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Yearbook Jan 2019

10 media agency AFRICA MEDIA OWNER REPRESENTATIVES Lesotho, Namibia Botswana, Swaziland Angola, Mozambique Zambia, Kenya, Tanzania Ghana, Nigeria, Malawi Botswana, Swaziland, Botswana, Swaziland, Botswana, Swaziland, Angola, Mozambique, Angola, Mozambique, Angola, Mozambique, Zambia, Kenya, Tanzania, Zambia, Kenya, Tanzania, Zambia, Kenya, Ghana, Nigeria, Malawi, Ghana, Nigeria, MalawGi,hana, Nigeria, Malawi, Lesotho, Namibia, Botswana, Swaziland, Botswana, Swaziland, Botswana, Swaziland, Angola, Mozambique, Zambia, Kenya, Zambia, Kenya, Zambia, Kenya, Zambia, KenyaZ, ambia, Kenya, Tanzania, Ghana, Tanzania, Ghana, Tanzania, Ghana, Tanzania, Ghana, Nigeria, Malawi, Nigeria, Malawi, Nigeria, Malawi, Nigeria, Malawi, Lesotho, Namibia, Botswana, Swaziland, Lesotho, Namibia, Botswana, Swaziland, yearbook 2019 founded to provide global advertisers with assessments of media agencies that extended beyond this blunt. Input is largely based on faceto face meetings with agencies and extensive cross-checking takes place. The Qualitative Evaluation is the main piece of research in South Africa, and is carried out three times a year, although some criteria, e.g. competitiveness in pitches, are updated annually. This evaluation employs 18 criteria across two broad areas: ‘vitality’ and ‘structure’. The former addresses ‘competitiveness in pitches’ and ‘momentum’, while the latter examines ‘resources’ and ‘client profile’. Pitch participation is tracked over three years, as are awards, both international and local, weighted towards the former. Agencies can gain bonus points here, but are not penalised for not joining the awards race. Also monitored are ‘changes and stability of CEOs and heads of expertise’ (strategy; digital; data; content). The composition of the client portfolio is also examined: how many big clients the agency services, and how “exposed” it is in terms of its top three clients in terms of volume. ‘Local roots’ assesses whether the agency has gained local advertisers, while ‘relationship stability’ measures the average number of years with the top 10 clients over ten years. RECMA is accepted by most agency groups as giving a reasonable overall view of agency performance, but it is not exhaustive. Individual relationships would be more accurately monitored on a bespoke basis by companies like Yardstick and IAS. The latter, in partnership with Scopen, has produced The Agency Scope report, which reflects clients’ perceptions of industry players. Marc Taback, CEO of Initiative Media Richard Procter, client partner/new business director at DAN Lesotho, Namibia, Lesotho, Namibia, Lesotho, Namibia, Lesotho, Namibia, Lesotho, Namibia, Lesotho, Namibia, Lesotho, Namibia, Angola, Mozambique, Angola, Mozambique, Lesotho, Namibia Botswana, Swaziland Angola, Mozambique Zambia, Kenya Tanzania, Ghana Nigeria, Malawi Namibia, Ghana Print • Radio • Television • Outdoor • Online Rates • Landscapes • Implementation Share of voice reports • Compliance audits Print • Radio • TV • Outdoor • Online Tel: + 27 11 789 6614 • www.marnox.co.za


Yearbook Jan 2019
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