The fledgling, but extensive and well-supported network brings together an integrated mix of local and global expertise, enabling it to move at the ‘speed of life’ by anticipating and meeting the needs of one of the world’s youngest and most mobile-reliant populations. 

“Bringing the DAN network to South Africa and expanding across the continent means that we are launching a digital revolution within the agency through a new approach to digital in Africa,” says DAN MD Eunene Levine. “At the same time, we are celebrating a focus that is moving outward - crossing South Africa’s borders and opening opportunities in the countries where TBWA\ has offices.”

To maintain and expand this focus - and to bring clients an integrated mix of digital capabilities - the network has gathered a team of more than 1000 digital specialists from around the globe whose contributions to the industry have been extensively recognised. Also within DAN Africa are an additional eight specialist labs that complement and augment the skills already in place. 

In terms of strategy, Levine says that developing new opportunities across Africa will not solely rely on the traditional approach of using South Africa as a springboard; DAN in Africa is already part of the TBWA\ African backbone - a system that ensures the network can think globally, but deliver locally.

“Our approach is based on recognition of the different socio-economic realities that exist. The glue of an African digital campaign may rely on key corporate differentiators being used as central messages to a campaign, but local interpretation and delivery make the vital difference that results in innovative client solutions that reach audiences. Our style is to take local tastes and consumer behaviour into account.”

There are three distinct facets to DAN in Africa’s work on the continent:

  • The network can assist global businesses planning to enter the continent - whether through South Africa or direct;
  • DAN in Africa has a deep understanding of South African companies, enabling them to roll out niche growth strategies; and
  • The strength and presence of TBWA\ group companies is already in place in strategic African markets. These associates can call on the network’s support as they develop digital competencies.

According to group CEO Derek Bouwer, DAN in Africa will bring significant benefits to TBWA\ clients. “One of our key objectives as a business is to ensure that we have a full spectrum of specialist businesses in place within our group to provide ‘best-of-breed’ solutions across all communication disciplines. The evolution that has taken place within our group and resulted in the launch of DAN in Africa will see the impressive creative and technical credentials of our digital team reach new heights.”

Concludes Levine, “In an Africa that boasts of having one of the highest mobile instrument/user ratios in the world, there is no doubt that digital marketing will become a critical success factor for those wishing to make their mark in highly diversified and stimulating markets.”

For more information on TBWA\, visit www.tbwa.com.