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Agency Scope Insights: How client-agency relationships in Brazil and China compareArticle

Brazil and China show some similarities and huge differences when analysing marketers' investment in communications and clients' relationships with agencies and other partners...

Johanna McDowell 26 Apr 2021

Agency Scope Insights: Deep, decisive and digital
Agency Scope Insights: Deep, decisive and digitalArticle

As the state of post-lockdown business shifts towards more agility and transparency, Agency Scope is responding to the global call for more in-depth data about what it takes for marketers and agencies to add real value...

Johanna McDowell 1 Apr 2021

Agency Scope Insights: Digital budget in Spain increases by 7% exceeding ATL
Agency Scope Insights: Digital budget in Spain increases by 7% exceeding ATLArticle

Scopen has concluded the 22nd edition of Agency Scope in Spain, now celebrating 42 years of existence in the country. The fieldwork for this edition was carried out between March and October 2020...

Johanna McDowell 29 Jan 2021

Agency Scope Insights: Agencies in Brazil contribute 60% to marketer's business growth
Agency Scope Insights: Agencies in Brazil contribute 60% to marketer's business growthArticle

Scopen completed the 8th edition of Agency Scope in Brazil, a biennial study on trends within the marketer-agency relationships, and the perception and image of agencies...

Johanna McDowell 23 Dec 2020

Agency Scope Insights: Trends on the path to new world agility
Agency Scope Insights: Trends on the path to new world agilityArticle

As preparations get underway for the fourth Agency Scope study to begin in May 2021, Johanna McDowell, Scopen partner and director for the UK and South Africa notes that some of the trends seen in the global research will be a barometer for the pressures, proficiencies and pandemic recovery in South Africa...

Johanna McDowell 24 Nov 2020

Agency Scope Insights: Marketing in an unprecedented time
Agency Scope Insights: Marketing in an unprecedented timeArticle

The fourth edition of Agency Scope 2020/21 commences fieldwork in early 2021 and Johanna McDowell, Scopen Partner and director for the UK and South Africa, notes that in this unprecedented time, information that enables agencies to see their positioning in the market through marketers eyes is invaluable...

Johanna McDowell 28 Oct 2020

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Agency Scope Insights: In Colombia, marketers invest 35% of their communication budget on digitalArticle

Marketing and advertising consultancy Scopen presents the fourth edition of the Agency Scope Colombia 2020/21...

31 Jul 2020

Agency Scope Insights: Tough times call for agile measures
Agency Scope Insights: Tough times call for agile measuresArticle

Marketers have been looking for agility for some time, writes Johanna McDowell, CEO of the Independent Agency Search & Selection Company (IAS) and Scopen partner, and while some agencies have been able to meet the call, others have been somewhat slower. Then, along came Covid-19...

Johanna McDowell 8 Jun 2020

Agency Scope Insights: The road best travelled, how marketers choose service providers
Agency Scope Insights: The road best travelled, how marketers choose service providersArticle

There's never been a question that real value has always been on a marketer's radar when choosing service providers, but with Covid-19 adding a potential global recession to the mix, there's also never been a more important time to offer value...

Johanna McDowell 8 Jun 2020

Agency Scope Insights: Decluttering the ecosystem, a smaller, tastier menu for marketers
Agency Scope Insights: Decluttering the ecosystem, a smaller, tastier menu for marketersArticle

With knowledge based in long-term needs-analysis studies in large corporates and insights provided by Scopen's Agency Scope, CEO of the Independent Agency Search & Selection Company and Scopen partner Johanna McDowell has a healthy idea about what marketers want from their agency ecosystems...

Johanna McDowell 8 Jun 2020

Agency Scope Insights: Reducing marketing complexity in a big tech, big data environment
Agency Scope Insights: Reducing marketing complexity in a big tech, big data environmentArticle

Spare a thought for today's marketing executives as they face not only the most empowered consumers ever, but a rapidly changing marketing ecosystem and the need to manage both...

Johanna McDowell 4 Jun 2020

Agency Scope Insights: Marketing spend per platform and who takes the lead - the latest view
Agency Scope Insights: Marketing spend per platform and who takes the lead - the latest viewArticle

The chart below details what the average investment in marketing communications is as a percentage of the client company's turnover...

Johanna McDowell 30 Apr 2020

Agency Scope Insights: Media agencies to watch
Agency Scope Insights: Media agencies to watchArticle

Following the Agency Scope study conducted late in 2019 and with results presented early this year, Scopen has announced its media agencies to watch and follow in South Africa...

Johanna McDowell 8 Apr 2020

Agency Scope Insights: Creative agencies to watch
Agency Scope Insights: Creative agencies to watchArticle

Following the Agency Scope study conducted late in 2019 and with results presented early this year, Scopen has announced its creative agencies to watch and follow in South Africa...

Johanna McDowell 2 Apr 2020

Agency Scope Insights: Independent creative agencies to watch
Agency Scope Insights: Independent creative agencies to watchArticle

Following the Agency Scope study conducted late in 2019 and with results presented early this year, Scopen has announced its independent creative agencies to watch and follow in South Africa...

Johanna McDowell 25 Mar 2020

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Agency Scope Insights: Marketing and communication budget increases by 78%Article

The Agency Scope South Africa (2019/20) report finds that marketers invested R204,040,000 into marketing and communication in 2019, working mainly with different specialised agencies...

Johanna McDowell 2 Mar 2020

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