Page 40 - LOCAL PLANET PR REPORT - FEBRUARY 2024

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.
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 asserts it will be utilising a team of experts with a comprehensive
understanding of business requirements and media landscapes to develop and execute media

https://www.arabadonline.com/en/details/news-in-brief/Local-Planet-marks-its-entry-into-the-MEA-
region