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Irvine Partners, Africa’s leading independent creative communications agency, has today announced the opening of its second European office in Stuttgart, Germany. The expansion coincides with the launch of a dedicated travel and tourism division within the agency.
Rachel Irvine CEO Irvine Partners
Founded in 2010 and headquartered in South Africa, Irvine Partners has grown into a pan-African network with wholly owned offices in Kenya, Ghana and Nigeria. In late 2020, the agency expanded its international presence with the opening of an office in London, which now serves as the group’s headquarters.
For Irvine Partners, the decision to open an office in Germany and establish a dedicated travel division was a natural choice.
“Germany and the United Kingdom are two of Africa’s largest source markets for tourism,” said Rachel Irvine, CEO and founder of Irvine Partners. “Given our deep understanding of the continent, its culture and its people, Irvine Partners is well-positioned to showcase the best of Africa’s hospitality, lifestyle and travel products to these key markets.”
Leading the Irvine Partners Germany team will be Monika Scheel-Kassai, a seasoned communications professional with more than a decade of experience in the German media and PR sector.
Monika Scheel-Kassai Public
“Driving Irvine Partners’ expansion into the German market is a highlight of my career and a challenge I can’t wait to take on,” said Scheel-Kassai. “Africa is a continent of rich culture, stunning landscapes and unforgettable experiences. I am excited to leverage Irvine Partners’ extensive Africa expertise and creative storytelling to showcase some of the continent’s best hotels, lodges, vineyards and attractions to the German media and public.”
Quick collaboration with key customers
German Irvine Partners has partnered with several key tourism industry clients, including the iconic Kruger Gate Hotel, located just minutes from South Africa’s world-famous Kruger National Park.
“Irvine Partners has been our long-standing communications partner in Africa and the UK for many years,” said Anton Gillis, CEO of Kruger Gate. “Appointing them as our partner for the German market was a natural move. As a client, I value having a team that understands my business from beginning to end. The economies of scale and unparalleled reach this team brings are invaluable to a business like mine.”
Joint venture with the public
The entry into the German market will form a joint venture with thepublic, a well-known German communication, influence and social media agency. Both Irvine Partners and thepublic are members of PRWA (PRWA Global Network of Independent Agencies).
“thepublic has been operating locally for more than 19 years and knows the local market inside out,” Irvine said of the decision to form a joint venture. “This means we can offer clients exceptional value and market insight from day one, leveraging thepublic’s established relationships and expertise combined with Irvine Partners’ Africa-specific expertise.
Shared values and opportunities
Christian Joseph, CEO of Public
Thepublic CEO Christian Josephi echoed the sentiment.
“We are delighted to be working with Irvine Partners,” he said. “Our values align, and the potential that Irvine Partners brings to introducing German clients to the African media landscape is equally compelling. Together, we can create truly unique, impactful campaigns that bridge the gap between Africa and Europe.”
With a presence in the UK and Germany, Irvine Partners is well-positioned to bridge the gap between African tourism entities and European travelers. The firm’s deep knowledge of African destinations and its proven creative communications expertise will enable Irvine Partners to develop and execute targeted campaigns that resonate with European audiences.
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