IAS partners with Scopen to produce local agency report

The study, conducted by SCOPEN Africa, is being done for the first time in South Africa and is the first time that a study analyses the local marketing and advertising industry in such a comprehensive and robust way.

Both the IAS and SCOPEN Africa have been working with marketers and agencies globally for more than 20 years. The first study was launched in Spain 35 years ago, has been conducted for the past decade in various countries around the world and has a record of 11 markets that have been analysed including China, India, Singapore, Spain, Portugal, UK, Brazil, Argentina, Chile, Colombia and Mexico.

More than 2,500 chief marketing officers (CMO) have been interviewed globally. The study is used by companies to understand market trends and by agencies to gather data on how they are perceived by clients.

Market trends, agency perception

César Vacchiano, CEO of SCOPEN Africa, says interviews are conducted with marketing heads of leading brands as well as directors and CMOs. The study analyses market trends and dynamics, client needs from agencies and how they compare with the rest of the world. In addition, agency perception and performance are analysed with prospective and current clients.

César Vacchiano, CEO of SCOPEN Africa

"I have known Johanna McDowell, the MD of the IAS, for more than nine years, and she has an understanding of marketing in South Africa. I believe that for a project of this magnitude, it is better to have a local partner and she is a specialist in her field. In addition, the data will be of benefit to both the IAS client and agency subscriber. In terms of value, our relationship with the IAS is bringing a local and international understanding."

In launching SCOPEN Africa in South Africa, the study provides in-depth information on agencies perceptions, taking into account their history, communication and new business activity and agencies performance as their current clients evaluate their service. The study is also able to compare the performance of agencies in different markets and even provide an international benchmark for the global networks.

Confidentiality for SCOPEN Africa is paramount. The information and aggregate responses from clients about their agencies is not divulged to competitor agencies, so their integrity remains intact.

"All the data is important and they trust us to run the project as we do in other countries. We have been received positively around the world because what we produce is unique to the industry and helps provide guidance to marketing and advertising firms around the world. The studies effect change and help businesses and economies grow," says Vacchiano.

McDowell adds, "The quality of the industry research that SCOPEN produces is unmatched in the world. To be able to bring this research process to South Africa for agencies is a highlight for IAS and is very much in line with our investment strategy of bringing international marketing brands and companies to South Africa, and indeed Africa. The response from agencies during this launch week has been overwhelmingly positive and I am delighted that we will be able to implement SCOPEN fieldwork from next month."