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SA youth market specialist company opens doors in Kenya

With fifteen years of youth marketing experience under their belt, home-grown youth specialist company HDI Youth Marketeers has officially launched in Kenya after being in operation in the country for several months. HDI has been up and running in Lagos since mid-2009 and Kenya marks the company's move into East Africa.
Jason Levin, MD at HDI Youth Marketeers SA attended the official launch event of HDI Kenya
Jason Levin, MD at HDI Youth Marketeers SA attended the official launch event of HDI Kenya
Young performers at the launch
Young performers at the launch
HDI's MD in South Africa, Jason Levin travelled to Kenya last week for the official launch celebrations which were held at the Serena hotel in Nairobi. Over 60 guests and media delegates attended the business breakfast event to mark this occasion which included a Pan African trends presentation.

"The event was well attended by key stakeholders in the market. We received excellent reviews of the two presentations showing youth trends internationally and locally. Feedback from the delegates is that it's given new insight into the youth constituency in Kenya," says David Malonza, MD of HDI Youth Marketeers in Kenya.

There is significant online coverage on international trends but very little on African youth trends in comparison. HDI conducts an annual youth study, Sunday Times Generation Next, in South Africa to keep track of what's happening with young urbanites. Now, with offices in Nigeria and Kenya the company will be able to give their clients a broader understanding of what makes young Africans tick and use these findings to develop the appropriate vehicle to reach them. At the launch event, HDI Kenya presented findings from the first piece of deep and broad youth research conducted in this market. These findings uncover insights into lifestyle and consumer behaviour amongst Kenyan youth which accounts for 62% of the local population.

Delegates at the official launch event of HDI Kenya
Delegates at the official launch event of HDI Kenya
Locally, HDI has seen a strong surge of over R5 million of new business. The new brands that hopped aboard the HDI bus were interesting and diverse, ranging from Edgars to Intel. In upcoming months, HDI plans to make a move into the Middle East. "We have been involved in the development and roll-out of brand-funded educational platforms for over a decade in South Africa. We are very pleased to have the opportunity to bring these learnings and experiences to young people in Kenya," says Liesl Loubser, HDI's CEO in South Africa.

"Going forward, HDI intends to use its expertise garnered from 15 years in the market to help clients optimise their youth marketing strategies and increase their return on investment from every engagement with the youth," says Malonza of the opportunities that await HDI Kenya.

For more information on HDI Youth Marketeers, visit: www.hdiyouth.com.

19 Oct 2011 13:25

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