Positioning MSC as Africa’s Leading Supply Chain Partner
Challenge
MSC – Mediterranean Shipping Company, a global leader in maritime transport, appointed THOP’s agency Opinion & Public as its African advisory partner. The objective was to strengthen MSC’s brand visibility across the continent, enhance corporate communications for the family-owned business, and manage its reputation during the high-profile acquisition of Bolloré Africa Logistics, later rebranded as Africa Global Logistics (AGL).
Solution
THOP delivered an integrated advisory programme focused on reputation management, strategic storytelling, and stakeholder engagement. This long-term support elevated MSC’s visibility and influence across 45 African countries and positioned the company as a trusted and recognised logistics leader.
Tactics
- Strategic positioning and narrative development for the acquisition and rebranding of AGL, including a master narrative, leadership FAQs, and stakeholder communication toolkits.
- Media relations and event support at key industry platforms including three Africa CEO Forums, the Africa Fine Coffee Conference, Journées Nationales du Cacao et du Chocolat, SARA, and the Africa Logistics Conference. THOP prepared speaking briefs, secured interviews, and coordinated media coverage.
- Content creation on topical milestones such as the launch of cocoa, coffee, and cashew seasons; shea butter campaigns; and new service rollouts including reefer solutions and large vessel arrivals.
- Monthly political and economic briefing reports delivered to MSC’s Geneva-based leadership, offering PESTLE insights for strategic decision-making.
- Ongoing support in crisis management, media training for country Managing Directors, and strategic communications for product launches across all transport modalities (rail, sea, air, land).
Outcome
THOP’s consistent and hands-on advisory support enabled MSC to shift from a discreet market player to a leading voice in Africa’s logistics landscape. The company is now widely recognised not only for its global maritime stature but also as a prominent, multi-modal supply chain partner on the continent.
Advisory Role
THOP provided strategic advisory services throughout the engagement to ensure alignment with MSC’s evolving goals:
- Narrative and messaging leadership:
Shaping consistent, locally relevant messages for external and internal audiences.
- Stakeholder and media engagement:
Targeting influential decision-makers and trusted media across 45 African countries.
- Regulatory and reputation strategy:
Supporting communication around regulatory approvals and public sentiment during the AGL acquisition.
- Executive visibility:
Positioning MSC’s leadership as credible and informed voices through speaking engagements, media placements, and training.
