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<div id='article-page'><div id='article-content' data-media-url='//news-app-staging.s3.amazonaws.com' data-base-url='//news-app-staging.herokuapp.com' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/ad_agency_audio.m4a' data-capture-url='//staging.analytics.lingraphica.com/events/capture_news' data-article-title='African Advertising Agencies Cashing In' data-article-id='42'><script src='//news-app-staging.herokuapp.com/javascripts/getscripts.js'></script><link rel='stylesheet' href='//news-app-staging.herokuapp.com/stylesheets/article.css' type='text/css' /><div class='article'><p><span data-start-time='0' data-end-time='9583'>Western advertising and public relations agencies are increasingly joining with African advertising companies. </span> <span data-start-time='9583' data-end-time='20125'>They are working together to attract international businesses that want to advertise products or services in Africa.</span> <span data-start-time='20125' data-end-time='30146'>The continent has been considered the last frontier, or undeveloped territory, for consumer markets.</span> </p><p><span data-start-time='30146' data-end-time='38021'>Advertising agencies are now helping international companies become well known in Africa.</span> </p><p><span data-start-time='38021' data-end-time='48708'>Western public relations companies in Africa are sometimes known for cleaning up the image of a head of state or a government. </span> <span data-start-time='48708' data-end-time='61458'>Even a company started by a former advisor to the president of the United States has been linked to Nigerian president-elect Muhammadu Buhari. </span> <span data-start-time='61458' data-end-time='67313'>During the recent election campaign, Mr. Buhari promised change. </span> <span data-start-time='67313' data-end-time='76042'>American David Axelrod founded the company, strategy group AKPD Message and Media.</span> <span data-start-time='76042' data-end-time='82167'>He once served as a political adviser to U.S. President Barack Obama.  </span> </p><p><span data-start-time='82167' data-end-time='88229'>Now, the job of advertising agencies in Africa is changing.</span> </p><p><span data-start-time='88229' data-end-time='95104'>Communications and public relations agencies are still advising African leaders. </span> <span data-start-time='95104' data-end-time='103250'>But many are also looking for international businesses that want to do business in Africa. </span> <span data-start-time='103250' data-end-time='112125'>After all, the continent is home to six of the 10 fastest growing economies in the world.</span> </p><p><span data-start-time='112125' data-end-time='121063'>Keri-Ann Stanton is managing director of Engage Joe Public, a public relations agency. </span> <span data-start-time='121063' data-end-time='132792'>She says global communication companies have bought or partnered with many African agencies over the last two years.</span> </p><p><span data-start-time='132792' data-end-time='145688'>The growing number of mobile devices has helped the growth of locally-owned digital agencies in sub-Saharan Africa, countries south of the Equator. </span> <span data-start-time='145688' data-end-time='156917'>Keri-Ann Stanton says these agencies are creating their own niche, or specialized market, and winning plenty of praise.</span> </p><p><span data-start-time='156917' data-end-time='164896'>"We are an emerging market so we know that a lot of people are trying to get into Africa and a lot of people have failed terribly.</span> <span data-start-time='164896' data-end-time='172375'>So, its very much like theres a shift - the first world is watching Africa for innovation."</span> </p><p><span data-start-time='172375' data-end-time='180271'>Africa claims to be the "mobile continent" because so many people use wireless technology there. </span> <span data-start-time='180271' data-end-time='191417'>There are predictions that the ability to connect to high-speed Internet will increase 20 times over the next five years.</span> <span data-start-time='191417' data-end-time='203417'>Studies have found there will be an estimated 930 million mobile users in Africa by the end of 2019.</span> </p><p><span data-start-time='203417' data-end-time='211521'>The American public relations agency Grey opened an office in Johannesburg, South Africa. </span> <span data-start-time='211521' data-end-time='222667'>From there, the company will work with clients in Nigeria, Mozambique, Kenya, Ghana, Tanzania and Botswana. </span> <span data-start-time='222667' data-end-time='230792'>These are fast growing markets, says Paul Jackson, managing director at Grey South Africa.</span> </p><p><span data-start-time='230792' data-end-time='241938'>"We have seen a lot of multinationals not getting the returns in first world economies and looking to the third world markets and emerging markets for additional returns.</span> <span data-start-time='241938' data-end-time='245833'>Obviously it is lot riskierobviously these are markets that they dont understand.</span> <span data-start-time='245833' data-end-time='248750'>But they know that Africa is the place they have got to be."</span> </p><p><span data-start-time='248750' data-end-time='253938'>Many overseas companies have little experience dealing with Africa.  </span> <span data-start-time='253938' data-end-time='260208'>They do not know much about the culture or the way things are done on the continent. </span> <span data-start-time='260208' data-end-time='266042'>Also, there is a lack of information to help with the marketing. </span> <span data-start-time='266042' data-end-time='274438'>So having employees who are experts in the area and culture is helpful for companies.