Advertising agency Grey is set to re-enter South Africa having acquired a majority stake in The Volcano Group.
Volcano Group, which is over 20 years old, will now rebrand as Grey Africa as it joins the WPP stable.
Paul Jackson, Volcano’s group managing director, said of the acquisition: “The decision to take on the exciting opportunity of re-establishing Grey in South Africa and across the continent is one that is met with great enthusiasm by both parties, and we look forward to being an integral part of the continued global success of Grey.”
It will focus on developing a strong local Grey presence in South Africa as well as lead its expansion in key African markets.
David Patton, president and CEO of Grey EMEA, added: “The most important outcome of this exciting partnership is the acquisition of talent and expertise that will re-ignite our efforts in establishing a dynamic South African presence for GREY and will also allow us to truly focus on serving international clients across the African continent.”
Volcano clients include Procter & Gamble, Sony and Audi.