South African based consultancy Sunny joins the Tribe

May 4, 2023

A strategy and innovation consultancy using optimism to build sustainable growth for brands

We are thrilled to expand Tribe's global agency network into Africa by welcoming  Sunny  to the Tribe family! The Tribe Global network now spans across Africa, Asia, North America, South America and Europe.

Duncan MacLennan, Founder of Sunny, tells us about his business: 

"Optimism is the meta that defines the rate of progress, and progress translates into longer, healthier, wealthier, and happier lives for more people."

Sunny is a strategy and innovation consultancy based in Cape Town, South Africa, servicing brands in our region as well as in markets as diverse as the UK, Europe and Australia.

We use futures thinking and strategy to create sustainable growth for brands, and leverage the power of optimism and creativity as levers to do this.

Today brands represent more than simple identities for products and services, but are active citizens that have an obligation to create equitable futures in society. Achieving this requires reimagining our ideas of growth, and adopting humanised approaches that maximise value creation over extraction.

We're fortunate to partner with brands, agencies and public figures that share our ethos, including the likes of adidas, Spotify, Discovery Health, Xapo Bank, William Grant & Sons, TFG/Bash, Monkey Shoulder and rock icon Roger Taylor.

Our customers love us because:

  • We behave differently to traditional agencies
  • We collaborate radically with our partners
  • We come with a community network of best in class specialists with diverse skill sets and expertise
  • We work smart and agile
  • We take our work seriously, not ourselves

Find out more about Sunny here .