ICOM, one of the world’s largest networks of independent agencies offering a complete range of advertising and marketing communications services, continues to expand its geographical footprint with the addition of Mauritius agency The Concreate Agency (TCA), formerly known as Publico.
Founded by a prominent family, TCA agency has had several other owners during its 48-year history including one of the country's largest conglomerates and a multi-national ad agency network. Now independent again, TCA has as its sole shareholder, CEO Amaresh Ramlugan, an entrepreneur and seasoned professional who has broad experience as part of senior leadership teams of major banks and other organizations across the Indian Ocean region.
Located in the Indian Ocean and part of Africa, Mauritius is a multi-cultural, multi-lingual and ethnically diverse market at the crossroads of Asia and Africa.
"TCA is a welcome asset to our network," said Bob Morrison, ICOM Board Chairman Bob Morrison, also CEO-Morrison, Atlanta, Ga., USA. "The agency shares our entrepreneurial values, uses its culture-moving creativity to support a roster of well-known brands, is heavily invested in their local island economy and is capitalizing on the country's growth."
Based in the Cybercity of Ebene in the suburbs of the capital Port Louis, TCA is one of the country’s leading agencies, benefitting from the island nation’s economic expansion from traditional agricultural roots into thriving industrial, financial, new technologies, and tourism business sectors. This is evidenced by the impressive client roster that includes Accenture, Burger King, Sofitel, VISA, and VIVO and prominent local businesses such as the Bank of Mauritius, the Economic Development Board, EMTEL telecom, and the State Bank of Mauritius.
There are a number of reasons why TCA adds value to the ICOM network, said ICOM Executive Director Emma Keenan. “We are looking to expand our presence in this region, and Mauritius is important in terms of financial services and its role as a strategic investment gateway to East and South Africa. Additionally, Mauritius has long historical connections to India, Hong Kong, Greater China, and the Commonwealth. TCA brings further tourism expertise to our growing roster of agencies working with clients in this field."
In relating his agency's interest in joining ICOM, Ramlugan said, “We were searching for an affiliation and networking opportunities outside of our borders in order to increase our agency’s visibility and to share best practices with fellow agency leaders. After learning about ICOM and thoroughly understanding how the network works, we felt that joining a network of like-minded entrepreneurial individuals would be a perfect fit.”
June Kiragu, ICOM Sub-Sahara Africa Regional Director, and managing director, Brainwave Communications, Nairobi, Kenya, said although Mauritius is a small market with a population of just 1.2 million, it is considered one of the most financially stable economies in Africa and a tourist magnet. One of the most visited destinations in Africa, Mauritius attracts each year a number of tourists equivalent to its population. “We are thrilled to have a strong presence in this kind of market,” she said.
Ramlugan also is very pleased. “I am convinced the relationship will be mutually beneficial,” he said. “We look forward to networking with other ICOM members at events and conferences and to welcoming talent from other ICOM agencies to our dynamic market for internships. We are also enthusiastic about the opportunity for our own people to have similar learning experiences in other parts of the world.”
Among Ramlugan’s successful entrepreneurial ventures are www.prisme.mu, an agency specializing in servicing small and medium-size organizations; www.bonappetit.mu, the country’s first foodie portal; and www.clcl.mu, a leadership training and management consultancy; and https://africadigitalalliance.com/, a joint venture helping organizations tap into digital opportunities in Africa. Actively engaged in community service, he sits on the board of various organizations and associations. A long serving Rotarian, Ramlugan is currently charter president of the just launched Rotary Club of Bagatelle.
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ABOUT ICOM
ICOM is among the world’s largest and most geographically diverse networks of independent agencies offering advertising, marketing communications, media, digital and related services, with 70-plus member agencies in 50-plus countries. The network empowers global collaboration and brings people around the world closer to brands through connected thinking. Annual gross income exceeds US$500 million.
ABOUT TCA
TCA is one of Mauritius’ leading full service advertising and communication agencies offering creative strategy, advertising, branding, social media, design and events and media services through a strategic partner. Agency staff adhere to its belief that nurturing great relationships with clients produces the greatest of results.
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MEDIA CONTACTS
- Emma Keenan, ICOM Executive Director
[email protected], +33 6 63 48 01 37 - Nancy Giges, ICOM Media Relations Director
[email protected], 1-914-683-5108