2.2 Managing Partner, Mark Van Rooyen comments: "For 2.2 to win a Ghana-based client against both local and international competition is a huge achievement for our agency. Our creatively-led thinking is deeply rooted in relevant cultural insights and this approach gives us the edge, even against locally-based shops and bigger competitors."
After working on a number of campaigns across the continent, one thing is clear to 2.2 Creative Partner, Doug Larter: "Africa is incredibly diverse and while there are a lot of similarities there are many important differences between markets and audiences. The trick is to understand and respect those unique differences, rather than view Africa as one homogenous market, a trap many South African and European-based agencies fall into."
"An ability to learn and uncover real insights into current perceptions and behaviour remains key and implementing work means having strong relationships with both the client and suppliers who can effectively produce and activate."
"The more we work across the continent, the more we see that people react positively to brands who are African in their approach to Africa - dynamic, entrepreneurial and unafraid of doing something different and unexpected," says Van Rooyen.
For any business owner looking to venture into the African marketplace, Dr Darrel Wratten of the Consumer Insight Agency cautions that knowledge of the continent should be a priority. "Africa has a history littered with conquest - businesses that continue this trend by rushing into countries they know little about could be in for a nasty surprise. Africa may be open for business, but it is the smart businesses, who listen to what African people have to say and adjust their strategies accordingly, that will prosper."
The burning question is whether South African agencies, global agencies, or local agencies are the best choice to spearhead African campaigns. For the most part, the decision will come down to two critical factors: firstly the creative prowess of the agency (as is typical of any pitch process) and, most importantly, local insight.
Larter believes it is vital for agencies to keep a close eye on the emerging African marketplace. "The pattern for many agencies has been to shy away from working in Africa due to the belief it would be creatively unchallenging and logistically demanding. Agencies need to step up and realise that Africa is ready for world-beating work."
