Page 19 - LOCAL PLANET PR REPORT - FEBRUARY 2024

The world’s largest privately held media and communication agency network, Local
Planet, marked its entry into the Middle East and Africa (MEA) region. ‘Local Planet
MEA’ strategically headquartered in Dubai, is powered by the Middle East’s leading
independent full-service creative marketing agency- Tonic International, along with RMS
Media and Curiosity Africa, for Middle East and Africa respectively. This move
completes Local Planet’s global expansion effectively to address the diverse needs of
the dynamic Middle East and Africa markets.

‘Local Planet MEA’ will operate across 63 regional markets, catering to the needs of
regional as well as international clients through 37 offices in locations, including the
UAE, KSA, Egypt, Algeria, Nigeria, Kenya, and South Africa. The network will further
utilise the resources, expertise, and tools offered by Tonic International, RMS Media,
and Curiosity Africa – all of which are supported by Local Planet International on a
global scale.

According to industry reports, the Middle East marketing and advertising agency market
is projected to reach USD 9.87 billion by 2030, expanding at a compound annual growth
rate (CAGR) of 4.94 per cent from 2024 to 2030. Additionally, in Africa, entrepreneurs
and companies are increasingly seeking specialized services due to the burgeoning
growth of local and regional brands. Reports state that Africa Advertising market is
projected to grow at a 4.9% CAGR by 2029. Marketing professionals can benefit from
the Local Planet MEA’s thorough understanding of the local markets and the subtleties
of customer behaviours that are essential to brand success both regionally and globally.

Martyn Rattle, Global CEO of Local Planet, commented: “We are delighted to join forces
with Tonic International and two alliances to power our Local Planet MEA operations,
owing to their extensive expertise across the whole region. The rapidly evolving digital
ecosystem and numerous cutting-edge technologies have had a significant and
profound impact on the marketing, advertising, and media agency landscape, bringing a
paradigm shift in the way companies interact with customers as well as promote their
products and services. At Local Planet, our overarching goal is to provide innovative
solutions and successfully meet the varied needs of diverse markets globally.”

The MEA region is regarded as a favourable destination for marketers and advertisers
who seek to enhance brand visibility and awareness. This appeal of the market can be
ascribed to a combination of factors, including the increasing number of businesses,
rising brand competition, a large population, and high internet usage rates.

Arnaud Verchere, Group CEO at Tonic International and Chairman of Local Planet
MEA, stated: “We are delighted to partner with Local Planet as it expands into the MEA
region. Our successful track record in the Middle East, has paved the way for this
broader-scale strategic move. Our distinct understanding of the local markets, our
entrepreneurial spirit, and our client-centric approach position us uniquely among the
agency networks in the region. We are equipped to offer cutting-edge services ensuring
consistency in operations and approaches and producing remarkable outcomes for
brands in the region.”

https://www.businesstoday.me/news/local-planet-officially-launches-local-planet-mea/