Spanish based SCOPEN and the Independent Agency Search and Selection Company (IAS), have released the summarised edition of the research that highlights 15 key trends in the South African communication, marketing, procurement, and advertising industry.

The research, titled Agency Scope South Africa 2016 is comprised of a series of analyses from some of the industry’s highest level decision makers and is published exclusively for marketers and marketing agencies participating in face to face interviews. 

A total of 65 marketers were interviewed in all sectors in South Africa. Their views reflect the changes that are affecting the industry. The executives that were interviewed are leaders of companies with an average turnover of more than R5.8-billion in 2016.

“What this means is that agencies and marketers alike will be able to better understand trends in the industry from our research report,” says César Vacchiano, the president and CEO of SCOPEN. 

“The research gives insight into what clients need from agencies and how the agency service requirements demanded by clients are changing. The research serves as a benchmark that agencies can use to prepare their blueprint for success and become leaders and contenders among some of the top ranked creative organisations in the industry,” adds Vacchiano. 

IAS and SCOPEN have tried to provide in depth and comprehensive research for the benefit of marketers and agencies. The marketing professionals interviewed in various leading companies had to be involved in and interact on an on-going basis in the decision making process for selecting and approving their respective agency’s work. 

Johanna McDowell, the founder and chief executive of the IAS, says, “The primary value of Agency Scope 2016 is that it will provide agencies with firsthand information regarding the needs of marketers – this will assist them with their new business prospects and existing clients alike. For marketers, the report highlights the best performing in agencies in a variety of sectors such as attractiveness, ideal structure as well as client satisfaction.”

Copies of the 44 page printed booklet are available at a cost of R25 000, plus VAT, for a minimum order of 10 copies. These can be ordered directly from SCOPEN Africa based at the IAS offices in Westcliff, Johannesburg.