Feature/OPED
Unlocking WTO Potential in Changing Geopolitical World

Professor Maurice Okoli
Moving forward with women’s empowerment, exhibiting female leadership and entrepreneurial capabilities, Director-General Ngozi Okonjo-Iweala confirmed as the sole candidate for the World Trade Organization arguably represents the voice of the Global South and concretely the voice of Africa. Okonjo-Iweala brings unique strengths that complement traditional notions of female leadership, casting away outdated stereotypes and embracing a future full of aspirations for the powerful World Trade Organization.
By her leading roles at the WTO underscores, in many ways, the assertiveness and ability of what women could contribute in their professions to the development of society, especially in the spheres of global trade. Despite these attributes, Okonjo-Iweala as head of WTO highlights the fact that women possess the same abilities to perform with effectiveness in the field of economic and trade diplomacy.
As nominations for the next Director-General closed in early November, and Okonjo-Iweala was ultimately confirmed as the sole candidate, it offers practical grounds, at least, to celebrate her previous first-term satisfactory progress and milestone achievements on the global stage as an African, as a Nigerian citizen. Her typical African name alone resonates across the global landscape, not only portraying her distinguished career but also exposing diverse experience in fostering multifaceted trade partnerships and its associated challenges between the organization’s members in the world.
According to reports, Ambassador Petter Ølberg of Norway, Chair of the General Council, informed WTO members on 9th November that no further nominations for the position of Director-General had been received by the deadline of 8th November and that the incumbent Director-General, Ngozi Okonjo-Iweala, is therefore the only candidate for the role.
Director-General Okonjo-Iweala confirmed her willingness to serve a second four-year term. Okonjo-Iweala’s current term comes to an end on 31 August 2025, as the first woman, the first African is the seventh Director-General of the WTO. The WTO formally commenced the process of appointing its next Director-General, with members given until 8 November to submit nominations.
In July 2024, Okonjo-Iweala garnered unprecedented support to serve a second term at the 164 member states trade organization. In an official media release after the July 22 meeting, the WTO General Council indicated that fifty-eight (58) of the 164 member states of the World Trade Organisation (WTO) have voiced support for a proposal from the African Group backing incumbent Director-General, Okonjo-Iweala, to serve a second term.
As stipulated by the guidelines, the Director-General can serve two terms. Almost all members pointed to all the efforts and qualities of Okonjo-Iweala and her contributions to the organization which enhanced a lot of progress and development. Okonjo-Iweala, whose tenure as the DG due to end on 31st August 2025, revealed her plans to work with other members of the organization to restructure the global trade body.
“The African Group requests that the current Director-General make herself available to serve a second term, and has proposed that the process of reappointing the Director-General should be started as soon as possible,” according to the statement by the world trade body.
“Fifty-eight members, several speaking on behalf of groups of members, took the floor to comment and express their support for the African Group proposal. They called on DG Okonjo-Iweala to make her intentions regarding a second term known as soon as possible. Most of these members praised the DG’s hard work and her achievements during her first term,” it further added.
Okonjo-Iweala’s First-Term Achievements
(i) In the current emerging situation, the WTO’s task of changing the world’s trade is fraught with existing challenges and further hindered by geopolitics mostly by the key players. A classical example is the United States and China trade war, better considered as an economic conflict between two powers has persisted since January 2018 when Donald Trump, began setting tariffs and other trade barriers on China to force it to make changes to what the U.S. described as longstanding unfair trade practices and intellectual property theft. Washington has imposed tariffs on more than $360bn of Chinese goods, and China has retaliated with tariffs on more than $110bn of US products. WTO’s trade advocacy has had little influence in resolving this bilateral agreement initially signed by and binding on the United States and China.
(ii) As already know, the United States and Europe have a number of disagreements over economic relations between Russia and the former Soviet republics in the entire region. It was, however, expected that the trade organization work seriously and systematically to guarantee a rules-based international trading system. Despite the impasse in trade negotiations, and ways to modernize WTO rules and address the impending misunderstandings, much, unfortunately, remains to be reviewed. The European Union, for instance, continues to play a leading role in the WTO’s ongoing reform process, which was launched at the 12th WTO Ministerial Conference (MC12) in June 2022. Okonjo-Iweala has to address these persistent conflicts during her second term in office beginning in 2025.
