Last year, Spanish-based SCOPEN, an independent research company operating in the creative and media space since 1990, partnered with the Independent Agency Search & Selection Company (IAS) to release the first in-depth research edition, AGENCY SCOPE South Africa 2016.
Highlighting 15 key trends in the South African communication, marketing, procurement and advertising industry, the research comprises a series of analyses from the industry’s highest level decision makers, published exclusively for marketers and marketing agencies.
Gareth Leck, CEO of Joe Public, one of the rated agencies in the research, says he was initially sceptical about the value of this research to his company – until he received the report.
“I believe this to be the most effective report ever produced about the South African industry,” he says, adding that SCOPEN actually quantifies the impact of the brand in the market and measures that against the quality of where that brand is positioned.
“Another important factor highlighted by SCOPEN is the importance of current trends and the direction in which the industry is headed.”
According to Leck, the research will enable Joe Public to use the data and to guide the agency’s thinking as well as the practical implementation of its strategy going forward. “The data presented in the research will guide us more scientifically as we look to achieve our medium and long-term goals.
With the research compiled into a robust document that can alter the course of agencies in South Africa is what truly impressed Leck, who dubbed the report “one of the most important revelations of 2016 in the industry”.
Johanna McDowell, the CEO of the IAS, says: “The primary value of AGENCY SCOPE South Africa 2016 is that it provides agencies working with marketers with first-hand information about the needs of marketers. This helps with new business prospects as well as existing clients,” she says. “For marketers, the report highlights the best performing agencies in a variety of areas such as attractiveness, ideal structure, creativity as well as client satisfaction.”
Explaining the dynamics of this valuable information, Leck says: “The depth of the research is very powerful and has truly offered Joe Public value for money by giving us insights into the market that are usually difficult to come by.
“For me, the information presented about making sure you are appealing to the correct target market, along with insights into which brands are doing well and why they’re succeeding, is vital. This turned out to be an excellent investment, with the kind of document that can help agencies get to where they want to be in the industry,” Leck adds.
More than 70 marketers were interviewed in all sectors in South Africa, with the executives surveyed being leaders of companies with an average turnover of more than R5.8 billion in 2016. “Their views reflect the changes that are affecting the industry,” says McDowell, adding that thanks to this research, “rigorous analysis and the numerous correlations derived from our comprehensive database, SCOPEN can offer a unique strategic vision to drive businesses within the creative economy, inspiring people and projects”.
In all, AGENCY SCOPE South Africa 2016 interviewed 70 marketers, 121 agency professionals and 15 procurement directors, for an invaluable overview of trends; the ideal agency; strategic planning; relationship duration; and negotiations involved in procuring an agency. As Leck says, the publication packs data that will become an integral part of the arsenal of agencies looking to grow and reach new industry heights.
