GlobalFluency Partners with africapractice to Expand Network's Multi-Channel Marketing and PR Services on the African Continent

Online, June 7, 2010 (Newswire.com) - PALO ALTO, Calif. - GlobalFluency, Inc., an international multi-channel marketing and perception management firm, today announced a partnership with africapractice, to provide strategic communications, corporate citizenship and public affairs capabilities across a fast growing, rapidly evolving regional market with over one billion consumers, 53 countries and a GDP of $2.2 trillion.

The agreement enables the GlobalFluency network - with 70 offices in 40 countries - to greatly expand its client service offerings and capabilities in more than 15 African countries. These include South Africa, Kenya, Nigeria, Ghana, Tanzania, Angola, Botswana, Egypt, Ethiopia, Mozambique, Namibia, Senegal, Uganda, Gabon and Zambia. The linkage with africapractice will be focused on sub Saharan Africa where the London-based firm has wholly owned offices in Johannesburg, Nairobi, Lagos, Accra, and Dar es Salaam. It maintains affiliate offices in other markets. Clients of africapractice include Diageo, Google, CNN, Turner, Coca-Cola, and the African Union.

"Geo expansion in sub-Saharan Africa is a priority for both domestic and multi-national brands," notes Donovan Neale-May, president of GlobalFluency, which is based in Silicon Valley, California. "We're seeing many new contenders and aggressive brand leaders from China, India, Korea, Japan, Taiwan, South Africa and the UAE moving into markets across Africa. In particular, there's a big push by multinational concerns in banking, retailing, information technology, communications, consumer electronics, infrastructure development, industrial equipment, transportation, media, entertainment, food and beverage, quick serve restaurant, and consumer packaged goods sectors to access Africa's growing, natural resource-rich economies," he adds.

Described as the world's largest untapped market by Professor Vijay Mahajan in his insightful book, Africa Rising, the continent is rapidly moving from its common perception as a global charity case to one of solid market opportunity with sustainable growth potential. With more than 450 million mobile phone subscribers and half its population under the age of 15, Africa has become the world leader and innovator in mobile banking and money transfers. Later this month the global spotlight will be on Africa and the 2010 FIFA World Cup, when the attention and interest of billions of football fans will be on the host nation South Africa.

GlobalFluency, which operates the Chief Marketing Officer (CMO) Council and the Business Performance Innovation (BPI) Network worldwide, represents South African-based clients like Clickatell, 21 Icons Global Project, and Mobilewave. It also has a partnership with AfricaGoodNews.com and BizCommunity.com, two leading Internet content providers and eNewsletter publishers in the region. GlobalFluency is also readying a campaign with Microsoft and other sponsors to promote African ingenuity and entrepreneurship in a challenged and changing continent. Dubbed Inspirations Overcoming Limitations, the Internet and mobile telephony driven program will embrace governments, NGOs, higher education institutions, banks, wireless operators, media companies, as well as IT solution and service providers.

Africapractice will add a range of new services and competencies to the GlobalFluency portfolio and presence in Africa. These include stakeholder relations/engagement; public affairs & issues management; business intelligence & research; corporate communications; media relations; environmental & sustainability communications and investor relations.

"Understanding the socio-economic diversity and the African context and culture is critical to success in this multi-dimensional market," notes Kim Polley, Director Southern Africa for africapractice. "Each country has its own set of dynamics and differences and strong tribal and ethnic variations make localization a critical consideration in market communications. We are excited about the global reach offered by this partnership, as African companies seek opportunities abroad and foreign firms look for greater presence, influence, access and market share across our region," Polley adds.

In terms of outlook, The McKinsey Quarterly notes that Africa's 50-plus economies are growing at a remarkable pace; across the region, real GDP increased by an average of 4.9 percent a year between 2000 and 2008. It also noted that foreign direct investment (FDI) increased to $62 billion from $9 billion in 2000.

