With the expectation of a big marketplace change in many sub-Saharan markets, global advertising giant TBWA through its African network has signed an affiliate agreement with digital Ugandan Agency Kinaya.
Kinaya, based in Kampala, was formed in 2009 and currently has 11 employees. They specialise in social media, digital creative development, branding and PR with a client list that spans financial services, telecommunication, hospitality, public health, retail & entertainment. Kinaya are in their second year of working with Stanbic Bank Uganda, TBWA’s biggest Pan-African client.
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TBWA Africa intends to be ahead of the game when the breakthrough comes. Its Africa network comprises 18 offices in 15 countries outside South Africa.
“Markets are so focused on new products or better distribution or improved processes, a simple announcement ad will often suffice and this can be the extent to which clients challenge their agencies,” says Johannesburg-based Africa director Graham Cruikshanks. “Ad agencies meet the brief, but to be ready for the creatively led future we have to exceed the brief and deliver creative excellence. This level of creativity is now expected of our Africa-wide creative teams.”
This view of the future drove the TBWA Africa creative conference, convened in Johannesburg from Thursday, 26 to 27 March. Delegates attended from TBWA offices in Ghana, Kenya, Mozambique, Namibia, Nigeria, Zambia, Zimbabwe, Uganda and DRC.
Speakers presented five key principles in specific areas, including radio, print, TV and outdoor advertising, media strategies, idea generation and concept packaging. The teams also work shopped ideas in response to a challenging brief from a client active in sub-Saharan markets.
