African Grey

Driving

brand and

business

growth

http://www.african-grey.co.uk

SOLUTIONS PROVIDED FOR

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2 // Driving brand and business growth in Sub-Saharan Africa // © African Grey


ABOUT US

African Grey is a brand consultancy founded by Emil Brune, Paul Laker and

Nic Long. We all have proven track records of building brands across key

African markets in challenging – and often difficult – circumstances.

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We’re focused on growing your African business through:

Market understanding

Engaging people

Driving innovation

Capability building

Measurement and evaluation

Insight generation

Brand strategy

Communications development

Brand activation

Route to consumer


OUR APPROACH

Our broad market and category exposure

means that any project benefits from our

accumulated knowledge, experience and

perspective. We know the importance of

culture, context and common sense to grow

brands in Africa.

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OBJECTIVE THINKING

We enjoy the freedom

to create a bespoke

approach to best solve

your business issue -

we’re not bogged down

by legacy, nor wedded

to any particular

methodology.


OUR PRODUCT

The feedback about African Grey is that our product is creative,

innovative, high quality and delivered quickly - all enabled by a proven

network of associates, partners and friends across the continent.


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Morocco

Egypt

Nigeria

SenegalBurkina

Faso

Sudan

CentralAfrican

RepublicEthiopia

Cameroon

IvoryCoast

DemocraticRepublicof Congo

Angola

Namibia

Botswana

South Africa

Zambia Mozambique

Kenya

Tanzania

Madagascar

Uganda

Swaziland

Ghana


OUR REGIONAL FOCUS

We have many years

of experience of

successfully driving

projects across Sub-

Saharan Africa and the

Indian Ocean islands.

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OUR RECENT PROJECTS

Problem: In the late noughties, the Celtel network was perceived as functional, because its marketing focus was on its reliability.

Solution: We connected with consumers in Burkina Faso, DRC, Kenya, Madagascar, Nigeria, Tanzania and Zambia to explore how having access to a mobile phone had empowered their daily lives.

Result: The outcome was Celtel’s pan-African ‘Making Life Better’ campaign that promised African people more connections and the potential to get more done.

CELTELAcross the Region

“Celtel, making life better”

THOUGHT LEADERSHIPAcross the Region

“Put a brand on it”

Problem: Women have greater financial power - yet they have to make do with brands that are not designed for them.

Solution: We created a range of new-to-the-world brands that presented a stylish and fashionable image with a product that we knew men would think was more acceptable for women.

Result: The success and interest has proved itself in a number of African markets and is a substantial source of profit.

DIAGEOAcross the Region

“Energising Malta Guinness”

Problem: Malta Guinness’s brand leadership was under pressure from Me-Too’s and the category was steadily being entrenched in a war over functional rewards.

Solution: We replaced the old dumpy bottle structure with a modern distinctive, stylish pack and supported it with fresh communication that focused on the emotional benefits of its energy-boosting properties, so re-positioning it closer to carbonated soft drinks and energy drinks.

Result: Immediate uplift of 20% year-on-year in net sales.


GLAXO SMITH KLINENigeria and Kenya

“Tough at the bottom”

Problem: What could GSK do to provide an affordable source of key nutrients for consumers at the bottom end of the pyramid living on less than a dollar a day?

Solution: We gained access to some of the poorest consumers in the slum areas around Lagos and Nairobi and spent time in their homes getting to know their families and communities, recording what they ate and drank and so were able to work out their common health risks.

Result: We adapted a range of foodstuffs so that they could be fortified with essential vitamins and minerals and used opinion-leaders in the community to drive take-up.

NAMIBIA BREWERIES LTDNamibia

“Here we Vigo”

Problem: For the brewery, their consumers really deeply loved their beer brands but when they wanted an alternative soft drink, their choice was very limited.

Solution: We created a new brand and category that gave their consumers a real choice. We identified the pack cues that communicated premium values and drew upon the love of local flavours to create Vigo, a non-alcoholic malt-based beverage.

Result: A massively successful new source of revenue for NBL that has opened up the non-alcoholic beverage sector.

LONDON SCHOOL OF HYGIENE & TROPICAL MEDICINENigeria

“Show some respect”

Problem: The transmission of illnesses could be reduced by up to 40% if people washed their hands properly with soap. Sounds simple but it’s difficult enough to get hospital workers in London to do this so what are the chances that rural Nigerians will when every drop of water is precious and they don’t believe in germs?

Solution: We created a behavioural change programme that promoted the benefits of hand washing by associating these with the positive outcome of another key motivation, namely the importance of showing respect.

Result: Early indications are very positive.

CONTACT US

Get in touch with us to grow your African business

Designed by www.michaelagar.co.uk

Emil Brune

emil@afr ican-grey.co.uk

+44 7803854879

Paul Laker

paul@afr ican-grey.co.uk

+44 7808590776

Nic Long

nic@afr ican-grey.co.uk

+44 7946881213

www.african-grey.co.uk

http://www.michaelagar.co.uk

mailto:emil%40african-grey.co.uk?subject=Grow%20my%20business

mailto:paul%40african-grey.co.uk?subject=Grow%20my%20business

mailto:nic%40african-grey.co.uk?subject=Grow%20my%20business



African Grey

Marketing

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