Page 22 - LOCAL PLANET PR REPORT - FEBRUARY 2024

2/6/24, 3:58 PM Local Planet officially launches ‘Local Planet MEA’
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.”

Carine Conradie-Haffejee and Alexei Pashkov, Co-Founders of Curiosity Africa, said: “We are thrilled
to be a part of Local Planet MEA and contribute to the transformation of the advertising and
marketing landscape in the region. With our ample resources, speed, and flexibility, we are well-
prepared to strengthen business solutions in the region. Our expertise lies in effortlessly integrating
global marketing technology solutions into daily operations, complemented by our capabilities in
business intelligence, analytics, and marketing insights, enriching the portfolio of services offered
by Local Planet MEA for clients in the region.”

Today, businesses in the Middle East are making significant investments in data-driven marketing,
to better understand consumer behaviours and preferences, with 68 per cent of marketers seeking
to increase their data-related expenditure by 2024, as per the report published by Data &
Marketing Association (DMA).

To address these challenges and tap into the vast potential of the Middle East and Africa (MEA)
market, Local Planet MEA will develop and execute media communication strategies, utilising a
team of experts with a comprehensive understanding of business requirements and media

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