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Creativity for a Connected Africa

Updated: Jan 10

Pitcher Festival 2024 Theme Announced

The Pitcher Festival theme for the 2024 edition is “Creativity for a Connected Africa”. This theme reflects the current and future state of marketing and advertising in Africa, as well as the opportunities and challenges of the African Continental Free Trade Area (AfCFTA), which aims to create a single market for goods and services, business, and investment in the region.

The Pitcher Festival is a platform to celebrate and inspire creativity in Africa and the African Diaspora and consists of three main segments: the Pitcher Awards, the Pitcher Talks, and the Pitcher Academies. The Pitcher Academies include the Future Creative Leaders Academy, a professional immersion programme for university students intending to join the marketing communications industry. Every year, a participating student is sponsored from the class to attend the Cannes Lions Roger Hatchuel Student Academy programme in Cannes. A second track of the Pitcher Academies is the Young Professionals Academy, a career acceleration programme for industry professionals of up to 30 years. The Young Professionals Academy programmes include intensive training sessions lead by senior industry professionals, the Young Pitcher Competitions and the national Young Lions Competitions, where winners qualify to represent their countries at the global finals in Cannes, France.

The Pitcher Awards is the pan-African benchmark for creative excellence which recognizes and rewards the best creative work from across Africa and the African Diaspora in various categories, such as film, digital, design, PR, media, entertainment, and social good. Entries are currently open till 31 March 2024.

The Pitcher Talks features sessions from industry experts, thought leaders, and innovators on topical issues such as leveraging AI, VR and AR to create immersive and personalized experiences, using influencer marketing and video content to engage and inspire audiences, and adopting ethical and sustainable practices that build trust and loyalty. As can be deduced from this year's theme, the Pitcher Talks sessions will also showcase the potential and impact of creativity in fostering collaboration, innovation, and growth across Africa.

Overall, the festival will highlight the role of marketing and advertising as key drivers of the creative economy, which contributes to job creation, social inclusion, and cultural diversity. We invite you as a creative, industry professional, enthusiast, and stakeholder to join us for this landmark celebration of African creativity.

For more information about Pitcher Festival visit


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