The black market requires a specialised advertising and communications approach, according to Karabo Songo. Not the criminal underworld, however, but the massive and influential population of African consumers that are crying out for an agency that specialises both in marketing to the black consumer and also in retaining black talent within the industry. This was the foundation on which Olive Communications was built, says Karabo, being crafted to deliver a different model of business; one that does not cost clients high fees, but instead provides a cost effective model of delivery with unique products. The company is geared to assist clients from inception to implementation in all areas of marketing and communications, he adds, thanks to its management team’s skills set, its delivery model and its lower cost of service, not to mention its unique agency product composition, industry relationships, business experience and its passion for great work. For Olive Communications, the next obvious step is to acquire Pan-African clientele and gain access into a number of other African countries where the need for marketing and communications services is rapidly expanding. Thanks to the competitive edge that comes with understanding the lower to middle income market and how to execute solutions, Karabo feels the company has a genuine strategic advantage. What now needs to be done is to develop proprietary packaged products that can be easily re-purposed to suit different African markets. He points out that the company already consists of a great team of individuals, with the ability and pedigree to build this business into a listed black South African group operating across Africa. Achieving this, explains Karabo, will allow Olive Communications to re-write history.