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Africa Inc. Puts African Business in the Global Spotlight

As West Africa’s largest conglomerate and one of the continent’s biggest, Dangote Industries Limited serves as a key entry point for business leaders and decision-makers looking to invest in Africa. The series frames the continent not as an emerging market, but as a rising force shaping global trade, innovation, and consumer trends. 

“This collaboration signposts our global brand positioning drive and allows us to highlight the strides in our Vision 2030 economic blueprint and Africa First as a new paradigm shift in rebranding the industrialization journey,” Anthony Chiejina, Group Chief Branding & Communications Officer, Dangote Industries Limited, said. “CNNIC is a veritable platform in showcasing our rapid industrialization footprint in Africa.”

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Produced by CNNIC’s in-house studio, Create, Africa First will highlight the continent’s progress toward energy independence and economic transformation. The series will include people-driven films, interactive data articles, and social content, with Dangote Industries Limited positioned as an example of Africa’s industrial momentum.

This multiplatform campaign will run across CNN International, CNN.com, and CNN Arabic, plus on CNN Business channels on Facebook, Instagram, and LinkedIn. The Africa First branded content will also air on CNN US, both on television and online. Beyond media, the campaign extends to live events.

CNN and Dangote Industries Build on Decade-Long Partnership

CNN International Commercial and Dangote Industries Limited have worked together for more than a decade, growing from basic sponsorship into a full global brand partnership. Their early collaborations included Dangote’s sponsorship of CNN’s Marketplace Africa.

By 2018, the partnership expanded. Dangote became the first African brand featured on CNN’s Great Big Story series, and the companies launched the Touching Lives campaign to spotlight community impact. From 2019 to 2020, the focus shifted to content. The partners produced the Farm to Table series and other campaigns that highlighted Dangote’s work in agriculture and infrastructure. The message was clear: a vision for a self-sufficient Africa. 

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The latest deal builds on that decade-long relationship with a new multi-year campaign. “We are pleased to once again be working with Dangote Industries Limited to tell the stories of a self-sufficient Africa,” Cathy Ibal, Senior Vice President, Advertising Sales, CNNIC, said. “This partnership reflects our shared ambition to spotlight the innovation, resilience, and leadership emerging from Africa and connect this with CNN’s global audience through media and events.”

Main Image: Aliko Dangote 

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