Africa’s noise could hold the next big business idea

Omnicom Advertising Africa Conference 2026, held in Lagos Nigeria from 12 to 15 October hosted over 70 participants who enjoyed the “Welcome the Noise” energy together!

What if the everyday realities of African life hold the answers to some of business’s biggest questions? From the ingenuity of local entrepreneurs to the cultural movements shaping what people watch, listen to and buy, Africa offers insights that can inspire new products, services and commercial opportunities.

This idea set the stage for Welcome to the Noise, the 2026 Omnicom Advertising Africa Conference theme, where delegates spent four days exploring how the continent’s distinctive

For Omnicom Advertising Africa, the message was clear: the complexity and constant movement of African markets are not distractions to be filtered out, but opportunities to understand people better, challenge conventional thinking and create work that makes a difference.

Luca Gallarelli, group CEO of Omnicom Advertising South Africa, George Isitua-Onukwu, CEO of TBWA\ Concept, Paul Okeugo, co-founder and executive vice chairman of Chocolate City Group, and Graham Cruikshanks, director of Africa Operations at Omnicom Advertising South Africa

George Isitua-Onukwu, CEO of TBWA\ Concept, Nkriu Olumide-Ojo, executive head Africa Regions at Standard Bank Group, and Graham Cruikshanks, director of Africa Operations at Omnicom Advertising South Africa

Graham Cruikshanks, director of Africa Operations at Omnicom Advertising South Africa, and the event organiser for the past 14 years, believes that Africa’s noise is far more than the sound of busy cities and bustling markets. “It is the expression of ambition, creativity, resilience and belief. It is the energy that drives innovation, inspires leadership and fuels growth across the continent. Our challenge is not to quiet the noise, but to embrace it, channel it and turn it into meaningful impact for businesses, communities and future generations,” he says.

Lagos was the perfect place to turn up the volume

There are few places where culture, commerce and creativity intersect as visibly as Lagos. Its entrepreneurial energy and relentless movement provided a fitting backdrop for conversations about what African markets can teach businesses about adaptation, connection and possibility.

Karabo Denalane, CEO of TBWA\ Hunt Lascaris, Osibo Omhoitsike, strategic comminications adviser to the Minister, George Isitua-Onukwu, CEO of TBWA\ Concept, Hon. Minister Bosun Tijani, Federal Minister of Communications and Digital Economy, Ebere Nwakozor, TBWA\ Concept Nigeria, and Graham Cruikshanks, director of Africa Operations at Omnicom Advertising South Africa

The programme brought together over 20 expert industry voices from advertising, business, technology and culture, with discussions covering the African creator economy, artificial intelligence in communications, global technology innovation, audience understanding and the growing influence of creators in brand building.

Alongside these speakers were additional high-profile perspectives from Dr Olalekan Fadolapo, director general of Nigeria’s Advertising Regulatory Council (Arcon); Dr Ernest Ndukwe, chairman of MTN Nigeria; Nigeria’s Minister for Communications, Innovation and Digital Economy, Bosun Tijani; and Nkiru Olumide-Ojo of Standard Bank Africa.

The agenda also featured the industry insights Pan-Africa Edge Report, presentations on artificial intelligence applications across the collective, and a hackathon focused on agent-building and vibe-coding.

What if the next big business idea is hiding in plain sight?

For George Isitua-Onukwu, chief executive officer of TBWA\Concept in Lagos, one of the most compelling opportunities to emerge from the gathering was the role African agencies could play in shaping what businesses build, not simply how they market products.

Njoki Muriithi, strategy director at TBWA\ Ascent

Alison Gerber, group marketing and communications director at Omnicom Advertising South Africa

The way people navigate everyday frustrations, discover entertainment, trade with one another and adapt to their circumstances can reveal unmet needs and inspire ideas with commercial potential.

“We are close to people and culture. We understand behaviour, and we have the imagination to see possibilities in things others might overlook. Those strengths give us something valuable to contribute to decisions about what businesses should build, as well as how they communicate,” says Isitua-Onukwu.

Norkor Duah, managing director at Mullen Lowe Accra

Alexandre Beaulieu, managing director at TBWA\ Alif

For agencies, this means getting involved earlier in business conversations, challenging briefs and working with clients to turn insights into products, platforms and intellectual property. It is a shift from communicating decisions already made to helping shape the decisions themselves.
“The possibility I hope we all took away from Lagos is a little more confidence in what exists within our markets, what we can contribute and what we might build together,” he says.

From big conversations to bold possibilities

Technology was another key focus. Sessions examining artificial intelligence, alongside a practical hackathon on agent-building and vibe-coding, challenged delegates to consider how emerging tools could expand creative thinking, accelerate experimentation and help bring ideas to life.

Patricia Kapeng, account director at TBWA\ Paragon, Isola Emvula, creative director at TBWA\ Paragon, and Tinaye Mude, managing director at TBWA\ Paragon

The opportunity lies in combining these capabilities with a deep understanding of the people and cultural nuances that make each market distinct. Together, they can help agencies solve business challenges, develop ideas with value beyond individual campaigns and create work that is locally relevant and commercially ambitious.

Welcome to the Noise was ultimately a call to action: to look more closely at the world around us, question conventional approaches and recognise the possibilities within Africa’s markets.

Luca Gallarelli, Group CEO Omnicom Advertising South Africa, concluded: “There is a real sense of pride in bringing colleagues together from across Africa for this conference. Every two years, it gives us the opportunity to share ideas, learn from one another and celebrate the energy and creativity that make our markets so distinctive. This past conference reflects our belief that the realities of African life are not background to the conversation they are a source of insight, inspiration and opportunity. I leave Lagos with renewed enthusiasm for what we can achieve together, for our clients and for the communities we serve.”