Sponge plans expansion to francophone African markets

As the years 2017 unfolds, agencies are beginning to unravel their plans for the year and Sponge, one of Nigeria’s leading mobile marketing agencies has said it is committed to continuing on its pan-African expansion by opening up offices in a number of francophone countries.

The agency which has its global headquarter in London, already established three offices in Africa, including Lagos, Nairobi and Cape Town, now it is set to expand its footprint to some francophone countries and top on the list is Senegal and Ivory Coast.

Both French speaking countries are two of Africa’s most stable economies and a top destination for investment. And according to the World Economic Forum, both nations are in the top three bracket of Africa’s fastest growing economies with Ivory Coast topping the chat with 8.5 percent projected growth in 2016. Senegal is third with a projected growth of 6.6 percent.

The expansion plan by Sponge was disclosed to MARKETING EDGE by Dayo Elegbe, CEO Sponge Nigeria, who also added that the plan was part of effort by the agency to grow its investment in Africa and deliver better services to clients across markets.

“We are looking at expanding offices across Africa and the francophone Africa markets are very attractive to us. We have a lot interesting opportunities there, for us we are about where can we deliver the most value,” Elegbe said.

The expansion according to the agency boss is going to be done by either outright acquisition or strategic partnership depending on the situation in the proposed market.

Since stepping foot in Nigeria is 2009 to drive Etisalat’s mobile campaign, Sponge has grown steadily to become a market leader in the mobile segment, working for major clients across sectors like financial, FMCG and Telecoms. Now it hopes to explore the public sector landscape.

“We can help government transform the way they communicate with citizens, so that they don’t do things that aggravate the citizens,” Elegbe said.


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