The European Marketing Confederation (EMC) and the African Marketing Confederation (AMC) are joining forces to enhance the global marketing landscape through a strategic partnership focused on sharing best practices, advancing skills, and promoting education in marketing, sales, and service.

EMC, which brings together 100 000 marketing professionals across 12 European countries, will collaborate with AMC, a network of 30 000 marketing professionals spanning 16 African nations. Their shared goal is to exchange knowledge and strengthen competencies, with a particular focus on skills & competency profiles, training & education, and certification.

As the marketing, sales and service industries undergo a rapid transformation - due to data-driven strategies, time customer interactions, and AI-powered technologies - expertise has become a critical differentiator for organisations globally. Research, such as the European Marketing Agenda, shows that marketing challenges and opportunities are strikingly similar across regions despite geographic differences.

“The trends we are seeing across Europe are mirrored in many ways by the challenges that marketers face in Africa,” says Helen McIntee, Co-founder and President of AMC. “Our member associations are excited about this international collaboration, as it will help them align with global best practices and boost their capacity for cross-border trade. As digital technologies and data play an increasingly important role in marketing strategies, this partnership is especially vital for developing countries in Africa, where the digital marketing landscape is expanding rapidly.”

One of the first collaborative projects will be the adaptation of the European Marketing Agenda, a report highlighting challenges faced by the industry, for the African market. This new initiative, known as the African Marketing Agenda 2025, will launch in the new year and serve as a key benchmark for marketing professionals across Africa, providing valuable insights into regional challenges, opportunities, and evolving digital marketing trends.

In EMC’s European Marketing Agenda valuable insights were provided into the common hurdles faced by organisations, including a lack of standardised processes, insufficient availability of subject matter experts, and the challenge of bridging business and IT for digital transformation. The report highlights the overwhelming number of tools and technologies marketers need to navigate, often with unclear purposes or complex integration challenges. 

Further finds of the report were that digital functions have often been outsourced to external agencies to reduce costs and save time. However, this approach has sometimes led to complications surrounding unclear legal ownership and access to data, creating potential risks for organisations. At the same time, the persistent concern over skill gaps within the industry is frequently linked to the lack of specialised training programmes in crucial areas, leaving many professionals without the necessary expertise to navigate evolving marketing landscapes effectively.

These findings resonate across continents, making the collaboration between EMC and AMC a timely and necessary step forward in improving the global marketing ecosystem.

EMC Chairman Ralf Strauss emphasises the importance of broadening the association’s perspective: “As EMC continues to grow and solidify its position as a key player in European marketing, it is essential for us to adopt a global outlook. Collaborating with Africa, where the marketing and digital landscape is rapidly evolving, is a natural and important step. This partnership marks just the beginning, and we are excited about the possibilities for future cooperation.”

The EMC/AMC collaboration signifies a shared commitment to elevating the marketing profession through the exchange of knowledge, enhancing global connections, and advancing digital competencies. By fostering collaboration between Europe and Africa, both organisations aim to enhance the profession across the globe, equip marketing professionals with the tools, skills, and insights they need to thrive in an increasingly digital world.

For more information about the European Marketing Agenda and the upcoming African Marketing Agenda 2025, please visit the EMC website.