Salary Survey 2023: Who earns what in adland & marketing in South Africa

By MarkLives. Ad Talent Africa has released its 2023 salary survey, offering insight on who earns what in adland and marketing in South Africa. This annual survey isn’t intended to be prescriptive but is a report on what this specific recruiter has experienced over the course of the last year.

Ad Talent Africa logoThe survey found remote and hybrid working has been a key driver in the narrowing of the gap between salaries in Johannesburg, Cape Town and other centres. “Hybrid working has contributed to the flattening of the salary curve across the country, especially in the tech space,” says Stacey Bossenger, Ad Talent MD. “Being paid what the job is worth, irrespective of where you physically reside, has flattened the curve. Technology, flexibility, commuter costs and time, loadshedding and demand for a more balanced work-life have been factors that have strongly influenced working environments.”

Job descriptions/titles have become less rigid than in previous surveys and it’s Ad Talent’s experience that roles are becoming more hybridised. Skills before qualifications is becoming more top of mind for hiring as the tech and digital space expand.

“International markets have come to South Africa. We have seen more candidates accept work from overseas companies — who value the work ethic, skills and cost effectiveness of employing South Africans — that give them the flexibility and lifestyle they are looking for,” adds Bossenger. “Skilled candidates are in demand, as has always been the case, but now there is serious competition from pound and dollar-based countries.”

Skills, experience and slow decision-making were key observations in the hiring process last year. Continued economic uncertainty, along with the challenges to replace skills, has strongly influenced hiring decisions. “Ad Talent has seen an increase in counter-offers from employers when resignations are tended as a result of the skills shortage and the loss of experience that comes with resignations,” she says. The counter-offer generally implies a salary increase but employee flexibility is also a strong factor that influences the decision.

Finally, temporary employment services, especially in tech and creative, have gained traction among some employers. The flexibility it gives them to hire on fixed contract, assignments or a non-permanent basis has created a freelance salary band that is steadily growing.

0–2 yrs
(light)
2–5 yrs
(medium)
5–9 yrs
(heavyweight)

Advertising
Managing director
Johannesburg R90k–R100k R100k–R150k R150k+
Cape Town R75k–R100k R100k–R140k R140k+
Deputy MD
JHB R85k–R94k R94k–R100k R100k+
CT R75k–R90k R90k–R100k R100k+
Client service/business unit director
JHB R60k–R70k R70k–R85k R85k+
CT R50k–R55k R55k–R80k R80k+
Group account director
JHB R49k–R54k R54k–R60k R60k+
CT R45k–R50k R50k–R55k R55k+
Account director
JHB R40k–R45k R45k–R50k N/A
CT R38k–R42k R42k–R48k N/A
Account manager
JHB R25k–R27k R27k–R36k N/A
CT R20k–R25k R25k–R32k N/A
Account executive
JHB R18k–R20k R20k–R25k N/A
CT R12k–R15k R15k–R17k N/A
Project manager
JHB R27k–R40k R40k–R45k R45k+
CT R23k–R34k R34k–R43k R43k+
Operations
JHB R49k–R60k R60k–R80k R80k+
CT R45k–R57k R57k–R70k R70k+
Production
JHB R14k–R22k R22k–R40k R40k+
CT R12k–R20k R20k–R35k R35k+
Traffic
JHB R15k–R22k R22k–R40k R40k+
CT R15k–R20k R20k–R37k R37k+
Strategic planning director
JHB R63k–R70k R70k–R89k R89k+
CT R58k–R68k R68k–R85k R85k+
Strategic planner
JHB R18k–R30k R30k–R47k R47k+
CT R18k–R30k R30k–R47k R47k+

Digital
Digital strategist
JHB R27k–R38k R38k–R55k R55k+
CT R25k–R38k R38k–R55k R55k+
Social media manager
JHB R23k–R35k R35k–R48k R48k+
CT R20k–R30k R30k–R40k R40k+
Head of social media
JHB R45k–R50k R50k–R65k R65k+
CT R40k–R48k R48k–R62k R62k+
Social media community manager
JHB R18k–R28k R28k–R40k R40k+
CT R15k–R25k R25k–R35k R35k+
Influencer marketer
JHB R18k–R30k R30k–R45k R45k+
CT R15k–R28k R28k–R40k R40k+
Campaign manager
JHB R25k–R35k R32k–R42k R42k+
CT R22k–R32k R32k–R38k R38k+
Content manager
JHB R20k–R38k R38k–R43k R43k+
CT R20k–R30k R30k–R40k R40k+
Digital account executive
JHB R18k–R22k R22k–R28k R28k+
CT R16k–R20k R20k–R25k R25k+
Digital account manager
JHB R28 500–R35k R35k–R45k R45k+
CT R25k–R32k R32k–R42k R42k+
Digital account director
JHB R40k–R48k R48k–R55k R55k+
CT R40k–R45k R45k–R52k R52k+
Digital group account director
JHB R55k–R60k R60k–R70k R70k+
CT R52k–R58k R58k–R65k R65k+
Seo specialist/manager
JHB R25k–R32k R32k–R52k R52k+
CT R25k–R32k R32k–R52k R52k+
Ppc specialist/manager
JHB R30k–R40k R40k–R50k R50k+
CT R30k–R40k R40k–R50k R50k+
Digital / media / marketing analyst
JHB R25k–R33k R33k–R45k R40k+
CT R22k–R28k R28k–R42k R42k+

