Western advertising and public relations agencies are increasingly joining with African advertising companies. They are working together to attract international businesses that want to advertise products or services in Africa. The continent has been considered the last undeveloped place for consumer markets.
Advertising agencies are now helping international companies become well known in Africa.
Communications and public relations agencies are advising African leaders. But many are also looking for international businesses that want to do business in Africa. After all, the continent is home to six of the 10 fastest growing economies in the world.
Keri-Ann Stanton is managing director of Engage Joe Public, a public relations agency. She says global communication companies have bought or partnered with many African agencies over the last two years.
The growing number of mobile devices has helped the growth of locally-owned digital agencies in sub-Saharan Africa, countries south of the Equator. Keri-Ann Stanton says these agencies are creating their own specialized market, and winning plenty of praise.
Africa claims to be the "mobile continent" because so many people use wireless technology there. There are predictions that the ability to connect to high-speed Internet will increase 20 times over the next five years. Studies have found there will be an estimated 930 million mobile users in Africa by the end of 2019.
Many overseas companies have little experience dealing with Africa. They do not know much about the culture or the way things are done on the continent. Also, there is a lack of information to help with the marketing. So having employees who are experts in the area and culture is helpful for companies.
Fraser Lamb is chief executive（行政主管） officer and Africa Chairman of McCann World group. He says poorly informed advertising campaigns can be costly. He says better research showed that Nigeria's MasterCard holders knew more about Harrods, London's store for high-priced goods, than elephants and lions.
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