Creative partnerships the short cut Africa needs, Reg Lascaris

Strategic partnerships are today’s drivers of corporate growth. Being best of breed in your niche isn’t enough. As a wide-ranging communications Group we carry a big ‘toolkit’. We can call on whatever skill sets are most appropriate for any communication strategy. The wider challenge is to form strategic creative partnerships with our clients, becoming their creative resource of choice, locally and internationally.

The bigger the market, the bigger the opportunity, which is why we’re so keen to entrench the creative partnership concept in Nigeria, Africa’s largest economy. Four TBWA affiliate agencies (TBWA\Concept, Yellow Brick Road, Tequila Nigeria and Playhouse Digital) already give us a strong local presence.

They can call on additional group resources, giving clients a head-start in the development of strategies to secure competitive advantage in Nigeria and across the region. We recently spelled out the scale of this opportunity to an audience of executives from a wide range of client companies at a symposium in Lagos.

Speakers included representatives from various TBWA Nigeria companies and showcased the potential for combining local insight and global best practice to develop creative solutions to business challenges – a model developed worldwide by TBWA. Applying the creative partnership model to Africa enables a great leap forward by business. Remember, lack of communication infrastructure held Africa back for decades.

We didn’t have enough fixed lines. Along came cell-phones and we raced ahead without playing fixed-line catch-up. Today, we need another short-cut if our business sector is to succeed without having to stand in line for global practice and insights to be passed on down to us. Creative partnerships give us that short-cut. We should take it.

Posted in: Primall Media

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