ProActive™ is a  leading brand activation agency in South Africa and across the African continent, with thirteen years of in-market experience. We offer creative solutions spanning concept development & strategy through to execution on a national and continental level.

Tailor-made solutions are infused with a deep understanding of the target audience – their shopping habits, behaviours and path to purchase. Our national operational infrastructure ability, real-time digital campaign management and reporting systems ensure effective execution, monitoring and feedback.

Through strategic stakeholder relationships, we provide exclusive environment access in airports, train stations, taxi ranks and golf clubs. In addition, we are able to facilitate retail execution through solid trade relationships.

ProActive™ has the ability to leverage a wide range of Provantage Media Group out-of-home media  platforms and thus offer synergistic 360 degree brand executions. Our Promoters and Brand Ambassadors are best in class. Their impact and ability to execute is important to us and is evident in the expertise and rigorous programs offered by the PMG Training Academy.


Brand Ambassadors, driving awareness and sales at point of purchase

Engaging display areas to drive the desire to purchase

Interactive shows in a variety of environments – Shoppa Shows™

Commuter Active

activation in key, high traffic transit hubs nationally

Taxi Ranks:
activation in primary transit nodes, within the rank and also in taxi as commuter classrooms

on the ground at targeted, high traffic locations

activation in South Africa’s top four national airports


Activations, Static Branding, Route to Market:
a full offering in clubs, pubs and taverns, driving salesand awareness


store openings, large scale events, brand events

enabling top of mind and influencing purchase in community buying groups

secondary schools, driving awareness amongst the youth

unique access to top 180 clubs nationally

Field Sales

Merchandising / Cash Van / Informal Sales / Field Teams:
Dedicated teams of Brand Ambassadors driving sales, distributing stock, merchandising in-store and attending to POS needs across trade channels


The Academy provides intensive Learnership programs which are accredited by the Services SETA. Upon completion, graduates receive an NQF Level 4 FET Certificate. The qualifications provide the skills and expertise required in order start a career in marketing, for example in brand management.

The courses are specifically designed to increase the skills level of talented individuals. The Academy also provides mentorship training, with students being taught soft skills that are essential in terms of being an excellent brand representative; including how to dress, how to deal with consumers, as well as presentation and selling skills.


It is a pre-requisite for every campaign that Brand Ambassadors are trained according to strictly guided parameters and skill sets that enable the best possible representation of a brand
and efficacy in market.

Best in class material is used by professional trainers that ensures a consistently
high quality of Brand Ambassadors.


Africa’s rate of urbanisation is the highest in the world. This brings with it vast opportunity to influence and tap into disposable consumer investment.
ProActive™ offers reach across 15 African countries apart from South Africa and provides ONE point of contact across the spectrum.
Lesotho / Swaziland /Namibia / Botswana / Zambia / Zimbabwe / Kenya / Mauritius / Mozambique / Angola / Nigeria / Democratic Republic of Congo / Tanzania / Malawi / Ghana
Activating in Africa is an effective medium with which to break through the cluttered outdoor media environment. It provides brands with the opportunity to engage on an intimate face to face basis with consumers and shoppers and directly influence purchase behaviour.

A wide scope of activations are available to deliver brand messaging and engagement to the targeted audience

Field Sales
Route to Market

Malls Road Shows In-Store

Commuter Active
Sampling Blitz Intersections

Events Expo’s Schools


Why Shoppa Shows Induce Trial And Drive Sales


Since relaunching its popular Shoppa Show™ platform in 2018, ProActive™ has recommitted itself to driving real-time engagement among consumers, particularly those within the LSM 4-7 market. These highly entertaining shows…

Provantage Media Group consolidates operations into new head office


Provantage Media Group (PMG) has seen substantial organic and acquisition growth over recent years rendering the well-known Head Office location on Republic Road to no longer be suitable for the…

Why Out-of-Home is withstanding the threat of digital and growing with it


With digital and mobile continuing to grow its market share, most traditional mediums have seen their slice of the pie cut dramatically, but not Out of Home, according to Jacques…

Why Activations play a key role in the Marketing Mix


Brand activations are not just brand ambassadors handing out free product samples. Rather, they are one of the most effective marketing tools within the marketing mix, with the ability to…

ProActive sets sights on SADC region with appointment of Andre de Lange


ProActive™ – a division of the Provantage Media Group – has appointed experienced sales professional Andre de Lange as its new Field Sales and SADC Manager. De Lange has a…

Activations and experiences should be focal point for marketers


Focusing on activations and experiences may be the single most important investment a brand can make in today’s competitive climate. So says Kirsten Mercer of ProActive. Today, more than ever…

