Thinking global, acting local - Volcano Advertising aligns with global partner

The in' Africa Network is continuing to expand rapidly throughout Africa with Volcano Advertising, South Africa's leading IMC agency, taking the lead in driving the regional growth on this rapidly emerging continent of over one billion consumers.
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"Rapid Future Growth of the African Market has driven many leading global brands to appoint independent agencies in this region, where it is essential that international communications have to be adapted or produced to effectively and successfully communicate with local and ethnic cultures, and changing customer behaviour patterns," commented Peter Jackson, Volcano Advertising CEO.

Jackson continues, "Whereas the majority of the world's leading economies are faced with the prospect and challenges of aging populations and faltering market growth, Africa, with its youthful demographics, is one of the few markets that offer an increasingly lucrative and highly aspirational consumer marketplace for leading international brands. This must be a message that hits home with corporations desperate for growth, and that are faced with the dim prospect of stagnating first world markets."

Recently these in' member agencies met in Vienna for information on their network's new strategy. The core focus of the conference however revolved around understanding the networks unique, exceptional presence and activities in emergent markets - namely in BRICS (Brazil, Russia, India, China, South Africa).

49 delegates, including 11 guests from other partner organisations and companies, attended the conference. Included on the list of guest speakers Peter Jackson, representing in' Africa in his capacity as CEO of Volcano Advertising, discussed topics impacting on the industry within the complex continent with special attention on future trends that will impact on communication strategies in the future.

As a lead up to the convention a creative contest was organised between the 84 agencies of the in' Network operating in 96 countries and 123 cities, to develop an ad campaign to help promote the highly commendable work being done by the international SOS Children Villages - the globally recognised humanitarian organisation whose headquarters are based in Vienna. Volcano was awarded in the category for Emergent Countries for outstanding creativity for their campaign developed for SOS Children Villages.

The in' Global Marketing Communications Network is the broadest linkage of the world's foremost international independent agencies. Founded in Europe in 1992 by four agencies from France, Germany, Spain and UK, in' started as the first European Economy Interest Grouping and became a leading independent worldwide agency network in 1998.

27 Feb 2012 12:03


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