Sandrine Roland co-directs the communications consulting agency AOS Africa. Present in several African countries, AOS has three offices in Côte d'Ivoire, Togo, and Burkina Faso, but covers 14 countries. Beyond the agency, Sandrine Roland is a communications strategist and also deals with gender issues. Seven years ago, she created the Women's Employment and Entrepreneurship Forum, held annually in Côte d'Ivoire with the aim of improving the status of women in Africa.
Can you tell us about your agency? What does it do? Which countries are you based in?
AOS Africa is an integrated communications and marketing agency that encompasses several activities: creation, graphic design, audiovisual production, events, digital communications, public relations, political communications, and social communications. We also provide training for communications professionals, both on the agency side and the advertiser side. Training is part of our DNA because, since the beginning, we have been committed to developing skills in areas where the education system does not always meet employers' expectations. We are a conduit for young people leaving school, and we also provide professional training in communication strategy for professionals.
Who are your main clients?
We work with several companies: Yoplait, Nivea, MTN, Orange, Ecobank, the World Bank, as well as public organizations. We have a fairly broad spectrum, which allows us to address a range of issues.
What is your view of the Ivorian market for communications strategy consulting agencies?
The sector is currently going through a fairly deep crisis in Côte d'Ivoire. We are in "survival" mode because it is a dying sector. The market is limited and advertisers continue to have poor creditworthiness, making it difficult for them to pay for services. There is a lack of government support policies for the sector. In addition, companies are under heavy tax pressure. Agencies are struggling, but those that remain and continue to invest in teams and technical resources are managing to survive despite everything. In Burkina Faso, there is more openness, but you need to be well connected in the country. In Togo, the situation is different again because the sector is deregulated, with players tending towards monopolistic behavior. It is a small market in which the culture of advertising needs to be developed in several companies.
What are the prospects for 2020? What developments/changes do you foresee?
I think that, in order to support the development of the sector, it is necessary to put support measures in place in Côte d'Ivoire and to engage in a real dialogue with the agencies. The taxation imposed on agencies should be reviewed to avoid double taxation. In addition, public advertisers must commit to paying for services on time and to ordering using fairer procurement procedures. Training should also be developed so that we can find more skills on the market and, finally, more regulation is needed to counter the problems of unfair competition.
What does digital technology represent in your sector of activity?
Digital technology is becoming increasingly important. We have clients whom we support mainly in the digital sphere. Today, brands want to create much more personalized links with their target audiences, so digital technology is becoming more interesting. There is also a strong appetite for digital technology among young people. Digital technology is therefore becoming attractive to brands that want to create consumer behaviors early on, behaviors adopted by young people, the generation that will be tomorrow's workforce.
Can you tell us about the next edition of the Women's Employment and Entrepreneurship Forum in Abidjan?
The next edition of the FEEF, the Women's Employment and Entrepreneurship Forum, will take place on March 6 and 7, 2020, in Abidjan. We are expecting a large number of women to participate. Through conferences, workshops, and masterclasses, we will address topics related to creativity, women's networking, leadership, and skills development to bring about change. Advertisers such as Unilever, Advans, and Versus Bank will participate in the event and speak on key topics.