Media Planning Group has bolstered its global presence after forging an alliance with Africa's third largest media shop.
The Havas-owned network has agreed a non-equity partnership with Peapco, an independent agency group with operations in Nigeria, Ghana, Gambia, Liberia, Sierra Leone, Congo, Tanzania, Kenya, Gabon and Cameroon. The African group's clients include First Atlantic Bank and local food manufacturer Mark & Mei.
Under the deal, Peapco will be able to use the MPG name and tap into its knowledge base.
"This is a very important agreement," declared Peapco's president and chief investor Osaren Emokpae, "as it gives us the possibility of belonging to an international network and therefore being able to use its unique methodology and advanced tools."
Ampelio Plaza, MPG's executive vp for corporate development, was equally enthusiastic: "Our international clients wish for a global service and consequently we need to be present in Africa. On the other hand Africa can also become an important market for MPG as this is a region that is expected to grow economically in the next years."
Data sourced from: AdAgeGlobal.com; additional content by WARC staff