Whereas many Africans hate the politics and socio-economic state of their countries, there is a growing love for our culture and it’s current interpretation as expressed in our film, music,art, fashion and other creative scenes.

That’s WHY the Quollective doesn’t just work with ad men and women, we work with all kinds of creatives who are plugged into culture e.g. producers, fine & make up artists, fashiondesigners, magicians, poets, etc. to deliver the best most unexpected solutions.

Never in our history has the African creative been as loved by their audience as now. We live in a time where the Creator is as important as the Creation and who did the work is as important as what the work itself is.

That’s WHY the Quollective works with creatives who are not just plugged in to TAKE PART in culture but who are plugged in to TAKE OVER culture so the work can borrow credibility from the people who created it.

The flooding of cheap Chinese smartphones into Africa has enabled internet penetration grow to a point that even those that cannot afford to travel can appreciate the culture and trends in other countries and connect with creatives/creators from miles away.

That’s WHY the Quollective doesn’t underestimate talent. We work to find, bond and connect with talent from even the farthest crooks and crannies of the continent not just the big cities and countries.

Yes. On a continent with over 4200, languages, dialects and ethnicities and 10,000+ clans and subcultures, ethnic and religious conflict is still a thing but that’s more with the older audience and not the youth. The youth are finding more synergies to allow them to see differences as a cause for celebration.

That’s WHY the Quollective doesn’t just look for insights, we look for the unifying truths that bring us together in agreement as we gather around the proverbial camp fire.

It is not enough to just show the African consumer people that look like them, sound like them and places that look like their cities. The representation of the consumer must authentically represent their present reality and passions.

That’s WHY the Quollective believes that we must immerse ourselves into the world of the consumer before embarking on creating communication for them.

From the griots to the campfires to the barroom banter, we are a culture of storytellers who can now smell an ad from a mile away and are not interested. If you try and sell us product we will skip but if the story is amazing, we’ll stick around and might just buy what you are selling.

That’s WHY the Quollective doesn’t believe in creating ads. We look at it simply as creating great content, experiences and solutions.

With Nigeria as our HQ, we are marching to take over the world using culture as our first line of attack. You can see it with the advent of Afrobeat and the massive attack on Film and Fine Art. As a result of this, Africans expert local work to be done to a global standard because how else shall we go global?

That’s WHY the Quollective doesn’t compromise when it comes to ensuring that the craft in our work matches a global standard

Africa is no longer comfortable just receiving ideas from the rest of the world to adopt and adapt. The consumer wants to see African DNA and thinking in whatever they are consuming. They want access to the best global best practices but want to feel they had a hand in the creative process.

That’s WHY the Quollective usually prefers to be involved in the Creative process as early as possible so as to start infusing the African DNA and sprinkling that African magic dust into the work from the get go.

The African consumer is more aware of their importance and the power of their voice and wallet and they expect brands to show them this respect by giving them the best products, experiences and communication. They are exposed to what the rest of the world is getting and expect to receive the same or better.

That’s WHY the Quollective doesn’t compromise when it comes to ensuring that the ideas match the intelligence and expectation of the consumer.

In spite of what you might have heard, the African woman is your most powerful ally on the continent. Most cultures started off as matriarchal and in spite of the African man seeing himself as a roaring lion or a king, the African woman is literally the King Maker. Get her in your corner and you will win with no resistance.

That’s WHY the Quollective is intentional in empowering and including female creatives in our process and even has an initiative called the BOSS BRUNCH that exists to empower and motivate upwardly mobile female creatives.