</span> </p><p><span data-start-time='274438' data-end-time='290688'>So its really important any client and/or agency understands the various markets that they are targeting, those various nuances, the different cultures, the key insights that is going to make a product move in a very tough landscape.</span> <span data-start-time='290688' data-end-time='294729'>You have got to have on the ground representation; you cant fly by remote control.</span> </p><p><span data-start-time='294729' data-end-time='306292'>In October, a London-based company, Weber Shandwick, announced it was combining with its South African sister agency, McCann PR. </span> <span data-start-time='306292' data-end-time='313458'>This will give the company a big increase in its number of South African business clients.</span> </p><p><span data-start-time='313458' data-end-time='320875'>Fraser Lamb is chief executive officer and Africa Chairman of McCann Worldgroup. </span> <span data-start-time='320875' data-end-time='327375'>He says poorly informed advertising campaigns can be costly. </span> <span data-start-time='327375' data-end-time='337458'>He says a MasterCard campaign designed for Africa but developed in Dubai did not work.</span> </p><p><span data-start-time='337458' data-end-time='341917'>"The work we found was a disconnect from reality.</span> <span data-start-time='341917' data-end-time='353708'>For instance, in our truth about Africa we put a slide there that talks about a number of countries who actually have safari versus the perceived number of countries.</span> <span data-start-time='353708' data-end-time='364542'>So, the artwork that came from abroad was largely about safari and we said well, you know if this is for Kenya, it works, whereas in Nigeria - its (safari) scarce.</span> <span data-start-time='364542' data-end-time='367625'>It was a campaign that had to be adapted.</span> </p><p><span data-start-time='367625' data-end-time='382792'>Mr. Lamb says better research showed that Nigerias MasterCard holders knew more about Harrods, Londons store for high-priced goods, than elephants and lions.</span> </p><p><span data-start-time='382792' data-end-time='384688'>Im Anne Ball.</span> </p></div><div class='control-buttons-sticky' style='display:none;'><div class='control-buttons'><button title='Back' class='back' disabled='disabled'></button><button title='Play' class='play' disabled='disabled'></button><button title='Pause' class='pause' style='display:none;'></button><button title='Forward' class='forward' disabled='disabled'></button><button class='finished-reading' style='display:none;'>Done</button></div></div></div><div id='article-media'><div id='media-image'><img src='https://news-app-production.s3.amazonaws.com/articles/43/african_ad.jpg'/></div></div><div id='question-content' style='display:none;'><div class='sentence_completion_question question-container' data-question-id=298 data-hint-location='132792' style='display:none;'><div class='question' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/the_growing_number_of__blank__has_helped_the_growth_of_locally_owned_digital_agencies.m4a'>The growing number of <span class='blank'>mobile devices</span> has helped the growth of locally owned digital agencies.</div><div class='choices' data-correct-choice='mobile devices'><div class='choice' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/mobile_devices.m4a'><span>mobile devices</span></div><div class='choice' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/farms.m4a'><span>farms</span></div><div class='choice' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/universities.m4a'><span>universities</span></div><div class='choice' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/people.m4a'><span>people</span></div></div></div><div class='vocabulary_question question-container' data-question-id=299 data-hint-location='132792' style='display:none;'><div class='question' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/what_does_digital_mean.m4a'>What does digital mean?</div><div class='choices' data-correct-choice='using or involving computer technology'><div class='choice' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/to_examine_closely.m4a'><span>to examine closely</span></div><div class='choice' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/to_be_involved_in_something.m4a'><span>to be involved in something</span></div><div class='choice' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/using_or_involving_computer_technology.m4a'><span>using or involving computer technology</span></div><div class='choice' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/involving_the_whole_world.m4a'><span>involving the whole world</span></div></div></div><div class='vocabulary_question question-container' data-question-id=300 data-hint-location='121063' style='display:none;'><div class='question' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/what_does_global_mean.m4a'>What does global mean?</div><div class='choices' data-correct-choice='involving the whole world'><div class='choice' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/to_examine_closely.m4a'><span>to examine closely</span></div><div class='choice' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/to_be_involved_in_something.m4a'><span>to be involved in something</span></div><div class='choice' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/using_technology.m4a'><span>using technology</span></div><div class='choice' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/involving_the_whole_world.m4a'><span>involving the whole world</span></div></div></div><div class='vocabulary_question question-container' data-question-id=301 data-hint-location='9583' style='display:none;'><div class='question' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/what_does_attract_mean.m4a'>What does attract mean?