“8909 — a young, dynamic, data-driven digital agency led by Ciarán McKivergan — was the first potential partner we identified during a recent strategy session aligned to the continuous innovation we apply to our communications," says Deeb.

“This had further shaped our thinking around synergising with partners to provide seamlessly integrated solutions stretching from defining brand purpose, strategy, creative, tech, digital and entertainment-related business solutions for our clients," Deebs adds.

“Impressed by Ciarán’s proposition of quantified creativity, we asked if he’d be willing to explore a partnership according to the 'try-before-you-buy’ approach. This sees us spending considerable time working together on projects and campaigns for brands within the MetropolitanRepublic stable before signing a deal. Obviously, we both passed the test, and we are delighted to have found Ciarán and his team,” she says.

“At 8909, we remove the uncertainty, allowing our clients to focus on their growth while we focus on uncovering the most important behavioural insights to drive hot creative and effective media buying to help grow brand ROI growth,” says McKivergan.

“I must acknowledge and thank our MetropolitanRepublic clients for trusting us to make this happen on their awesome brands,” adds Deeb. “Confident in the strength of this partnership, we have no doubt in our collective ability to create Africa’s most purpose-driven, integrated, quantified creative agency.”

For more information, visit www.metropolitanrepublic.com. You can also follow MetropolitanRepublic on Facebook or on Twitter.