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The Villager
How Africans Consume Brands
by Feyi Olubodun
When Feyi Olubodun, CEO of Insight Publicis Nigeria, one of West Africa’s leading creative agencies, witnessed one too many cases of brands failing in the African marketplace, he began to ask himself questions. Why did brands, both global and local, so often fail to connect with the African consumer? What was it about the African market that brand owners were not seeing? He began to reflect on his own marketing experiences and out of this emerged the framework for The Villager.
