ACA-endorsed industry annual launches

Authentication and endorsement of the title has been secured from the Association for Communication and Advertising (ACA), as well as the SABC, which has signed up as a key media partner.

Maggs believes that this book will become the best reference source available to marketers when faced with choosing and evaluating agencies, as the content between the covers will be so varied and will encompass a broad range of issues that constantly affect the industry and the clients buying its services.

The annual will include reviews of agency performance within a calendar year, to be housed within a section of in-depth sponsored profiles. Performance in all award shows (local and international) will also be showcased. Industry numbers will be crunched and all forms of media will be put under the spotlight, including radio, television and those within the print medium.

Key stakeholders

Key stakeholders in the industry, including the ACA, the Advertising Standards Authority and the Marketing Association, will also contribute towards editorial that unpacks how they saw and evaluated the year in question, while major industry players will contribute a series of trends-feature articles under the banner “The Egos”.

All participating agencies will have contact details, references and key staff featured, as well as a summary of their annual performance, including a visual portrayal of their best work.

Maggs, who has written and broadcast about the industry for 10 years, says, “Until now there has been no in-depth analytical review of the advertising and communication industry over a calendar year, yet there is great need for such a tool. We believe the annual to be the answer and the majority of South Africa's leading advertising, media, branding and design agencies have committed to participating in the project. To this end we can safely expect that it will be well-received at launch.”

Agencies featured in the book will see 10% of their sponsorship fee being allocated to a special trust to begin a tertiary-education degree programme for young South Africans hoping to get a foot in the industry. The trust and programme will be administered by well-known marketer Dr Ivan May. Maggs has been joined in this endeavor by Marcia Minnaar, with whom he's worked before on a similar project for a financial magazine.

Initial print run

The initial print run is pegged at 5000 and will be distributed to all leading ad agencies, as well as to a select database of senior marketing personalities, CEOs and various business and advertising schools. South Africa's top 100 advertisers by spend will also receive a copy.

Bronwen James, managing editor of the Journal of Marketing, is also on the executive editorial team and is working with an appointed group of specialist writers in compiling the book. Future Publishing, under the stewardship of Richard Lendrum, has over 10 years' experience in the industry and currently produces more than 20 custom titles, including Business Traveller Africa; Vision (for the Endangered Wildlife Trust); Automobil; Property Professional, Journal of Marketing and Wits Review.