Wavemaker has won the R300 million Tiger Brands account for South Africa as well as Nigeria, South Sudan, Angola, Mozambique, Zambia, Malawi, Kenya, Ghana, and Botswana.
“Tiger Brands is an exciting business with a provocative ambition to revolutionise the way FMCG brands operate,” said Lwandile Qokweni, CEO, Wavemaker South Africa. “We will bring our experience and expertise in this category to bear to support this goal and look forward to connecting more consumers across Africa to the company’s portfolio of well-known brands.”
Tiger Brands is one of the country’s largest manufacturers and distributors of packaged goods, and includes brands such Purity, Albany, Tinkies, Cross & Blackwell, All Gold, Spray & Cook, Koo, Black Cat, Mrs. H.S. Balls Chutney, Doom, Peaceful Sleep, Golden Cloud, Ace, Gill, Ingram’s, Fatti’s & Moni’s, Tastic, Beacon Sweets, Maynards, Oros, Jelly Tots and Jungle Oats.
Becky Opdyke, Tiger Brand’s chief marketing officer, said the company was looking forward to its partnership with Wavemaker to “collaboratively drive a consumer first approach in media strategy within South Africa and Rest of Africa”.
The pitch process began in December 2020, with final presentations taking place end of January 2021. Wavemaker pitched against sister agency Mindshare, Dentsu and The MediaShop (incumbent). The remit covers all online and offline strategy, planning and buying for the FMCG giant, with a media spend value of R300 million ($20 million) according to Nielsen Ad Spend Data.
Sadika Fakir, integrated media and digital director for Tiger Brands said: “With the Wavemaker and Tiger Brands partnership, we are excited to challenge media conventions to take our media approach to the next level thereby driving relevant and contextual consumer engagement”
This win is the latest in a series of successful pitches for Wavemaker South Africa, with recent wins including Telkom, Viacom, and Campari Group. In January, Wavemaker was named South Africa’s most successful media agency in COMvergence’s 2020 New Business Barometer Report.
