BrandArena: GroupM and Choreograph Expand Audience Origin Offering to 12 Markets in Africa

Monday 24 May 2021

GroupM and Choreograph Expand Audience Origin Offering to 12 Markets in Africa

GroupM SSA and WPP’s Choreograph announced today the expansion of proprietary Audience Origin data service into 12 markets in Africa, in response to a growing need from clients for better quality of data and insights around consumer attitudes, preferences and behaviour.

Audience Origin, formerly known as LIVEPanel, will be available in the following markets: Cameroon, Egypt, Ethiopia, Ghana, Ivory Coast, Kenya, Morocco, Nigeria, South Africa, Tanzania, Tunisia, Uganda.

Audience Origin is an integral part of WPP’s newly-created Choreograph, a global data products and technology company operated by GroupM, purpose-built for an era that demands a new approach to data management, usage, and brand growth.

According to Federico de Nardis, GroupM Sub-Saharan Africa CEO: “Audience Origin provides an unprecedented depth of understanding of the human mindset, through a connected global data foundation that uses privacy-first data collection via our proprietary consumer survey. This is a great opportunity for our key clients to gain insights into the lesser researched African consumer segments.”

Ramona Daniel, Audience Origin Research Director, added: “The Audience Origin product is even more relevant and urgently needed in Africa, where in many markets advertisers have historically lacked robust and reliable consumer research data, that is not only local, but can be also aggregated for a global point of view”. 

GroupM has had a strong and direct presence in all key markets in Africa for a long time and “by extending the Audience Origin offering to more markets, we empower our clients to be able to access locally-relevant, and actionable data. This ultimately helps them understand their consumers at an unprecedented level of depth, and as a result, run more impactful campaigns and grow their businesses” adds Seni Adetu, CEO GroupM Nigeria.

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