Ogilvy Africa and Brands on a Mission Launch Bold Social Impact Alliance

Ogilvy Africa Network has announced a landmark collaboration with social impact consultancy Brands on a Mission, marking a new era of brand-led change across sub-Saharan Africa.

This strategic partnership brings together Ogilvy Africa’s deep-rooted expertise in brand building with Brands on a Mission’s evidence-based approach to social impact and behaviour change. Together, they are setting the stage to transform how brands engage with communities, drive meaningful change, and still meet business objectives.

This is not a coming together of convenience. It is a union built on shared values, tested experience, and a mutual commitment to embedding purpose into the DNA of brands operating in the region.

Designing Impact That Works

Through a collaborative framework, both organisations will develop a set of tools and strategies that enable brands to create long-term social value. Their work will focus on developing behaviour change campaigns, social impact measurement systems, and evidence-backed programme design.

Rather than offering one-size-fits-all solutions, this partnership aims to tailor interventions to the realities of each community. The plan is clear: create work that matters, and make sure it delivers for both people and profit.

Speaking about the alliance, Vikas Mehta, regional CEO of Ogilvy Africa Network, emphasized the depth of the ambition. “We want a world where brands deliver real societal impact and win in the marketplace. Measurable results on both fronts are non-negotiable. We are not putting purpose on the sidelines anymore, it belongs at the very heart of business,” he said.

This is more than a brand campaign. It is the start of a bold reimagination of what impact looks like in emerging markets.

A Model for Underserved Markets

A defining focus of this alliance is its commitment to underserved regions within sub-Saharan Africa. These are markets that often get overlooked in global strategies. Yet they are home to some of the world’s most urgent challenges and untapped potential.

Dr. Myriam Sidibe, Chief Mission Officer and Founder of Brands on a Mission, believes in the power of brands to reshape the narrative. “Brands can move people. They can drive mass behaviour change in ways that policies alone cannot. What we’re doing with Ogilvy Africa is harnessing creativity and insight to build interventions that truly resonate with African communities,” she noted.

For Dr. Sidibe, shared value is no longer a corporate buzzword. It is the path forward.

Creating the Standard for Measurable Impact

One of the most innovative outcomes of this partnership is the development of a proprietary measurement platform. This tool will help brands track the return on investment for their social impact initiatives, combining financial performance with real-world outcomes.

The platform will include toolkits, campaign blueprints, and reporting frameworks. These will allow brands to design initiatives from a position of strength and then measure success based on more than vanity metrics.

With this launch, Ogilvy Africa and Brands on a Mission are not just collaborating. They are shaping what will become the gold standard for brand-led impact in Africa.

Strategic Support for Public-Private Collaboration

Another advantage of the partnership is its unique ability to manage the often complex dance between public and private stakeholders. Brands on a Mission has decades of experience navigating that space. Ogilvy Africa brings the creative power and data insight to turn public challenges into brand opportunities.

This will be crucial for future programmes targeting health, education, environmental sustainability, and youth empowerment.

What Comes Next

The alliance has already kicked off its first project: a measurement platform designed to track the true ROI of brand-led impact. This initiative will help businesses move from symbolic gestures to data-driven interventions that drive change and build loyalty.

More importantly, it reaffirms what has always been true: the future of successful brands lies in purpose, not profit alone.

In this partnership, purpose meets performance, and Africa just might get the blueprint it has been waiting for.