Johannesburg-based Arcay Burson-Marsteller, in which the WPP Group firm bought a majority stake in 2011, has rebranded as Burson-Marsteller.
Additionally, 12 of the agency's exclusive affiliates, spanning 27 countries on the continent, are adding the Burson-Marsteller name to their existing brands.
These include: Infocus Burson-Marsteller in Ghana, Sierra Leone, Mali, Gabon, and Burkina Faso; Prime Media Burson-Marsteller in Senegal and Guinea-Bissau; Media Link Burson-Marsteller in Liberia; and Premium Burson-Marsteller in Ivory Coast and Guinea-Conakry.
The Burson-Marsteller Africa network is headquartered in Johannesburg and is run by chairman and CEO for Africa Robyn de Villiers, who founded Arcay Communications 25 years ago.
Jeremy Galbraith, CEO of Burson-Marsteller for EMEA, said additional agencies within its African network, which spans 53 countries, will take on the Burson brand name over the course of the year.
"The reason for doing this is Africa is one of the fastest-growing continents in the world, and we are seeing a lot more demand for client services in Africa," he said. "It is the future of our industry in terms of growth."
He said there is "real excitement" from agencies on the continent for using the name and becoming part of a global network and brand.
"I am very bullish on the African market" Galbraith added.
This story was originally reported in PRWeek US.