- HUMANTRUTH Agency has launched in South Africa, bringing together FCB Africa and boutique media agency Meta Media under Nahana Communications Group.
- The new agency combines strategy, creative, production, media planning and buying, alongside audience intelligence, data and technology.
- Thumiso Masoha leads HUMANTRUTH as managing director, with the agency positioned around integrated marketing and human understanding.
- The launch marks the end of the FCB Africa agency brand after 100 years of operation in South Africa.
- HUMANTRUTH aims to develop African ideas, intellectual property and mar-tech capabilities for application in South Africa and beyond. *
After a century under the FCB Africa banner, Nahana Communications Group is launching HUMANTRUTH Agency, bringing FCB Africa and boutique media agency Meta Media together under a new integrated marketing business.
HUMANTRUTH combines strategy, creative, production, media strategy, planning and buying, with audience intelligence, data and technology, and will service brands and businesses in South Africa.
The launch marks the end of FCB Africa as an agency brand and the creation of a new business within the Nahana Communications Group.
According to Nahana CEO Thabang Skwambane, the move brings together FCB Africa’s creative and brand-building capabilities with Meta Media’s expertise in media, audiences, data and behavioural intelligence.
Momentous occasion
“This is a momentous occasion for Nahana Communications Group, bidding farewell to a 100-year legacy in FCB Africa, and welcoming HUMANTRUTH,” said Skwambane.
“By combining that deep experience with the incredible, bespoke work of Meta Media, we’ve created something Africa’s marketing and communications landscape has rarely seen at this scale.”
Thumiso Masoha has been appointed managing director of HUMANTRUTH.
Masoha said the agency was being built around an integrated model, reflecting the way consumers experience brands across different channels and disciplines.
Centred on human understanding
“We are bringing together integrated strategy, creative and media because people do not experience brands in separate disciplines. They experience one brand, across ideas, platforms, culture and conversations,” she said.
The agency says its proposition is centred on using human understanding to inform strategy, creative, media, experiences and technology, rather than treating these as separate disciplines.
Masoha said HUMANTRUTH would measure its value not only through campaign outputs and performance metrics, but through changes in the relationship between brands and consumers.
“The unit of work may be the deliverable, measurement metrics may be the outcome, but the true unit of value of our work is the shift in the relationship between the brand and the human,” she said.
Beyond the continent
HUMANTRUTH’s longer-term ambition is to develop intellectual property, ideas, data capabilities and mar-tech platforms in Africa that can be applied beyond the continent.
The new agency forms part of Nahana Communications Group’s broader portfolio and begins operations following the closure of the FCB Africa and Meta Media brands.
The agency’s stated focus is to bring strategy, creativity, media, audience intelligence, experience, measurement and technology closer together around clients’ business objectives and audiences.
* Summary created by AI.
