AFRICAN DEVELOPMENT BANK

Industrial and Trade Development Department (PITD)

Immeuble CCIA, avenue Jean-Paul II, 01 B.P. 1387, Abidjan, Cote d’Ivoire

Email : g.abuzaid@afdb.org e.baiden@afdb.org

Invitation to submit an Expression of Interest and Individual Consultant Proposals

INDIVIDUAL CONSULTANT: Measuring the Impact of ‘Brand Africa’ on Trade and Investment Consultant for a research assignment managed by the Industrial and Trade Development Department of the AfDB

Brief description of the Assignment : The main objective of this assignment is to conduct a seminal research on to uncover the brand image of Africa within and without the continent. This will be the first baseline measurement of ‘Brand Africa’ and a starting point to improve the perception of trade and investment in Africa.

Department issuing the request : Industrial and Trade Department

Place of assignment : Abidjan, Cote d’Ivoire (with travelling to African and other countries for data collection)

Duration of the assignment : to be part of the candidates’ proposals

Tentative Date of commencement : 17 February 2020

Deadline for applications : January 30, 2020

Applications to be submitted to : g.abuzaid@afdb.org and e.baiden@afdb.org

Any questions and requests for clarifications may be sent to : g.abuzaid@afdb.org

Terms of Reference

1. Introduction / Background :

The African Development Bank (“AfDB” or “the Bank”) is the premier pan-African development institution, promoting economic growth and social progress across the continent. There are 80 member states, including 54 in Africa (Regional Member Countries or RMC). The Bank’s development agenda is delivering financial and technical support for transformative projects that will significantly reduce poverty through inclusive and sustainable economic growth. In order to sharply focus the objectives of the Ten Year Strategy (2013 – 2022) and ensure greater developmental impact, five high priority areas (“the High 5s), all of which will accelerate the Bank’s delivery for Africa, have been identified for scaling up, namely; Light up and Power Africa, Feed Africa, Industrialize Africa, Integrate Africa and Improve the quality of life for the people of Africa.

The Vice Presidency for Private Sector, Infrastructure and Industrialization (“PIVP” or “the Complex”) is central to the Bank’s mission of developing the private sector, improving infrastructure and accelerating industrialization.

The role of the Bank’s Industrial and Trade Development department is to promote the “Industrialize Africa” High 5. The department leads the Bank’s activities in the areas of industrial policies, ICT and 4th Industrial Revolution, trade and investment climate, and private sector investments in industry and services. It delivers on its strategic objectives through progress in six flagship programs; namely, (i) Foster successful industrial policies; (ii) Attract and channel funding into infrastructure and industry projects; (iii) Grow liquid and effective capital markets; (iv) Promote and drive enterprise development;

(v) Promote strategic partnership; and (vi) Develop efficient industry clusters across the continent.

2. Objectives of the Assignment :

In the world, 197 countries compete with each other for investments. How do African countries become top-of-mind and beat the competition? The desirability of Africa as an investment destination can be improved by leveraging both facts and perceptions. Similarly, in politics, a combination of ‘soft power’ and ‘hard power’ is used to win the hearts and minds of people. It is a complementary perspective; where perceptions drive the initial selection and facts (e.g. rankings) drive it home.

Second, the impact of a country-of-origin effect on trade (“Made in Africa”) has been widely reported. For example, in the article “They hear Africa, and they think there can’t be any good services” (Harris et al. 2015) it’s made clear that perceptions of Africa steer price and preference. Unfortunately, the actual perception of Africa has not been measured, therefore we don’t have a baseline, nor identified subsequent steps to improve it. The aim of this research is to undertake the following :

• Uncover the brand image of Africa at home and abroad ;
• Measure the associations, feelings and beliefs towards Africa and the impact on trade and investment; Identify the positive and negative associations with Africa, and how they differ per country ;
• Determine the general attitude towards the continent and how that affects the willingness to invest.

These crucial aspects will reveal a clear image of the status quo of ‘Brand Africa’ and opportunities to do better.

3. Main activities :

The research should be based on quantitative data collected through surveys in various countries (number and countries to be proposed as part of the candidates’ submissions). In addition, it should conduct qualitative interviews with relevant stakeholders to provide triangulated research.

4. Deliverables (to be jointly owned by both institutions) :

• A final report on “Brand Africa” 2020 for Trade and Investment ;
• Preparation AfDB senior management with a keynote presentation at the Africa Investment Forum 2020, thereby underlining the position of the African Development Bank as a thought leader ;
• Monthly progress reports ;
• Collected data ;
• Analyzed data

5. Administration/reporting :

The consultant will have dual reporting lines (i) report to Principal Program Coordinator (Department’s front office) with direct supervision from the Director of the Industrial Development and Trade Department of AfDB; and (ii) report to Sanjeev Gupta, Africa Finance Corporation.

6. Duration of the assignment :

The candidates are requested to submit a proposed timeframe for this assignment starting on 17 February 2020.

7. Qualifications and Experience required

Background and previous experience :

• Master’s degree in Economics, Business, Public policy, Administration, Management, Strategy, Marketing, Branding or other fields related to industry and services ;
• At least 5-10 years’ experience in strategy and marketing research ;
• Strong understanding of Africa’s business and policy environment.

Desired skills :

• Excellent verbal and written communication skills in English and/or French ;
• Strong leadership, public relations, strategic communications and client relationship skills ;
• Creative and analytic thinker with superior problem skills. Ability to quickly pick up new trends in the target industries and give timely advice to the Bank to pursue opportunities ;
• Understanding of the AfDB’s operational policies, processes and guidelines ;
• Strong interpersonal and leadership skills, ability to work successfully in multicultural teams and to build networks across the Bank and with external partners. Ability to interact directly and independently with the key counterparts with clients, financial, and technical partners ;
• Capacity to deliver high quality work within deadlines ;
• Cross cultural sensitivity, exposure to bilingual working environment (French & English) ;
• Autonomy, drive and adaptability ;
• Willingness to travel extensively.

8. Application Process :

Interested consultants are invited to apply by submitting the following documents :

• Resume/Curriculum Vitae ;
• 1-page cover letter indicating the understanding of the assignment and proposed perspective to tackle it ;
• A proposed research methodology and relating activities ;
• A review of similar research assignments conducted previously to indicate the candidates’ experience ;
• An outline of proposed timeline and outputs ;
• A Financial proposal.

9. Evaluation criteria :

Evaluation will assess the proposals’ using the following criteria and weighting :