#BigReads2017: The big account moves of 2017
by Herman Manson (@marklives) We list the most-read-about account pitches and new business wins on MarkLives during the course of 2017. The biggest — and most-controversial — came courtesy of Telkom.
Telkom issued a request for proposals (RFP) or tender for a number of elements within its marketing environment — but The Association for Communication and Advertising (ACA) was concerned over various contraventions of the ACA Code of Conduct, such as that as many as 12–15 agencies had been approached, including major networks and some independents.
“The biggest threat to our industry is that more and more clients behave unfairly towards agencies during pitches or, when contracted, agencies are given unreasonable turnaround times or margins are driven down to limit agencies’ revenue, etc. It is paramount to the sustainability of the profession that agencies stand united against these unscrupulous practices in order to maintain the value and currency of the profession,” said Odette van der Haar, ACA CEO.
The ACA subsequently suspended member agencies who participated in the pitch.
The MTN Group confirmed the appointment of the Omnicom Group as its integrated global agency. Six global agency networks — Dentsu Aegis Network, Havas, Interpublic Group, Omnicom, Publicis and incumbent WPP (through MetropolitanRepublic and Aqua) — had been invited to tender for the account in March 2016. Three (Omnicom, Publicis and WPP) continued into a second round late last year.
Engen ended its relationship with FCB Cape Town after a six-year run. The preferred bidder was Saatchi & Saatchi South Africa. FCB had pitched against Saatchi & Saatchi, King James Group, M&C Saatchi Abel and 34.
Allan Gray announced the appointment of its new agency partner: King James the Second (II). King James Cape Town has continued to handle the Sanlam business; all parties have agreed to ring-fence the two regional offices to enable both pieces of business to be run independently from each city.
Following a three-way pitch process, the King James Group was awarded the AB InBev Global Brands business. Through this new partnership, the global brewers have collaborated with the integrated agency to establish and grow its international brands, including Corona, Stella Artois and Beck’s, in South Africa.
Old Mutual appointed Publicis Communications as its new lead agency across the African continent, including South Africa. The account is being serviced out of both Johannesburg and Cape Town by a team pulled together from various Publicis agencies.
Old Mutual moved its business from FCB Africa after the agency won the Barclays Africa account from The Jupiter Drawing Room (Johannesburg) in late 2016. Old Mutual is a 54% shareholder in Nedbank Group.
Publicis Communications is the creative communications hub of Publicis Groupe, bringing together the Leo Burnett, Saatchi & Saatchi, Publicis Worldwide, BBH, Marcel, Fallon, MSLGROUP and Prodigious networks. It is managing brand strategy, above-the-line, below-the-line, digital creative and production for all integrated campaigns.
Ninety9cents (99c) was appointed as lead creative and digital agency for Spur Steak Ranches, following a four-way pitch. The account had been held by Haas since 2012, when it followed Francois de Villiers from Draftfcb. Haas declined to repitch, although invited to do so.
99c was working on the John Dory’s, Panarottis and Captain DoRego’s accounts, which fall under the Spur Corporation umbrella.
Hyundai left agency The Jupiter Drawing Room (Cape Town) after a relationship that spanned 16 years. During that time, the brand went from the 28th to the third-largest passenger-car brand in South Africa.
Hyundai South Africa appointed FoxP2 to handle its through-the-line advertising account.
The Diageo Scotch, Gin & Reserve portfolios
McCann Worldgroup was awarded the Diageo SA Scotch, Gin and Reserve portfolios, effective 1 July 2017. Brands that moved to the McCann stable included the entire Johnnie Walker portfolio, Bells, J&B, Black & White, Singleton and Tanqueray.
McCann Worldgroup won the kulula.com and MTbeds accounts. The business was previously held by King James Group and Native VML (digital).
Having parted with The Jupiter Drawing Room (Cape Town), its agency of over 10 years, Windhoek Beer announced the appointment of M&C Saatchi Abel Johannesburg as its new lead agency in South Africa. The agency is also working on the Namibian business.
Heineken appointed Dentsu Aegis Network (DAN) to its roster of global media agencies, alongside current agency, Starcom MediaVest (SMG).
Herman Manson (@marklives) is the founder and editor of MarkLives.com.