www.lionsdailynews.com friday, june 24 , 2011

BUILD YOUR BRAND IN AFRICA.
Marketing Council, who see
the BRICS announcement as
recognition that South Africa is the
gateway to a continent of one billion
consumers undergoing astonishing
economic transformation.
In March last year a Newsweek
feature proclaimed: ‘Africa – The
New India – How an Economic
Explosion is Transforming the
Continent’.
Africa now has the highest rate
of growth outside Asia. Africans are
already richer than Indians.
Dear old Jim O’Neil himself
predicts the combined GDP of the
eleven largest African economies
could reach US$13 trillion by 2050,
making them bigger than Brazil and
Russia.
And, for good measure, The
New York Times reports that by
2040 Africa’s workforce (aged 16 to
64 years old) is likely to reach 1,2
billion, making it bigger than those
of China and India!
Clearly, marketers can no
longer ignore the significance of
Africa as a vibrant melting pot of
burgeoning consumers.
And that’s where we come in.
If you have aspirations for your
brand in Africa, doesn’t it make
sense to talk to an agency that’s had
a modicum of success building its
own there?
Last year, FinWeek’s AdReview
declared The Jupiter Drawing
Room (South Africa), to be the first
independent to win the Overall
Agency of the Decade crown.
We like to believe this was, in
part, recognition for our twenty
years at the coal face, successfully
building brands on the world’s
second largest continent. Why not
e-mail gvwarsop@jupiter.co.za?
As we see it, along with an
understanding of each market
(superstitions included) bricks and
BRICS will, for different reasons,
provide the right foundations.
But when you’re exposed to
our credentials, you’ll hopefully
discover that for yourself.
On the Chesterfield. Of course.