Most Read

  • Telkom CEO Sipho Maseko to step down
    Telkom has announced that its CEO and executive director Sipho Maseko will step down on 30 June 2022. The telecoms company said the process to appoint a successor is well underway and a designated group CEO will be announced in the not too distant future.
  • #BehindtheBrandManager: Meet Tamsin Darroch of Kellogg's South Africa
    Few food brands have the historical connection with consumers around the world as Kellogg's does, having held meaning at the breakfast table for over a century. By Lauren Hartzenberg
  • How cooking oil brought a moment of joy during a dreadful week
    It is possible that cooking oil prevented more looting in South Africa in the last week than the president, the ANC, the intelligence community, the army and the police combined. This, without question, says something about the versatility of the product. It says even more about the state of the state. When you are shown up by canola, you might want to revisit your strategy. By Howard Feldman
  • Park Advertising launches digital performance unit, Lucid Media
    Performance Media across Search, Social and Programmatic platforms is the single fastest growing area of digital media in South Africa. Combine that with the detailed analysis of campaign management, tagging and ad operations, and it becomes apparent that these highly specialist functions require a highly specialised unit.
  • Transnet hit by cyberattack - Operations disrupted nationwide
    The Transnet Port Terminals website has been hacked, implying that all companies under Transnet have been affected. All Transnet websites were down at the time when reporting was done for this SA Trucker article. The publication cited sources who requested to remain anonymous because they are not allowed to speak to the media.
  • 6 top new hotels opening in SA
    Despite the tumultuous year that 2020 was and the rocky year that 2021 is proving to be, there are a number of big moves happening in the local tourism and hospitality industry. These openings not only provide employment for an industry that has seen massive job losses over the last 16 months, but it also gives us hope that tourism will pick up once again.
Show more
Advertise on Bizcommunity

Subscribe to industry newsletters

UK marketers prefer specialist agencies to solve their needs in different areas

The 4th edition of Scopen's Agency Scope UK 2021/22 has been released. A research study that highlights key trends in the UK's communication, marketing, procurement and advertising industry, and provides in depth positioning and competitive information to both creative and media agencies.
click to enlarge

This study takes place biennially in ten other markets around the world (Argentina, Brazil, Chile, China, Colombia, India, Mexico, Portugal, South Africa and Spain), which enables the inclusion of global benchmarks in some key aspects. This UK edition was developed by Scopen in partnership with WARC and with participation of ISBA members.

The universe of analysis is comprised of the highest-level decision-makers in marketing, communications, advertising, and procurement, from the largest and most important companies in the UK. Professionals interviewed in each company had to be involved in and interact in the decision-making process for selecting and approving their agencies’ work on an on-going basis. Over 300 client-agency relationships and 141 marketing professionals were analysed.

Each year as a result of the studies taking place in the various markets, SCOPEN gathers more than 3,000 opinions globally from interviews with CMOs.

Higher turnover and marketing budgets than in 2019

The average company turnover declared by respondents is £10.9 billion (B), while the average company marketing budget declared is £41.7 million (M). In both indicators, companies have declared higher figures than in the previous edition. Marketing and communications budgets represent 0.4% of the total of companies' average turnover.
click to enlarge

Digital investment increases more than 18% since 2015

37.5% of marketing’s budget is invested in above-the-line actions, 21.8% in below-the-line actions and 40.7% in Digital (it has increased 18.5 percentage points since 2015). Digital is, for the first time in this study, the discipline that has received the largest investment of the marketing & communications’ budget. Digital budgets in the UK are higher when compared to most of the markets in which AGENCY SCOPE is conducted (40.7% vs. 35.7% average investment from the ten market-benchmark).

UK marketers prefer specialisation vs. integration

58.8% of marketers mentioned that they work with different agencies, specialists in different disciplines. 60.2% of respondents declared that, in the future, they would prefer to work with specialist agencies that would solve their needs in different territories, while the other 39.8% stated they would prefer to work with an integrated agency to solve all their marketing and communication needs under one roof.

UK is above the global benchmark in terms of the desire to work with specialist agencies in the future and, globally, we notice two different trends: one going towards the search for integrated agencies (Argentina, Brazil, Chile, Portugal and South Africa) and another going towards specialists (Colombia, Mexico, Spain, UK, China and India).

Johanna McDowell, partner for Scopen in the UK and South Africa and CEO of the IAS (Independent Agency Search & Selection company), says “These results are a good indication of trends that are happening globally in the advertising sector and it will be interesting to see how these compare with the results of the Agency Scope study in South Africa in 2021 where results are due in October this year.”

Let's do Biz