Page 46 - LOCAL PLANET PR REPORT - FEBRUARY 2024

Dubai: 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.

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