Creative
Chief creative officer
JHB N/A N/A R150k+
CT N/A N/A R150k+
Group/executive creative director
JHB N/A R90k–R120k R120k+
CT N/A R90k–R120k R120k+
Creative director
JHB N/A R68k–R95k R95k+
CT N/A R55k–R90k R90k+
Head of design
JHB R38k–R52k R52k–R62k R62k+
CT R35k–R40k R40k–R55k R55k+
Designer
JHB R10k–R18k R18k–R45k R45k+
CT R10k–R17k R17k–R40k R40k+
Creative group head
JHB R38k–R45k R45k–R55k R55k+
CT R30k–R40k R40k–R50k R50k+
Art director
JHB R12k–R25k R25k–R45k R45k–R65k
CT R10k–R25k R25k–R45k R45k–R50k
Copywriter
JHB R18k–R25k R25k–R52k R52k–R70k
CT R15k–R20k R20k–R45k R45k–R60k
Proofreader
JHB R15k–R20k R20k–R30k R30k–R47k
CT R10k–R15k R15k–R25k R25k–R40k
Creative/content strategist
JHB N/A R23k–R38k R38k–R50k
CT N/A R20k–R35k R35k–R45k
Studio manager
JHB R33k–R36k R36k–R42k R42k–R55k
CT R28k–R35k R35k–R40k R40k–R50k
DTP operator
JHB R9 500–R16k R16k–R25k R25k–R40k
CT R8k–R15k R15k–R24k R24k–R36k
Promo director/producer
JHB R22k–R32k R32k–R60k R60k–R80k+
CT R22k–R32k R32k–R60k R60k–R80k+
Animator
JHB R14k–R18k R18k–R35k R35k–R57k
CT R12k–R16k R16k–R26k R26k–R45k
Video editor
JHB R10k–R17k R17k–R30k R30k–R48k
CT R10k–R15k R15k–R25k R25k–R40k
Multimedia designer/3D
JHB R13k–R20k R20k–R38k R38k–R52k
CT R13k–R16k R16k–R30k R30k–R45k
User experience (UX) lead
JHB N/A N/A R78k+
CT N/A N/A R65k+
UX designer
JHB R18k–R27k R27k–R48k R48k+
CT R15k–R20k R20k–R40k R40k+
User interface (UI) designer
JHB R19k–R28k R28k–R44k R44k+
CT R17k–R22k R22k–R35k R35k+
Motion designer
JHB R20k–R38k R38k–R45k R45k+
CT R18k–R35k R35k–R42k R42k+

IT/tech
Front-end developer
JHB R25k–R35k R35k–R60k R60k+
CT R25k–R35k R35k–R60k R60k+
Back-end developer
JHB R18k–R30k R30k–R65k R65k–R110k
CT R18k–R30k R30k–R65k R65k–R110k
Full-stack developer
JHB R25k–R40k R40k–R70k R70k–R125k
CT R25k–R40k R40k–R70k R70k–R125k
Web developer
JHB R36k–R50k R50k–R90k R90k–R140k
CT R36k–R50k R50k–R90k R90k–R140k
Java developer
JHB R20k–R38k R38k–R70k R70k+
CT R20k–R38k R38k–R70k R70k+
Scrum master
JHB R25k–R42k R42k–R66k R66k–R150k
CT R25k–R42k R42k–R66k R66k–R150k
IT manager
JHB R32k–R60k R60k–R100k R100k+
CT R32k–R60k R60k–R100k R100k+
Solutions architect
JHB R30k–R50k R50k–R100k R100k+
CT R30k–R50k R50k–R100k R100k+
Data engineer
JHB R25k–R50k R50k–R85k R85k–R120k
CT R25k–R50k R50k–R85k R85k–R120k
Data scientist
JHB R30k–R50k R50k–R90k R90k–R125k
CT R30k–R50k R50k–R90k R90k–R125k
Artificial intelligence (AI) & machine learning (ML) engineer
JHB R30k–R55k R55k–R90k R90k+
CT R30k–R55k R55k–R90k R90k+
Marketing
Head of digital marketing
JHB R55k–R66k R66k–R85k R85k+
CT R45k–R58k R58k–R78k R78k+
Digital marketing manager
JHB R35k–R48k R48k–R60k R60k+
CT R32k–R45k R45k–R55k R55k+
Group marketing head
JHB R75k–R90k R90k–R145k R145k+
CT R65k–R80k R80k–R135k R135k+
Marketing director
JHB R60k–R75k R75k–R90k R90k+
CT R55k–R72k R72k–R82k R82k+
Marketing manager
JHB R55k–R60k R60k–R80k R80k+
CT R52k–R55k R55k–R70k R70k+
Brand manager
JHB R35k–R50k R50k–R70k R70k+
CT R30k–R45k R45k–R60k R60k+
E-commerce manager
JHB R35k–R45k R45k–R65k R65k+
CT R35k–R45k R45k–R65k R65k+
Brand/marketing assistant
JHB R25k–R32k R32k–R40k N/A
CT R20k–R30k R30k–R40k N/A
Martech (marketing technology specialist)
JHB R38k–R55k R55k–R70k R70k+
CT R35k–R50k R50k–R65k R65k+

