Saatchi & Saatchi eyes regional market
QG Saatchi & Saatchi, a leading advertising agency, is extending its services to cover the East Africa region, Patrick Quarcoo, the managing director, has said.
By Sylvia Juuko
QG Saatchi & Saatchi, a leading advertising agency, is extending its services to cover the East Africa region, Patrick Quarcoo, the managing director, has said.
“I see big opportunities in the region. My vision is to grow Saatchi and Saatchi into an African network,†he said in an interview recently.
Quarcoo, who jointly owns the agency with David Galukande, said he aims at entering a new African market each year.
The advertising guru has a radio business which he has already expanded into Kenya with the setting up of KISS FM, Classic 105 and East FM. He is also the executive director of the Nairobi Star newspaper. He is a co- director of Capital Radio and Beat FM with William Pike.
Quarcoo described Uganda, where he set up business about 17 years ago, as an ‘experimental crucible’.
“If you can survive in Uganda, then you can manage and dominate elsewhere. We have done that in Kenya where the market is four times bigger,†he stated.
He noted that the landscape of the advertising market had undergone transformation over the last decade.
“Over the years, Uganda has become more of a consumer country, more capitalistic and a competitive environment.
This has helped branding and strategic communication to grown. Marketing mangers realise the role of strategic communication in their business and are spending because it makes, breaks and distinguishes brands,†he said.
Saatchi &Saatchi changed the face of advertising in the country in the 1990s with the 1998 MTN launch campaign standing out.
“The advertising we did for MTN set new standards for advertising and communication.
It wasn’t just advertising because we were talking to our consumers and connecting with them in a way that was different,†he said.
“What we do is strategic communication that makes money for companies that blocks their competitors and builds brands.â€
“Over the time, we have gained the reputation as a strategic brand building business and not an advertising agency,â€he said.
Quarcoo said the challenge with the business is putting love at the centre of every branding campaign.
“The goal of our strategy is to make everybody and the brand we work for a love mark. In any one day, an average Ugandan has 200 messages flooding them, which one do they pick out?
“The challenge is not about making people hear your message, but making them love you and your brand.
Love is central in the brand relationship,†he said.
Quarcoo denied reports the agency was in talks with Lowe Scanad for possible acquisition.
“There is no truth in that. I am actually interested in buying to expand if there is any willing seller,†he said.
Although Quarcoo would not say how much the agency was worth, industry experts estimate it handles business in excess of $10m each year.
QG Saatchi & Saatchi, a leading advertising agency, is extending its services to cover the East Africa region, Patrick Quarcoo, the managing director, has said.
“I see big opportunities in the region. My vision is to grow Saatchi and Saatchi into an African network,†he said in an interview recently.
Quarcoo, who jointly owns the agency with David Galukande, said he aims at entering a new African market each year.
The advertising guru has a radio business which he has already expanded into Kenya with the setting up of KISS FM, Classic 105 and East FM. He is also the executive director of the Nairobi Star newspaper. He is a co- director of Capital Radio and Beat FM with William Pike.
Quarcoo described Uganda, where he set up business about 17 years ago, as an ‘experimental crucible’.
“If you can survive in Uganda, then you can manage and dominate elsewhere. We have done that in Kenya where the market is four times bigger,†he stated.
He noted that the landscape of the advertising market had undergone transformation over the last decade.
“Over the years, Uganda has become more of a consumer country, more capitalistic and a competitive environment.
This has helped branding and strategic communication to grown. Marketing mangers realise the role of strategic communication in their business and are spending because it makes, breaks and distinguishes brands,†he said.
Saatchi &Saatchi changed the face of advertising in the country in the 1990s with the 1998 MTN launch campaign standing out.
“The advertising we did for MTN set new standards for advertising and communication.
It wasn’t just advertising because we were talking to our consumers and connecting with them in a way that was different,†he said.
“What we do is strategic communication that makes money for companies that blocks their competitors and builds brands.â€
“Over the time, we have gained the reputation as a strategic brand building business and not an advertising agency,â€he said.
Quarcoo said the challenge with the business is putting love at the centre of every branding campaign.
“The goal of our strategy is to make everybody and the brand we work for a love mark. In any one day, an average Ugandan has 200 messages flooding them, which one do they pick out?
“The challenge is not about making people hear your message, but making them love you and your brand.
Love is central in the brand relationship,†he said.
Quarcoo denied reports the agency was in talks with Lowe Scanad for possible acquisition.
“There is no truth in that. I am actually interested in buying to expand if there is any willing seller,†he said.
Although Quarcoo would not say how much the agency was worth, industry experts estimate it handles business in excess of $10m each year.