The Moroccan giant OCP, the undisputed leader in the African phosphates market, has never needed to advertise. The low-profile company has always concentrated its PR efforts on its public affairs projects like the Policy Center for the New South think-tank and the development projects carried out by the Fondation OCP. Last year, the OCP executives who attended the Investing in African Mining Indaba conference, which is organised each year in Cape Town, suffered a cultural shock. In the conference