Global companies are turning to Africa for marketing expertise

By our News Team | 2021

Of the three top countries for outsourcing business processes such as call centres and content creation, two are in Africa.

South Africa has long been recognised as a call centre destination. This is thanks to it having similar time zones to Europe, a high degree of English proficiency, a skilled workforce, digital infrastructure and attractive exchange rates. 

South Africa is now the most favoured location for offshore customer experience delivery worldwide, according to the 2021 Front Office BPO Omnibus Survey. Egypt is second.

As a result, local marketing and communications companies have found their services are in demand by global brands. This comes as corporates become increasingly comfortable working across time zones and countries. Brands are now able to pick the best talent, at the best price, regardless of location – and Africa enjoys some of the advantages of that.

BPO is Business Process Outsourcing. The BPO trend has now broadened to include content production, marketing and communications support.

Business outsourcing

Photo by June Heredia @ Unsplash

“Global powerhouses are realising that they can secure internationally competitive services, at competitive costs, by working across borders,” says Adam Hunter, Head Honcho at integrated communications agency Hook, Line & Sinker (HLS). HLS is responsible for writing and content development.

South African businesses are also well positioned to service international companies looking to expand into other parts of Africa. 

The continent has a fast-growing population of more than one billion people and rapid urbanisation. This presents an attractive prospect for global brands, given that economic growth has slowed around the world, HLS says. 

And although other markets in Africa have continued to develop, South Africa remains the business hub for sub-Saharan Africa.

“South Africa’s complex business landscape and multicultural society provides an excellent training ground for media and marketing specialists, who have to work with sophisticated audiences and multiple viewpoints. In an increasingly globalised world, South African experience is coming to the fore,” concludes Hunter.


Source: Hook, Line & Sinker (HLS)

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.