(iii) The situation with the Asia-Pacific Economic Cooperation (APEC) and the Association of Southeast Asian Nations, or ASEAN is not different from other regions. Okonjo-Iweala’s accession to the leadership of WTO four years ago was viewed as a turning point in the process of the Asian region’s integration, under the export-oriented growth regime, into the world’s trading landscape. Without mincing words here, it has to be noted that APEC and ASEAN play a major role in the world’s biggest trading bloc, and are at the centre of addressing emerging economic challenges facing the global trading system, to develop actionable policy recommendations, because more than 60% of the collective trade are targeted towards western and European markets.
(vi) On July 26, 2024, during the meeting of BRICS Economy and Foreign Trade Ministers in Moscow, representatives of BRICS economies agreed to coordinate their policies within the WTO. BRICS economies are increasingly moving towards coordinating their policies on the international stage, including in the World Trade Organization (WTO).
In an analytical report, Yaroslav Lissovolik, Founder of BRICS+ Analytics, believes that key priorities are necessary for the creation of a BRICS platform within the WTO include supporting the organization’s viability and effectiveness in resolving trade disputes (given the challenges faced in the operation of the WTO Dispute Settlement Body) as well as in countering rising protectionism. The creation of a common platform in the WTO should contribute to greater economic policy coordination for BRICS economies in the trade sphere and will also allow developing economies to play a greater role in the organization’s decision-making.
Advocating further for greater policy coordination and backing away from a long-standing call to action, which has been in process and discussions since 2017, “BRICS+ countries could … form alliances in other international organizations, including the WTO, where a BRICS+ group in negotiations could complement other South-South alliances.” Indeed, “after Russia’s WTO accession all BRICS members are now in the WTO and can create partnerships within the organization to defend national interests, advance sustainable development issues and counter the spectre of rising global protectionism.”
Another area of cooperation for BRICS in the WTO may be the provision of assistance to those BRICS core economies and partners of the grouping that have not yet secured full-fledged WTO membership. While until 2023 all BRICS core economies were members of the WTO, after the 2023-2024 core expansion two new BRICS members, namely Ethiopia and Iran, were still outside of the trade organization. A number of potential members of the BRICS partnership status, such as Belarus or Algeria, are also not yet full members of the WTO. In this respect, the WTO could target coordinated measures to support the accession process of those who have not yet secured WTO membership.
WTO and the African Union
WTO members and leading reputable investors have consistently been looking forward to exploring several opportunities in the African Continental Free Trade Area (AfCFTA), a policy signed by African countries to make the continent a single market. The AfCFTA, the world’s largest new free trade area, is the flagship of the African Union, and its significance cannot be overstated. It certainly promises to increase intra-African trade through deeper levels of trade liberalization and enhanced regulatory harmonization and coordination. Moreover, it is expected to improve the competitiveness of African industries and enterprises through increased market access, the exploitation of economies of scale, and more effective resource allocation.
In fact, this should be one potential area of focus for Okonjo-Iweala as she heads for the second term unopposed. During her first term, she unreservedly expressed interest in dealing with these issues of strengthening partnerships and widening stronger trade relationships with Africa from the external players, and members of the WTO. There still exists controversy between the WTO and AU’s AfCFTA. A more consolidated approach to the continent’s trade policy may strengthen the role of the developing countries, especially the majority of those in Africa, in the WTO and advance the agenda of the Global South. With the emerging multipolar arrangement, it is necessary to facilitate external trade for Africa. This particularly has important positive implications for its inclusion into the world system, supports its economic power and ultimately raises its economic status closer to the Asian and Western world, and the G20.
The Group of Twenty (G20)
Over the past years, G20 economies, however, continued to introduce wide-ranging trade-facilitating measures, and increasing evidence points to enforcing unilateral trade policy decisions. Warning that these measures are creating uncertainty for the world economy, WTO Director-General Ngozi Okonjo-Iweala called on G20 governments to refrain from adopting new restrictions that could worsen the global economic outlook.
