#BigReads2018: The big account moves of 2018
by Herman Manson (@marklives) We list the most-read-about account pitches and new business wins on MarkLives during the course of 2018.
The Nedbank advertising account went out to pitch, with the process — managed by Yardstick — concluding in late December 2018. Joe Public United, previously the incumbent ATL agency, retained the bank’s TTL account; Levergy will manage the sponsorship account; and Digitas Liquorice will manage the digital creative account. According to Nielsen, Nedbank spent R417m on advertising between July 2017 and June 2018, making it the 15th largest advertiser in South Africa.
See also: EXCLUSIVE: Nedbank out to pitch
Nedbank had awarded its digital media services account to The Odd Number, following a competitive pitch process; the business was formerly held by The Mediashop.
3. The Odd Number got hired by Wimpy, then fired
The Odd Number caused quite an upset in winning Wimpy from FCB Africa in May 2018, following a five-way pitch that included then incumbent agency FCB Africa, King James II, Grey South Africa and Net#work BBDO. “Our Year 3 strategic objective in our five-year plan as an agency was always to achieve high growth and enhanced market positioning in this financial year,” said Xola Nouse, The Odd Number co-founder and managing director, at the time. “We’ve certainly done so with this recent win and partnership with Wimpy.”
But, in August 2018. Wimpy confirmed that it was “terminating” its relationship with the agency, after MMS and McDonald’s alleged that certain Odd Number staff members used confidential information and transgressed copyright in relation to a Wimpy advert. The account subsequently moved to FoxP2.
With the conclusion of Barclays Africa Group’s media agency review, Dentsu Aegis Network took over media-planning and -buying duties across 10 sub-Saharan African markets through Carat. The incumbent agency was Maxus (WPP merged MEC and Maxus to form WAVEMAKER in 2017). Dentsu Aegis Network pitched against PHD and Mindshare.
Avatar’s Cape Town agency won the integrated agency business for global fashion retailer, H&M, in SA. Avatar, part of the M&N Brands group, offers a number of services, including ATL, digital, social, BTL and PR.
H&M had previously experienced a number of communication missteps since it started trading in SA, including featuring a black child in a green hoodie with the words “coolest monkey in the jungle” printed on it, which lead to supporters of the EFF political party vandalising several shops. When it opened its first store in Cape Town, it was criticised for not including black models in in-store promotional material. H&M apologised in both instances.
TBWA\Hunt Lascaris was awarded the Multichoice Africa account, following a competitive pitch process. The business was previously held by Ogilvy Joburg. MultiChoice, transparent media company that it is, declined to comment.
Agency House of Brave (HOB) resigned the Ocean Basket account; the seafood restaurant had been a founding client of the agency. Ocean Basket had been reducing its external marketing budget, moving work in-house, which had lead to confusion in the market about who had done what work, and had cost HOB business in the past. Ocean Basket also sat out any comment.
Mercedes-Benz South Africa moved its account from Net#work BBDO to Publicis Groupe Africa. The local market is one of about 40 markets affected by a global decision, following a one-year review and selection process.
Avatar was awarded the Caltex ATL account, with the business shared between its Joburg and Cape Town agencies. This was the second major account win announced by the agency in 2018 following hot on the heels of the integrated agency business win for H&M SA.
Following a four-way pitch, Black River FC was awarded the ATL and creative account for Metropolitan, which was previously held by Ogilvy. The incumbent didn’t participate in the four-way pitch for the Metropolitan business.
Herman Manson (@marklives) is the founder and editor of MarkLives.com.
— One subscription form, three newsletters: sign up now for the MarkLives newsletter, including Ramify headlines; The Interlocker, our new monthly comms-focused mailer; and Brands & Branding, launching soon!