Kenya Advertising Spend to Rise as Competition Grows, TBWA Says

Kenya’s advertising market, which grew more than 30 percent last year, is set for further expansion because of intense competition among consumer goods companies, according to TBWA Worldwide’s local unit.

“International companies are now facing stiffer competition from stronger local companies,” Tim Smythe, chief executive officer of TBWA East Africa, said in a phone interview today from Nairobi.

TBWA, owned by Omnicom Group Inc. (OMC), set up an office in Kenya’s capital, Nairobi, in February as part of a plan for expansion in East Africa. Clients there include Standard Bank Group, Visa International, GlaxoSmithKline Plc and Unilever Plc. TBWA Worldwide, which has had an affiliate agency in Uganda for six years, also plans to start a business in Tanzania next month, Smythe said.

Advertising spending in Kenya grew 33 percent last year to 65.4 billion shillings ($769 million), according to the annual report of Scangroup Ltd., East Africa’s biggest marketing company by sales.

To contact the reporter on this story: Eric Ombok in Nairobi at eombok@bloomberg.net.

To contact the editor responsible for this story: Shaji Mathew at shajimathew@bloomberg.net

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