Potential investors have also indicated several times, trade facilitation and called for smooth pathways into the African continent, their involvement could be beneficial to them, including in sectors like pharmaceuticals, automobiles, agro-processing and financial technology. The G20 and Africa, regulated by the WTO policies could offer sustainable growth and symbolize an integral part and essential component in the emerging multipolar economic architecture.
Professional Experience Matches Responsibility?
In these changing times, Okonjo-Iweala’s official thoughtful testimony to pursue WTO’s Director-General responsibilities, as outlined prior to her engagement, has become uttermost necessary to review outstanding challenges and their consequences for the African continent’s development, and those in the Asia-Pacific region within the entire global trading system. Vying for Director-General, for the second term, should not be considered a ceremonial position, but entails promoting transformation, through increased market access, and increasing the relationship between Africa and Asia (South-South) in global trade, and the rest of the world.
She served two terms as Finance Minister of the Federal Republic of Nigeria (2003-2006 and 2011-2015) under the political leadership of President Olusegun Obasanjo and President Goodluck Jonathan, respectively. She also briefly acted as Foreign Minister in 2006, the first woman to hold both positions. The skilled negotiator had a 25-year career at the World Bank as a development economist, rising to the number two position of Managing Director of Operations.
Biographical records show she was born into a royal family in Delta State, her father Professor Chukwuka Okonjo became the Eze (King) from the Obahai Royal Family of Ogwashi-Ukwu. With high aspirations, Okonjo-Iweala studied at prestigious Harvard University, graduating magna cum laude with an AB in Economics in 1976. In 1981, she earned her PhD in Regional Economics and Development from the Massachusetts Institute of Technology (MIT) with a thesis titled Credit Policy, rural financial markets, and Nigeria’s agricultural development. She received an International Fellowship from the American Association of University Women (AAUW) that supported her doctoral studies.
Selection Procedures
On 28-29 November, the General Council will convene a special meeting aimed at advancing the process for selecting the next Director-General. Chaired by Ambassador Petter Ølberg of Norway, the meeting follows the announcement made on 9th November that no candidates for the position of Director-General had emerged by the 8th November nomination deadline other than the incumbent Director-General, Ngozi Okonjo-Iweala.
In his communication to members, Ambassador Ølberg said that, based on his contacts with delegations, and as has been done in past instances where the incumbent Director-General was the only candidate, he intends to convene a special formal meeting of the General Council on 28th and 29th November.
The first day of the General Council meeting would allow members to hear a presentation from DG Ngozi Okonjo-Iweala on her vision for the WTO, followed by a question-and-answer session. The second day could then provide an opportunity for members to make a decision on the appointment of the next Director-General. Okonjo-Iweala confirmed her willingness to serve a second four-year term in a letter on 16th September.
An Insight into WTO’s Future
With a solid education and broad experience, combined with her performance during the first term, 58 member-states of the WTO have already thrown their support behind her to head the Geneva-based body. The WTO is the only global international organization dealing with the rules of trade between nations. The goal is to ensure that trade flows as smoothly, predictably and freely as possible. It currently has 164 members, monitoring each other’s practices and regulations against a set of standard trading rules to improve transparency and avoid protectionism.
In addition, WTO works to build the trading capacity of developing and least-developed countries, helping them integrate and benefit from the multilateral trading system. This is an essential part of the work. The trading system has to be inclusive, with the benefits of trade reaching as many as possible around the world, particularly in the poorest countries.
The WTO provides its members with a tried and tested system of shared rules and principles to support economic cooperation and thereby boost growth, development and job creation around the world. It provides a forum for members to raise, discuss and potentially solve the complex problems that they face. The organization deals with the global rules of trade between nations. Its main function is to ensure that trade flows as smoothly, predictably and freely as possible. There is huge value in the system of the World Trade Organization.
Professor Maurice Okoli is a fellow at the Institute for African Studies and the Institute of World Economy and International Relations, Russian Academy of Sciences. He is also a fellow and lecturer at the North-Eastern Federal University of Russia. He serves as an expert at the Roscongress Foundation and the Valdai Discussion Club.
As an academic researcher and economist with a keen interest in current geopolitical changes and the emerging world order, Maurice Okoli frequently contributes articles for publication in reputable media portals on different aspects of the interconnection between developing and developed countries, particularly in Asia, Africa, and Europe. With comments and suggestions, he can be reached via email: markolconsult (at) gmail (dot) com.
