Sanlam Appoints New Strategic Brand Agency Partners

The Sanlam Group selects Omnicom, WPP, and Kantar to lead its creative, design, and research efforts moving forward.

Updated on Oct. 29, 2026 in Financial Planning

Isometric editorial illustration of three interlocking geometric volumes, symbolizing corporate consolidation and strategic partnership. — Sanlam Group has appointed Omnicom Advertising South Africa, WPP, and Kantar as its new strategic partners to simplify branding and operations. AI Illustration. Upload story photo >

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The Sanlam Group has announced the appointment of Omnicom Advertising South Africa, WPP, and Kantar as its new strategic partners. The move aims to simplify the company's product offerings and maintain brand relevance for a new generation of clients.

Why it matters

By consolidating its creative and research operations, the firm intends to reduce complexity across its diverse business channels and products. This strategic shift is designed to support the organisation's continued growth across emerging markets in Africa and Asia.

The Sanlam Group has operated for more than a century and currently maintains a broad footprint across international markets. These new partnerships seek to streamline the brand's complex portfolio following the arrival of a new chief brand and marketing officer earlier this year.

The players

Sanlam Group

A prominent South African financial services firm with over a century of history that operates across markets in Africa and Asia.

Charl Bassil

The current group chief brand and marketing officer for the Sanlam Group who joined the company earlier this year.

Omnicom Advertising South Africa

A global marketing and communications firm integrated into a network that focuses on creative, media, and technology capabilities.

WPP

A global creative transformation company that is coordinating design systems for the group.

Kantar

An international data, insights, and consulting company providing research and analytics for the group.

The details

Omnicom Advertising South Africa will lead creative efforts, while WPP will coordinate design work alongside Landor and Design Bridge and Partners. Kantar has been brought on board to provide essential research, client insights, and data analytics to support the group's strategic goals.

Charl Bassil joined the company as chief brand and marketing officer earlier this year.
The strategic agency appointments were officially announced on 29 October 2026.

Market Dynamics

This move follows the Sanlam Group historical brand evolution as part of a broader effort to modernise operations for the next generation of clients. The consolidation of these agencies positions the company to better compete within the complex and rapidly shifting financial services landscape.

Customers can expect a simplified experience as the brand refines its product offerings and communication channels. These changes aim to ensure that the group's financial services remain accessible and relevant to long-term clients and new investors alike.

The takeaway

Simplifying complex product portfolios is a common strategy for established institutions looking to attract younger demographics. Clearer branding and streamlined client channels often result in improved service accessibility for the end consumer.