Uganda: Fireworks partners SA's Arcay Communications

Expanding into East Africa

Owino noted that the partnership offers Fireworks the ability to tap into Arcay's unique tools and communication experience. "But most importantly, allows Fireworks to service its clients' needs across the African continent and beyond," he said. In the East Africa region, Fireworks PR will work closely with Gina Din Corporate Communications, one of Kenya's top communication consultancy firms.

Robyn de Villiers, chairman of Arcay Communications observed that the partnership has been occasioned by globalisation of international firms. He noted that with more companies penetrating new markets, the need for local expertise and knowledge is now very crucial. "This landmark partnership with Fireworks PR, gives our clients and those of our affiliates, good cover in Uganda," he said.

Fireworks PR clients

Fireworks Advertising is two years old in the East African nation having started its operations in 2008. The company handles PR for clients including; Barclays Uganda, Tullow Oil, East African Breweries Limited, Development Finance Company of Uganda (DFCU) Bank, and United Bank for Africa (UBA). Fireworks concentrate its efforts on image and reputation management, press and media relations, event management as well as crisis communication.

The partnership between Arcay Communications and Fireworks closely follows that of Ogilvy & Mather Worldwide and Scangroup Limited in Kenya. The two firms agreed to create a pan-Africa joint venture via a share swap transaction in order to strengthen their business and grow in sub-Saharan Africa. Last year, Scanad also entered into a partnership with New York-based Hill & Knowlton as it sought to strengthen its position in Africa.