Corporate communications
Communications manager
JHB R30k–R40k R40k–R68k R68k–R90k
CT R25k–R42k R42k–R47k R47k–R75k
Communications officer/consultant
JHB R20k–R30k R30k–R40k R40k–R45k
CT R18k–R26k R26k–R35k R35k–R41k

PR consultancies
Managing director
JHB R65k–R80k R80k–R100k R100k+
CT R60k–R70k R70k–R90k R90k+
Account director
JHB R38k–R45k R45k–R58k R58k+
CT R35k–R42k R42k–R50k R50k +
Account manager
JHB R28 000–R35k R35k–R40k R40k+
CT R28k–R33k R33k–R38k R38k+
Account executive
JHB R22k–R26k R26k–R28 000 N/A
CT R19k–R25k R25k–R28k N/A

Media
Media sales director
JHB R40k–R50k R50k–R70k R70k+
CT R38k–R48k R48k–R65k R65k+
Digital sales executive
JHB R30k–R35k R35k–R45k R45k+
CT R25k–R30k R30k–R42k R42k+
Media sales executive
JHB R25k–R35k R35k–R45k R45k+
CT R25k–R28k R28k–R38k R38k+
Events manager
JHB R20k–R25k R25k–R45k R45k+
CT R18k–R22k R22k–R40k R40k+

The most-valuable brands in South Africa

2022 ranking:

Kantar BrandZ Top 10 Most Valuable South African Brands 2023

 Rank 2023  Brand  Category  Brand Value 2023 (USD mil)
 1  First National Bank Financial Services 3,402
 2 Standard Bank Financial Services  2,991
 3 MTN Telecom Providers  2,810
 4  Vodacom Telecom Providers  2,651
 5  Castle  Alcohol  2,010
 6  Nando’s  Fast Food  1,792
 7  Absa  Financial Services  1,643
 8  Woolworths  Retail  1,198
 9  Capitec Bank Financial Services  1,189
 10  DStv  Media & Entertainment  1,166

#Directory: Research, publishing & PR associations

By Herman Manson. MarkLives takes a closer look at industry bodies and associations for the marketing and advertising sectors. The organisations were invited to detail the number of existing members; key objectives; membership benefits; primary industry sector challenges, and how these are currently being addressed; key focus areas for councils/committees; awards/events; membership fees; budget; key links eg code of conduct and constitution; and key contact details.

These inaugural listings are voluntary and, where information or organisations are missing, it’s because they declined to submit or participate. Last week we covered marketing and advertising associations (to be included in these directories, please complete this form).

Note: A condensed version of this feature was first published in the MarkLives weekly newsletter of 11 November 2021.

Index

Advertising Media Forum (AMF)

Number of members

779 individuals across 47 agencies, consultants and media independents.

Key objectives

The AMF is a collective of media agencies and individuals, including media strategists, planners, buyers and consultants, through whom 95% of all media expenditure in South Africa is bought. The AMF advises and represents relevant organisations and aims to create open channels of communication, and encourage and support transparent policies, strategies and transactions within the industry.

Membership benefits

  • Provide accreditation for pitches
  • Receive communication and updates about all related industry issues and developments
  • Represented on all relevant bodies (BRC, MRF, PRC, IAB, ABC, MASA)
  • Actively involved in research bodies and are instrumental in ensuring that currencies meet the standards required by the industry
  • Actively involved in future-proofing the industries talent via webinars and communication with existing talent in the industry, as well as those seeking to join the media industry

Primary challenges being addressed

  • Education and attracting and retaining talent: The AMF hosted a webinar in August 2021 targeting schools and students currently studying in relevant fields, as well as those who are interested in pursuing a career in media; this is an ongoing project which is managed by the education committee of the AMF board
  • Research currencies and ensuring that the data available is reliable and future-proofed: Various members of the AMF are actively involved in the various key media research bodies, as well as being part of the teams that scrutinise any survey data before they are released

Council/committee focus areas

Transformation; talent and education; research; and communication.

Membership fees

  • R340 per media staff member

Budget

  • Under R1m per annum

Key contact details

Audit Bureau of Circulations (ABC) of SA

Number of members

518

Key objectives

ABC delivers industry-agreed standards for media brand measurement of print publications, digital channels and events. The company also verifies data, processes and good practice to these and other industry-agreed standards. The main objective is to promote the interests of the buyers (advertisers and marketers) and sellers (media owners) of advertising and promotional material by providing accurate and comparable circulation data. Further objectives are:

  1. To provide circulation data that is in no way inaccurate, misleading or distorted
  2. To deal honestly and fairly with all parties
  3. To increase industry awareness regarding the benefits of ABC membership and the information provided

Membership benefits

The ABC provides a measurement for a variety of media by offering a range of compliance and auditing services to meet the needs of the media industry.

