Averda has bought a controlling stake in Wasteman Holdings, one of the largest waste management organisations in Southern Africa with more than 35 years’ experience. Wasteman provides fully integrated waste management solutions to clients in the industrial, commercial, and domestic sectors across South Africa.
The acquisition of this business means that the local brand will be re-launched and renamed Averda SA. The scope of work will include application of the new global corporate identity, a repositioning strategy and the development of content to that will drive a new and improved customer experience.
The Brand Union’s managing director of Africa, Mathew Weiss expressed his delight of the news saying, “Averda is a reputable brand that is transforming the waste management category in emerging markets. The CEO is ambitious, the company is dynamic and we are delighted to have the opportunity to partner with them to launch the brand locally. The new Averda brand gives us an opportunity to be the first market globally to work with the new messaging strategy and corporate identity.”
The South African Healthcare sector has been identified as a key opportunity for the organisation and will be the subject of the first campaign, promoting Averda’s end-to end medical waste services and superior customer service credentials.
“It’s no secret that the role of brand agencies has to grow beyond CI briefs, and the type of work that we’re doing across our clients these days is indicative of this. We believe that we won the Averda business based on presenting a concept that promises to support and build on Averda’s ambition to bring a higher quality experience for stakeholders, which ultimately builds brand value and reputation,” concluded Weiss.
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