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Kenya to host newly launched Diageo’s Africa digital hub


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Global drinks company, Diageo Plc, will host the newly launched Africa Digital Hub in Kenya to accelerate its digital transformation ambition. The hub, set to be hosted at EABL headquarters in Garden City Office Park, Nairobi, is a shared service designed to deliver rapid digital capability deployment in Africa.

The Africa Digital Hub will serve Diageo’s key African markets, including Kenya, Nigeria, South Africa and Ghana. Ms Waithera Kabiru, the immediate former Head of Media Futures at EABL, will head it. The decision reinforces Kenya’s prime position as a tech leader in Africa, driven by an emerging, wealthier middle-class population.

The development comes as Kenya emerges as a favourite innovation destination for global tech giants, thanks to mobile penetration, tech innovation and an emerging middle-class population. A recent white paper by Visa indicated that e-commerce had experienced phenomenal growth rates worldwide and will grow to $7 trillion globally by 2024. In 2020, EABL launched its direct-to-consumer e-commerce platform ke.theBar.com, which will be scaled to other African markets.

Announcing the launch of the Hub, Diageo’s Global Digital Transformation Lead, Susan Jones, noted that the hub, the first of its kind in the region, will serve Diageo’s digital vision.

“To win the next generation celebration by engaging and delighting consumers with world-class experiences across every consumer physical and digital touch points.”


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