The 25th PAMRO All Africa Media Research Conference is set to take place in Nairobi in September 2025. “Trust and Truth: The role of Media Research” is the theme of this year’s conference – a fitting one, given the context of a world in which definitions of what constitutes “media”, and “truth”, are being questioned every day. This milestone gathering will see research, media, advertising and marketing professionals from across Africa converging to discuss the role of media research in informing the decisions that have the potential to shape the future of Africa’s 1.5 billion people.
“The PAMRO conference was last held in Nairobi 16 years ago,” says Roger Steadman, a founder member and past recipient of the PAMRO achiever award who is also one of the pioneers of media research in East Africa and beyond. “Research has changed tremendously in the age of Artificial Intelligence and the event is an excellent opportunity for the best minds in media to come together, share ideas and chart a way forward,” Steadman continued.
2025 has been a busy year for PAMRO, with two new leaders taking the helm. Oscar Tshifure has taken over from Jonadab Egbowan as President, while Celia Collins steps into a new role as Vice President. “We would like to thank Jonadab for his exceptional leadership and contributions to PAMRO, “ says Jennifer Daniel, PAMRO”s Executive Director. “Our new leaders will help steer us through an exciting year in which trust based on reliable data is an incredibly valuable commodity.”
Oscar Tshifure is a public affairs and communications executive with 20 years of experience in government relations, public relations, stakeholder engagement, and market research across Sub-Saharan Africa. He has worked with leading research firms such as Plus 94 Research and currently consults for Quest Research. He is also the President of the Public Relations Institute of Southern Africa.
Celia Collins is a legend in the media industry, with 25 years of experience in agencies including Dentsu and Publicis Africa, where she is currently Senior Vice President Media. She is a previous PAMRO achiever of the year award winner, and has supported PAMRO by compiling country reports over many years. In 2023 she was voted as the Top 3 media professionals on the African Continent by Scopen.
Africa’s premier media research platform
The PAMRO conference will take place from September 14 to 16 at the Sankara Nairobi Hotel. The event serves as a premier platform for media owners, marketers, brand managers, and advertising executives to explore cutting-edge research methodologies and consolidate valuable industry data. Attendees can expect open discussions on industry successes, challenges, and learnings, fostering a collaborative environment to enhance strategies across the African media landscape.
Highlights include:
Diverse session formats, including panel discussions, case studies, research presentations, and expert-led insights.
Key topics covering media advancements in Africa, consumer behaviour trends, global media challenges, and innovative research methodologies.
Unparalleled networking opportunities with top industry leaders, paving the way for impactful collaborations and knowledge exchange.l
Save the dates
Sunday, 14th September – Registration & Welcome Drinks (17:00 – 20:30)
Monday, 15th & Tuesday, 16th September – Full-day conference & evening dinners
Tuesday, 16th September – Gala Dinner
“PAMRO 2025 represents an opportunity to be part of a transformative conversation that shapes the future of media research in Africa,” says Daniel. With so many shifts in the global and continental media landscape, from the way in which people consume information and entertainment, to how narratives are seeded and spread, this is a conversation that is urgently needed.
“The goal of research is not objectivity, but the truth,” states the PAMRO home page, and 2025 is proving to be a year where that matters more than ever. The Nairobi conference will be a must for media research professionals across Africa.
To book your place, go to https://pamro.org/pamro-25th-annual-conference/.
