Gail Curtis, Saatchi & Saatchi CEO and head of the Africa Network, says, "Our aim is for the Africa Network to mirror the global Saatchi & Saatchi network, providing the level of service in Africa that you would expect in the developed world.
"We already have a strong African network and we now manage two of the finest global brands across the continent - Guinness and Orange."
Saatchi & Saatchi has 13 agencies situated in sub-Saharan Africa with key hubs in Nigeria, Kenya and SA. The other agencies are situated in Uganda, Tanzania, Ghana, Cote d'Ivoire, Namibia, Zambia, Zimbabwe, Mauritius and the DRC.
"Orange particularly likes our way of working with our regional teams and, obviously, the results we deliver," explains Eric Frank, Saatchi & Saatchi executive creative director for Africa.
"We are a cohesive pan-regional team; a virtual agency for Africa and our 'One Team One dream' philosophy really threads the needle for us."
Saatchi & Saatchi will be handling the Orange account in Botswana, Cameroon, Reunion, Senegal, Mali, Equatorial Guinea, Ivory Coast and Madagascar.
Launched in 1994, Orange became a personality overnight, achieving 45% awareness within two weeks of its launch and 70% within two years.
