Lifestyle Trends: The Always Connected Woman, DR Congo

Posted by Patrick Gaincko | April 4, 2018
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The Connected Young Woman: Adverts vs Reality

Posted by Patrick Gaincko | April 1, 2018
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One element of the urban landscape in Africa that’s fast evolving is advertisements (not so much the infrastructure, but that’s another debate). As huge billboards – ever bigger, more flashy, more present, more inevitable – accompany me across my field research, a question becomes inevitable: how representative of the reality are they? How in-sync with fast changing lifestyles are they?

So let’s look for an answer when it comes to the hyper-connected, active, urban young woman. Both pictures in this short piece are situations in the Congo region (two countries), one is a billboard in a main avenue in DR Congo, the other shows an entrepreneur at a conference in Congo Brazzaville.

Fashion Trends: the Africa Brand is Chic, Kinshasa DRC

Posted by Patrick Gaincko | March 18, 2018
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Food Trends: Local Fine Brands Wanted, DR Congo

Posted by Patrick Gaincko | March 7, 2018
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A few weeks ago, I sat down with Nadine Mabiola, the founder and CEO of the Kinshasa, DR Congo based food brand Le Choix de Nadine for an extensive interview. No holds barred: we travelled across her three professional careers, across three continents, and went through the multiple booms and busts that marked her entrepreneurial journey. An extract of the interview is to feature in my upcoming article on Medium.

Le Choix de Nadine is a gourmet food company that’s growing steadily. Currently consisting of three product lines, it sources and produces everything, but the locally with a true lifelong passion for eating-well and eating-healthy. Also, it has recently acquired solid support from international investors. So it may well be soon available outside of DR Congo, where it is available at select eateries, fine bakeries and upscale supermarkets. As I am writing this, local consumers want more and more local food brands and are willing to spend more on products that meet internation…

Fashion Trends: Black Leather Jackets, Nairobi Kenya

Posted by Patrick Gaincko | February 8, 2018
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What’s a Brand Ambassador in Africa: Sauti Sol

Posted by Patrick Gaincko | January 18, 2018
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Olympic medal winning runners are seen as Kenya’s ambassadors, but can you name one? This is Sauti Sol, Kenya’s bestselling artists. As they do tours globally, they may be the new flag-bearers of Kenya and beyond.

They have big sponsors like Nakumatt, Kenya’s #1 supermarket chain. So I had the beginning of an answer for a marketer who, the other day, asked me “Who should we sponsor in Africa?”


Fashion Trends: Bomber Jackets, Nairobi Kenya

Posted by Patrick Gaincko | December 26, 2017
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