by MarkLives (@marklives) Integrated communications group, King James Group South Africa, has announced that it has acquired a majority stake in retail and shopper marketing agency, 34°.

34° will remain a standalone brand to continue growing this business while integrating and collaborating with the other specialist teams in the group, according to a statement issued by King James Group SA. Its current client portfolio includes Coca-Cola, Imperial, IEC, Lindt, Game Africa, Java and Brookside.

“We are extremely excited about this partnership and the incredible value the agency’s specialist capabilities will enable us to deliver as part of the group’s now further diversified offering, both here in SA and into the continent,” says James Barty, King James Group SA CEO. “We have already started collaborating on a number of opportunities, with a couple of joint ventures on the continent already underway. Watch this space.”

“We’ve long admired King James from afar and what they’ve achieved as an independent agency from a business and culture perspective,” says Andy Sutcliffe, 34° CEO. “We’ve had a number of approaches over the years from the network agencies and now feel our business is at the stage where the growth advantages and skills King James can add to our mix, specifically their digital and data offerings coupled with our similar cultures, made it a simple decision to make.”

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