Alliance of Independent Agencies and PAAN Partner to Empower Africa’s Independent Creatives.
By Peace Muthoka.
Nairobi, October 15, 2025 — Africa’s creative industry is set for major transformation following a landmark partnership between the Alliance of Independent Agencies (the Alliance) and the Pan-African Agency Network (PAAN). The collaboration establishes a global framework to strengthen, connect, and elevate independent agencies across Africa while positioning them to compete and collaborate on the international stage.
The partnership unites two powerful networks with a shared mission to empower independent agencies through creativity, collaboration, and knowledge exchange. It is expected to open global opportunities for African creatives, promote cultural exchange, and strengthen the continent’s capacity in marketing, communications, and innovation.
At the heart of this partnership lies a firm belief that independent agencies are stronger when they work together. Through joint programmes, the two organisations will promote creative excellence, support professional growth, and build bridges between Africa and the rest of the world.
“This partnership with PAAN is an exciting and important step for the global independent agency community,” said Terry Martin, Managing Director of the Alliance. “By connecting with our peers across Africa, we’re opening up new pathways for learning, cultural exchange, and creative excellence. Together, we can amplify the voice of independent agencies on the world stage.”
For African agencies, the partnership represents more than just a business collaboration it’s a gateway to global visibility and growth. Duncan Njue, Partnerships Director at PAAN, said the agreement marks a defining moment for the continent’s creative economy.
“This partnership marks an important moment for Africa’s independent agencies. By connecting with the Alliance, we’re not only giving our creativity and innovation a stronger global platform, but also creating pathways for collaboration, learning, and growth that will strengthen agencies across the continent,” said Njue.
As part of the agreement, members from both organisations will enjoy equal access to benefits such as awards, benchmarking tools, professional training, and global events without the need for dual membership.
The partnership will also focus on co-hosting summits, conferences, and joint awards while promoting diversity, equity, and inclusion across the creative sector. It aims to tackle shared industry challenges, spotlight innovation, and enhance the visibility of African creativity on the world stage.
For many independent creatives, this alliance offers hope and recognition a chance to connect, learn, and grow beyond borders. It reflects a rising belief that when creative minds unite, they can drive transformation, inspire communities, and tell Africa’s story in its own authentic voice.
With this partnership, Africa’s independent agencies are not merely joining the global conversation they are shaping it.
