TINK (Trends + Intelligence Network) is part-consumer intelligence, part-trends research, and part-innovation company; the first of its kind in sub-Saharan Africa. The founder of TINK Africa, Franklin Ozekhome, who has spent a decade in advertising (media planning, brand strategy, account management, digital planning, marketing and new business) says he "knew it was time to roll out an innovation company. Africa was on a 'roll' and needed new thinking; strategies and experiences that would help brands stand apart in the minds of consumers.
He posits that "the impact of popular culture - afro-pop music and sounds, reality TV shows, pop-candy videos, celeb fetish, techvolution, minipreneurism and the rise of technology start-ups and co-creation hubs - was being felt across industries - fashion, mobile and telecoms, fast foods, retail, alcoholic and non-alcoholic beverages, online shopping, tourism and health -, and revolutionizing the Nigerian market. Brands, therefore, had to rethink and re-strategize how they were branding, marketing and communicating to the digital consumer."
According to Ozekhome, "the growth of transmedia storytelling, branded content, contextual planning and digital advertising is a big blow to the business models used by ad agencies and the type of engagement formats developed by marketers. Brand teams are now compelled to redesign and share brand experiences, platforms and products that not only have marketing 'baked-in', but are also engaging, sustainable and resonate with consumers."
TINK is specifically designed as an innovation hub for agencies, brands and creative professionals seeking inspiration, practical case studies and innovations on what is going to happen next in their industries, and how they can leverage and commercialize trends for their own benefit.