> PARK ADVERTISING

BORNE OUT OF A NEED TO OFFER WORLD-CLASS INNOVATIVE AND PIONEERING MEDIA OPTIONS WITHIN THE SOUTH AFRICAN MEDIA INDUSTRY, PARK ADVERTISING AND ITS SUBSIDIARIES HAVE BEEN SUCCESSFUL IN CONTINUALLY DRIVING THIS ETHOS FOR YEARS

In 2018, Park Advertising was formalised as a new central holding company for The MediaShop and sister agency Meta Media. Chris Botha was announced as Group Managing Director of the new entity to oversee the management of both businesses.

Chris says: “Park Advertising was created because we saw the value in having two independent businesses that operate independently of each other, in their own offices, with their own management team, directors and client bases.

This strategy was part of our overall growth plan for our network and to provide more opportunities for our people. The fact that everything came together in the year of our 30th birthday was a bonus!”

The MediaShop
The MediaShop retains its Level 1 BEE rating at 55% black ownership. In 2022, the agency celebrates its 34th year in existence, and in that time has seen numerous business wins, has three regional offices and multiple local and international industry awards under its belt.

It was the first independent media agency in South Africa, formed in 1988 by Dick Reed. “We all carry his sense of independence and pioneering spirit with us every day,” says Chris. “But with it comes the responsibility to make sure that we keep changing, stay pioneering, and make sure that another few decades from now that we are still around.”

Meta Media
In 2019 Meta Media entered the playing field with an existing client base and management structure. “Meta Media continues to offer exciting opportunities for everyone involved in the existing network,” says Chris.

Meta Media’s Managing Director Kagiso Musi says: “We are the “so what” agency. We look for the insights behind the data. We look for the story behind the story!

We dig deeper to give our clients the edge and offer real media solutions, based on real insights.”

Meta Media already has numerous awards under its belt and like The MediaShop, is a Level 1 BBBEE contributor being 55% black-owned and more than 40% black female-owned. Services include traditional media strategy, planning and buying, digital strategy, campaign management, optimisation and reporting, econometric modelling, research, activations, OOH production, CEO/SEM and an in-house programmatic trading desk.

Tirisano Consulting
Headed by Isla Prentis, and also launched in 2019, which was clearly a huge year for the Park Advertising team, independent intelligence consultancy Tirisano Consulting was formed to close the insights and human behavioural gaps the company needed.

Isla says: “We understand how important it is to move beyond analysing consumers from just a numbers point of view, but rather to gain better understanding of their behaviours and cultural insights. By seeing South Africa as a heterogenous market we can drill down to just how different consumers are when we take aspects like language, location, shopping behaviour and so much more into consideration.”

Tirisano effectively utilises big data filtered through various tools, technologies and analysis to provide brand-relevant outcomes that incorporate behavioural economics and predictable consumer patterns, also taking into account cognitive biases and cultural nuances.

Lucid Media
Performance media across search, social and programmatic platforms is the single fastest-growing area of digital media in South Africa. In 2021, during the pandemic, Park Advertising introduced Lucid Media to focus on detailed analysis of campaign management, tagging and ad operations.

Chris added that: “Lucid Media is the response to an increasing client need for a more focused and competitive digital service across our Group. Lucid Media services our businesses across the Nahana Group.”

Lucid is headed by Yvette Gengan who stresses that this new business unit will assist the current need in the market and is the future of not only the Nahana Group, but the entire industry.

Park Advertising and its subsidiaries are a great example of consistent innovation in motion and as a proudly South African business, has cemented its future in pioneering thought and data driven insight.

PARK ADVERTISING

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