According to the partners, this effort will increase culturally authentic access, engagement and participation in media and advertising throughout the continent. 

UWG Africa serves businesses in Johannesburg, Nairobi and Lagos. According to UWG Africa, it enters the market with the financial capacity of USD$200-million investment to create a community impact that focuses on Black media, content, talent and consumer engagement across Africa while delivering business growth for clients.

"As insight-driven storytellers who foster inclusivity and drive culture forward, UWG Africa will combine data-driven insights with authentic cultural understanding and unique creativity to unlock client growth opportunities. UWG Africa is resolute in its dedication to learn from, honour and empower Africa's unique and diverse cultures," says Gregory Edwards, president and CEO of UWG.

Carlo Murison, group CEO of Two Tone Global, says, "UWG Africa will change how brands connect with customers. We are excited to expand the magic across Africa, creating more meaningful connections through insights that are culturally relevant."

According to UGW, with the formation of UWG Africa, it now operates in five cities across three countries in North America and Africa.

Two Tone Global will continue to operate as a full-service advertising agency headquartered in Johannesburg with its own roster of clients. There will be no changes to the ownership or management team headed by Murison, says the agency. 

According to UWG, New York-based UWG is the longest-standing multicultural advertising and marketing agency in the United States, while Johannesburg-headquartered Two Tone Global is the 100% Black-owned, digitally-led, integrated, full-service agency that has been at the forefront of the African brand narrative for more than two decades.

The agency says UWG took its first step towards global expansion with the formation of UWG Monsoon in Canada earlier in 2023. A partnership with Toronto-based Monsoon Communications, the multicultural agency specialises in strategies that offer brands an in-depth and comprehensive understanding of the numerous ethnic consumer segments in that country.

For more information, visit www.wpp.com/companies/uniworld-group or www.twotoneglobal.com.