Publicis Groupe acquires South Africa’s Creative Counsel Group

MUMBAI: Publicis Groupe has acquired South-Africa based The Creative Counsel Group (TCC), which is an integrated below-the-line agency providing marketing and activation solutions.

Founded in 2001 by co-founders and joint CEOs Ran Neu-Ner and Gil Oved, The Creative Counsel Group boasts over 1,500 employees and works with clients such as Unilever, Clover, Vodacom, Microsoft, Brandhouse and Tiger Brands.

TCC offers holistic services including creative, strategy and execution of go-to market strategies and activations, large-scale conferencing and events, mass-market insights and strategies, loyalty partnerships, merchandising and retail shopper marketing.

Furthermore, the addition of TCC will specifically strengthen and complement Publicis Worldwide, offering more transformative experiences to clients and their brands through promotional and experiential capabilities at scale, essential to client business development. Complementing the existing structure and expertise of Publicis Groupe’s multi-door operation in Africa, Publicis Africa Group, which now counts agencies across 35 countries, TCC bridges existing digital and traditional disciplines, brands to reach their consumers wherever they may be.

The Creative Counsel Group will come under the remit of Publicis Worldwide - headed by global CEO Arthur Sadoun.

Neu-Ner and Oved will report to Publicis Africa Group CEO Kevin Tromp.

Sadoun said, “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. This strategic move positions Publicis Worldwide as the leading creative network in Africa, a key continent for our future development.”

Tromp added, “The combination of TCC’s scale, massively entepreneurial culture, and intimate understanding of the African consumer at every level, is an excellent complement to Publicis' global communication sophistication, deep digital orientation and multi-national mentality. This union creates the most powerful activation and experiential entity on the continent, focused on bringing brands to life in a culturally relevant fashion, for our clients and their consumers.”

Neu-Ner and Oved added, “The focus is shifting away from the brand and towards the consumer. We’re about touching the heart and mind on a very real level, in a personalised manner, be it on-the-ground, digitally or any other way that results in consumers changing the way they act or transact. The fun part is that this ‘non-traditional’ form of advertising is ever evolving and ultra-dynamic. We wake up every day wondering what are we going to do differently today versus yesterday. Becoming part of Publicis Worldwide enables us to scale our offering and unique blend of conceptual and executional abilities on a global scale. Publicis Worldwide are the masters of merging digital, creative, strategy and new age thinking and therefore, for us, they are the bigger brother we always wish we had.”

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