The inside track of AdForum's twice-annual World Summits
Johanna McDowell counsels clients and agencies around expectations in the advertising, marketing process. She is CEO of the Independent Agency Search and Selection Company (IAS), a division of black-owned marketing services group Mazole Holdings. Contact Johanna on tel +27 (0)11 462 3750, email her at and follow her on Twitter at @jomcdowell.
Born and educated in the UK, Johanna McDowell graduated from Twickenham College of Technology with a business and marketing qualification in the early 1970s.
Her initial employment positions were in the retail and marketing spheres, the latter post being with United Biscuits, a listed company specialising in the manufacture and distribution of biscuits and crips in the UK.
Moving to South Africa in the late 70s, McDowell joined SSC&B Lintas, one of the largest advertising agencies in the country at that time. After five years, she moved to Grey-Phillips, Bunton, Mundel & Blake, considered then as one of the hottest new ad agencies in SA in the early 80s.
McDowell returned to UK in the late 80s and took up a position as new business and marketing development director at UK Top Twenty ad agency group Brookes & Vernons, where she remained until 1989. Returning to SA late 1989 to take up the position of MD at Grey Philips, McDowell found a changed landscape at that agency and within the industry, due to the extensive changes happening in the country at that time.
From Grey, McDowell moved to Allied Bank as head of marketing in 1991, where she oversaw the partial merger of Allied into Absa until 1992.
An entrepreneur at heart, McDowell opened her own integrated communications company in 1992 and built it to a sizeable (R8 million turnover and 20 staff), independently owned company over 13 years before moving to Mazole Holdings in 2005.
IAS was founded in SA by Mazole Holdings in 2006 in response to the recognised need for a service that would assist in the professionalisation of the industry in SA. Affiliated to the AAR Group in the UK, IAS has quickly been establishing its reputation as an independent advisor to both parties during the pitch process.
In addition to her duties as CEO of the IAS, Johanna McDowell is chief executive and 40% shareowner of Mazole Holdings, a black-owned marketing services group whose other shareholder is Dan Moyane, chairman of the company.
Throughout her career, McDowell has been dedicated to the development and empowerment of women in business. She founded and headed the Midlands branch of the original business women's Network in the UK during the mid 1980s. She has played a leading role in business women's organisations in SA and the UK since the mid 80s and was chairman of the Business Woman of the Year Awards for two years.
McDowell is a board member of the International Public Relations Association (IPRA), judging at international PR awards on their behalf over the past 13 years. She is also committed to the improvement of standards of director education and has played a strong role within the Institute of Directors of Southern Africa (IOD) in a voluntary capacity, currently holding a board membership at the organisation.
Contact Johanna on tel +27 (0)10 594 0281, email her at and follow her on Twitter at @jomcdowell.
NEW YORK CITY: We ate a delicious dinner at the oldest (former) synagogue in New York, now an art gallery and event space - organised by Ogilvy, who had hosted us earlier that day for a presentation - as part of the 2012 AdForum Worldwide Summit.
Ogilvy focused on their digital expertise worldwide, illustrating their positioning as a network for the digital age. They have 5 000 people within the worldwide network who are digital specialists.
“Analytics is the new DNA” commented Carla Hendra, worldwide chairman of Ogilvy RED – the strategic arm of the agency.
Moving to Publicis later in the morning, we learned more about their ongoing transformational work within its network – which leads to continuous reinvention and innovation - and I particularly noticed how they are building their presence in Africa and the Middle East.
'Branded Content and Entertainment' was the theme for the afternoon. We enjoyed a panel discussion led by David Lang, of Mindshare Entertainment, who informed us that 63% of marketers intend to use branded content and entertainment as part of their strategies in 2012, according to a recent survey by the ANA.
We met three agencies in the content space – Uncle Lefty, Big Fuel and NSG/SWAT – the latter being more of a conventional marketing services agency in fact.
Outtakes from the afternoon were “Without scale, social media is just a hobby,” from Avi Saver of Big Fuel, a social media and content agency.
Some interesting case studies were presented during the day, proving that ROI is becoming more and more important to clients.
Day 2 ahead – and another packed lineup with Wunderman and Proximity this morning and an afternoon of media with the Group M agencies. Dinner with The House this evening.
The AdForum Worldwide Summit is a unique and highly focused event for leading Agency Search consultants from markets around the world, to meet and interact with agency network CEO’s and management teams from all disciplines including creative, media, digital, PR, direct, marketing services and more.
Agencies that consultants will visit include: Ogilvy, Saatchi & Saatchi, Fred & Farid, Buzzman, Euro RSCG, BETC Network, Publicis Groupe, hosted by Group CEO Maurice Levy, Herezie, Proximity and BBDO
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