AGGREY & CLIFFORD LAUNCHES A NEW DIGITAL ADVERTISING PRODUCT, THE FIRST OF ITS KIND ACROSS AFRICA

Aggrey & Clifford’s CEO, Rashid Tenga (centre), speaks during the launch of Binary at Hyatt Regency Hotel in Dar es Salaam recently. Looking on is Permanent Secretary in the Ministry of Information, Culture, Arts and Sports, Prof. Elisante Ole Gabriel (left) and Binary’s Business Development Manager, Eni Kihedu (right).

Permanent Secretary in the Ministry of Information, Culture, Arts and Sports, Prof. Elisante Ole Gabriel (second left), explains to one of the talents signed by Binary, Jacqueline Wolper (first left) how she would benefit from the new digital advertising product by Aggrey & Clifford. Looking on is Aggrey & Clifford’s CEO, Rashid Tenga (second right) and Binary’s Business Development Manager, Eni Kihedu (first right).

Naseeb Abdul, well known as Diamond Platnumz, speaks on behalf of other signed talents at the launch of Binary.

Some of the talents signed by Binary pose in a group photo at the launch event, which was held at Hyatt Regency Hotel in Dar es Salaam recently.

Dar es Salaam, August 01, 2016 - One of the leading advertising agencies in the country, Aggrey & Clifford has launched the first of its kind digital division that enables businesses to use talents/influencers to advertise their products/services through a partnership agreement by the three parties.

The new-age advertising model, proven to be one of the most cost-effective, yet assuring a much wider coverage, will be under Aggrey & Clifford’s new Digital Media Management division, dubbed Binary.

The Permanent Secretary in the Minister for Information, Culture, Arts and Sports, Prof. Elisante Ole Gabriel, graced the launch as the Guest of Honour at Hyatt Regency Hotel. In attendance, were over 150 CEOs, Heads of Marketing departments, Business Development and Strategy from FMCGs, banks, telecom companies, other corporate entities as well as the talents.

Aggrey & Clifford’s Binary has partnered with 40 influencers/talents in digital landscape in Tanzania from all walks of life including artistes, movie stars, TV/Radio personalities and socialites. Through this partnership, Binary will use talents’ digital platforms as new advertising channels for clients to reach their consumers.

The first of its kind advertising model across Africa is tailored to heftily benefit both the talents and clients in terms of income and visibility respectively. The product guarantees clients’ ads to substantially reach more audience than ordinary channels and yet cost half as much.

Binary’s Business Development Director, Eni Kihedu said: “Our product provides over 1,000% reach compared to print media, let alone the fact that clients will spend way less money to pay for the ads while assured of increased visibility including across borders where relevant. With 40 talents on board, it means their accounts are visible to over 20 million Tanzanians / consumers, hence we have the potential of reaching that much audience.”

Explaining how talents are going to benefit from the new ad product, Kihedu said: “We are commercialising their digital platforms and giving them the opportunity to increase their income while encouraging them to build and maintain their brands in a manner that will resonate with local consumers.”

She further highlighted that Binary’s partnership with the talents is outright transparent and tailored to benefit both parties, hence the use of a special rate card, which determines exactly how much each talent gets per posting.

Amount paid to each talent corresponds with the number of followers they have on their social media platforms.

“We share this rate card with both the talent and client hence there is no way we can exploit the former and pocket a portion of their share,” she added.

This new digital product is a solution that is tailored for brands locally by local content for the local market, and therefore with this launch, the days of relying on traditional media content to pull audiences are long gone.