Local research into marketing communications industry gathers momentum

It is the first time that a study is comprehensively and vigorously analysing the local marketing and advertising industry. The first phase will close on 31 May 2016 and, by the time the study is concluded, data will consist of 250 completed interviews with marketers, 50 from procurement online surveys and 150 from the agency surveys. More marketers and agencies can still participate before the close.

Cesar Vacchiano, president and CEO of Scopen, said some of the key pillars of the research being conducted have received rave reviews from marketing heads of leading brands as well as marketing directors and chief marketing officers (CMOs).

Among the significant milestones currently achieved is that responses to the research have been favourable, as marketers have responded well to the face-to-face in-depth interviews that have been conducted. Agencies have been responding well to the online surveys that are being put through to their respective organisations for individuals in middle to top management.

Explaining some of the challenges experienced by the organisation when the initiative first kicked off, Vacchiano reveals that initially, it was very difficult to coordinate the survey with the respondents due to busy diaries.

“However, as time went on, the importance of what we are trying to achieve with the research rose above that and we have seen a phenomenal response from marketers, procurement heads and agencies. Overall, it has been very favourable and we look forward to analysing the results during the course of June. We have been conducting this study in eleven markets around the world for a number of years, gaining many insights into the industry. The latest study in South Africa will add further value to our global information and trends. Moreover, for South African agencies and marketers, we know that our results will be very thought provoking for the industry.”

Johanna McDowell, the founder and MD of the IAS revealed that the scope of the research also delved into the importance of agencies having the right B-BBEE credentials when marketers are looking at choosing their agencies.

“The study provides in-depth information on marketers’ perceptions of agencies, taking into account their past, history, communication and new business activity and agency performance, as their current clients evaluate their service. The study is also able to compare the performance of agencies in different markets and even provide an international benchmark for the global networks.

“Asking middle management in agencies to evaluate their own agency and other competing agencies will also be revealing as this is the first time ever that these questions have been asked in the South African advertising industry.”

Results of the study will be available to the industry from 1 July 2016.