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As more and more foreign brands try to ride the growth that many African countries are experiencing, the more critical local insights about these complex markets become.
The South African and New York-based design startup, Springleap, is announcing the launch of its Creatives Insights platform. This new offering enables clients to plug into its co-creation community for insights and feedback into any African or global country.
Late last year the company secured over R4-million just before the company opened up its pan-African, Middle Eastern arm based in Johannesburg.
The Creative Insights platform is launching to the public having already helped over 20 clients in beta mode, including big names like Google, Pernod Ricard, Vodacom, Adidas, Skyy Vodka, and several advertising agencies.
SpringLeap notes that South African companies expanding into other countries can now access on-the-ground feedback from professional creatives on their products, brand, competitors, category and for gauging the resonance of their creative campaigns.
“South Africa in itself is a very diverse marketplace, and looking further afield, Africa and the Middle East have a multitude of cultural idiosyncrasies that differ across historical, tribal and geographical lines,” comments CEO and co-founder of Springleap, Eran Eyal. “This means in each country within those regions, a localised flavour and context needs to be given to each campaign or brand message in order to achieve maximum ROI.”
Springleap’s proprietary database comprises over 22 000 agency level creatives already, and continues to grow daily with a steady influx of new talent from around the world.
In conjunction with the new Creative Insights division, Springleap is launching its first product — a monthly syndicated South African Trend Report covering localised perspective on marketing and brand activity, as well as cultural trends.
“By curating any number of industry expert opinions on the strengths and weaknesses of a particular campaign or strategy, Springleap provides an invaluable resource for external, objective feedback specific to a target country, region or demographic,” adds Eyal.