Provantage Media expands into Africa

“Due to a growing number of requests from our South African clients, who have a presence in these regions, Provantage Media has started conducting brand activation and transit media campaigns outside of South African borders,” commented Glen Jordan, director at Provantage Media.

“We have also begun discussions with possible partners in these areas in order to secure a formalised presence in these countries.”

According to Jordan the majority of work being conducted in these regions is for financial and FMCG clients. “Our initial campaigns in Nigeria and Botswana were led by financial clients but we are getting a lot more interest from the other sectors,” added Jordan.

“Not only is our work in South Africa driving our expansion into Africa, but it is also aiding our success in these foreign markets,” he explained. “Despite the fact that the markets are vastly different, the elements that we use here also work well in these regions.”

These consumer groups require more direct interaction in order to communicate the more complex messages that the financial and FMCG brands have for these markets, according to Provantage.

“Brand activation marketing is important to educate these markets and ensure clarity of message. Consumers in these markets are becoming increasingly more savvy and educated, and therefore require more information to make purchasing decisions. Also, as their buying power grows so do the marketing and advertising messages they are bombarded with. It is therefore very important to ensure continued education and communication with these growing markets through the creation of defined and clear messages.

“Through our ‘commuter classroom’ we are also able to extend this education to the transport sector in order to reach a captive audience,” continued Jordan.

“With our experience and pedigree in the transit media industry in South Africa we are able to effectively integrate activation and transit media campaigns in these regions. We are always looking for new opportunities within Africa and are very confident of being able to meet future clients’ demands following the success of our previous campaigns,” Jordan concluded.