This year, something special is happening in the African media landscape. After a 16-year hiatus, the 25th Annual PAMRO Media Research Conference is making its grand return to Nairobi. This isn’t just another industry event; it’s a homecoming. It’s a pivotal moment for a continent grappling with digital disruption, the rise of AI, and a fundamental challenge to the very concepts of trust and truth in media.

I’ve followed PAMRO’s journey for years, and I vividly remember attending the 2012 conference in Uganda at the invitation of my good friend, Joe Otin, who was the organization’s President at the time. The depth of the conversations and the calibre of the network were incredible. That’s why I was delighted to host Joe and another industry titan, Maggie Ireri, on my Pure Digital Passion podcast for an exclusive preview of this landmark event.

Joe Otin, the CEO of The Collective and Chairman of the PAMRO Kenya Organising Committee, and Maggie Ireri, the CEO of TIFA Research and a key member of the same committee, shared their incredible “origin stories” with PAMRO and unpacked why this year’s conference is a must-attend.

The 16-Year Homecoming and the Evolution of a Mission

Both Joe and Maggie were part of the organizing committee the last time PAMRO was held in Nairobi back in 2009. Their journeys are intertwined with the history of standardizing media research in Africa. Maggie recalled the early days at Steadman Group, working to get companies to pay for audience research data and harmonizing methodologies across Kenya, Uganda, and Tanzania. “The standards are already there,” she noted, “but they don’t know how hard it was to get consensus across various markets… to come up with what you call a gold standard.”

For Joe, the mission was clear from his time at IPSOS. He saw firsthand how robust media research directly influenced commercial success. He shared a powerful anecdote about the 2008 recession: “Coca-Cola… looked at all the markets where they had good media research, and they chose to keep their budgets… in those markets where they had visibility and they could basically calculate their ROI. But in the markets where they didn’t have data, they pulled their budgets.” This highlights a core truth: data and trust are the bedrock of a thriving media economy.

Why “Trust and Truth” is the Industry’s Most Urgent Conversation

Sixteen years on, the media landscape is almost unrecognizable. The theme, “Trust and Truth: The Role of Media Research,” is not just timely; it’s critical. As Maggie powerfully stated, we live in a digital world where “horrific stories are recycled on social media.” The conference aims to tackle this head-on: “If media is to be trusted, how can research inform how we determine a media house that is trusted or not trusted?”

Joe highlighted the double-edged sword of AI, which can enhance creative efforts but also gives “bad actors… the opportunity to be able to create such massive misinformation campaigns.” As policymakers are often out of step with technology, the conference will provide a vital forum for industry leaders to shape the narrative and guide the future.

Beyond the Boardroom: A Convergence of African Media Industry Titans

This isn’t just a conference for researchers. It’s a convergence of the entire African media value chain. We’re talking about CMOs from Safaricom, KCB, and Diageo discussing brand strategy in the age of AI. We have agency leaders from WPP Scangroup and Dentsu debating the creator economy. We also have media leaders like Geoffrey Odundo of Nation Media Group and Wachira Waruru of Royal Media Services discussing a topic that is top of mind for many: collaboration for survival and sustainability in the face of Big Tech’s disruption.

As Joe put it, “We want to move away from just the academics. We want to go to what’s happening practically.”

The PAMRO Conference 2025 Experience: Insights, Networking, and Fun!

From the invaluable country reports that provide a harmonized view of the continental media landscape to the legendary networking, the PAMRO Conference experience is unparalleled. Joe shared his personal challenge from his early days: “I always used to give myself a challenge to come back with a deal that was at least two times or three times the cost of the conference… I always came back with a deal that was 10 times or more the value.” That’s the power of having the right decision-makers in one room.

And yes, there’s a fun side! From the welcome cocktail to the networking dinner and the gala awards, Maggie promised an unforgettable social experience. “The drinks will be chilled, the conversations will be warm, but the dancing will be hot,” Joe added.

This year’s PAMRO conference is set to be a defining moment. It’s where partnerships will be built, standards will be shaped, and the future of a trusted African media ecosystem will be forged. As there are just a few slots remaining, you do not want to miss the opportunity to join this conversation and enjoy the experience! 

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Please follow this link to register for the PAMRO 2025 Conference scheduled for the 14th to 16th September 2025 at the Sankara Hotel, Westlands, Nairobi:

https://pamro.org/pamro-25th-annual-conference/

For further information, please contact PAMRO Conference 2025 on +254 722 675 908.