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THE MEDIA AFRICA ANNUAL_digital

REACHING ACROSS AFRICA, DELIVERING EXCELLENCE Omnicom Media Group (OMG) is steadily consolidating its network across Sub-Saharan Africa through various regional acquisitions. The giant media agency recently concluded its purchase agreement with MediaReach, Nigeria’s largest agency. This gives OMG number one status across the region with operations in most of West and Central Africa including Ghana, Cameroon and Gabon. Both of Omnicom’s media networks, OMD and PHD, are now well established in all major markets. Says Josh Dovey, CEO of OMG Africa: “The first part of our strategy will be completed by the end of 2016. OMD is now the market leader in the continents two largest economies (South Africa and Nigeria) and Saracen OMD has moved up to the number two slot in Kenya, following a string of major new business wins. PHD is also the fastest growing network across Sub-Sahara. Our acquisition plans in Kenya will consolidate our reach in East Africa and bring in Tanzania, Uganda and Rwanda.” According to the independent research company RECMA, this will make OMG the largest media agency group in Africa. For OMG the continent is important for a number of reasons. Some of the fastest growing economies in the world are found in Africa and even though the downturn in commodity prices in general (and oil in particular) has hit hard, many are still growing at a far higher rate than more mature markets, particularly in Europe. This is the attraction for advertisers seeking growth and new opportunities; the continent has seen a sharp rise in investment from many multi-national companies. In turn this has led to a greater need for general market intelligence and a requirement for much more detailed information about local customs, consumer behaviour and media consumption, as well as much needed measurement and compliance tools. OMG Africa is the leading provider of data and has built its own consumer research systems in countries where none previously existed. Omnicom Media Group has a long history on the African continent, which started in South Africa with the founding of OMD in 1996. As early as 2001 a network of affiliate companies were signed up to service client’s requirements in other African markets. The extension of ownership facilitates more control over the quality of products and services offered and a greater integration of global expertise into local markets. Where it does not currently have ownership in markets, OMG continues to develop strategic partnerships with local players, utilising their knowledge and on the ground experience to make campaigns work for clients. Via a central co-ordinating hub in Johannesburg, OMG Africa can offer clients the full range of media services. These encompass the entire value chain including media strategy, media planning, media buying, media monitoring, market intelligence, consolidated reporting and centralised billing if required. Digital and mobile are two key areas of focus for the group in Africa, as these are the primary means for most people on the continent to access news, entertainment and information, particularly in the major conurbations. Technology is rapidly overcoming Africa’s vast distances and infrastructure challenges. OMG’s client list is impressive with the likes of Pepsi, Standard Bank, Nissan, HP, GSK, Beiersdorf, Distell, S.C. Johnson and Ferrero-Rocher all working with the agency across multiple markets. “We were really the first to recognise that both South African and multi-national companies would want an integrated solution to Africa as a region, in the same way that they would across Europe or Latin America. It’s logical and efficient,” says Dovey. With the wealth of knowledge, experience and geographical range offered by OMG, it’s easy to see why the company ranks so high on the continent. www.omd.co.za Josh Dovey CEO of OMG Africa


THE MEDIA AFRICA ANNUAL_digital
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