JOHANNESBURG—WPP has acquired a majority stake in South Africa's Cerebra Communications, reflecting rising interest in the country's communications market.
Cerebra, which earned revenues of around $1.7m for its most recent financial year, was founded in 2006 and employs 35 people. The firm provides community management, crisis management, social business strategy and creative communication campaigns for such clients as Nedbank and Vodacom.
The investment boosts WPP's public relations presence in South Africa. Ogilvy PR is already one of the largest firms in the market, while Burson-Marsteller and Hill + Knowlton have both entered the country in recent years.
International PR firms have flocked to South Africa in recent times, attracted by a well-developed communications market and the broader regional opportunity.
In South Africa, WPP (including affiliates) generates revenues of around US$550m. Across the continent, WPP collectively generates revenues of US$700m.