This study is called agencyScope.

Not only is the study being conducted by SCOPEN Africa for the first time in South Africa, but it is the first time that a study analyses the local marketing and advertising industry in such a comprehensive and robust sort of way.

Speaking on the various dynamics of the research which is currently underway, Cesar Vacchiano the worldwide CEO of SCOPEN has revealed that already 280 of the top marketers (mostly CMO’s) in South Africa have been identified. The research is being directed by the very experienced SCOPEN team in Spain and managed in South Africa by a team of senior researchers with Brenda Ross as SCOPEN Africa research manager.

“Everything is on schedule and since we met with many of the key agency leaders in January, we have been gathering ideas and suggestions coming from agencies we met. The key challenge is to interview more than 90% of the top 100 advertising clients in South Africa. The interviews are done face-to-face with key decision makers within each company and it is always a challenge to find a spot in the calendars of these senior executives,” says Vacchiano.

The tangible benefits that will be seen for various companies participating in the research are that for Marketers, they will get to understand and benchmark their opinions with those of other marketers in South Africa. They will also be able to benchmark trends in South Africa with those in other markets.

At the same time, agencies will be able to better understand trends in the industry such as; what clients need from agencies, how the agency profiles demanded by clients are changing, who is doing what, which agencies are leading the change as well as which agencies are better perceived and which are providing better service to their clients.

Vacchiano explains, “All this information can be harnessed in order for agencies to provide a better service to their current clients and retain their business It is also a good source of data to share within their networks so that the world wide agency heads understand the importance of having strong structures in South Africa and the existing potential growth within the region.” 

The project consists of a team of six researchers producing four types of reports analysing four different types of agencies/disciplines: Advertising, BTL-Marketing Services, Digital and Media.

“The project will help who understand the importance of the Communications and Advertising sector in South Africa, the existing talent, resources, capabilities, expertise and effectiveness of all teams dedicated to this industry. And these figures will be available locally and internationally,” adds Vacchiano.

“We will be presenting to subscribing agencies in July 2016 and participating marketers will receive their summary report around mid-July,” concludes Vacchiano.

For more information, visit scopen.com.