NEW DEAL FOR COOKE AND BESTER
ASK AFRIKA, a leading South African-owned research house, has taken a controlling interest in the local licensee of Target Group Index (TGI), a global marketing and media research tool. Research industry stalwarts Barbara Cooke and Tim Bester introduced it into SA (its 50th country) six years ago, and its acclaimed methodology has gained acceptance from upwards of 50 clients. The acquisition is through the formation of a new company – TGI SA – which is majority owned by Ask Afrika, while Cooke and Bester retain a minority holding.
After its founding 13 years ago by Andrea Rademeyer, Ask Afrika initially developed a reputation for fast turnaround cellphone-based research but has become a comprehensive service provider with a turnover of around R50m/year.
TGI was the first database in SA to offer
data linking brand usage to consumer demographics and media consumption: “An act of faith to meet the market’s need for globally proven information-gathering and analytic methods after years of isolation,” says Cooke. Later it was followed by the SA Advertising Research Foundation’s “branded Amps” data.
The new partnership will combine Bester’s and Cooke’s expertise in branding, media and advertising with Ask Afrika’s marketing research and statistical skills. Rademeyer says Ask Afrika’s infrastructure will relieve them of mundane management tasks, free them to use their expertise in branding, media and advertising and allow TGI to broaden its service offerings.
“It also gives us an entrée to global clients and the support of the KMR Group, the world’s largest research company,” says Rademeyer.