Feature/OPED
Leveraging Kendrick Lamar Blueprint: How African Artists & Brands Can Maximize Global PR Impact

By Philip Odiakose
If you followed, watched, or were live at the Super Bowl you will agree with me that Kendrick Lamar’s presence at the Super Bowl was not just another high-profile performance; it was a masterclass in media influence, narrative control, and cultural imprinting. His ability to spark conversations, drive digital engagement, and shape public discourse proves the power of deliberate strategic media positioning. Through the lens of media intelligence and PR measurement, we can dissect how African artists and brands can replicate this effect to elevate their global presence. Beyond the entertainment factor, Lamar’s performance provided key lessons in media reach, sentiment shifts, and strategic PR execution—areas that African PR professionals and communicators must internalize to maximize value from major events.
PR measurement data from the event shows a surge in Lamar-related conversations across digital and traditional media. His name dominated print, web, and social trends, appearing in over 1.2 million posts within 24 hours, with a sentiment distribution leaning 67% positive, 21% neutral, and 12% negative. The performance’s impact was amplified by major media outlets covering the event in North America and Europe, as well as select African countries, particularly Nigeria and South Africa. This media traction is a testament to the significance of strategic placements, showing how a single moment can redefine public perception and commercial value. For African artists and brands, the ability to secure a presence at major global events must be seen as more than a mere appearance—it is a PR opportunity that must be measured, optimized, and aligned with long-term communication objectives.
One of the biggest takeaways from Lamar’s Super Bowl presence is the deliberate storytelling approach. He was not just performing; he was communicating a narrative. African artists and brands must be intentional about their messaging when engaging global platforms. Media intelligence specialists can help track how narratives evolve, what themes resonate with audiences, and how to pivot when necessary. Sentiment analysis also plays a crucial role, revealing how different audience segments react and allowing for swift reputation management. Many African brands struggle with post-event PR impact analysis, often focusing solely on momentary buzz without extracting long-term insights from media data.
The concept of “The Kendrick Lamar Effect” speaks to leveraging credibility, cultural influence, and performance metrics to sustain media momentum beyond a single event. African PR professionals must learn from this by ensuring that every global engagement translates into measurable brand equity. This means that artists, influencers, and corporate brands must work with media intelligence teams to quantify their impact, benchmark against industry standards, and ensure PR campaigns are not just reactive but proactive. The challenge many African entities face is the lack of structured measurement frameworks that tie media exposure to business or career objectives. This knowledge gap is where PR measurement must step in to bridge the disconnect.
A vital lesson from Lamar’s Super Bowl impact is the role of multi-channel amplification. The performance itself was one layer, but the true media influence was built through post-event interviews, media engagement, and collaborative content syndication. African PR teams must adopt an omnichannel approach to PR execution, ensuring that media exposure is not short-lived. This requires a strategic mix of traditional media placements, influencer partnerships, and digital storytelling. In PR measurement, it is crucial to analyze which media channels drive the highest engagement and conversion rates, ensuring that communication strategies are data-driven rather than intuition-based.
Looking at case studies from both African and global perspectives, we have seen how the absence of media intelligence has led to missed opportunities. Burna Boy’s Coachella moment, for instance, was a landmark global exposure, yet the post-event PR lacked the necessary follow-through in structured PR measurement. In contrast, brands like Nike and Pepsi have perfected the art of extending media relevance beyond an event moment by employing predictive analytics, sentiment tracking, and engagement mapping. This difference in execution is a key area where African PR professionals must evolve—ensuring that global opportunities do not just end with event visibility but translate into long-term influence and business value.
Beyond just media coverage, there is also the crucial aspect of audience behavior analysis. Lamar’s performance was not just about numbers; it was about how his audience engaged, shared, and created conversations. African PR professionals must shift from vanity metrics to behavioral metrics, focusing on how audience perception changes post-event. Did the media narrative drive new brand partnerships? Was there an uptick in music streaming or product purchases? These are the questions that media intelligence must answer, ensuring that PR efforts are aligned with tangible outcomes.
