What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
Nando's tops the ranks in Scopen's Agency Scope report
Scopen's Agency Scope Report, which conducts research into the South African marketing and communications industry, has recently completed its third edition study for 2019.
Having over 200 CMOs contribute to this year's fieldwork, the report is the most in-depth and up-to-date view of the country's marketing and agency landscape.
Some of the top insights revealed include the 'most valued campaigns', the 'companies most respected for their marketing' and the 'most admired marketing professionals' in South Africa.
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The results show that Nando's is at the top of its game, ranking number 1 in all three categories.
In the 'most valued campaigns' category (those most valued in the last two years), Nando's is ranked number 1:
In the 'Most valued campaigns' category (those most valued globally):
In the 'companies most respected for their marketing' category (for their local marketing), Nando's is ranked number 1.
In the 'companies most respected for their marketing' category (for their global marketing),
In the 'most admired marketing professionals' category, Doug Place from Nando's is ranked number 1.
Robynne Adams, marketing and communications consultant for Scopen Africa provided insight into how the information was obtained. “We conducted 239 in-depth, one-on-one interviews, which were 60 to 90 mins long and were with a senior marketer.” The slide below gives the breakdown of the marketers in terms of age, position, length of time at the company, etc.:
149 agency interviews, which were telephonic or online interviews. The below slide gives the breakdown of the agency interviewees:
There were 15 interviews with procurement professionals, which were either online interviews or 15-minute telephonic interviews. She said each of the individuals interviewed answered the below questions, which gave them the results:
- What would you name as the three best and most valued campaigns in the last two years? Respondents were asked to name the best the campaigns that had been run over the past two years. It was unprompted and they named those campaigns that had stood out for them.
- Which companies do you most respect for their marketing? Respondents were asked to name the companies (not brands) that they respected most for marketing. Again, this was unprompted and companies were voted by senior marketers who would be in the know.
- Which marketing professionals do you most admire? This was voted by their peers and agency professionals.
Agency Scope has been conducted twice in South Africa since 2016 and the 2019 third edition study and results will be presented to participating agencies in the latter part of October and November 2019.
Global CEO and founder of Scopen, Cesar Vacchiano said: “More than 200 CMOs will have contributed to the 2019 edition, making it the most in-depth and current in-depth view of the marketing and agency arena, and one that can assist the sectors with the innovation that clients are looking for from both.”
