• by Larissa Faw , September 11, 2015

Publicis Groupe is sharpening its focus on the African market with the acquisition of The Creative Counsel Group (TCC), the largest integrated network of ad agencies in South Africa, according to the holding company. Terms of the deal were not disclosed.

This acquisition strengthens the position on the continent of the company’s flagship network Publicis Worldwide, which will oversee the acquired agency group. Founded in 2001 by joint CEOs Ran Neu-Ner and Gil Oved, The Creative Counsel Group employs 1,500 and works with blue chip clients such as Unilever, Clover, Vodacom, Microsoft, Brandhouse and Tiger Brands. 

The full-service network, based in Greater Johannesburg, offers creative, strategy and activations, large-scale conferencing and events, research, loyalty partnerships, merchandising and retail shopper marketing.

TCC will become part of Publicis WW’s Africa Group, which features agencies across 35 countries. The two founders will report to Kevin Tromp, CEO of Publicis Africa Group.

“With the addition of The Creative Counsel, our clients will have access to the most innovative ways to promote, engage and educate their target markets about their products and services,” stated Arthur Sadoun, Global CEO, Publicis Worldwide, who indicated that Africa is “a key continent for our future development.”

This acquisition follows several others by Publicis Groupe in Africa, including Epic Communications in February, as well as AG Partners, Prima, Owenkessel, Machine, Brandsrock, Liquorice and Lighthouse Digital in 2014.