Africa: Fuel launches pan African digital solution


Fuel last week announced its expansion into Africa and the Middle East, allowing the group to offer a greater degree of ease and targeting for brands looking to exploit African and Middle Eastern markets. The group will see the launch of the first of its offices in Nigeria in Q1 2009, followed by Kenya, Ghana and Dubai by Q3 2009.

Asked why he felt the time was right to expand into Africa, Anthony Broadhurst, CEO says, “We have had a very successful two years in South Africa, clearly positioning Fuel as the market leader when it comes to online marketing. As the Fuel brand has grown we have been approached by a number of pan African advertisers looking to adopt our ROI-based mentality for their own campaigns so logistically it makes sense to expand and have on the ground support for our clients.”

The decision to expand comes at a time when the group posted its largest profit to date on the back of a number of new pan African client wins including one of Africa's leading cell phone networks, Zain.

“We are now able to offer a fully digital offering by helping brands embrace online and mobile advertising in a transparent and integrated way and with the launch of our new technology platform we are in the perfect position to rapidly become the leading digital agency in Africa. Our continued success in a time where most companies are cutting back on marketing spend is evidence that what we are doing, we are doing right.”

When asked whether the African expansion will involve acquisitions of existing agencies or whether the group will establish offices from the ground up, Broadhurst continues, “We already have a short-list of potential partners, not just pan African agencies but also local, mobile companies who will add strength to our portfolio. All I can say at this stage is that things are moving rapidly and there are very exciting times ahead.”

Fuel Group will also unveil its rebranding campaign this week beginning with the re-launch of its new website which will see the company focus on two core elements, online and mobile advertising.

“The rebrand represents our vision for the future. We have proven that we can change the online landscape by giving advertisers greater returns. Now we intend to take the next step by becoming a full service pan African digital agency that continues to put clients first.”

Fuel Group was opened in South Africa in July 2006 by one of the UK's largest independent online marketing companies; Deal Group Media Plc. Deal Group Media was founded in 1999 and listed on the London Stock Exchange in 2003.