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CONTACTS:

Matt Farrell
GlobalFluency, Inc.
212.213.5400 x5404
mfarrell@globalfluency.com

Kim Polley
africapractice
Tel: +27 (0)11 022 6563
Mobile: +27 (0)82 768 9727
kpolley@africapractice.com

AFRICAPRACTICE LEADERS

Kim Polley, Director
Southern Africa

Polley has extensive experience managing and executing public relations programs for multinational clients including IBM, Microsoft, Motorola, 3 Com, Nortel, Pepsi, Kenwood, Wilkinson Sword, LG, T-Systems and Philips. In her 14-plus years in the industry - first based in South Africa, then London with Brodeur Worldwide (Pleon) and now back in Johannesburg - Polley has gained expertise in successfully conceptualizing and driving pan-European and pan-African campaigns for local and international clients. A South African native, Polley spent seven years honing her skills in the UK. Based in Johannesburg, Polley is responsible for working with clients to develop and implement value-added communications strategies. She also ensures that both staff and client service levels are kept at a maximum and that the business runs smoothly. Polley specializes in corporate and crisis communications; business development strategies and business resourcing, planning, analysis and management. She has great experience in developing and running analyst relations programs, employee skills training and course development. Her ability to manage networks, running global and pan-EMEA campaigns and managing multiple agencies has given her broad insight into doing business across diverse geographies. Polley also has extensive experience in managing internal communications programs, messaging and media training, communications process development and partner program strategy development. Prior to africapractice, Polley was general manager of Text 100 South Africa; head of communications and partner strategy for The AirMiles Travel Company; and an account director at Brodeur Worldwide.

Natalie Maule, Managing Partner
East Africa

Maule has designed and delivered corporate communications strategies to support major investments and change programs for East African Breweries Ltd; Guinness Ghana Breweries Ltd and Guinness Cameroun S.A. She is currently managing communications around the roll out of GTV's pay TV service across multiple new markets in Africa and designing a corporate brochure and website for Intex Construction. Maule project-managed a capacity building initiative for student and aspiring journalists for Diageo Africa, which was launched in September 2006 at the UN Plaza in New York and she has conducted research on SME access to finance for the Japanese External Trade Organization. In 2005, she also managed a pan-African internal employee engagement campaign for The Coca-Cola Company in Africa. Over the past 3 years, Maule has written speeches for private sector leaders and Government Ministers presenting at international fora, including CHOGM; the Global Business Coalition Annual Meeting and Bending the Arc. Maule is based in africapractice's Nairobi hub office and has traveled extensively in Africa. She has worked in the UK, Cameroon, France, Guadeloupe and Germany. She holds a First Class BA Hons in Modern Languages from the University of Oxford, speaks fluent French and German and is learning Swahili.

Tim Newbold, Regional Manager
West Africa

Newbold joined africapractice in 2003 from the Office of Barbara Roche MP where he was a research assistant responsible for speech writing and media relations. Since joining africapractice he has graduated from Associate Consultant to Senior Consultant and is currently responsible for the day-to-day operations of africapractice's subsidiaries in West Africa. Newbold specializes in Media Relations, Public Affairs and Financial PR and manages a number of accounts, including programs with UC RUSAL, Guinness Nigeria, VISA International, Asset and Resource Managers and Aero Contractors. He has also implemented programs on behalf of The Coca-Cola Company, NEPAD, the UN, Gateway Communications, Gateway Television and The London Stock Exchange. Newbold has a B.Soc.Sci (Hons) in Politics from the University of Manchester.

Pierre-Emmanuel Maubert
Francophone Africa

Maubert has more than 10 years experience in Africa. He has worked for the French Ministries of Finance, Trade, Industry, and Foreign Affairs, and has advised international companies on their investments and activities in Africa. This includes privatization, infrastructure tenders, lobbying, stakeholder engagement, and pan-African project management. He has worked with the Kenyan Ministries of Culture and Information and Communication on the development of cultural and audiovisual policies and has written a book entitled "Television in Kenya: Regulation and Programming". Maubert has also worked on the development of sports unions, including strategy, technical cooperation, event management, media coverage and sponsorship management. He is married and has three children.