Fresh from the 50th Annual APRA Conference in Mombasa, the We. Communications Africa team is back after releasing powerful industry insights—and picking up a prestigious new accolade. During the event, the agency unveiled the 2025 edition of its global Brands In Motion research and was honoured as PRovoke Media’s Best African Agency of the Year.
Themed “The World Got More Complex, Communications Got More Critical,” this year’s report explores the widening “confidence gap” between how well communicators believe they’re navigating complexity and how audiences actually perceive those efforts. The findings reveal a 22-point disconnect—underscoring the urgent need for brands to rethink how they engage with increasingly fragmented and demanding audiences.
“Presenting our research at APRA was a proud moment for our team,” said Sarah Gooding, Managing Director of We. Communications Africa. “To also be recognised in the Top 10 list of agencies in Africa and then ultimately winning Africa’s Agency of the Year made it even more meaningful. In addition to criteria including business performance, team culture and social and industry impact, the award is a reflection of the work we’re doing to help brands lead with clarity, empathy and authenticity in a world that’s anything but simple.”
The African communications landscape is evolving rapidly. From the rise of AI and digital-first strategies to shifting audience expectations and financial pressures, communicators are required to adapt faster than ever before.
“Communicators find themselves in a challenging position,” said Gooding “but with complexity comes the opportunity for invention and rapid transformation. Communicators need now more than ever to lean into complexity, humanise their approach, and use disruption as a catalyst for compelling change.”
The Brands In Motion report is more than a research study—it’s a call to action for brands across Africa and beyond to close the confidence gap and lead with purpose.
Download the full report here: The World Got More Complex. Communications Got More Critical. | We. Communications
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