  • For advertisers, the ABC helps make informed decisions about their media spend; accurate and transparent information about actual circulation changes the gamble of adspend to measured certainty and the ABC acts as a stamp of measurement and trust
  • It assists media owners in being transparent and accountable and enabling them to deliver proof of performance to stakeholders
  • For publishers, event organisers, digital publishers and platforms, the ABC mark provides instant credibility
  • Being an ABC member provides you with independently audited, accurate, consistent and regular circulation data; the ABC gives credibility to the circulation data, provides content that aids the advertiser in media-planning and -buying decisions, and aids the publisher in selling advertising

Primary challenges being addressed

In a perceived declining print industry, the ABC made great strides in affirming the relevance of printed media and keeping the ABC relevant, including growing membership for the past term. During arguably the most challenging trading times ever, we continued to deliver a world-class service. We also stay focused to diversify our services in remaining relevant to our members. We aim to become more proactive in how we communicate. Unknown to many is that the ABC provides a measurement for various media, including digital media. Digital publishers believe, because they can provide analytics, they don’t need to register with the ABC (consider saying, because my printer counts my issues and give me the numbers, it’s unnecessary to state audited figures to the stakeholders). The ABC also provides credibility to digital platforms. ABC membership allows these digital media owners to supply advertisers and marketers with verified and accurate data such as digital publication circulation, email newsletter circulation and website traffic. The ABC also audits the attendance at exhibitions and conferences. This segment was significantly affected in the last 18 months but has moved and is finding ways to diversify.

Council/committee focus areas

The primary function is the certification and provision of accurate and comparable circulation figures to assist the bipartite groupings (advertisers/marketers and publishers) in the buying and selling of advertising and promotional material. This is achieved through agreement or auditing standards on the certificates and the reports submitted. Further functions are the certification of digital data (digital publication circulation, email newsletter circulation and website traffic) and attendance at exhibitions and conferences.

Events

None at the moment. In the future, the ABC plans to implement online information sessions/webinars/conferences about the media landscape in SA.

Membership fees

Key contact details

National Association of Broadcasters (NAB)

Number of members

85

Key objectives

  • Advocate for a sustainable and viable regulated broadcasting sector
  • Advance interests and needs of members
  • Provide industry insights to external stakeholders

Membership benefits

  • Unified and credible voice of the broadcasting sector on policy, regulatory matters and industry matters
  • Provide expertise, research and support
  • Coordinate engagements on industry issues and concerns

Primary challenges being addressed

  • Over-regulation of the sector
  • Outdated regulatory framework which is misaligned to broader industry developments

The NAB makes regular submissions to government and regulators, and engages widely across the industry in developing position papers and processes on media sustainability.

Council/committee focus areas

Content regulation; commercial radio and TV; technical and engineering; and industry research.

Events

Roundtables and seminars are hosted for members.

Membership fees

  • Tiered system — fees are determined by licence category

Key links

NAB members subscribe to the Broadcasters Code of Conduct.

Key contact details

Out of Home Media South Africa (OHMSA)

Number of members

120

Key objectives

We endeavour to work hand in hand with the various municipalities in efforts to positively transform the industry in line with government’s transformation and empowerment policies, as we believe that it’s of utmost importance to build SMMEs and develop strong working relations with all industry stakeholders to allow true transformation throughout the whole OOH advertising value chain.

Membership benefits

  • Code of ethics & industry development: OHMSA members are encouraged to adhere to the constitution, rules and directives of the association
  • Global information & networking: Contact is maintained with overseas outdoor associations and OOH media owners to keep abreast of the latest outdoor industry developments and to be able to source information on the industry worldwide
  • Support: Association support in common problems with municipal, provincial, and national authorities.
  • Consultation with government: Key local governments and SANRAL consult OHMSA when seeking guidance and assistance in drawing up policies for OOH advertising and drafting of by-laws and OOH matters
  • Website listing: Listing in advertising on the OHMSA website
  • Interaction with members: Regular interaction with other member companies, allowing for knowledge exchange, discussion and debate; members participate in OHMSA’s mission of developing and growing a sustainable industry
  • Training: OHMSA provides training from time to time for small companies with regards to operations, development, and sales and marketing.
  • Referrals: A point of call for many potential advertisers that want to use the OOH space

Primary challenges being addressed

Transformation, inclusivity, funding, research and illegalities.

Council/committee focus areas

Transformation, inclusivity, funding, research and illegalities.

Membership fees

  • Once-off joining fee and monthly membership fee

Key links

Key contact details

Pan African Media Research Organisation (PAMRO)

Number of members

50 companies

Key objectives

To transform media research across the African continent.

Membership benefits

  • Network of media researchers to share information with
  • Access to the PAMRO paper archives
  • Free copies of the PAMRO country report
  • The chance to be part of the transformation of our media research industry and assist in moving ourselves to world‑class measurement

Primary challenges being addressed

  • Lack of joint industry committees
  • Lack of funding for establishment surveys and media research surveys
  • Trying to educate countries on the benefits of getting all stakeholders together for the common good of syndicated currencies all can have access to

Council/committee focus areas

Grow membership; promote PAMRO; thought leadership; and engagement across all countries.

Awards

PAMRO Piet Smit Plus 94 Achiever Award

Membership fees

  • Student: US$35/R480
  • Personal membership: US$160/R2 000
  • Corporate membership: US$360/R4 500

Budget

  • Under R1m

Key contact details

  • Jennifer Daniel, jdanie@telmar.com
  • pamro.org

Public Relations Institute of Southern Africa (PRISA)

Number of members

425

Key objectives

Professional membership services and training.

Membership benefits

  • Professional recognition
  • Accreditation and credibility
  • Membership to globally associations
  • Deepen knowledge through CPD
  • Networking events
  • Awards and best practice
  • Support and protection
  • Exclusive discounts

Primary challenges being addressed

Economic pressure — no increase in fees.

Council/committee focus areas

Career enhancement.