</div><div class='choices' data-correct-choice='to cause someone or something to want to do or be involved in something'><div class='choice' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/to_examine_closely.m4a'><span>to examine closely</span></div><div class='choice' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/to_cause_someone_or_something_to_want_to_do_or_be_involved_in_something.m4a'><span>to cause someone or something to want to do or be involved in something</span></div><div class='choice' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/using_technology.m4a'><span>using technology</span></div><div class='choice' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/involving_the_whole_world.m4a'><span>involving the whole world</span></div></div></div><div class='multiple_choice_question question-container' data-question-id=302 data-hint-location='0' style='display:none;'><div class='question' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/what_type_of_advertising_campaigns_can_be_costly_in_africa.m4a'>What type of advertising campaigns can be costly in Africa?</div><div class='choices' data-correct-choice='poorly informed'><div class='choice' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/poorly_planned.m4a'><span>poorly planned</span></div><div class='choice' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/poorly_informed.m4a'><span>poorly informed</span></div><div class='choice' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/extravagant.m4a'><span>extravagant</span></div><div class='choice' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/flashy.m4a'><span>flashy</span></div></div></div><div class='multiple_choice_question question-container' data-question-id=303 data-hint-location='17375' style='display:none;'><div class='question' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/what_is_africa_called_since_so_many_people_use_wireless_technology.m4a'>What is Africa called since so many people use wireless technology?</div><div class='choices' data-correct-choice='the mobile continent'><div class='choice' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/the_big_computer.m4a'><span>the big computer</span></div><div class='choice' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/the_computer_continent.m4a'><span>the computer continent</span></div><div class='choice' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/the_big_continent.m4a'><span>the big continent</span></div><div class='choice' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/the_mobile_continent.m4a'><span>the mobile continent</span></div></div></div><div class='multiple_choice_question question-container' data-question-id=304 data-hint-location='0' style='display:none;'><div class='question' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/_what_continent_are_western_advertising_agencies_interested_in.m4a'> What continent are western advertising agencies interested in?</div><div class='choices' data-correct-choice='Africa'><div class='choice' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/australia.m4a'><span>Australia</span></div><div class='choice' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/asia.m4a'><span>Asia</span></div><div class='choice' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/europe.m4a'><span>Europe</span></div><div class='choice' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/africa.m4a'><span>Africa</span></div></div></div><div class='sentence_completion_question question-container' data-question-id=305 data-hint-location='103250' style='display:none;'><div class='question' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/africa_is_home_to_6_of_the_10_fastest_growing__blank__in_the_world.m4a'>Africa is home to 6 of the 10 fastest growing <span class='blank'>economies</span> in the world.</div><div class='choices' data-correct-choice='economies'><div class='choice' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/cities.m4a'><span>cities</span></div><div class='choice' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/economies.m4a'><span>economies</span></div><div class='choice' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/safaris.m4a'><span>safaris</span></div><div class='choice' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/populations.m4a'><span>populations</span></div></div></div><div class='sentence_completion_question question-container' data-question-id=306 data-hint-location='38021' style='display:none;'><div class='question' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/western_pr_companies_are_known_for__blank__of_a_head_of_state.m4a'>Western PR companies are known for <span class='blank'>cleaning up the image</span> of a head of state.</div><div class='choices' data-correct-choice='cleaning up the image'><div class='choice' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/stealing_the_money.m4a'><span>stealing the money</span></div><div class='choice' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/taking_advantage.m4a'><span>taking advantage</span></div><div class='choice' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/cleaning_up_the_image.m4a'><span>cleaning up the image</span></div><div class='choice' data-sound-name='https://news-app-production.s3.amazonaws.com/articles/43/corrupting_the_image.m4a'><span>corrupting the image</span></div></div></div><div class='question-buttons'><button class='skip-button'></button><button class='hint-button'></button><button class='speak-button'></button></div></div></div>

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