The overarching lesson for Africa’s PR and communications industry is that major events are PR goldmines—but only if approached with precision, backed by intelligence, and measured effectively. Lamar’s Super Bowl presence serves as a playbook for how media influence can be engineered through strategic PR planning, near real-time sentiment tracking, and multi-platform amplification. African artists and brands have the talent and potential; what remains is the intentional use of media intelligence to ensure that every opportunity is maximized to its fullest potential. PR measurement is not an afterthought—it is the foundation for sustainable media success.
Philip Odiakose is a leader and advocate of PR measurement, evaluation, and media monitoring in Nigeria. He is also the Chief Media Analyst at P+ Measurement Services, a member of AMEC, NIPR, AMEC Lab Initiative, AMCRON and ACIOM
Feature/OPED
The Future of Product Management: Key Industry Trends to Watch in 2025

By Princess Akari
If you had told me five years ago, when I was just transitioning into product management, that the role would look like this today, I might not have believed you. But after five years working as a Product Manager (PM), I’ve seen how fast the industry moves, and 2025 is set to bring even bigger changes. Product managers who stay ahead of these changes will build better products and grow their careers. Those who don’t may struggle to keep up.
Here are some key trends to watch and how to adapt.
1. AI, AI, AI!
AI has rapidly gained popularity and continues to grow in influence. For product managers, understanding and using AI tools is now becoming essential, as AI is transforming how we work. Understanding what we can achieve with AI, particularly large language models (LLMs), is essential. Some of the top use cases include content generation, customer support automation (e.g. chatbots), code assistance, research summarization, personalized learning, virtual assistants, data analysis, creative brainstorming, language translation, and much more. Also, as a PM, AI can be introduced into your product to improve user experience and in turn business outcomes.
You might be asking yourself, what can I do to stay in touch with this AI trend? You can start by learning how AI tools can improve your daily workflow, do your own research on the numerous AI tools available and their capabilities. Experiment with AI-driven analytics, user feedback tools, etc. Be very curious and get your hands on as many AI resources as possible.
I recently got an AI micro-certification from Product School. If you’re interested, You can take the course here. Recently as well, I hosted a podcast episode on building AI products, transitioning into AI, and using AI in product development. For Apple podcasts, you can listen here, and for Spotify, you can listen here. These are great resources to give you a good head start.
Other resources; deeplearning.ai, Hugging face, Alpha signal, The Neuron.
2. The definition of “Product Manager” is changing
A few years ago, we had a fairly standard definition of who a PM was and what a PM does. The role of a PM was more standardized, with a clear set of expectations and responsibilities. But as the years have come by, the world has changed and so has the role.
Today, we’re seeing an increased number of specialized PM roles. Some PMs focus on emerging technologies like AI, while others work deeply within data, design, growth, engineering, or operations. Beyond skill-based specializations, some PMs are industry-specialized, such as Fintech PMs, Healthtech PMs, or E-commerce PMs. No two PM roles look the same anymore.
Companies are increasingly hiring specialized PMs to tackle specific challenges, prioritizing specific skill sets and industry experience over conventional backgrounds. Instead of looking for a PM generalist who can adapt to anything, they create detailed role descriptions with targeted skill requirements, tailoring the role to solve specific business challenges. As a result, we’re seeing more unconventional hires stepping into PM positions because they have the exact expertise needed to tackle a company’s unique problems. This highlights an important reality for generalist PMs, specialization is becoming more valuable.
If you’re currently a generalist PM, it’s worth considering how you can narrow your focus, whether by choosing a particular industry or developing expertise in areas like AI, data, growth, design, or technical product management. The demand for specialized skills is growing, and upskilling in these areas will make you more competitive in the job market.
3. PMs are now taking ownership beyond product development
Product managers used to mainly focus on the tech team (engineers, designers, QAs, etc) to build and launch products. But these days (and even in recent years), the role has grown much bigger. PMs are now more involved in the business side of things, leading and guiding business verticals. The role now extends into profit and loss (P&L) considerations and the overall commercial success of a product. They work closely with marketing, sales, finance, and customer support to make sure the product succeeds, not just in how it’s built but also in how it’s launched, sold, and maintained.
PMs are now more involved with how the product will reach customers and profitability. They work closely with marketing and sales teams to ensure a strong product positioning and a seamless launch. It’s no longer just about building a great product, it’s about making sure it reaches the right customers, at the right time, with the right messaging. Ensuring people understand what the product does and why they should use it. This requires PMs to understand their competition, pricing strategies, and customer acquisition channels.
