Exp. Africa's largest and leading direct-to-consumer, experiential and sponsorship agency

Issued by: Exp. | 27 Jun 2005 09:01
It has come to Exp.'s notice that some companies are claiming positions and values that are simply not true with reference to their networks in Africa.
Many agencies claim to have substantial networks across sub-Saharan Africa. In almost every instance, these networks are made up of affiliate offices over which the core agency often has limited control. The fact is that many affiliate office owners are entrepreneurs in their own right, more often than not having other interests that sometimes conflict with the way that the affiliate business is conducted. To add to this many of the strategic properties and processes that have made the networks great are not followed through in country and the 'network' owner is almost powerless to act.

What is the result of such? A client's money is not always spent objectively or in the best interests of the client.

It is not simply sufficient to have the proverbial dots on the map. Clients and serious brand owners need to ask themselves if their brands are truly in the hands of their chosen agency or is it simply a 'franchise operation'? Will their brands receive the same levels of attention and care that they get at their source agency? Is their strategic information secure, or is it possible that the same 'franchise' company is working for competitive brands.

Exp. opened its first offices in South Africa in 1982, in Africa outside of South Africa from 1992 and in Asia from 1996*. This has evolved to 21 offices in Africa, working into 32 countries across sub-Saharan Africa. The name Exp was introduced as the corporate name only in 2001.

Exp. remains committed to leading the way when it comes to offering clients a consistent and dynamic marketing communication package across sub-Saharan Africa. It goes without saying that each communication platform should incorporate the very best strategic and creative thinking. Exp. is able to offer both of these resources in-house......and across all disciplines, including both experiential marketing and sponsorship marketing.

Exp. believes that communication in Africa requires an integrated communication strategy, one that is created objectively and in the best interests of the brand, without concern for how much money will be earned from the defined communication strategy.

Exp. is able to offer its clients a vastly superior understanding of Africa and consumers in Africa; experience gained through many years of hands-on experience, market research and working in the many and varied populations of South Africa and Africa as a whole.

From an experiential perspective, Exp.'s agency Exp. The Demand Activation Agency is at the forefront of the development of Experiential Marketing and Brand Activation, both in South Africa and across sub-Saharan Africa.

Exp. created a Brand Activation strategy in 2001, way ahead of its time, whilst today Exp. The Demand Activation Agency uses an experiential marketing strategy that includes a dynamic and unique Sixth Sense™ marketing tool.

Recent attendance by 4 of Exp.'s senior Africa management at a global experiential marketing conference held in Chicago confirmed that Exp.'s experiential strategy and ability to implement these strategies is right up there with the very best in the world. This insight is an endorsement of Exp.'s long-established strategy of becoming Africa's pre-eminent and Africa's only truly World Class direct-to-consumer, experiential and sponsorship agency.

In the sponsorship arena, Exp decided to pursue sponsorship as a separate business corridor of opportunity in 2004. Exp.Sponsorship's impact has been immediate and impressive. Sponsorship consulting and implementation work has already been completed for several major companies and events. Clients include MTN, Absa, Eskom and Goldfields and the events include major properties such as the recently completed Absa Cup, the forthcoming Absa Relay and sponsorship of the Ghana national football team. Exp.Sponsorship has recently been listed as one of the official event and sponsorship suppliers to SABC. Other exciting clients and sponsorship consultancy linked to major events have either recently been finalized or are in the process of being finalized and announcements in this respect are to be made in the near future.

Besides having in-house sponsorship expertise and in South Africa being a truly BEE empowered company, Exp.Sponsorship has the added asset and value of being able to turn to its sister company Exp. The Demand Activation Agency with respect to maximizing the connections and emotional impact amongst consumers reached by the sponsorship events and properties that it manages.

In its own right Exp. The Demand Activation company has an impressive and extensive list of clients including Coca-Cola, Unilever, SAB Miller, MTN, Nestle, Absa, Goldfields, Shell, GlaxoSmithKline, Eskom, Reckitt Benckiser, PSI, DFID, USAID and many others.

From a traditional media perspective, Exp. is a shareholder in AMP (Africa Media Portal), a media company that is making a difference to the media strategies and media monitoring capabilities of some of the world's leading companies, including SAB Miller, Stanbic Africa, Vodacom, Johnson & Johnson etc. As is the case with Exp., in its field AMP is at the leading edge with respect to media strategy, First World software systems and monitoring technology.

Exp. remains committed to leading the way in Africa with respect to direct-to-consumer, experiential and sponsorship marketing and in helping to further enhance the network, capabilities and credentials of AMP.

For further information, contact Ron Boon, CEO, Exp.
Tel: +27 11 549 5340 or Mail:
27 Jun 2005 09:01


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