What we see coming.
And what we make of it, frankly. Ideas born in the field, at the market, in the taxi, in the family WhatsApp group. Signed by our founder, sourced down to the last figure.
Cultural intelligence, according to mystiQ
The term is scholarly, the idea is simple: before speaking to your audiences, learn their language. Why we made it our way of working, and what research says about it.
Afrobeats and brands: renting a face, or creating with the scene
In Brooklyn, Red Bull didn’t buy Asake’s image. It built a stage for his music. Two ways into the culture, and how to choose yours.
The African consumer and advertising: what they believe, what they reject
One figure keeps circulating: Africa supposedly likes advertising more than the rest of the world. It does not describe your audiences. What we really know, what we still don’t know, and what we do with it.
You can’t treat a patient who doesn’t know they’re ill
In 2014, in Douala, doors stayed shut to the web. Twelve years later, the lesson still guides us, and it holds for any brand that arrives too early.
Receive Les Tendances mystiQ, our newsletter in French.
An article when we really have something to say, about your audiences, brands and a changing Africa. No advertising, no filler.
Let’s talk
Let’s grab a coffee.
Tell us about your project. We listen first, really listen. Then we tell you honestly what is possible, within your timeline and your budget. The rest we build together.