The Villager: How Africans Consume Brands

The Villager is essential reading for brand owners wishing to conquer new markets.

When Feyi Olubodun, CEO of 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? And, what was it about the African market that brand owners were not seeing?

He began to reflect on his own marketing experiences and out o...