Thursday, 8 December 2022; Johannesburg: The Matrix Communications Group (Matrix Group) has concluded a deal with Podium Agency (Podium) to join its portfolio of agencies to spearhead the creation, development, and production of culturally appropriate and relevant content for audiences and consumers, platforms, and brands.
Podium, led by producer, creative executive and cultural entrepreneur Takunda Bimha, has evolved from a comedy talent management and production company into a culture + content agency. The agency has developed cultural shifting IP and properties such as the Johannesburg International Comedy Festival and continental comedy brand, Stand Up Africa.
“With the huge paradigm shift taking place in the marketing and communications world where consumers are starting to dictate media consumption narratives, it is becoming increasingly apparent that for brands to earn a trusted place in the lives of consumers, it can best be done through audience-centered and culturally nuanced content that engages, resonates, and builds brand affinity across multiple platforms,” said Bimha.
“We are excited about our partnership with Podium. This enables us to launch the long awaited culture and content vertical within the group. Takunda’s experience in creating and producing content for some of South Africa’s favourite shows and talent will propel our group towards becoming a fully-fledged IMC and pan-African agency,” said Dineo Mahloele, managing director of the Matrix Group.
Added Mahloele: “In taking the long-term view for the company and leaning towards our integrated marketing and communications approach, we believe that content and the role culture plays will be the beating heart of how the industry evolves to create value for brands and companies in the future.”
As a vertical within the group, Podium will leverage its networks and talent relationships, built over 18 years of working in the media and entertainment landscape, both locally and on the continent to create future-fit consumer-centered content in collaboration with other Matrix Group entities, including Dream Team Africa – a talent collaboration agency; Joziwood, TV and film production company; Sonic Kernel – an audio and music production agency; The Inspiration Room – an experiential and event management agency and Foresight Africa Consulting, a foresight strategy firm.
ENDS
Issued by Matrix Communications Group
Contact Person: Dineo Mahloele | 084 299 6812
Notes to the Editor: Matrix Communications Group
Matrix Communications Group (Pty) Ltd is an integrated marketing and communications holding company with a footprint in Pretoria, Johannesburg, Cape Town, and Durban in South Africa with affiliates in Kenya and Nigeria. The group has interests in several specialist marketing agencies in research, strategy, public relations, corporate communications, ATL, digital media, media buying, SEO, video production, experiential and event management, public relations, and foresight strategy.
Notes to the Editor: Podium Agency
Established in 2005, Podium Agency shot to prominence as the talent agency that was home to the likes of Trevor Noah, Loyiso Gola, Kagiso Lediga, Eugene Khoza, David Kibuuka, and many more top-tier comedians that were to follow. Managing and collaborating with talent over time saw Podium developing a unique skill set in creating IP and producing content that resonates with audiences.
Over the years, the agency went on to thrive in the comedy space with involvement in live shows, comedy specials, television shows, feature films, commercials, digital content, and comedy festivals. Some of the more notable properties and productions involved included the Pure Monate Show, Late Nite News with Loyiso Gola, Trevor Noah’s Daywalker, Loyiso Gola’s Life & Times, The Just Because Comedy Festival, and many more. In an entertainment section cover story, The Wall Street Journal credited Podium as changing the face of post-apartheid comedy in South Africa.
Podium also produced branded content for multiple platforms and audiences on behalf of brands and broadcasters, including Cannes Lions nominated ‘One Source Live’ for Absolut; the 2014 World Cup series ‘Dave In Brazil’ for Bright Rock Insurance; Loerie-awarded Polo Gamechangers’ for Volkswagen; and Netflix licensed ‘Next of Next Week’ for the South African Insurance Association.