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Africa Markets9 Mins

What the ABSA research across nine markets revealed about informal financial systems.

Beyond formal competitors: the informal financial landscape in nine African banking markets

When ABSA commissioned Newmark to research nine African markets, what emerged was a picture of how trust is built in markets where formal systems alone do not tell the story.

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Influence Science8 Mins

18 months. The minimum for influence to consolidate neurologically.

Why trust takes 18 months — and why cancelling before then is always a mistake

Trust is modulated by the prefrontal cortex, amygdala, and oxytocinergic pathways. The hippocampus updates safety predictions only when positive relational evidence accumulates across multiple temporal contexts. There is no shortcut.

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Case Studies7 Mins

9 African markets. One coherent brand strategy.

AstraZeneca Healthy Hearts Africa: simultaneous brand awareness across nine markets

How Newmark managed intelligence, strategy, and communications for AstraZeneca's Healthy Hearts Africa programme across nine African markets simultaneously.

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City skyline overlaid with financial charts

Africa Markets

Beyond formal competitors: the informal financial landscape in nine African banking markets

AstraZeneca signage on a building facade

Case Studies

AstraZeneca Healthy Hearts Africa: simultaneous brand awareness across nine markets