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In brief

(Prospective study on Diffusion of the study, film et photos about perceptions of power in Madagascar on 15/7/16

Prospective study on "Winning the new Africa" for Pernod Ricard

The Breakthrough Innovation Group (prospective department of the Pernod Ricard Group) commissioned Collateral Creations to undertake an in-depth study of new modes of socializing in Africa, and their impact on the continent and beyond. The main objective of this research was to stress and analyse the dynamics that dominate in the new and emerging Africa. We also looked at African-specific notions, such as conviviality. This project was imagined to identify socializing factors that could potentially bear influence within various African regions and on foreign countries in the 5-10 years to come.

This study focused on seven African cities (Dakar, Accra, Abidjan, Lagos, Luanda, Johannesburg and Nairobi), which were selected following an inception phase and according to demographic, economic and social criterias.

A large amount of information was gathered for analysis and developing recommendations. 14 deliverables were prepared for the clients.

The main objectives were:

  • to highlight major dynamics on the continent.
  • to identify new trends and weak signals related to art, fashion, music, cinema, sport, media, incl social ones.
  • to define the image of Africa abroad, especially in Europe, the US, Brazil, China and India.
  • to point at the main zones of influence in Africa -toward the rest of the world or within the continent.
  • to stress some African specifics, such as conviviality.


To implement such an ambitious project, we developed the following:

  • a collaboration with 9 experts to define priority angles for the study.
  • a comprehensive research and analytical work done by 3 complementary experts.
  • a study about emerging trends done by 5 thematic experts, with the help of focus groups.
  • a parascientific study focusing on 84 media outlets.
  • cartographic work with the help of a graphic designer.