UniWorld Group and Johannesburg, SA-based Two Tone Global have announced a strategic partnership to provide media and advertising services across Africa via an entity being branded UWG Africa.  

The partners said the effort is designed to “reshape the way clients reach and engage with their audiences,” and “increase culturally authentic access, engagement, and participation in media and advertising throughout the continent.” 

The partners are investing $200 million in the partnership, which will be used to foster Black media, content, talent and consumer engagement efforts across Africa. 

The venture will operate out of Johannesburg, Nairobi and Lagos.  

“As insight-driven storytellers who foster inclusivity and drive culture forward, UWG Africa will combine robust data-driven insights with authentic cultural understanding and unique creativity to unlock growth opportunities for clients,” stated Gregory Edwards, president and CEO of UWG.   

Carlo Murison, group CEO of Two Tone Global, added that UWG Africa will “change the way brands connect with customers” and create “more meaningful connections through insights that are culturally relevant.”  

With the formation of UWG Africa, UWG now operates in five cities across three countries in North America and Africa.   

Two Tone Global will continue to operate as a full-service advertising agency headquartered in Johannesburg with its own roster of clients. There will be no changes to the ownership or management team headed by Murison.   

Earlier this year New York-based UWG took its first step towards expansion outside the U.S. with the formation of UWG Monsoon, a partnership with Toronto-based Monsoon Communications.  

Pictured above left to right: Carlo Murison, Two Tone Group COO Natalie Murison, Gil Kemami, CEO, Two Tone Pan Africa, Edwards, and Rachelle Franklin, Managing Director, UWG Africa.