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Yearbook Jan 2019

9 and to remain a step ahead of the market in identifying new trends and opportunities to reach the consumer. He cites the addition of Yonder Media’s “unique mobile expertise combining creative and coding” to the GroupM team as an example. Collins remarks that Carat’s new business wins have given the agency the scale to structure itself in a future-forward way. The approach of designing bespoke units to meet clients’ precise needs has proved successful; she cites Red Star, which services the Heineken business, and Carat Possibilities created for Absa. While specialists are drawn from across the companies within the Dentsu Aegis Network, she points out that it is the co-location that transforms the thinking and strategising processes resulting in agnostic and integrated business solutions. The unique DAN approach of a single P&L (profit and loss statement) also facilitates its success. Under Sir Martin Sorrell’s leadership, WPP advocated “horizontality” as a means of better servicing clients’ needs – drawing expertise from across the specialist agencies to create bespoke teams, but the approach floundered due to established loyalties and the lack of a single P&L. Locally, at Carat, 2019 will also see a number of workstreams come to fruition, introducing efficiencies through automation. Collins remarks that it is fortunate that DAN has been prepared to invest in these projects, and that South Africa has been able to draw on the experiences of countries such as Spain and the UK in developing their systems. She believes this will be transformative, opening up huge scope for people’s growth and for different and more informed client conversations. Certainly, there is a sense that our local industry is moving meaningfully forward, and that 2019 will be a year dominated by digital and data developments. How media agency ratings work The earliest ranking of media agencies was on the basis of billings, affording agencies unprecedented scope for creativity. However, in 1991, in Paris, the Research Company Evaluating The Media Agency Industry (RECMA) was Richard Procter media agency


Yearbook Jan 2019
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