Local Planet launches in the MEA region with regional expertise

Local Planet, the world's largest privately-held media and communication agency network, has officially launched its operations in the Middle East and Africa (MEA) region. Headquartered in Dubai, Local Planet MEA promises a potent combination of international expertise and regional knowledge.Strategic Partnerships Fuel Expansion:To ensure a successful local foothold, Local Planet MEA has partnered with established regional players:Tonic International: A leading creative marketing agency with extensive experience across the MEA.RMS Media: A specialist in media planning and buying across the Middle East.Curiosity Africa: Experts in integrating marketing technology solutions and providing data-driven insights.Together, these partnerships create a unique offering for clients in the region, combining global best practices with deep local understanding.Market Penetration and Growth:Local Planet MEA will operate across 63 regional markets with 37 offices strategically located in key countries like the UAE, KSA, Egypt, Algeria, Nigeria, Kenya, and South Africa. This wide reach ensures clients can tap into diverse audiences across the MEA landscape.Industry Leaders Express Optimism:Martyn Rattle, Global CEO of Local Planet, said: "We're thrilled to join forces with our valued partners to power Local Planet MEA. Their deep regional expertise is invaluable as we serve clients in this dynamic market."Arnaud Verchere, Group CEO of Tonic International and Chairman of Local Planet MEA, said: "Partnering with Local Planet marks a significant expansion for us. Our combined strengths will offer unparalleled solutions for brands across the MEA."Carine Conradie-Haffejee and Alexei Pashkov, Co-Founders of Curiosity Africa, said: "We're excited to contribute our data-driven approach and marketing technology expertise to Local Planet MEA, empowering clients to make informed decisions and achieve growth."Local Planet MEA's launch signifies a major development in the region's media and communication landscape. With its strong partnerships, comprehensive reach, and commitment to local expertise, Local Planet MEA is poised to become a key player in helping brands build meaningful connections with audiences across the diverse MEA region.

Local Planet officially launches ‘Local Planet MEA’

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.Arnaud Verchere, Group CEO at Tonic International and Chairman of Local Planet MEA, stated: “We are delighted to partner with Local Planet as it expands into the MEA region. 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: “We are thrilled to be a part of Local Planet MEA and contribute to the transformation of the advertising and marketing landscape in the region. 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.”Today, businesses in the Middle East are making significant investments in data-driven marketing, to better understand consumer behaviours and preferences, with 68 per cent of marketers seeking to increase their data-related expenditure by 2024, as per the report published by Data & Marketing Association (DMA).To address these challenges and tap into the vast potential of the Middle East and Africa (MEA) market, Local Planet MEA will develop and execute media communication strategies, utilising a team of experts with a comprehensive understanding of business requirements and media landscapes, to ensure the successful implementation of impactful campaigns and communication solutions.