As scale increased, campaign volume grew to nearly 4,600 campaigns a year (more than 30,000 since 2021), making it hard for traditional staffing and performance management to keep up.
Armada now operates as an embedded extension of the client's team, not a supplier on the outside, with 2 members of our team sitting at the client's offices, with full-time support from 2 more senior team members. We work closely with brand and digital leads day to day, providing hands-on execution, experienced judgement, and a steady point of reference as teams evolve. That continuity has allowed the group to keep momentum even during periods of change. Armada also designed and runs a graduate programme that combines performance marketing fundamentals with practical skills like data analysis, reporting and presentation. All 13 graduates have since moved into full-time roles within the group, strengthening internal capability while maintaining performance standards.
Our model continues to perform despite rapidly changing market and staffing requirements
Digital revenue has grown from R289 million a year when we started to R1.2 billion in FY2026. That's R911 million in new annual revenue, more than quadrupling, with cost per sale down 78% over the same period. In FY2026 alone, revenue grew 29.2% on a 16.2% increase in media spend. We now support 9 brands across 12 channels, with further expansion planned as acquisitions continue, and we're supporting the group's growth across sub-Saharan Africa.
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(2021-2026©)
