Introduction and overview
Agency selection, short listing, tender processes, BEE profiles - these are all mine fields for marketers, government organizations even NGO’s in South Africa when they are looking for service providers in the advertising, media planning and buying, public relations, digital, direct marketing and sponsorship arenas.
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Current efforts in South Africa are restricted to a number of senior industry figures who will act on an ad hoc basis for clients – particularly very large advertisers – who are looking to review their agency requirements, put their advertising out to tender etc. These independent consultants provide very good input and advice but it is of an ad hoc nature.
The South African advertising and marketing industry is a strong competitor on the world stage and is recognized for its levels of creativity and professionalism. As the market opens up and more and more international companies are setting up and investing in South Africa, we have recognized the need to create a more sustainable and independent service to these marketers who will then be able to access information more frequently and more discreetly before a tender or competitive pitch process even begins.
As importantly with the emerging economy and the BEE imperatives, executives who have never been exposed to marketing and advertising imperatives now will be called upon to adopt a professional, arms length and non biased approach to the difficult task of choosing a new advertising agency partner or media shop for example. These tasks can be extremely expensive to growing brands which cannot afford to lose momentum in a growing economy that is highly competitive.
The role of the Independent Agency Search and Selection company will be to fulfill this requirement. |
