On 11 September 2025, Maputo hosted the third edition of the COMARP Forum — the Communication, Marketing and Public Relations Forum — which has established itself as the largest Mozambican gathering in the sector. Held at the Hotel Glória, the event brought together experts, policymakers, academics and young talents to discuss and map the future of communication and digital marketing in the country and the region.
Under the motto “Digital Transformation and the New Frontiers of Communication and Marketing”, the forum showed how emerging technologies — digital networks, artificial intelligence and Big Data — can drive Mozambique’s economic, social and cultural development. The Minister of Communications and Digital Transformation, Américo Muchanga, represented by Lourino Chemane, stressed that digital transformation goes beyond technology and translates into a change of mindset. The importance of ethical and inclusive practices was underlined, as they are indispensable for modernising organisations and expanding markets. The forum’s founder, Edson Rufai, drew attention to the current reality of connectivity in Mozambique: only about 20% of the population has access to the internet, but annual growth of almost 200,000 new users opens a promising path to digital inclusion.
The president of the African Confederation of Marketing (ACM), Helen McIntee-Carlisle, said that “communication is the key to unlocking Africa’s potential” and stressed that the African digital economy could reach 712 billion dollars by 2050. In her address, she argued for communication as an instrument for building trust, shaping perceptions and inspiring action, always linked to well-structured marketing strategies. She also considered it essential that Africa, rather than merely celebrating isolated successes, move towards building a collective African brand, grounded in innovation, resilience and sustainability.
The programme featured renowned speakers on themes such as “Media intelligence in the age of digital transformation”, “Humanised marketing”, “Marketing 5.0”, “ESG and sustainable marketing” and “Government communication in the age of AI”. Among the speakers were Filipe Manuel Pereira, Lúcia Brito, Ayaz Hassam, Marlene Chambule, Cláudia Manjate, Vasco Rocha, Sérgio Jeremias Langa, Tiago Fonseca, Emília Jubileu Moiane and Sylla Faruk. The plenary sessions were divided into two main strands. The first, on the impact of artificial intelligence and Big Data on communication, addressed cultural resistance, brand diplomacy, crisis management and government communication. The second, focused on digital business and the future of innovation in marketing, covered local marketing (BAZARKETING 2.0), technology marketing (5.0), sustainability through ESG, business innovation and the humanisation of strategies.
Besides the debates, the event provided networking spaces, an expo lounge and moments devoted to students and early-career professionals, establishing itself as a stage for inspiration and new opportunities. The pre-launch of the ACM – Mozambican Association of Communication and Marketing was also held; it was created to unite professionals in the sector and value the impact of communication, marketing and public relations on the country’s development. The new association is born as a platform for representation, collaboration and promotion of the profession, giving a voice to a sector that is increasingly decisive for the economy and society. In the same context, the book “O Poder Integrado da Comunicação” (The Integrated Power of Communication) was also presented, a collection of experiences and reflections from professionals in the field, which records good practice and seeks to inspire new generations of communicators and marketers.
This edition of the forum also featured the COMARP Awards 2025, which honoured projects, companies and professionals in different categories. Corporate and individual prizes were presented, recognising communication, marketing and public relations initiatives that marked the past year and inspired the sector to raise its standards of excellence.
COMARP Forum 2025 represented a turning point for communication in Mozambique. By placing digital transformation at the centre of the debate, it issued a clear call for the adoption of more innovative, ethical and inclusive practices. The presence of regional leaders such as the ACM added a continental perspective, linking technological progress to the building of a strong African brand. The forum left the country an ambitious legacy: to turn communication and marketing into a strategic lever for progress. Mozambique looked to its digital future with hope and now faces the challenge of consolidating that path, involving companies, institutions and citizens in building a collective project.
