The advertising agencies are TBWA Hunt Lascaris and Net#work Naledi BBDO. The account has been split with TBWA Hunt Lascaris being awarded the SABC television portfolio (SABC1, 2, 3), SABC Corporate (including News, Sport, Education, New Media), PBS radio brands, Audience Services and SABC Airtime Sales. Net#work Naledi BBDO has been awarded the commercial radio portfolio, as well as SAfm and RSG.
The public relations account was awarded to Meropa Communications who will incorporate Welcome Msomi PR in a joint venture. The media planning and buying component has been awarded to The Media Shop.
"We are extremely pleased with the outcome of the tenders," said Mark Jakins, SABC Group Sales and Marketing Director. "During the initial RFP process, we received 57 submissions. Each one was read and analysed by the members of our evaluation panel in a transparent process. There were up to 43 criteria that each agency was judged on. We then shortlisted five advertising agencies (including their respective consortium partners), three public relations agencies and three media agencies. Each shortlisted candidate then had the opportunity to do a formal pitch, at their respective offices, on the contents of the brief, which included various case studies of challenges facing the SABC. In summary, key measurement criteria included broadcast media experience, empowerment credentials, effective creativity in response to the case studies, media prowess, capacity and administrative abilities, cultural fit, demonstrations of strategic competencies, track record and other key measures applicable to appropriate disciplines.
"Deliberations were finalised on Monday, 25th March 2002, and by unanimous decision the preferred agencies were selected.
"The SABC evaluation panel consisted of two executive directors -- the CEO and the Chief Operating Officer; a number of directors of the SABC Executive Committee; channel management of our television stations; general management of our radio stations; and marketing practitioners from across the radio and TV brands - all with some experience in dealing with agencies.
"Everyone on the panel had the opportunity to evaluate and score independently. The aggregated results were then deliberated upon by the group. To ensure fairness and transparency the entire process of the evaluation was facilitated by independent consultants, Yellowwood Brand Architects.
"However, the sole decisions remain those of the SABC and we accept full accountability for them," Jakins said.
"The final appointment of the agencies now depend on us finalising contractual negotiations with each of them (due to take place in April 2002) for commencement 1st May 2002. We will also be checking their credentials - particularly in relation to their capacity and their empowerment status.
"We would like to acknowledge the hard work and effort of all the shortlisted agencies throughout the process. The SABC is indeed humbled and unanimous in its praise for the outstanding effort and professionalism displayed by all the shortlisted communication agencies.
In conclusion we are confident that the SABC has completed a ground breaking, transparent and inclusive process for the advertising industry that has been completed on time and within a period of only four months.
