by MarkLives (@marklives) King James Group SA has concluded a deal with Cedar Communications in the UK to take over the licensing agreement in southern Africa by acquiring a majority stake in privately owned content marketing agency, Cedar South Africa.

New Media no longer has a stake in the business as King James, together with Cedar SA management, has taken over the shares previously held by New Media. The move adds content publishing to the ad agency group’s suite of services.

“Natural extension”

The lines between paid, earned, owned and shared have blurred and brands are communicating to a world that doesn’t think in media silos, says James Barty, King James CEO. “Strengthening our content marketing capabilities in the highly specialised area of content publishing made absolute business sense as our next phase of growth. It’s a natural extension to what we do as a group. We’re excited about the platforms on which the team at Cedar SA can create content. And, when combined with our existing skillsets and expertise, we believe we have a proposition that keeps us at the cutting edge.”

Comments Helena Gavera, Cedar SA managing director, “We have depth and breadth of experience working with bluechip local and international brands across a wide range of industries, all with vastly different content needs, not least of all, British Airways’ High Life, which has been [Cedar’s] anchor client for 46 years. Additionally, the group will gain direct access to international best practice, expertise and experience through the Cedar network operating in four other key markets.”

Cedar SA will continue to operate as an independent agency brand within the King James Group structure.

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