AGENCY PARTNERSHIPS

Dentsu and celebrity agency to partner in the Zambian market

By our African Marketing Confederation News Team | 2024

Celebrity Services Africa and Dentsu unveil their joint offering during Zambian Institute of Marketing Conference at Vic Falls.

Culture and entertainment brand marketing agency, CSA, and Dentsu Zambia have joined forces in a partnership aimed at being a force in the Zambian media landscape.

The partnership was officially launched at the Zambia Institute of Marketing’s 27th Annual Marketing Conference and Awards Gala, which took place at the Avani Victoria Falls Resort in Livingstone late last week.

Dentsu Zambia’s Musonda (left) with CSA’s Phillips. Photo: CSA

CSA, also known as Celebrity Services Africa, specialises in creating culture campaigns and artist partnerships for brands and agencies across the continent. Japanese-based Dentsu is an international PR and advertising network, also with a strong African presence.

“The combined expertise promises to deliver cutting-edge marketing insights and trends to Zambia with a focus on the burgeoning creator economy,” the two agencies say in a media statement.

Insights on digital-age advertising and marketing

Adds Chishimba Musonda, Managing Director at Dentsu Zambia: “This is a strategic cross-border African partnership, and we’re excited to be bringing the Zambian industry best-in-class learnings and valuable insights into how to grow their business through digital-age advertising and marketing.”

Davin Phillips, Executive Director at CSA, delivered an address at the ZIM conference, titled ‘How Culture and Entertainment Drive Brand Salience’. Co-hosted by Dentsu Zambia, it included a workshop which focused on integrating social and earned media into brand marketing strategies.

The session covered a range of topics, including practical insights on how to ensure a good brand-talent fit, impactful brand narratives, and innovations to measure and maximise ROI.

With offices in Cape Town, London and Los Angeles, CSA’s approach emphasises the importance of influencers and cultural figures in crafting authentic and effective brand messages. Its African footprint includes Angola, Cameroon, DRC and Ethiopia.

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