By doing so, the agency has indicated that it is also growing its below-the-line and shopper marketing capabilities to address the growing demand for insights-led FMCG and retail marketing.

Espresso has sold 51% equity to black empowerment conglomerate M&N Brands, the holding company that owns Avatar. The deal will result in Espresso being renamed Avatar DBN.

Antony Ellis, who co-founded Espresso with Natalie French in 2001, will remain at the helm as managing director. French will remain Avatar DBN's executive creative director, working closely with Veli Ngubane, Avatar's chief creative officer.

They will also be joined by Avatar BUD Ayanda Dlamini in the new operation. Avatar DBN's client list currently includes:
  • Snowflake
  • Iwisa No.1
  • Nyala
  • BB Bakeries
  • Blue Ribbon
  • Toys R Us
  • Babies R Us
  • Nivea
  • Eucerin
  • Labello
  • Lil-lets
  • Universal and Paramount Pictures Africa, and
  • Mondi.
"While we see the continued pressure of COVID-19 on media and advertising spend in general, research indicates an upsurge in food brand investment," says Zibusiso Mkhwanazi, group CEO of M&N Brands. "Espresso's FMGC expertise, combined with Avatar's digital pedigree and broad market insight, will bring something truly unique for our clients."

Set against the backdrop of the pandemic, Avatar launched a new business practice called Resilience at Avatar in April. This was to help businesses navigate their way through the uncertainties.

"This acquisition is another step for us as we pivot as a business during these difficult times. We believe in finding opportunities in the midst of crisis," adds Mkhwanazi.

Avatar says that the move affirms the group's position as the country's largest fully black-owned agency group. It also serves the firm's entrepreneurial plans to continue growing its African presence and integrated skills offering through partnerships that 'deliver real impact and value to clients'.

According to Avatar, Avatar DBN will complement the group's growing base of specialised practices including:
  • Avatar JHB, an integrated agency
  • Avatar Cape Town, which specialises in retail
  • Avatar Media, the group's media buying arm
  • Avatar PR, and
  • Resilience at Avatar, a dedicated consultancy unit and B2B specialist.
The launch of a Durban office will give Avatar a base of over 100 employees across different agencies in three major hubs, says the company. These include Cape Town and Johannesburg.

"The KZN landscape is overtraded with shops of all sizes, disciplines and capabilities," says Ellis. "We believe there's a need for change, improvement and a higher level of creative performance from Durban agencies, and it's our intention to spearhead that change by challenging ourselves to adopt new processes, new skills and new thinking."

"We will be expanding our strategic scope to deliver work that's more insightful, more meaningful and more relevant. With the move to Avatar, we're also fully embracing digital as a critical channel to meet our clients' consumers in the palm of their hands with smart, original creative work that delivers impactful ROI," concludes Ellis.

For more information, visit www.avataragency.co.za. You can also follow the Avatar Agency Group on Facebook, Twitter or on Instagram