Irvine Partners, recognized as the leading independent creative communications agency in Africa, has announced the opening of its second European office in Stuttgart, Germany. This strategic expansion coincides with the launch of a dedicated travel and tourism division within the agency.
Founded in South Africa in 2010, Irvine Partners has developed a robust pan-African network, featuring wholly owned offices in Kenya, Ghana, and Nigeria. In late 2020, the agency broadened its international footprint with the establishment of its London office, which now serves as the group’s headquarters.
The decision to establish the German office alongside the new travel and tourism division represents a natural progression for Irvine Partners. According to Rachel Irvine, CEO and founder of Irvine Partners, “Germany and the UK are two of the biggest source markets for tourism into Africa. Given our deep understanding of the continent, its cultures, and its people, Irvine Partners is perfectly positioned to showcase the best of African hospitality, lifestyle, and tourism products to these key markets.”
Leading the Irvine Partners team in Germany will be Monika Scheel-Kassai, a seasoned communications professional with over a decade of experience in the German media and public relations sectors. “Driving Irvine Partners’ expansion into Germany is a career highlight and a challenge I can’t wait to take up,” says Scheel-Kassai. “Africa is a continent with a rich tapestry of cultures, stunning landscapes, and unforgettable experiences. I am excited to leverage Irvine Partners’ vast African expertise and creative storytelling to showcase some of the continent’s best hotels, lodges, vineyards, and attractions to the German media and public.”
Irvine Partners Germany has already secured partnerships with several key travel and tourism clients, including the iconic Kruger Gate Hotel, located just minutes from South Africa’s renowned Kruger National Park. Anton Gillis, CEO of Kruger Gate Hotel, expressed his confidence in this partnership: “Irvine Partners has been our longstanding communications partner across Africa and the United Kingdom for many years. It naturally made perfect sense to appoint them as our partner for the German market. As a client, I value having one team that understands my business from the ground up. The economies of scale this offers and the unparalleled reach this team brings to the table are invaluable to a business like mine.
This expansion into Germany will be executed as a joint venture with the established German communications, influencer, and social media agency, thepublic. Both Irvine Partners and thepublic are members of PRWA, the global network for independent agencies. Irvine noted, “thepublic has been on the ground for more than 19 years and knows the local market inside out. This means we can offer our clients exceptional value and market insight from day one, leveraging thepublic’s established relationships and expertise, combined with Irvine Partners’ Africa-specific specialist insights.”
Christian Josephi, CEO of thepublic, expressed enthusiasm for the partnership: “We are delighted to be going into partnership with Irvine Partners. Our values are aligned, and the potential for Irvine Partners to introduce German clients to the African media landscape is equally compelling. Together, we can create truly unique and impactful campaigns that bridge the gap between Africa and Europe.”
