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OUT-OF-HOME MEDIA
Primedia consolidates its OOH businesses and appoints a new CEO
By our African Marketing Confederation News Team | 2024
Primedia Out-of-Home formed as Outdoor and Retail divisions are merged. Bongumusa Makhathini takes the reins.
Primedia, the South African-based media group, has consolidated its Outdoor and Retail businesses to create Primedia Out-of-Home. Bongumusa Makhathini will lead the new division as CEO.
Primedia Out-of-Home operates in nine African countries – including Zimbabwe, Zambia, Botswana, Namibia, Nigeria and South Africa – and has more than 22,000 advertising sites.
Bongumusa Makhathini. Photo: LinkedIn
The company says the consolidation will optimise business opportunities and improve operational efficiencies across the organisation. The new offering includes roadside billboards, commuter media, mall media, activations, and in-store media for retail outlets and pharmacies.
Previously CEO of Primedia Outdoor
Makhathini joined Primedia in 2023 and was CEO of Primedia Outdoor before assuming his new role as head of the consolidated division.
Prior to that, he was CEO and Partner at Empowerment Capital Investment Partners in Sandton, South Africa.
His previous experience includes being Managing Director of African Commercial Diplomacy, a public policy and advisory consultancy, being Executive Director of Legal and External Affairs at British American Tobacco East and Southern Africa, and Executive Director of Corporate Affairs and Transformation at South African Breweries.
On his LinkedIn profile, Makhathini describes himself as “a seasoned executive with more than 15 years strategic, operations and business management experience, specialising in board governance, corporate affairs and stakeholder development, business turnarounds, and legal/commercial/risk management in the private and SOE sectors”.
Commenting on his new appointment, he says in a media statement: “I’m thrilled to take on this expanded role and lead the Primedia Out-of-Home team. This strategic move allows us to offer clients unparalleled out-of-home solutions and unlock new opportunities for growth and success.
“We are committed to delivering exceptional value and innovative campaigns that empower our clients to achieve their marketing objectives.”
The Primedia Group also has a broadcasting division which owns radio stations such as 702 in Johannesburg and Cape Talk in Cape Town, as well as the news brand Eyewitness News.
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