Comments Johanna McDowell, CEO of Mazole Holdings and director of IAS, “For many years we have believed that there is a real need for this kind of service in South Africa as both agencies and clients require independent input in the area of selection. The right choice has a huge effect of the success of a client's marketing drive.”
McDowell first noticed AAR operating in the UK in the late '80s when she worked as a new business director for one of the leading UK ad agencies at the time. “I have always wanted to bring this service to South Africa,” she continues, “and now the time is right.”
Having spent almost two years investigating and studying with AAR, Mazole is now ready to take on the challenges in South Africa. “The service relies on participation through subscription by agencies and we will be focusing on advertising, media, digital and PR agencies initially.
“Clients then utilise the services, on an assignment basis, when they are looking to recruit new agencies to fulfil their advertising and marketing needs.”
McDowell adds that during the first six months of business, IAS will not be charging the subscription fees to agencies. “We want to become a little more established first,” she says.
“In the UK, Government is an important client for the AAR Group and we are anticipating the same need in South Africa. In addition we believe that the black owned status of IAS will stand us in good stead when advising small-to-medium size businesses on their choice of agency, as well as the larger more corporate advertisers,” she concludes.
IAS is operating from the Mazole offices in Fourways, Johannesburg and expects to provide a fully national service and, in time to come, will operate for clients in sub-Saharan Africa. IAS has appointed HMC Seswa as its PR partner during the launch phase.
The company's methodologies are based on those employed at the AAR Group in the UK and other parts of the world. AAR has specialised in this process for the past 30 years and claims a highly successful track record.
