Angolan consultant Mónica Almeida, founder of mademarketing, has been awarded the Most Effective Campaign prize at the AMC Awards 2026. The award was given for her work on the rebranding strategy of MSTelcom to Mercury, titled "Mercury — Beyond Connection". The award ceremony took place on September 24 at the Avani Victoria Falls Resort in Livingstone, Zambia, during the annual conference of the African Marketing Confederation (AMC).
The campaign aimed to support the transformation of MSTelcom, a business telecommunications operator of the Sonangol Group, by creating and implementing the new Mercury brand. The Angolan campaign competed with entries from Airtel, a telecommunications operator present in several African markets, and Reckitt, an international consumer goods group. The Most Effective Campaign category is evaluated based on demonstrated results, with candidates required to present their objectives, metrics, and achieved results.
According to Mónica Almeida, the strategy was defined in Luanda and executed by an Angolan team, with results compared to those of other finalist entries. She emphasized that the award is not just about the most visually appealing campaign, but about achieving predefined objectives and measuring results. Almeida's approach involved starting with a business problem, combining metrics with direction, executing with fidelity to positioning, and measuring results.
The AMC Awards organization highlighted the use of the campaign launch platform, execution of the strategy, and measurement of results presented by Mercury. The African Marketing Confederation brings together professional marketing institutes and associations from 25 African countries and promotes initiatives such as the Chartered Marketer (Africa) certification, annual conferences, and the AMC Awards.
The 2026 AMC Awards took place under the theme "Africa Rising Through Marketing Leadership, Brand Power and Value Creation" and were integrated into the Africa Commerce Convergence Summit (ACCS) in Livingstone. The event brought together over 1,000 delegates and more than 80 CEOs, featuring conferences on marketing, supply chain, and information technology.
Mónica Almeida's mademarketing consultancy specializes in strategic marketing direction, consulting, and marketing procurement. As a member of the World Marketing Council since August 2025, the African Marketing Confederation joins marketing organizations from different regions worldwide. Almeida's win marks a significant recognition of Angolan marketing expertise on the African stage.
The "Mercury — Beyond Connection" campaign addressed a business problem related to the brand's market positioning and the need to reach new segments. The execution of the campaign was carried out by the Marketing and Communications teams of Mercury. With this award, Mónica Almeida and her team have set a high standard for marketing effectiveness in Africa.
Key points
- Mónica Almeida wins Most Effective Campaign at AMC Awards 2026 for Mercury rebranding strategy
- The campaign competed with entries from Airtel and Reckitt in the Most Effective Campaign category
- The African Marketing Confederation promotes marketing excellence and recognizes outstanding campaigns across Africa
