Brands on a Mission and the Ogilvy Africa Network have
entered into a formal partnership aimed at standardising how brands measure and
report social impact across Sub-Saharan Africa.
The two organisations will jointly develop frameworks and
tools that align social goals with business performance, focusing on practical
applications for behaviour change, impact assessment, and brand strategy.
The partnership builds on previous collaborations between the two firms in various African markets.
It combines Ogilvy Africa’s expertise
in consumer insights and brand building with Brands on a Mission’s background
in public health, behaviour change, and social norm interventions.
Initial work under the partnership includes developing a
measurement platform that quantifies return on investment (RoI) for brand-led
impact initiatives.
Additional outputs will include toolkits, campaign
templates, and implementation guides designed to support organisations
launching or scaling social impact programmes.
The approach is expected to be particularly relevant for
health, education, environmental, and economic empowerment initiatives in
underserved communities.
“The collaboration is intended to offer brands practical
models for integrating measurable social impact into core business strategy,”
said Vikas Mehta, Regional CEO of Ogilvy Africa.
Dr. Myriam Sidibe, Founder of Brands on a Mission, said the
tools being developed would help brands design interventions that are locally
relevant and evidence-based, while also navigating the demands of
multi-stakeholder partnerships.
The partners are working under an open architecture model, meaning tools and resources developed through the collaboration will be available to a broad range of actors, including NGOs, governments, and commercial businesses operating in the region.
