NEWS17 April 2015

Data Alliance expands to Africa

Middle East and Africa News

SOUTH AFRICA — WPP data company The Data Alliance has opened a new office in Cape Town.

The company, which supports the WPP Group’s data business, intends to bring expertise from WPP’s global network to Sub-Saharan Africa in order to “accelerate development and enhancement of data-driven solutions, plus activate a mobile-first data strategy”.

Local WPP companies Ogilvy, Smollan, Acceleration, Barrows, Wunderman’s Aqua and TMARC joined forces as sponsoring members to help bring Data Alliance to the region.

Devon Tighe, former vice president of strategy and operations for Data Alliance, will head the new office as managing director.

“We look at Africa as a region in which we can do some very modern and progressive things with data, in particular with mobile data,” said Tighe.

“The launch of the Cape Town office is in response to client demand to grow data-driven capabilities in Sub-Saharan Africa. We know that by bringing together a strategic group of companies in Africa, we can help WPP’s agencies better serve clients through data connections that drive smarter decision making.”