WPP is to launch its GroupM agencies MediaCom, Mindshare and MEC in sub-Saharan Africa, as its global clients increasingly look to the region to drive revenue growth.

It follows WPP’s acquisition of a controlling stake in Kenya-based agency Scangroup last year. The integrated agency employs around 800 staff across Kenya, Ghana, Nigeria, Rwanda, Tanzania, South Africa and Uganda.

Scangroup chief operating officer Nandu Buty will become head of GroupM in sub-Saharan Africa, heading up an initial team of 150 based in Kenya’s capital city Nairobi.

Mindshare is already open in Ghana due to Unilever’s presence in the market, with further expansion planned as clients grow sales in the region.

MEC in sub-Saharan Africa will be led by Monica Kambo, who joins from Ogilvy & Mather Africa. MediaCom and Mindshare, meanwhile, have recruited Rajiv Gopinath from MediaCom Singapore and Mac Machaiah from Mindshare Southern India respectively.

Speaking to M&M Global, Buty said the move has been prompted by a combination of rising economic potential and client interest in the region.

“The landscape in sub-Saharan Africa is changing a lot. There’s a lot of investment coming into Africa, it’s seen as a frontier. If you want double-digit growth, then Africa is the continent to do it,” said Buty.

“There are a billion people living in Africa, economically the growth has been phenomenal, internet data has grown phenomenally, so we are seeing a lot of shifts. Clients like Coca-Cola, Unilever and Procter & Gamble have all now got a strategy for Africa, so it is the right time for us move, as they expect global-level best practises.”

Buty claims the group already dominates 70% of the regional media buying market, but admits that clients are demanding an enhanced “skill set”, which the arrival of the GroupM agencies will help to rectify.

“One big challenge is that of resources. Africa does not have qualified, good resources. We and other industry leaders have added responsibility of developing talent, and this is where GroupM plays a big role,” he said.

“As the leading name in media, we’re now expecting the GroupM launch to bring a lot of talent for us in Africa. We’re embarking on a training programme next week, where we’re getting trainers from the UK to come and do sessions with the people.”

Buty said the agencies are always working on “huge partnerships” with Facebook and Google to take advantage in the “phenomenal” growth in internet data usage in many markets.

He adds that the transition from analogue to digital TV frequencies, and the fragmentation of traditional, state-owned media, will provide advertisers with many additional opportunities to target consumers.

“We believe that, while [brand] investment is coming in, the media landscape is also changing and digitisation is going to have a big impact on the way content is produced and sold in the market,” he said.

Commenting on the launch, Alastair Aird, global COO and chairman of EMEA for MEC, added: “Launching MEC in new markets is always exciting, so I’m personally delighted to be welcoming 22 new markets into the MEC EMEA family.

“Africa is a complex but fascinating region, with many great opportunities, so it’s a truly exciting time to be partnering with our clients here. With the support of our collaborative and experienced network, and with [Kambo] at the helm, I’m confident we’ll be able to integrate the same rigour and strategic leadership to our work for our clients as we do elsewhere in the world, and that for us is key to delivering growth to them.”