Absa has appointed a 50.01% black-owned company, Exp Sponsorship, as the lead agency for its multi-million rand sponsorship portfolio. Exp Sponsorship will consolidate Absa's portfolio which includes soccer, new rugby properties, the Absa Relay, arts and culture including KKNK, the Absa L'Atelier Art competition and all internal staff events.
The existing rugby portfolio will continue to be managed by Megapro.
Anisa du Plessis, General Manager, Absa Group Marketing, says: "Exp has proved itself to Absa. It has already successfully managed portions of our portfolio this year - the Absa Cup (soccer), Absa Relay Challenge and the African Leopards (rugby).
"Together with Absa's advertising agency, J Walter Thompson (JWT), Exp Sponsorship will be an integral part of our consolidated dynamic team to give Absa's Marketing and Sponsorships the competitive edge. This will enable us to use our sponsorship properties and our events as a platform to provide an even better experience to our customers.
"Apart from the extensive knowledge and experience which Exp will bring to the Absa fold, it is important for us that the majority shareholding in Exp is black. Absa is committed to the development of this country and BEE is critical to this goal."
Apart from meeting the requirements of the industry-compiled Financial Services Charter, Absa says that procuring services from black companies is just one way that Absa can support entrepreneurs in South Africa.
"The sustainability and growth of our society, the economy and new business, is largely dependant on the success of entrepreneurs across all genders and levels of business," says du Plessis.
MD of Exp Sponsorship, Justin Sampson says: "We are looking forward to building on Absa's strong brand, using the sponsorship platform as a core business tool from which to launch a myriad of other communication activities.
"Being part of the Exp group of companies, the largest wholly-owned agency network across the African continent, means we can take advantage of the Group's well established African infrastructure and network."