This follows the partnership agreement with the Customer Marketing Group (a customer experience consultancy) announced by the Iconic Media Group.

“Creative and production used to be done in one house but there was no transparency between the two and hence they were separated,” says Gary Davies, group CEO of Point.

“In line with international trends, the two skills are merging once again and we strongly believe this relationship will work. We will continue to provide the transparency clients have always wanted, with strong creative skills the Iconic Media Group brings,” Davies adds. 

Dermot Latimer, CEO of Iconic Media Group, says “The Iconic Media Group is five years old and offers specialised skills across the full spectrum of creative services. We have always held the vision of developing our business into not only a truly integrated agency, but to also provide our clients with on-site hybrid offerings that further deliver better efficiency and effectiveness. The partnership with Point achieves that,” Latimer adds.

This partnership will enable us to strategically develop, conceptualise and create a final product that can be implemented at any point of the consumer's journey. We believe this will separate us from the rest of the competition,” Latimer says. 

“The reality is that agency creatives are not exposed to the skills needed to fulfil a production brief. The same is true vice-versa, where creativity can be lacking when working within the usual parameters of point of sale design and production,” Latimer adds.

“We believe that by bringing our strengths together and creating an environment of transparency between the two worlds, our work will not only become even more efficient but vastly more creative and therefore effective,” adds Davies.  

Point currently has operation bases across the entire African continent and reaches into the Middle East. With its new relationship, Point says they will be filling a niche gap in the market across the continent.  

“In the African and Middle Eastern market, having on-the-ground-experience is key. When we talk about shopper experiences in individual African markets, creative is normally supplied without actually knowing the consumer journey on the ground. This means that the creative executions often miss the mark when presented along the consumer journey,” Davies adds.

"We see a need in the fast-moving consumer goods (FMCG) space for an agency that can provide production advice in conjunction with relevant consumer experience strategies and a full-service creative offering. This partnership will allow us to offer relevant and tailor-made solutions to those markets,”

“This know-how and these service offerings are what differentiates us. We are able to provide proper end-to-end FMCG campaigns anywhere in Africa at any point in the customer experience,” adds Latimer.       

The move has seen The Iconic Media Group rebrand to the Iconic Collective, an integrated agency that offers seven divisions of expertise, including digital, shopper marketing, animation and post-production, technology and activations.

This new agency will service its clients from three offices in South Africa together with offices across Africa and the UK, including Kenya, Egypt, Dubai and London.

Point and the Iconic Media Group aim to provide a full end-to-end service for consumer experiences across Africa and the Middle East. 

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