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Wavemaker South Africa wins R300m Tiger Brands media account


Wavemaker has been appointed by the leading South African fast moving consumer goods company Tiger Brands to handle the account in main markets South Africa – as well as in Nigeria, South Sudan, Angola, Mozambique, Zambia, Malawi, Kenya, Ghana and Botswana.

“We look forward to our partnership with Wavemaker to collaboratively drive a consumer first approach in media strategy within South Africa and the rest of Africa.”

Becky Opdyke, Chief Marketing Officer, Tiger Brands

Tiger Brands is one of the country’s largest manufacturers and distributors of packaged goods, including brands such Purity, Albany, Tinkies, Cross & Blackwell, All Gold, Spray & Cook, Koo, Black Cat, Mrs. H.S. Balls Chutney, Doom, Peacefull Sleep, Golden Cloud, Ace, Gill, Ingram’s, Fatti’s & Moni’s, Tastic, Beacon Sweets, Maynards, Oros, Jelly Tots and Jungle Oats.

Sadika Fakir, Integrated Media and Digital Director for Tiger brands says: “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”

The account win is the result of a pitch process that started in December 2020, with final presentations taking place end of January. Wavemaker was up against sister agency Mindshare, Dentsu and Mediashop (incumbent). The remit covers all online and offline strategy, planning and buying for the FMCG giant, with a media spend value of R300M (20M USD) according to Nielsen Ad Spend Data. The account will be led from Wavemaker South Africa’s Johannesburg office that conveniently neighbours the Tiger Brands HQ in Bryanston.

Tiger Brands is an exciting business with a provocative ambition to revolutionise the way FMCG brands operate.”

Lwandile Qokweni, Chief Executive Officer, Wavemaker South Africa

He continues… “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.”

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.

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