Delegates at the Cannes Lions
FOUNDER OF My Runway Group, Kojo Owusu Marfo, has shared the rationale behind his advocacy for championing African voices at the recently held Cannes Lions 2025.
He stated that after attending Cannes Lions last year, there was zero African visibility, saying, “I didn’t see anything African in terms of programming, in terms of spotlighting. There are always big talks about Africa’s soft power. Our creativity, trade, you know, a marketplace, whatever, and advertising, it’s all intertwined with that. So it was just quite disappointing not to kind of see anything at all in terms of being panels or mixing, networking sessions, zero.”
In tackling these challenges and bridging the gap, My Runway Group founder disclosed that while Cannes is supposed to be the hub of creativity, reflecting global creativity, it is taking the lead in ensuring that the right people, from thought leaders to creators, creatives, and professionals in the creative industry ecosystem, are integrated. This initiative, he said, birthed AfriCannes, which aims to ensure that African creatives are well-represented on global stages like Cannes Lions.
He also noted that the Global South, including India, Brazil, and the African continent, is bursting with creativity. “The question is, how can we tap into this talent to ensure that award submissions and other platforms truly reflect the innovative work being done by these individuals? This is where we step in, leveraging our access to a vast pool of creatives who share a similar vision. By integrating African creativity into existing platforms, we can help showcase the global diversity Cannes aims to promote. After all, if Cannes is the hub of global creativity, it should reflect the world’s creative landscape,” he added.
Mr. Marfo highlighted that My Runway Group has been championing African voices and talent in the creative arts and business for over 12 years. The company has successfully integrated numerous African brands into global markets, including Sephora, where they’ve showcased a range of African beauty brands. Additionally, they’ve brought over 50 African brands to the high streets of London, including Carnaby, Covent Garden, and Somerset House.
My Runway Group has also provided creative direction opportunities for African talent and artistes at esteemed institutions like Somerset House and Tate. For over a decade, integrating African talent and brands into global initiatives has been a core part of their work. While AfriCannes may be a new initiative, the ethos of connecting African creatives and brands to global visibility has been a long-standing mission for My Runway Group.
BY Prince Fiifi Yorke