are being invited to actively shape the continent's commercial future.

Hosted at the Avani Victoria Falls Resort, guests will also have an opportunity following conference sessions to take five minutes to visit the Victoria Falls, says AMC.

Under the theme "Africa Rising Through Marketing Leadership, Brand Power and Value Creation", the newly unveiled programme details aim to confirm a pivot towards high-impact, actionable sessions.

"We are designing a programme focused on practical outcomes. Through interactive discussions and hands-on sessions, delegates will explore how to demonstrate marketing's economic impact, manage data effectively, and grow Africa's creative and digital industries globally," says Matongo Matamwandi, President of AMC and Chairman of the Minerals Regulation Commission of Zambia.

The First Wave of Keynotes and Feature Speakers

The speakers keynoting each of the streams represent leaders from across Africa's marketing and creative industries, aimed at exploring how African brands can compete and grow in a changing global market, says AMC.

The first wave of keynotes and feature speakers are as follows:

  • Mamadou Bah: Founder of AfreekaPlay and VASCONEX, will present on the topic, "Africa Rising in a Multipolar World: From Emerging Market to Demand Architect".
  • Dr Bolajoko Bayo-Ajayi: MD of Sygen Pharmaceuticals Limited, will present on the topic, "Marketing Leadership in the AI and Digital Economy: Governing Data, Trust and Competitive Advantage".
  • Euphrem Odilon Gbaguidi: CEO of Avis+, will present on the topic, "Africa Rising at the Global Marketing Table: Leadership Commitments for an AI-Enabled, Digitally Competitive Future".
  • Michaëlla Rugwizangoga: Managing Partner, Founder and CEO of WiseAfrica, will present on the topic, "Brand Africa: Converting Continental Strengths, Cultural Capital and Creativity into Global Competitive Advantage".
  • Mwewa Besa: Executive Director Transfrontier Management Services Ltd, will present on the topic, "Marketing as an Economic Lever: Driving AfCFTA, Digital Trade and Global Market Access".
  • Lorraine Mlenga: Strategy, Digital and Data Executive at Old Mutual Malawi, will present on the topic, "Sustainability, Trust and Purpose: Building Brands for Long-Term Global Relevance".

Driving Dynamic Exchange and Co-Creation

Alongside the core plenaries, the 2026 programme will include interactive sessions designed with the aim to encourage greater discussion and participation as marketers seek to develop lasting strategies to benefit from AfCFTA in an AI world, says AMC.

The Africa Rising Exchange says it will bring industry leaders together for an open discussion aimed at challenging assumptions, sharing different perspectives and generating practical insights.

The confirmed specialists driving this exchange include:

  • Misikir Mulugeta: Director of Outreach and Fundraising for the Ethiopian Marketing Professionals Association (EMPA).
  • Agrippa Mugwagwa: MD at Xarani.
  • Mohamed Salah Ben Slamia: Founder and CEO of MUSE Agency.
  • Matongo Matamwandi: President of AMC.

Additionally, the Solutions Studio Live aims to challenge delegates to move from discussion to start building real-time outputs. Guided by industry experts, attendees will have the opportunity to conceptualise and design solutions alongside their peers, merging their hands-on contributions to build the final Africa Rising Action Framework.

Driving this co-creation are:

  • Tim Ekandjo: Branding, Marketing, Communications and Sustainability Officer at Mobile Telecommunications in Namibia.
  • Terushka Heuvel: Director at Edelman Africa.
  • Macklean Kukundakwe: Marketing Manager at Coca-Cola Beverages Uganda.
  • Nuno Soares: VP of the Mozambican Association of Communication and Marketing, and Director of Xonguila Magazine.
  • Asheeqah Buccas: Head Lecturer and Programme Co-ordinator at IMM Graduate School.

Matamwandi notes that the line-up of speakers and the programme have not only been designed to challenge delegates' current ways of working and approach to marketing, but also to provide ideas that can stimulate change to better take advantage of the changing world.

"As the globe shifts towards a more technologically enabled environment and Africa starts rising — developing inter-continental trade to boost economic growth — we need to be at the forefront of spearheading a new way of showcasing what we have and are capable of to the world," says Matamwandi.

Hosted in partnership with the Zambia Institute of Marketing, the African Marketing Confederation says it aims to offer a valuable opportunity to secure a seat at the table at a time when the next decade of African marketing will be defined.

For more information, visit www.africanmarketingconfederation.org. You can also follow the African Marketing Confederation on Facebook, or on LinkedIn.

*Image courtesy of contributor