To start a media agency and just survive is no small feat, but to grow exponentially is phenomenal, adds the agency.

It says that everything from its humble beginnings in 2006, to becoming the leading independent media agency in South Africa, is a testament to the leadership of Ana Carrapichano, the CEO of Mediology. 

Mediology employs 50-plus creative thinkers. Its offering includes traditional media services, broad-spectrum digital marketing and media services and an array of analytic and reporting tools, with integrated traditional and digital solutions. The company also subscribes to thenetworkone, a global network for independent agencies.

The agency says that at the start of its journey, Mediology grew primarily through the network Carrapichano had developed and through word of mouth. "When you do good work, you get referred," Carrapichano says. "We work hard at retaining business and have many long-term clients still with us. We have kept quite a low profile and we just get on with our business, all the while evolving and growing steadily."

In 15 years, Mediology says that it has experienced many defining moments, including:
  • opening its doors in 2006
  • winning a significant contract in 2009 
  • becoming the first media agency to start a digital division
  • winning its first AdReview Hotshop Award in 2009
  • opening a branch in Cape Town in 2013
  • being named Financial Mail’s Media Independent of the Year in 2019
  • buying the building that is now Mediology House, and
  • appointing a GCFO in 2017 and a group MD in 2020.
"The beauty of being independent is that we are agile and can adapt to market needs," says Carrapichano. "Our monthly '#WhereLogicMeetsMagic' strategy sessions are all about evolving and inspiring creative and integrated media campaigns. Our latest evolution is the full automation of the agency and the adoption of one of the world's best media and marketing methodologies."

Mediology has indicated that it has set in place its plans for the next five years. "We're opening our first office in North America later this year and will continue to focus on expanding our network in Africa," adds Carrapichano.

"We are committed to South Africa; we promote brands with purpose," Carrapichano says. "Where possible and if it aligns favourably, we write social responsibility elements into our media strategies."

The company has also highlighted that it has positively impacted the industry's collective skills, as well as education, through its most recent contribution to the UCT opensource marketing textbook: Marketing to South African Consumers

With a Level 2 BBBEE score, Mediology says that its commitment to transformation is evident in its shareholding structure, as well as its beneficiaries, who are black women and children.

"We contribute to feeding schemes and literacy developments. A major focus will commence in 2021 with the appointment of 'an industry transformation guru' who will be joining our agency on Thursday, 1 April," says Carrapichano.

"The initial thought of running an agency remotely was daunting, but we pulled together like never before, cut costs and managed our teams effectively. Although some clients cancelled campaigns, our ongoing pitching resulted in many new business wins. We were blessed that our Group MD, Marc Taback, had just joined the agency and was key in steering the ship through that turbulent period," concludes the agency.

Additionally, Mediology will be launching an 'adopt an entrepreneur' programme, which will soon be announced in the media. More on this will be announced in due course.

For more information, visit You can also follow Mediology on Facebook