HUMANTRUTH Launches as Independent African Agency After FCB Africa Exit

HUMANTRUTH Launches as Independent African Agency After FCB Africa Exit. HUMANTRUTH Agency has launched as a new independent African marketing agency following the departure of FCB Africa, bringing together the capabilities of Nahana Communications Group’s former FCB Africa operation and boutique media agency Meta Media.

The new agency will be led by managing director Thumiso Masoha and will operate as a full-service marketing business integrating strategy, creative, production and media.

According to HUMANTRUTH, the agency combines FCB Africa’s creative and brand-building capabilities with Meta Media’s expertise in media, audiences, data and behavioural intelligence.

Masoha said the launch marks the beginning of an agency built for the future of the African marketing industry, with integrated strategy, creative and media forming part of its offering.

He said the agency’s approach is based on how people experience brands across ideas, platforms, culture and conversations rather than through separate marketing disciplines.

HUMANTRUTH’s services will include strategy, creative, campaigns, media planning and buying, experiences and technology. The agency said these capabilities will be used to build stronger relationships between brands and consumers.

The company’s long-term ambition is to build a marketing company for the next 100 years, with a focus on ideas, intelligence, intellectual property and marketing technology platforms developed in Africa.

Masoha said the agency wants to change how growth is approached by businesses through stronger questions and human understanding, with the aim of creating work that moves people and grows brands.

Thabang Skwambane, CEO of Nahana Communications Group, described the launch as a significant moment for the group as it moves away from the FCB Africa legacy and welcomes HUMANTRUTH.

He said combining the experience associated with FCB Africa with Meta Media’s work had created an agency at a scale that he described as rarely seen in Africa’s marketing and communications landscape.

HUMANTRUTH said its operating model places people at the centre of its work, both within the agency and in its approach to understanding audiences.

The launch marks a change in Nahana Communications Group’s agency portfolio, with HUMANTRUTH taking forward capabilities previously housed within FCB Africa alongside those of Meta Media.