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Matrix Group Launches a Content + Culture Vertical

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.