Awards

Prism-awards.co.za

Membership fees

  • R2 020 per annum

Budget

  • R1m–R5m

Key contact details

Publisher Research Council (PRC)

Number of members

8

Key objectives

The PRC is a trusted collective that champions the written word by funding several largescale, expert studies a year to give marketers and media buyers facts at their fingertips as a powerful rationale for supporting newspapers, magazines and online publishers with adspend. These highly accurate, multimillion-rand research studies, including the PAMS (Publisher Audience Measurement Survey) readership trading currency, show that readers of the written word have better brand recall and the highest disposable income, and demonstrate that publishing platforms are trustworthy, brand-safe environments for advertisers.

Membership benefits

Members are included in various reader audience studies, including PAMS, SA’s reading currency designed to achieve an accurate measurement of reading behaviour across multiple platforms, to enable the buying and selling of advertising and advertising space across various media planning bureaux.

Primary challenges being addressed

Measuring and proving the value of an audience of readers who are ‘migrating’ online as print circulations drop. Rising costs of high-quality research online and offline are spurring the need for cross-media audience measurement to enable richer trading currencies; the PRC is leading discussions with various JICs to spearhead this cooperative.

Council/committee focus areas

The PRC meets the needs of fast-changing consumer behaviour with gold standard reader audience measurement, founded on global and local best-in-class practice, expertise and resources.

Events

Membership fees

The PRC is funded by proportional contributions from voting members; these vary based on reported Nielsen Adspend for the preceding calendar year.

Budget

  • R1m–R5m

Key contact details

See also

 

Herman MansonHerman Manson is the founder and editor of MarkLives.com. He is also the founder of Ramify.biz and the co-founder of RetailingAfrica.com.

 

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MarkLives Agency Revenue Rankings 2021

By Herman Manson. We’ve updated our annual agency revenue rankings to give marketers — and agency execs — an overview of the relative scale of agencies in the South African communications landscape.

Agencies listed in the ranking are included based upon publicly available revenue bands, not billings, for the 2020/21 financial year (April 2020 to March 2021). Billings is the amount of client money that flows through an agency; what you can touch but you can’t keep equals billings (eg gross media or production spend). Revenue is the money agencies get to keep and this is the number we’re looking for.

Trends

  • Among agencies and group networks with revenue of R200m and over, five moved into a higher revenue band, and one moved into a lower revenue band
  • Out of the 14 agencies listed with revenue over R200m, 12 were BEE level 1 compliant
  • We noted an upward trend in staff count at network groups

List movement

Agencies that moved up a revenue band included Wunderman Thompson South Africa (WPP), 99c, Joe Public United, M&C Saatchi Abel (M&C Saatchi), Carat (dentsu), Grid Worldwide (Omnicom), Flume, Rogerwilco, and Levergy (M&C Saatchi).

Agencies that jumped several revenue bands included TBWA\ Hunt Lascaris (Omnicom), Hoorah, Eclipse Communications, Duke Group, and Razor (M&C Saatchi).

Agencies that moved down a revenue band included Nahana (Nahana IPG), Tradeway, DNA Brand Architects, Hellocomputer (Nahana IPG), The Odd Number, Penquin, and Mela Events (M&N Brands).

Agencies that fell several revenue bands included FCB Joburg (Nahana IPG), ProActive Activation Agency, FoxP2 (dentsu) and HaveYouHeard.

MarkLives Agency Revenue Rankings 2021

Agency

Network/ independent

Staff count

BEE level

Group figure

Key clients

R550m+
Incubeta Independent 160 2 Yes Shoprite Checkers, Cape Union Mart Group, Hyundai, Sanlam, Europcar
Ogilvy South Africa WPP 597 1 Yes KFC, MultiChoice, Cashbuild, AB InBev, VW
Publicis Groupe Africa Publicis 1 000 1 Yes Vodacom, Nestlé, Distell, Mercedes-Benz, Nedbank

R450m–R550m
TBWA\ South Africa Omnicom 498 1 Yes Spar Group, MTN Group, Liberty Group, Nissan/ Datsun, FNB
Wunderman Thompson WPP 550 1 Yes Standard Bank, Telkom Group, Nestlé, BMW Group, Unilever
Nahana Communications Group Nahana (IPG) 487 1 Yes Toyota, Coca-Cola, Tiger Brands, Diageo, Debonairs

R250m–R350m
99c Independent 380 4 Shoprite, Checkers, Ackermans, Spur Corporation, Puma
dentsu South Africa dentsu 300 1 Yes AB InBev, Vodacom, Absa, Heineken, Pick n Pay
Joe Public United Independent 280 1 Yes Cell C, Chicken Licken, Nedbank, SAB, SA Tourism
M&C Saatchi Group South Africa M&C Saatchi 350 1 Yes Telkom, Tiger Brands, Audi, BDO, RCL Foods
TBWA\ Hunt Lascaris Omnicom 289 1 Spar, MTN, Nissan, Liberty, Stanlib
King James Group Accenture Interactive (pending) 260 1 Yes Sanlam, Santam, Pick n Pay, TymeBank, Wesgro
M&C Saatchi Abel M&C Saatchi 260 1 Standard Bank, Astron Energy, Takealot Group, Namibian Breweries, Lexus + Automark
VMLY&R South Africa WPP 270 1 Vodacom, MMI, BAT, Colgate, Absa

