IMC appoints MS&L Worldwide as global strategic communications adivsor

The International Marketing Council of South Africa, the custodian of the South African national brand, has announced the appointment of MS&L Worldwide as its global strategic communications advisor. The appointment follows a lengthy evaluation process which included 16 responses to a public request for proposal and a six-way competitive pitch between short listed agencies.

"The appointment of a strategic communications partner comes at a time of great significance for South Africa as a country. The introduction of a new government and national leadership creates a unique platform to profile our country, its economic policies and our global competitiveness. Even more important is the realisation that we undertake this effort within the context of substantial international economic uncertainty," said Paul Bannister, the acting CEO of the International Marketing Council.

He further said, ''Working with a global agency network such as MS&L will allow the IMC to build the reputation of Brand SA and promote the global competitiveness in markets where we do not have a direct presence. This is a very good fit with the IMC's collaborative approach to reputation management.''

MS&L will service the Brand South Africa team in 10 key markets globally and provide additional market support in countries requiring economic, trade and investment profiling. The 10 key markets include China, India, Brazil, the UAE (and broader Middle East region), Egypt, Nigeria, Democratic Republic of Congo, the UK, European Union and the US.

''As an agency we have been living, eating and breathing corporate brands for many years. Building the nation brand is not only an exciting challenge, but also a great responsibility – one which we are taking on with honour and pride,'' said Amanda Singleton, managing director of MS&L Worldwide, South Africa, the agency's hub for Africa.