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Brand SA Appoints Global PR Agency

PRESS RELEASE


May 2009

The International Marketing Council of South Africa, the custodian of the South African national brand, has announced the appointment of MS&L Worldwide as its global strategic communications advisor. The appointment follows a lengthy evaluation process which included 16 responses to a public request for proposal and a six-way competitive pitch between short listed agencies.

“The appointment of a strategic communications partner comes at a time of great significance for South Africa as a country. The introduction of a new government and national leadership creates a unique platform to profile our country, its economic policies and our global competitiveness. Even more important is the realisation that we undertake this effort within the context of substantial international economic uncertainty,” said Paul Bannister, the acting CEO of the International Marketing Council.

“Working with a global agency network such as MS&L will allow the IMC to build the reputation of BrandSA and promote the global competitiveness in markets where we do not have a direct presence. This is a very good fit with the IMC’s collaborative approach to reputation management,” he said.

MS&L will service the Brand South Africa team in 10 key markets globally and provide additional market support in countries requiring economic, trade and investment profiling. The ten key markets include China, India, Brazil, UAE (and broader Middle East region), Egypt, Nigeria, Democratic Republic of Congo, United Kingdom, European Union and the USA.

“As an agency we have been living, eating and breathing corporate brands for many years. Building the nation brand is not only an exciting challenge, but also a great responsibility–one which we are taking on with honour and pride,” said Amanda Singleton, managing director of MS&L Worldwide | South Africa, the agency’s hub for Africa.
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