R100m–R125m
Avatar Agency Group M&N Brands 100 1 Yes Tecno, KFC, Old Mutual, Telkom, Edgars
Brave Group Independent 105 1 Yes Momentum, Transnet, Absa, Tiger Brands, BP SA
FCB Joburg Nahana (IPG) 147 1 Toyota, Coca-Cola, Tiger Brands, Diageo, Debonairs
Grey Advertising Africa WPP 115 1 Distell, P&G, GSK, Mazda, Volvo
IIG Group (Oliver + MORE) Independent 140 2 Unilever, Diageo, Liberty, Vukile, Adidas
ProActive Activation Agency Independent 105 1 MTN, Clover, Standard Bank, Pepsico, GSK
Tradeway Independent 76 1 SAB, Tiger Brands, MTN, Unilever, Mondelēz

R80m–R100m
Carat dentsu 69 1 Absa, Beiersdorf, Vodacom, Mastercard, Engen
Clockwork Independent 135 2 Netflix, Microsoft Xbox, BASF, LG, Acer Africa
Demographica Independent 45 1 Vodacom Business, Macsteel, Nedbank, Engen, SA Tourism
DN/A Brand Architects Independent 40 1 First National Bank, Barloworld, Telkom, Apple Music, Viacom
Grid Worldwide Omnicom 53 1 FNB, BetKing, MTN, Sasol, SA Tourism
Hamiltons in Creative Independent 40 N/A Food Lover’s Market, Freshstop, @home (digital), Fair Cape (digital)

R60–R70m
Eclipse Communications Independent 85 2 Netflix SA, Pfizer SA, Country Road, Woolworths, Edward Snell
HelloFCB+ Nahana (IPG) 77 1 Western Cape Government, Ninety One, Lactalis, City of Cape Town, Tiger Brands
Hoorah Independent 65 2 Nestlé, Sanofi, Miway, Avon, Discovery
iProspect (and Vizeum, which merged into it) dentsu 47 1 MultiChoice, Clarins, BMW, ABI, Spur

R50m–R60m
Duke Group Independent 85 1 Yes BevCo, PepsiCo, Citadel, Satrix, Marriot International
Hellocomputer Nahana (IPG) 41 1 Toyota, Coca-Cola, Tiger Brands, Austock, Old Mutual
John Brown South Africa dentsu 55 1 Pick n Pay, Old Mutual, Capitec, Hippo, Life Healthcare
McCann1886 Nahana (IPG) 43 1 Steers, L’Oreal, Reckitt Benckiser, Mastercard, Nestlé
MetropolitanRepublic WPP 50 1 SA Tourism, GSK, Discovery, Danone SA (Nutriday), Eskort
Rapt Creative Independent 30 2 Heineken, Jameson, Schweppes, Cipla, Strongbow
The Odd Number Independent 45 1 MultiChoice, Game, Assupol, Diageo, Newzroom Afrika

R40m–R50m
Flume Independent 72 2 Woolworths, Astron Energy, Canon SA, Nedbank, Warner Music
FoxP2 dentsu 41 1 FNB, Wimpy, Hippo, 1st for Women, Tiger Brands
Mortimer Harvey Independent 32 1 Old Mutual, Fidelity ADT, Pure Wild Fund, HeadsUp Entertainment Inc, Spinola Software Solutions
Promise Independent 61 2 SAB, RMB, AfriSam, PPS, JTI
Rogerwilco Independent 62 2 Nestlé, Sanlam, iWyze, First Rand Group, The Crazy Store
Sunshinegun Independent 30 1 Nando’s, AB InBev, Nedbank
Conversation Lab Independent 45 2 Yes Unilever, ADvTECH Group, Godrej, Livekindly Collective, LexisNexis
HaveYouHeard Independent 55 2 Yes Old Mutual, Campari Africa, Trotters Clothing (UK), Toyota, DHL
Levergy M&C Saatchi 44 1 Nedbank, Telkom, SuperSport, Energade, New Balance
Magna Carta Omnicom 27 1 MTN, Old Mutual, Allan Gray, Spar, Clicks
MullenLowe Nahana (IPG) 36 2 Knorr, Ayoba, LEGO, Edward Snell, PepsiCo
Penquin Independent 57 1 Suzuki, Microsoft, Grafton Everest, ST Group, Mustek
Razor M&C Saatchi 30 1 Audi SA, Anglo American, BDO, Tiger Brands, Virgin Active
TwoTone Independent 29 1 Nestlé, Diageo, Limpopo Tourism, Ghana Oil

R30m–R40m
Boomtown Independent 55 2 Nestlé, Easigas, Lafarge, Woodlands Dairy (First Choice), Stellenbosch University
Happy Friday Creative Independent 23 2 PSG, FNB, Vodacom WC, Allan Gray, AB InBev
Hoola Independent 33 2 Tekkie Town, First Choice, KFC, Trumps, Nulaid
Jellyfish South Africa Independent 60 2 Yes Telesure, Investec, First Rand Group, Mr Price, The Mattress Warehouse
Yellowwood Future Architects Omnicom 30 1 MTN, Nedbank, Pernod Ricard, InnoVent, RMB

