Founded by former Google employee Maxime Calot, Welcome Tomorrow is redefining what it means to be a trusted growth partner. Unlike traditional marketing agencies, this forward-thinking company has carved a niche as Africa’s premier growth marketing partner, bringing cutting-edge digital strategies to the continent’s most ambitious brands.
With a robust presence across South Africa, Kenya, and Nigeria, Welcome Tomorrow assembles Africa’s brightest digital minds—from data analysts to creative strategists—to help businesses unlock their full growth potential. Drawing from his years at Google, Maxime developed an in-depth understanding of how digital transformation can drive growth in sectors like banking, fintech, and retail across Sub-Saharan Africa.
But Maxime also noticed a gap in the legacy agency model – still dominating the landscape in Africa as of 2025. The client-agency relationship was often transactional and limited in scope, resembling a service provider dynamic rather than a true growth partnership.
Welcome Tomorrow was born in 2021 to challenge this status quo, adopting a more consultative, results-driven approach. Today, it partners with some of Africa’s leading banks and fintech companies, including Zenith Bank, Kuda, and Mukuru, providing comprehensive strategies tailored to their unique markets.
Africa’s Fastest-Growing Digital Marketing Partner
In 2023, Brian Abel joined Welcome Tomorrow to spearhead growth initiatives in Kenya and Nigeria. Since he joined, the company has rapidly expanded, attracting and hiring exceptional minds among the top 1% of marketers in Africa. Together, they’ve developed advanced growth marketing techniques that are transforming businesses across the continent.
Welcome Tomorrow’s innovative approach breaks historic silos between media and creative agencies with the “Growth Triple-Play”: Performance, Content, and Analytics all together under one roof. This powerful trifecta ensures that businesses don’t just run campaigns but execute fully integrated growth strategies that deliver measurable results by embedding data and creativity.
- Performance: At the core of Welcome Tomorrow’s strategy is a mastery of digital channels, both paid and organic. From Google Ads and Meta to TikTok and Snapchat, the team drives users to take action at every stage of the customer journey—from awareness to conversion. Organic efforts, like SEO (Search Engine Optimisation) and ASO (App Store Optimisation), further bolster long-term visibility and engagement for websites and apps.
- Content: Successful advertising hinges on resonant messaging. Welcome Tomorrow’s creative studio designs visuals and narratives that speak directly to African audiences. From compelling copy, static ads and motion design videos to influencer-driven campaigns, the studio ensures every touchpoint captivates and converts. Furthermore their creative team works hand-in-hand with their performance team, ensuring that visuals consistently respect platforms (i.e. Google, Meta) best practices.
- Analytics: Reliable measurement is the backbone of effective decision-making. Yet, many African businesses struggle to transform their wealth of data into actionable insights. Welcome Tomorrow bridges this gap, implementing advanced web & app tracking tools like GA4 and Adjust to track performance and optimise campaigns in real-time. They then build custom, real-time dashboards to help advertisers understand what matters and take the right actions, faster.
By bringing these capabilities under one roof, Welcome Tomorrow delivers a seamless, data-driven growth experience tailored to Africa’s evolving digital landscape.
AI-Powered Strategies
As the world embraces the AI era, Welcome Tomorrow has positioned itself as the go-to growth partner for businesses ready to harness its transformative potential. By integrating AI-powered tools into their Growth Triple-Play approach, they enable clients to save time, be more creative, and achieve better results. From AI-driven analytics that uncover hidden opportunities to generative AI tools that supercharge creative production, Welcome Tomorrow ensures their clients remain competitive in a rapidly evolving digital landscape.
Pioneering Mobile-First Strategies
Africa’s digital revolution is unmistakably mobile-centric. With over 400 million smartphone users and mobile internet penetration projected to reach 623 million by 2025, the continent’s growth potential is staggering. Recognising this, Welcome Tomorrow places mobile-first strategies at the heart of its operations.
