“Current economic uncertainty and budget pressures means corporates and brands are wary of long-term retainer commitments and are looking for new ways to optimise their marketing and communications spend,” said Fourie. “By matching a client’s publicity needs to the agency's results-oriented approach and adding a layer of convenience via an on-demand service model, we can show measurable results linked directly to PR investment.”

The on-demand economy has broadly disrupted traditional, established industries in ways not seen since the Industrial Revolution. Global companies such as Uber and Airbnb are generating huge revenues within only a few years of launching, beating more established competitors by offering convenience and accessibility while maintaining optimal cost efficiency.

marcusbrewster, South Africa’s most awarded PR firm, had previously pioneered a new way of PR service delivery with its outputs-based PR Index model. “All our clients already enjoy our results-focused approach that prioritises achieving tangible results over outdated time-based billing models. By introducing an on-demand component, we believe we are catching a global wave at just the right time, both for us and for our clients.”

A beta version of the service is available to brands, businesses and individuals through a microsite which can be found at ondemandpr.co.za.

According to Fourie, this is only a first step in what signals a much larger transformation of the firm's PR services. “In South Africa, on-demand services - with the possible exception of Uber - have not yet gained the adoption they enjoy in more developed markets. As businesses and brands become more accustomed to the value and convenience of the on-demand economy, we will use this platform to build an exciting suite of modern communication tools that anyone can access with a few clicks of a button. We believe it will bring significant disruption to the local PR industry, driving competition and strengthening the sector.”

Agency chairperson Marcus Brewster says the timing is opportune as the firm celebrates its 25th anniversary this month. “We have always been a Ruler brand, known for championing innovation, pioneering new models of PR service delivery and raising the bar in the local market. With this latest development, we are staking our claim as the agency of tomorrow. It's a great time to be in PR.”

Earlier this year, marcusbrewster was named Most Innovative PR Firm: Africa at the annual M&A Awards in London.

The beta site for On-Demand PR can be accessed here.

For more information, visit www.marcusbrewster.com. Alternatively, connect with them on Facebook or on Twitter