Page 29 - LOCAL PLANET PR REPORT - FEBRUARY 2024

2/6/24, 3:59 PM Local Planet officially launches ‘Local Planet MEA’
Local Planet officially

launches ‘Local Planet
MEA’

DUBAI, 20 hours, 35 minutes ago
The world’s largest privately held
media and communication agency
network, Local Planet, has
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 Planet and Tonic officials
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.

Marketing and advertising agency market
According to industry reports, the Middle East marketing and advertising agency market is projected
to reach $9.87 billion by 2030, expanding at a compound annual growth rate (CAGR) of 4.94% 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.”

Arnaud Verchere, Group CEO at Tonic International and Chairman of Local Planet MEA, stated:
“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

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