#BigReads2019: The big account moves of 2019
- #BigReads2018: The big account moves of 2018
- #BigReads2017: The big account moves of 2017
- 2016 Big Reads: The big account moves of 2016
#1. The banks kept flipping agencies
Absa, FNB and Standard Bank have all changed their agency lineups over the course of the last 13 months.
Nahana Communications Group‘s FCB Joburg lost the Absa Retail & Business Banking South Africa account, a part of the Barclays Africa Group (now Absa Group) B2C pitch that it won in 2016, which also included the group’s African regional offices. Absa’s RBB SA division instead appointed Wunderman Thompson South Africa as its new creative agency, effective 1 December 2019.
Standard Bank appointed M&C Saatchi Abel as its new TTL ad agency in June 2019, also tapping Ogilvy South Africa as its brand agency, Clockwork Media as its consumer PR (retail and business) agency, and Edelman as its key corporate reputation management agency.
In November 2019, Standard Bank ended its 10-year-old relationship with its digital agency, VML&YR South Africa, with Wunderman Thompson SA, another WPP agency with specialist digital and direct marketing capabilities, taking over the account. The bank also announced Mindshare South Africa as its new media agency, moving on from OMD South Africa and consolidating its media-buying portfolios across traditional and digital media.
At the end of 2018, Nedbank had appointed Joe Public United (previously its ATL agency) to its TTL account, with Levergy managing the sponsorship account and Digitas Liquorice managing digital creative.
African Bank appointed Black River FC as its ATL advertising agency in December 2018, following a four-way pitch against Network BBDO, Collective ID and incumbent agency, DDB.
- BREAKING: FCB Joburg loses part of Absa B2C account
- BREAKING: Another Top 5 bank out to pitch
- Standard Bank taps M&C Saatchi Abel for TTL, Ogilvy SA for brand
- TBWA\Hunt Lascaris, Standard Bank to part ways
- Standard Bank changes media, digital agencies
- Standard Bank win a boon for M&C Saatchi Abel
- Nedbank appoints agencies
- African Bank appoints agency
#2. Distell consolidated, appointed WPP’s Liquid, Publicis Groupe
Distell consolidated its account, awarding it to a new WPP bespoke agency, Liquid, led by Paul Jackson and Fran Luckin (both from Grey South Africa). Previously, the company worked with with as many as 28 large agencies, plus a host of smaller ones. The seven big brands that moved to Liquid were Savanna, Hunter’s, Amarula, Viceroy, Bain’s, Scottish Leader and Hunter’s Edge. WPP is also servicing a number of Distell-owned local brands in Kenya.
Publicis Groupe, meanwhile, won the account for the second tranche of Distell brands, with Miles Murphy, Publicis Groupe Africa COO heading up the team working with Distell. As integrated communications partner, the group is managing all aspects of the marketing mix, including advertising, digital, social, PR, media and activations for Bernini, Extreme, Count Pushkin, Gordon’s, JC Le Roux, Klipdrift, Olof Bergh, Richelieu and Three Ships.
- EXCLUSIVE: Distell consolidates, appoints bespoke WPP agency
- Distell appoints Publicis Groupe as well
#3. Brand South Africa, SA Tourism went out to tender
In March 2019, Brand South Africa’s advertising and digital marketing accounts went out to tender; in the instance of its digital business, for a third time in less than two years. Brand SA is mandated to build South Africa’s nation brand reputation internationally, while domestically it aims to build pride and patriotism among South Africans. Its website shows the tender has closed but does not announce a winning bid.
In April 2019 and again in June 2019 the marketing and communications account for South African Tourism Board (SA Tourism) went out to tender. As shortlist was issues but that was the last we heard of it.
#4. McDonald’s South Africa appointed a new lead agency
McDonald’s South Africa appointed Pacinamix as its new ATL lead agency. Pacinamix is an integrated services, trading and management consulting group. The incumbent ATL agency, Leo Burnett South Africa (formerly Owen Kessel Leo Burnett) — which was appointed in mid-2015 and took up the account in October that year — has remained an agency partner on a non-exclusive basis.
#5. Wunderman Thompson SA won BMW Group
BMW Group South Africa moved both its BMW and MINI brands to Wunderman Thompson SA, which is now working on various aspects of the account, including ATL, digital, social and direct, experiential, content and CRM. The appointment came into effect June 2019.
Previously, the business was held by Openco (recently incorporated into Grid Worldwide), which was appointed mid 2015, and before that by Ireland/Davenport (now Collective ID), of which it was a founding client. MINI was managed by MullenLowe SA and Black River FC before that.
#6. Game South Africa appointed The Odd Number, Ogilvy SA
#7. Hyundai South Africa moved to Grid
Hyundai South Africa appointed Grid Worldwide as its new lead ad agency. The business was previously held by FoxP2, which it won in mid-March 2017, and before that The Jupiter Drawing Room (Cape Town) held it in a relationship spanning 16 years.
#8. Hollard, M&C Saatchi Abel parted ways
After half a decade, insurance group Hollard parted ways with M&C Saatchi Abel due to conflict issues. The ad agency had recently been awarded the TTL business of Standard Bank, and this win was cited for the split.
#9. Sasol appointed Riverbed
#10. Sanlam appointed Machine
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- Columns | Big Reads on MarkLives
Herman Manson (@marklives) is the founder and editor of MarkLives.com.