African Markets
Stop translating. Start originating.
Localising a global idea is not the same as having one. The second is harder and worth more.
Polongo Creative · 28 Apr 2026 · 9 min
There is a comfortable habit in African marketing: take a global platform, adjust the casting, change the music, ship it.
It is efficient. It is also why so much work in this market is forgettable — it was never made for the people watching it.
Originating is slower. It requires a point of view about the market you are in, which requires spending time in it, which is expensive.
But an originated idea travels. A translated one only ever arrives.
Start here
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