R10m–R20m
34 King James Group 14 4 Motus, Game, Betting World, DGB, Famous Brands
3Verse Independent 22 2 Diageo, Telesure Investment Holdings
ATKASA – Digital Agency Independent 24 4 Herbalife, Medihelp, Evergreens Fresh Market, Friedrich Naumann Foundation, Jewellery Council Southern Africa
Dalmatian M&C Saatchi 10 1 Renault
Dentsu Performance dentsu 50 1 BAT, Clarins, MiWay, Cipla, Intel
Duma Collective Independent 36 1 MultiChoice Group, Chivas, Amstel, Samsung
Ebony+Ivory Independent 18 1 Brand SA, Sasria, Wits, Sephaku, JSE
GGiSA Independent 12 2 Dis-Chem, Busamed, WeBuyCars, Tetra Pak, UBS
Halo Independent 12 2 Pam Golding, Yoco, Exclusive Books, Capital Hotel Group, Naked Insurance
Harambee Communications Independent 7 1 Standard Bank, MultiChoice, Puma Energy
Ideas Wise & Wonderful (IWW) Independent 15 1 Gautrain, Brand SA, Broadband Infraco, Landbank, Bombela
M&C Saatchi Connect M&C Saatchi 16 2 Hollard, Takealot, Lexus, RCL Foods, Premier FMCG
Mark1 Duke Group 32 2 Food Lover’s Market, FreshStop, Mazda, Pepsi, Webafrica
Matrix Group Matrix Group 65 1 Yes Talk360, Mitsubishi Motors SA, Racing Association
MediaH Independent 12 1 Samsung, Subaru, WeThinkCode, MTN
Mela Events M&N Group 5 2 Standard Bank, RMB, Nando’s, Jaguar Landrover
Retroviral Online Branding Independent 15 2 Premier FMCG, Gumtree, Russell Hobbs, Liberty, Profmed
SoulProviders Collective Matrix Group 25 1 AMKA, FMI Insurance, DIDI Global, Digify Africa, Talk 360

Under R10m
BloomInk Independent 2 1 Maggi, Pikitup, City of Joburg, FullServe
Brandfundi Independent 3 4 Bateleur, IMM Graduate School of Marketing, Superunion, WundermanThompson, Insight Actuaries
Fresh AF M&N Brands 8 3 Budweiser, Smirnoff, Steers, DStv, KFC Add Hope
Goodbye Boring Independent 9 N/A Junior Colleges, Martins Academy, SOGA
IdeaFoundry Independent 5 N/A FBN Quest (Nigeria)
Infestation Independent 12 N/A STBB Attorneys, NOSA (SafetySA), V&A Waterfront, Curro, Vodacom
June 15 Independent 5 1 Motus, Bushveld Mining, Khona La Local Stores
Kilmer & Cruise Independent 9 4 Hill’s Pet Nutrition, CompCare Medical Scheme, Bounty Brands, Dunkeld Trout Hatcheries, Children’s Hospital Trust
One Custom Independent 5 4 Fortress Real Estate Investments, Cricket SA, Entelect, SA College of Applied Psychology
Orange Ink Independent 7 4 KFC, 1Life, Interwaste, Imperial, Swissport
Pekuzi Projects Independent 6 1 Momentum Consult
So Interactive Independent 11 4 AIG, Logitech, Intercare, Ocean Basket, Reeflords
The Friday Street Club Independent 10 4 SAB Foundation, Wonga, Remy Martin, Clicks, V&A Waterfront
The Good Guys Creative Agency Independent 8 1 Old Buck Gin, MultiChoice, Chivas, Black Bottle, Flora
Tin Can PR Independent 3 4 Philip Morris SA, Rhodes Food Group, Brown Forman, Oliver Agency, DSC Attorneys
Visual Aspiration Independent 5 1 Sakhumzi Restaurant, Makola Inc, Safana Panelbeaters

Survey notes

The information has been sourced directly from agencies and holding companies through a survey run via MarkLives.com and via our directory service, Ramify.biz, and participation is voluntary. Some agencies which participated last year have since closed down and their information isn’t included in this edition, even if they traded during the financial year in question. Others have chosen not to provide us with the data required for inclusion this year. MarkLives hasn’t audited the figures supplied by agencies; we publish the information provided in good faith.

While revenue bands and staff count aren’t reliable indicators of the health of a business, they do offer important context in terms of the scale of new business an agency can take on and their relative positioning in the industry (in the categories small, medium and large).

We also list black economic empowerment (BEE) scorecard levels as this is important for clients and procurement departments. Of course, a BEE score doesn’t necessarily reflect transformation beyond ownership level but it is a formalised aspect of transformation in our industry, agreed upon by the MAC Charter. We’ve also added up to five key clients for each agency; they offer an idea of the brands that each agency works on. Due to space constraints, we couldn’t include all agency clients.

For more agency listings, please go to Ramify.biz, our free database of agencies in South Africa. Agencies may create their own free profiles as per these instructions.

Updated at 10am on 8 March 2022.

See also

 

Herman MansonHerman Manson is the founder and editor of MarkLives.com. He is also the founder of Ramify.biz and the co-founder of RetailingAfrica.com.

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#Directory: Marketing & advertising associations

By Herman Manson. MarkLives takes a closer look at industry bodies and associations for the marketing and advertising sectors. The organisations were invited to detail number of existing members; key objectives; membership benefits; primary industry sector challenges, and how these are currently being addressed; key focus areas for councils/committees; awards/events; membership fees; budget; key links eg code of conduct and constitution; and key contact details.

