The AGENCY SCOPE survey researches trends within marketer–agency relationships. Among other research, it compared Grey Advertising to other agencies with which South African marketers work.

Scopen conducted 257 face-to-face interviews with professionals from 207 blue-chip companies, who were mainly CMOs. According to the agency, one of the most notable results was Grey's chief creative officer, Fran Luckin, being rated the sixth Most Admired Agency Professional in South Africa. Luckin was also the only woman in the top ten.

"We are so proud of Luckin. This is an acknowledgement of her hard work as a key figure in our rapid growth trajectory, off the back of a creative revival under her stewardship," says Paul Jackson, CEO of Grey Advertising Africa.

According to the Scopen AGENCY SCOPE study, Grey clients predominantly agreed that Grey ranked:
  • first overall for understanding the consumer and the market
  • first overall for being a proactive agency team
  • first overall for being a good creative production partner (TV, print and/or digital)
  • first overall for offering good client service
  • first overall for having senior managers involved in the accounts
  • first overall for being considerate with client money, and
  • high in that it has an average client relationship of 7.6 years, compared to the industry average of 4.5 years.
Grey also featured in the top ten of all agencies in South Africa, placing:
  • First for New Business Activity
  • Second for Fulfilling a Lead Agency Role
  • Sixth for Overall Agency Performance
  • Sixth for Most Satisfied Clients
  • Eighth for Spontaneous Awareness
  • Eighth for Agency of the Year
  • Top 10 for being an Ideal Agency
Cesar Vacchiano, president and CEO of Scopen, says, "It is very unusual to see agencies change their positioning in the marketplace so much. The study shows that South African marketers are certainly seeing a new GREY, with reinforced talent and capabilities. GREY leads in the 2020 client criteria when selecting agencies, and is positioned among creative companies with the highest client satisfaction levels in the country."

Louise Johnston, MD of Grey South Africa, says, "Grey is on a mission to create the most admired agency network on the African continent with creativity at the core; our clients' feedback is a testament to this."

"I'm proud to be associated with Grey and look forward to growing the company. These results illustrate our passion to take our 'famously effective' promise to our clients," adds Johnston. 

According to Grey, the agency ended 2019 with a watershed year, which is evident from the Scopen survey. The agency also landed a number of blue-chip accounts including:
  • BP
  • Coronation Bank
  • Distell
  • Mazda
  • Phillip Morris, and
  • additional brands from GSK.
Highlights for the agency from 2019 include:
  • Gillette's Gogo Nozizwe film being punted by president Ramaphosa during his Women's Day Speech. It was also acknowledged at Pendorings (winning Gold and several Craft Awards), Cannes, Loeries and earned first place in the Film category at the Creative Circle Ad of the Year Awards.
  • Grey Creative director Steph van Niekerk's record-breaking year with her prolific wins at Cannes, Loeries and Creative Circle Ad of the Year.
  • Savanna Decolonise Autocorrect work selected as AdAge "Editor's Pick". 
  • Gillette work being chosen as AdWeek's "Pick of the Day".
"Our ambition is to be the most progressive, pioneering, creative agency network in Africa, and the AGENCY SCOPE results are an indication that we're on the right track," concludes Jackson.

For more information, visit www.grey.com. You can also follow Grey Advertising Africa on Facebook, Twitter or on Instagram.