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Planet and Tonic officials

Local Planet officially launches ‘Local Planet MEA’

DUBAI, February 5, 2024

The world’s largest privately held media and communication agency network, Local Planet, has 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.
 
Marketing and advertising agency market 
According to industry reports, the Middle East marketing and advertising agency market is projected to reach $9.87 billion by 2030, expanding at a compound annual growth rate (CAGR) of 4.94% 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.”
 
Arnaud Verchere, Group CEO at Tonic International and Chairman of Local Planet MEA, stated: “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: “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.”--TradeArabia News Service
 
 



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