Point, a procurement, consultation and management of end-to-end marketing solutions company, has teamed up with Iconic Media Group to create a unique and fully integrated package for clients that promises to deliver efficient production and expertise with effective creative work, at any point in the consumer experience, across Africa the Middle East, and the UK.
The move has seen The Iconic Media Group rebrand to the Iconic Collective, an integrated agency that offers seven divisions of expertise including; digital, shopper marketing, animation and post-production, technology and activations. This new agency will service their clients from three offices in South Africa, together with offices across Africa and the UK including Kenya, Egypt, Dubai, and London.
This announcement follows the partnership agreement with the Customer Marketing Group. ‘Creative and production used to be done in one house but there was no transparency between the two and hence they were separated,’ said Gary Davies, Group CEO of Point. ‘This then forced agencies to move their specialist skills into completely different companies. In line with international trends, the two skills are merging once again and we strongly believe this relationship will work. We will continue to provide the transparency clients have always wanted, with strong creative skills the Iconic Media Group bring.’
‘The Iconic Media Group is five years old and offers specialised skills across the full spectrum of creative services. They have always held the vision of developing our business into not only a truly integrated agency but to also provide our clients with on-site hybrid offerings that further deliver better efficiency and effectiveness. The partnership with Point achieves that.
‘We believe that there are better ways to work with our clients. We are able to place insight-driven consumer experience strategies at the heart of everything we do. To take a creative campaign and roll it out at any stage of the shopper experience with production know-how positions our business to make a real difference to our clients. This partnership will enable us to strategically develop, conceptualise and create a final product that can be implemented at any point of the consumer’s journey. We believe this will separate us from the rest of the competition,’ Davies added.
Point currently has operation bases across the entire African continent and reaches into the Middle East. With their new relationship, Point believes they’ll be filling a niche gap in the market across the continent.
‘In the African and Middle Eastern market, having on-the-ground experience is key. When we talk about shopper experiences in individual African markets, creative is normally supplied without actually knowing the consumer journey on the ground. This means that the creative executions often miss the mark when presented along the consumer journey. We see a need in the Fast-Moving Consumer Goods (FMCG) space for an agency that can provide strategic production advice in conjunction with relevant consumer experience strategies and a full-service creative offering. This partnership will allow us to offer relevant and tailor-made solutions to those markets,’ said Davies.