What Global Brands Look For In African Advertising Agencies
Global consumer brands are changing their view of sub-Saharan Africa as a mixture of have-and have-not economies and considering it as an important economic bloc, says Josh Dovey, CEO Africa for the Omnicom Media Group.
Dovey is head of U.S.-based Omnicom’s media activities in sub-Saharan Africa. In South Africa, Omnicom includes the OMD and Phd media agencies, and digital and out-of-home specialists (which includes shopping malls and billboards).
Dovey co-founded OMD in 1996 with business partner Gary Westwater. It’s South Africa’s biggest media agency with nearly $500 million in annual billings and a client base that includes Standard Bank, Massmart, Distell, Spar, McDonald’s, Nissan, Renault and Beiersdorf.
Typically, media agencies are responsible for their clients’ media strategy, which includes campaign planning, and buying advertising and marketing space. Outlets include radio, TV, print, and out-of-home.
Omnicom’s emphasis on Africa is typical of global media and communications groups, which have extended their interests across many countries in recent years.
Omnicom SA has established a presence in several major markets, and these will be integrated into the global network. Among them is a significant share in a leading Nigerian media agency.
Omnicom may also be eyeing a South African acquisition.