Consider this: 73% of African web traffic comes from mobile devices. Welcome Tomorrow’s media strategies focus on creating seamless mobile experiences, ensuring every campaign resonates with the mobile-first audience. Their expertise in mobile optimisation has consistently delivered breakthrough results, helping businesses drive engagement, conversions, and retention in a mobile-first market.
Turning Insights into Growth Strategies
One of Welcome Tomorrow’s standout projects involved a leading East African digital banking platform. Despite having vast amounts of customer data, the client struggled to derive meaningful insights. Welcome Tomorrow’s team introduced a structured analytics framework, uncovering hidden behavioural patterns and untapped opportunities, and implemented innovative growth strategies based on these insights.
The result? An 80% increase in monthly active users over 90 days, and a 102% boost in customer registrations through targeted campaigns.
This example underscores a common challenge across Africa: businesses are often data-rich but insight-poor. Welcome Tomorrow helps clients not just collect data but ask the right questions, enabling them to extract actionable insights that drive growth. Their proven methodologies transform raw data into revenue-generating strategies tailored to the nuances of African markets.
Creative Excellence Meets Cultural Relevance
At Welcome Tomorrow’s Creative Studio, innovation intersects with deep cultural understanding. Every piece of content is meticulously crafted to resonate with African audiences, blending global best practices with local nuances. This ensures campaigns don’t just grab attention but foster genuine connections.
Through systematic A/B testing of variables like messaging, visuals, and call-to-actions, Welcome Tomorrow removes guesswork from the creative process. For instance, a recent campaign achieved a 40% reduction in cost per user signup within just one month of testing. By combining creative ingenuity with analytical precision, they’ve redefined what’s possible in campaign performance.
The Power of Targeted Paid Media
Paid media plays a pivotal role in Welcome Tomorrow’s Growth Triple-Play strategy. By leveraging platforms like Google Ads, Meta, TikTok, and Snapchat, the team creates highly targeted campaigns that maximise reach and ROI. Their expertise extends beyond campaign execution to strategic budget allocation, creative development, and continuous optimisation.
Whether driving awareness or conversions, Welcome Tomorrow’s paid media strategies ensure every dollar spent delivers measurable results. With a deep understanding of African markets, they craft campaigns that are not only cost-efficient but also culturally resonant, helping businesses cut through the noise and stand out.
For example, a recent campaign for a client in the betting industry achieved a 84% increase in app installs, while reducing cost-per-install by 47% within three months, demonstrating the team’s ability to deliver both efficiency and results. This success showcases how Welcome Tomorrow’s paid media strategies ensure every dollar spent delivers measurable outcomes, helping businesses cut through the noise and stand out.
Industry-Specific Expertise
Welcome Tomorrow’s growth expertise spans several key sectors:
- Banking: Collaborating with banks to build digital maturity, driving everything from awareness to account activation.
- Fintech: Optimising customer acquisition and retention through tailored CRM strategies and remarketing campaigns.
- Retail: Leveraging creative strategies on Meta and Google to showcase products and drive conversions.
- B2B: Combining SEO and paid media to establish thought leadership and drive qualified leads.
- Sports Betting:Drawing from Maxime’s experience with brands like Betika and Betway to deliver unparalleled customer acquisition strategies.
This industry-specific knowledge ensures that Welcome Tomorrow’s solutions are both innovative and deeply relevant.
Why Welcome Tomorrow?
Welcome Tomorrow’s impact speaks for itself:
- Increased engagement: Mobile-first strategies driving exceptional results.
- Data-driven success: Turning insights into tangible growth.
- Local expertise: Strategies tailored to Africa’s unique market dynamics.
- Creative excellence: Campaigns that connect and convert.
As Africa’s digital economy continues to evolve, Welcome Tomorrow remains at the forefront, empowering businesses to harness the continent’s immense potential. With its unmatched combination of technological expertise, cultural intelligence, and proven methodologies, Welcome Tomorrow is not just a service provider but a strategic partner for businesses serious about succeeding in Africa.
Ready to unlock your business’s digital potential? Contact Welcome Tomorrow today and start your growth journey.
