In a recent interview with The Kenyan Wall Street, Sandeep Madan, co-founder and CEO of The Partnerships Africa (TPA), describes his company as a leading marketing services firm in Africa, achieving this status in under two years.
Sandeep, an industry veteran of over three decades who chanced upon this industry, previously spent 12-13 years expanding Scanad across Africa. He started TPA along with his co-founders Deep Pesh (Chief Creative Officer) and Sally (Chief Operations Officer).
TPA’s audaciousness to challenge the status quo is its core strategy. They aim to be “the agency of the future as the agency of the past,” meaning they are “everything for someone, not something for everyone”. This combats industry fragmentation by providing integrated solutions that prioritize client engagement and a different way of thinking over traditional advertising silos.
Madan views traditional agencies and media houses that haven’t innovated as “100% obsolete”. He attributes their decline to a failure to adapt to changing audiences and argues that unlike process-driven industries (e.g., car manufacturing), the creative industry thrives on human relationships. TPA, founded by industry insiders, exemplifies success in a people-centric business.
Refuting accusations of “poaching” clients, Madan explains that most clients, particularly listed companies, are secured through “extremely rigorous pitch processes”. TPA’s wins stem from their capabilities and compelling ideas that deliver client revenue and engagement.
TPA has a major partnership with Publicis, representing the world’s largest agency network in several East African markets.
Recently, TPA closed a fundraising round, initiated by an investor who believed in their vision for expansion. This funding supports TPA’s global growth into India, Dubai, and Latin America, driven by client presence and market opportunities.
Madan sees AI as a valuable “tool” for efficiency and creativity, not a replacement for human imagination. He stresses that while AI can assist, it cannot substitute “human innovation, human imagination, on bringing strategy to life, on reading the culture”.
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