MS&L wins Brand South Africa PR account

15 May 2009

MS&L Worldwide has been appointed global strategic communications advisor for the International Marketing Council (IMC) of South Africa. The appointment, announced yesterday, Thursday, 14 May, 2009, follows a lengthy evaluation process, which included 16 responses to a public request for proposal and a six-way competitive pitch between shortlisted agencies.

Commented Paul Bannister, IMC acting CEO, "The appointment of a strategic-communications partner comes at a time of great significance for South Africa as a country. The introduction of a new government and national leadership creates a unique platform to profile our country, its economic policies and our global competitiveness. Even more important is the realisation that we undertake this effort within the context of substantial international economic uncertainty.”

"As an agency, we have been living, eating and breathing corporate brands for many years. Building the nation brand is not only an exciting challenge, but also a great responsibility - one which we are taking on with honour and pride," said Amanda Singleton, MD of MS&L Worldwide | South Africa, the agency's hub for Africa.

Ten key markets

MS&L will service the Brand SA team in 10 key markets globally and provide additional market support in countries requiring economic, trade and investment profiling. The 10 key markets include China, India, Brazil, UAE (and broader Middle East region), Egypt, Nigeria, Democratic Republic of Congo, UK, European Union and the US.

"Working with a global agency network such as MS&L will allow the IMC to build the reputation of Brand SA and promote global competitiveness in markets where we do not have a direct presence. This is a very good fit with the IMC's collaborative approach to reputation management," concluded Banner.