Out of Home and marketing to the millennial consumer


#OOH provides proven, effective ways for talking to millennials with various touchpoints that include static, activations, digital & social media. In this 10-part series, millennials tell us what they want…

PMG’s continued association with the APEX Awards


Provantage Media Group is proud to have partnered with the prestigious APEX awards hosted the by the Association for Communication and Advertising yet again in 2018. The APEX programme is…

ProActive launches Route to Market offerings


Peter KohlÖffel, ProActive™: Head of Sales – Africa, unpacks extended ProActive™ services now available to brands and marketers wanting to engage their audience and increase sales. As a leading activations…

Activations – Beyond the hashtag


Peter KohlÖffel of ProActive™ explains that social, digital and experiential need to work hand in hand to achieve excellent results. In a world saturated with technology, staying close to your…

ProActive provides strategic route to market into informal trade


ProActive™ understands that getting product into baskets requires thorough strategy and integrated campaigns. As such, the activations agency provides a key service within the route to market chain, that of…

The Benefits of permanent Brand Ambassadors


In an age where social media and advertising clutter creates excessive noise within the marketing sphere, consumers still seek face to face interaction when making a purchase decision in store….

Augmenting Activations through Digital


Peter KohlÖffel of ProActive™ explains that with the trend towards bigger, better and more integrated activations campaigns, digital interaction is evolving to become a critical element in the campaign mix….

Provantage Media Group acquires majority stake in Global Outdoor Systems


Leading out-of-home company Provantage Media Group is proud to announce that they have acquired a majority stake in Global Outdoor Systems, a leading African billboard company with a footprint in…

What are activations without ROI?


Peter KohlÖffel of ProActive™ unpacks the importance of measuring activations, in terms of return on investment across all elements – growth in sales, growth in customer base, brand assimilation, brand…

ProActive™ Campaign drives positive engagement for Halls


Being in the right place at the right time forms the cornerstone for the kind of experiential marketing strategy that ensures campaign success. This was an integral part of a…

ProActive™ Shoppa Shows continue to drive sales for MTN


ProActive™ recently implemented another highly successful MTN Shoppa Show campaign, this time in Limpopo, North West and Gauteng provinces. The over-arching objectives of the MTN Shoppa Shows are to continue…

Creating ‘big brand love’ with the right activation partner


Activations have a great track record when it comes to boosting the bottom line – which may be why marketers love them. In April this year, the ANA Brand Activation…

ProActive™ in-store campaign drives sales for Joekels’ Tea Brands


Joekels Tea Packers recently partnered with ProActive™ to drive sales and grow awareness of its Teeco and Laager tea brands. ProActive™ rolled out a successful in-store sampling and promotions campaign…

ProActive™ in-store campaign drives sales for Joekels’ Tea Brands


Joekels Tea Packers recently partnered with ProActive™ to drive sales and grow awareness of its Teeco and Laager tea brands. ProActive™ rolled out a successful in-store sampling and promotions campaign for the brands within 10…

ProActive™ promotes road safety awareness for the Automobile Association


With the objective of promoting road safety awareness amongst pedestrians, the Automobile Association (AA) commissioned ProActive™ to implement a nationwide campaign. The focus of the campaign is pedestrians, who, according…

Provantage Media Group: 100% South African and Black-owned with BEE Level 1 status


Leading out-of-home company Provantage Media Group is proud to announce that they have just been awarded a Level 1 B-BBEE rating by Grant Thornton – the highest BEE rating achievable….

ProActive™ and Wild Island team up again on successful campaign


Following on the success of the 2016 activations campaign, Wild Island once again commissioned ProActive™ to implement a widespread promotion with the objectives of augmenting brand awareness and increasing sales….

ProActive™ selected activations partner to the DStv Delicious International Food and Music Festival


Leading activations agency ProActive™ has been selected as the exclusive activations and exhibitions partner for the DStv Delicious International Food and Music Festival. The event is the biggest and most…

ProActive™ implements campaign for KOO Food Innovation


ProActive™ is rolling out a widespread, national in-store campaign for KOO’s new food innovations – KOO Chakalaka with Beans, KOO Chakalaka with Peas and KOO Baked Beans Lite. The campaign…

Peter Kohlöffel appointed National Sales Manager Golf Ads™


Seasoned sales and marketing professional Peter Kohlöffel, currently National Sales Manager: ProActive™, has been appointed to the position of National Sales Manager: Golf Ads™. With a solid track record in…

Don’t advertise – activate!


