DIGITAL MARKETING

German digital agency set to open office in Cape Town next month

By our African Marketing Confederation News Team | 2024

Creative agency is on an international expansion drive and sees the city’s strong talent pool and lower cost base as a strategic benefit.

Fraser, the German-based digital creative agency, is opening an office in Cape Town in February as it continues an internationalisation strategy.

Photo Credit: Pixabay. Pexels

It has already established an office in Zurich, Switzerland after winning UBS, the multinational investment bank and financial services company, as a client. The Swiss branch of the creative agency opened in July 2023.

Fraser says it is starting with four employees in Cape Town and plans to quickly expand the team to a total of 10 employees. The main areas of expertise offered to digital marketing clients will be production of campaign adaptations and formats; performance marketing; and social media.

According to a statement published on its website, the creative agency intends to adapt its cost structure to current market developments and customer expectations.

Lower costs than in Europe

It is well known that personnel costs in Africa are significantly lower than in major European cities. Fraser, therefore, also wants to offer its services to other European brands, service providers and agencies. It says initial talks have already taken place.

“With the new office in Cape Town, we are significantly increasing the cost efficiency of our services and gaining valuable access to the highly qualified local talent in the creative hub of South Africa,” says CEO Benjamin Baumann.

“We have already had very good experiences with local freelancers in the past and have now also been able to attract some talent from established agencies in South Africa.

“In addition, Cape Town has an excellent fintech scene, from which we [and] our financial clients such as UBS and Commerzbank benefit. The favourable time zone also ensures seamless cooperation with our locations in Europe.”

Fraser opened its doors as a digital creative agency in Berlin, Germany in 2018. Its client base includes Mercedes-Benz AMG, Porsche, Bosch, Sports Illustrated and Smart.

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