South Africa, Feb. 7 -- The agency's pan-African orientation is a continuation of the recent buyout of the UK-based parent company in 2024, which resulted in the group becoming 100% locally owned.

Despite the subsequent rebrand, The Up&Up Group remains an affiliate of the global M&C Saatchi network while focusing sharply on the geographies and communities that are the most important to its agencies' clients.

Connect with diverse African consumers

The Up&Up Group's chief creative officer Neo Mashigo says there has been a concerted effort to adapt and connect with diverse African consumers.

"Creativity is a universal language, but it requires getting deep under the skin and understanding the nuances and challenges in very different coun...