Commentary

Stagwell Extends Global Affiliate Program To Africa

Last year Stagwell unveiled a new network of global partnerships designed to accelerate the holding company’s growth beyond the U.S.

The company has previously struck deals with multiple agencies in Europe, Asia and North America.

Now the company has extended the program to Africa via new affiliate partnerships with three firms: Incubeta in South Africa, SBI Media in Nigeria, and Orient Planet Group, whose footprint spans North Africa, including Libya, Tunisia, Algeria, Egypt, and Morocco.

The firms will collaborate with agencies across Stagwell's network to scale media, content, and production capabilities for the group’s global clients. 

"By 2025, two-thirds of African households are expected to have increased consumer power in the global economy,” said Stagwell CEO Mark Penn. The new affiliate deals, he added, will help clients to better engage with Africa’s growing consumer base.

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Incubeta is a digital-transformation outfit that has steered digital growth for clients across multiple sectors, including retail, travel, finance FMCG, iGaming, entertainment, automotive, and app development.

Lagos-based SBI Media is a full-service agency with capabilities spanning media planning and buying, branding, marketing strategy, PR and digital marketing.

Orient Planet Group is a public relations, marketing, and communications consultant.  

 

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