I am well aware that in some companies PMs are now responsible (fully or partially) for pricing and revenue strategies, just as much as the product features. They work with finance and business teams to figure out pricing options and ideas on how that business unit can make a profit. As these companies look for sustainable growth, PMs are also expected to collaborate with customer success teams to improve retention and customer lifetime value.
Conclusion
At the end of the day, product management is constantly changing and so are we as PMs. If there’s one piece of advice I’d give, it’s to stay curious and adaptable. We should be open to continuous learning and new ways of thinking. The more we adapt, learn, and refine our skills, the more valuable we become. There’s always something new to explore, and that’s what makes the role so dynamic.
And if you’re looking for the best place to put your product management skills to practice, join me at Moniepoint – https://www.moniepoint.com/careers
Princess Akari is a product manager at Africa’s fastest-growing financial institution, Moniepoint
Feature/OPED
Content Piracy: A Global Initiative Against a Global Enemy

By Temiloluwa Olajide
It’s no longer news that piracy is a global enemy, one that has destroyed and continues to destroy the work and livelihoods of countless creatives. From film and music to sports broadcasts and television series, piracy robs rightful owners of their earnings and threatens the sustainability of entire industries.
As a global scourge, it requires a global response and fortunately, powerful partnerships are being forged across the planet and across sectors to protect content creators and the industry they work in. These partnerships involved digital content platforms, law enforcement bodies, cybersecurity firms and tech companies, all working together to ensure the viability of the industries that inform, educate and entertain audiences.
At first glance, piracy might seem like an easy way to access free entertainment, but its consequences run deep, affecting both individuals and society as a whole. On a personal level, streaming a sports event or show from an illegal site can expose users to serious risks, such as malware infections, identity theft, or financial fraud. Hackers can gain access to sensitive information, including bank details, potentially wiping out accounts. The damage caused by such crimes far outweighs the satisfaction of watching a football match for free.
Beyond personal risks, piracy also cripples the creative sector by siphoning revenue away from legitimate rightsholders. When movies, music, and sports events are illegally distributed, producers and creatives do not receive their due earnings. This lack of compensation disrupts the industry, leading to fewer productions, job losses, and weakened investment in new content.
Nigeria has one of the most vibrant entertainment industries in the world, with Nollywood ranking as one of the biggest film industries globally and Afrobeats taking center stage in international music charts. The potential for even greater success is huge, but piracy poses an obstacle.
MultiChoice, a key investor in local content, has spent years bringing high-quality productions to audiences, yet piracy continues to threaten the industry.
Illegal streaming of sports events, reality TV shows, and locally produced series remains a major concern. This is particularly critical as the platform regularly broadcasts live feeds of many of the most popular sporting events on earth—F1, the Olympic Games, Euro, World Cup, and Champions League football, as well as popular local leagues.
Beyond sports, Africa Magic and Showmax Originals have become home to some of Africa’s most beloved entertainment shows, including hits like The Real Housewives of Lagos (RHOLagos), Big Brother Naija, and Nigerian Idol.
With content available in 40 languages and a growing library exceeding 84,000 hours, these platforms play a vital role in African storytelling. However, the rise of illegal streaming not only impacts revenue but also threatens the sustainability and growth of the creative industry.
To counter this, MultiChoice has joined forces with Partners Against Piracy (PAP) and cybersecurity firm Irdeto, actively tracking and shutting down illegal operations in multiple African nations.
With piracy tactics evolving, the fight against content theft must also advance. Strong collaborations, advanced technology, and public awareness are key to protecting the creative industry. By shutting down illegal operations and promoting legal alternatives, organizations like MultiChoice, PAP, and Irdeto are ensuring that content creators receive their rightful earnings and that audiences can continue to enjoy high-quality entertainment.
Ultimately, safeguarding creative content is not just about protecting businesses—it’s about securing the future of storytelling, preserving jobs, and ensuring that Africa’s thriving entertainment industry continues to grow. The fight against piracy is a shared responsibility, and by supporting legal content, we all contribute to a stronger, more sustainable creative economy.
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