For too long, experiential marketing was the ‘nice to have’ component of campaigns; frequently perceived in terms of big, splashy events, attractive brand ambassadors and a string of freebies. But…

ProActive™ says Hello Moto


As part of a campaign to re-introduce and re-launch Moto smartphones into the South African market, ProActive™ rolled out an intensive and highly targeted instore marketing experience. The campaign provided…

ProActive™ implements tactical campaign for Kellogg’s Granola


ProActive™ recently implemented a highly targeted campaign for new product Kellogg’s Granola. The campaign ran in the top muesli selling stores across KwaZulu-Natal, Western Cape and Gauteng. Skilled Brand Ambassadors…

ProActive™ launches MX8 Elite for Zodiac


To successfully launch the MX8 Elite into the market and to retain and maintain sales volumes, Zodiac embarked on an extensive instore campaign in Gauteng, KwaZulu-Natal and the Western Cape….

ProActive™ takes Pringles to Pixies


For an experiential marketing campaign to deliver both return on investment and return on engagement, it needs to fit seamlessly with brand messaging, location and the targeted consumer. To augment…

ProActive™ takes Reckitt Benckiser back to School


During the month of January, ProActive™ harnessed the already entrenched influence of ‘Back to School’ to increase awareness and sales of relevant Reckitt Benckiser FMCG brands. An extensive activations campaign…

ProActive engages consumers for Domestly


For on-demand cleaning service Domestly, leading activations agency ProActive™ implemented a highly targeted insights campaign. The campaign, which ran in selected geographic areas in the greater Johannesburg area, provided key…

ProActive™ Shoppa Show™ platform revamped


ProActive™, a division of leading out of home company Provantage Media Group, has relaunched its highly effective Shoppa Show™ platform, this time offering clients the added benefit of even more…

ProActive™ implements campaign for Fitbit


ProActive™ kicked off an educational and inspiring in-store Fitbit activation by sending a team of trained brand ambassadors, equipped with fine-tuned knowledge of how Fitbit devices work, into identified Sportsmans…

Prima Toys commissions ProActive™ brand ambassadors


Prima Toys recently held an event to showcase the latest toys and games available to South African consumers. To ensure that the event was a success and that guests took…

Cadbury Glow achieves continued effectiveness with ProActive™


When it comes to activations, the key to continued effectiveness lies in implementing a sustained campaign that is relevant to the targeted consumer. For Cadbury Glow, ProActive™ is achieving continued…

ProActive™ – why in-store activations are a necessary point of engagement


Provantage Media Group and Green Advertising are proud to announce the launch of Golf Ads™ – a division that focusses exclusively on the golfing environment, adding yet another sought-after out…

ProActive™ – why in-store activations are a necessary point of engagement


Peter KohlÖffel National Sales Manager – ProActive™, outlines why in-store activations are key to brand growth. Next time you’re in a retail environment, look around you: when it comes to…

Kirsten Mercer of ProActive™ talks why she loves activations


Kirsten Mercer has been in the activations industry for six years and while every moment is different, she enjoys the challenge, the creativity and, first and foremost, the variety. What…

ProActive™ implements campaign for Simply Asia


ProActive™ recently implemented a widespread campaign for Simply Asia that ensured that the Thai-inspired food brand made its mark and spread its message across key cities in South Africa. ProActive™…

Cadbury Glows with ProActive™


To launch the brand new Cadbury Glow, ProActive™ implemented an activations campaign that promoted the product in retailers across South Africa. The premium chocolate’s product features were accentuated through various…

ProActive™ launches highly anticipated PMG Training Academy


ProActive™, a division of Provantage Media Group, is proud to announce the launch of the PMG Training Academy. The highly anticipated training programme will provide ground-breaking opportunities not only for…

ProActive™ implements Lucky Star campaign in Zimbabwe


With the objective of growing brand presence and brand affinity for Lucky Star, ProActive™ has implemented an extensive wholesaler sampling campaign across Zimbabwe. A Lucky Star shoppa show team and…

ProActive™ launches Iyadlisa – an innovative activations partnership with Shoprite


ProActive™, a division of leading out of home media company Provantage Media Group, has partnered with Shoprite to bring advertisers a new activations platform called Iyadlisa. Within the the rapidly…

ProActive™ announces dynamic new appointment


Nicole de Klerk has been appointed New Business Development Manager for ProActive™, a division of Provantage Media Group. Nicole is energetic and dynamic and brings a wealth of eventing and…

ProActive implements campaign for UK clothing brand River Island


UK clothing brand River Island recently launched its first flagship store in Rosebank and to promote the new store, ProActive™ implemented a relevant, inspired and trendsetting campaign that began at…

ProActive takes NIVEA Cocoa Butter campaign to 3 African Countries


To raise awareness of NIVEA’s new Cocoa Butter cream and lotion, ProActive™, a division of Provantage Media Group, took the brand to numerous strip malls across three African countries –…

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