These inaugural listings are voluntary and, where information or organisations are missing, it’s because they declined to submit or participate. Next week will be the turn of research, publishing and public relations (to be included in this directory, please complete this form).

Note: A condensed version of this feature was first published in the MarkLives weekly newsletter of 4 November 2021.

Index

Association for Communication and Advertising South Africa (ACA)

Number of members

65 agencies

Key objectives

The ACA is a voluntary organisation formed both by, and for, the profession. Our members are committed to fostering trust between marketers and agencies, and transforming the advertising and communications industry at large. The aim is clear: to positively influence and impact the professional and operational standards of all SA agencies. Through engagement, debate and collective agreement, we’re united in our quest to continually build the standards of a profession we are deeply passionate about. The ACA enforces self-regulation, and is steadfast in its promise to:

  • Promote agency and professional transformation in order to remove barriers that may prevent access for disadvantaged groupings.
  • Discourage dishonest and undesirable practices in advertising and related fields of activity, and to promote self-regulation of advertising standards.
  • State commonly accepted practice in the profession, so that both advertisers and agencies are aware of their respective rights and obligations.
  • Encourage fair remuneration for advertising and communications agencies.
  • Be an advocate of advertising and freedom of commercial speech.

Membership benefits

Collective experience: Members gain useful and practical insights into common operational issues, as well as experienced and proven approaches to managing the business of marketing communication.

  • Professional accreditation: In the interests of good governance, more and more corporate clients are today requiring that their supplier’s carry professional endorsement or acknowledgement from their respective industry bodies. Having satisfied the requirements and professional standards of ACA membership, your agency credentials are underpinned with professional (bona fide) recognition.
  • Direct notification of regulatory developments and changes: This includes legislative amendments passed by governing authorities, as well as the most recent Advertising Regulatory Board (ARB) rulings. It’s important that the industry stays abreast of developments and that we act in the immediate interests of industry stakeholders.
  • Legal advisory service: The ACA has dedicated access to experienced and informed legal advice. While this doesn’t extend to counsel or representation, it’s particularly useful when advising clients and understanding particular issues or regulations, eg, when advertising a credit facility, devising a promotional competition, or the rules governing the use of children in advertising. For a nominal advisory fee, ACA members are able to operate with complete accountability and professionalism, ensuring compliance with the ARB code of practice, so that any legal technicalities don’t become costly liabilities.
  • Participation in industry surveys: Tracking and analysing salary trends within the industry assists member agencies in planning and budgeting for resources on a market-related scale.
  • Exclusive industry rates: In association with a major insurer, ACA agencies enjoy preferential insurance rates to cover film abandonment for commercial shoots. As and when feasible, the ACA may also negotiate special rates (such as travel and accommodation) for industry events.
  • The network working for you: This includes direct notification and updates on international industry developments with allied associations across the globe, including exchange with bodies such as the Association of American Advertising Agencies and the European Association of Advertising Agencies. Nationally, your ACA membership facilitates direct access and participation in important industry events and bodies, such as the Effie Awards, Loeries, Creative Circle, HR Forum and Financial Directors’ Forum. Close affiliation is also maintained with supporting industry stakeholders, including SAARF, MASA, LCA, OHMSA and OPA.
  • Industry monitoring and resolution: With the collective interest of the industry at heart, the ACA provides a forum for the discussion and resolution of industry concerns, whether this be inter-agency concerns, client-related issues, or broader legislative initiatives.
  • Media, Advertising and Communication Sector Charter (MAC Charter): Meaningful transformation of our industry starts with an understanding and commitment from within each member agency. Navigating and auditing the formal processes may be fairly challenging for the uninitiated; that’s why the ACA assists members with pursuing achievable and sustainable transformation goals.
  • Facilitation of tenders and pitches: The ACA assists clients and participating agencies in following fair, definitive procedures that are designed to achieve the most productive relationship between the client and appointed agency.
  • New business opportunities: The ACA doesn’t make recommendations on behalf of any member agencies. However, clients looking for a marketing communications partner will be referred to the ACA website. As an ACA agency, with your credentials listed on the ACA website, you’re effectively giving yourself the desired credibility that a potential client can believe and have faith in.

Primary challenges being addressed

  • Access and inclusion for all industry operatives: Changes in our membership proposition to be more inclusive and to eliminate barriers to entry.
  • Perceived unfair labour practices: Regular engagement with the department of labour and other stakeholders.
  • Lack of black female leadership: The establishment and finalisation of the MAC Charter Council.
  • Regular engagement with the GCIS
  • Barriers to access funding from Mict Seta to address skills shortages, specifically in the areas of copywriting and strategy: Regular contact with MICT Seta but as we know, wheels turn slowly.

Council/committee focus areas

Education & Training; Effie Awards SA; Electronics & Producers; External Marketing; Government & Regulatory; Membership; Representation on External Bodies; Self-Regulation; Transformation.

Awards

Effie Awards South Africa

Membership fees

  • EME below R1.25m: R4 000 (excl VAT)
  • EME R1.25m–R2.5m: R8 000 (excl VAT)
  • EME R2.5M–R5m: R16 000 (excl VAT)
  • EME R5m–R10m: R32 000 (excl VAT)
  • QSE between R10m–R20m: R64 000 (excl VAT)
  • QSE between R20m–R30m: R94 000 (excl VAT)
  • QSE between R30m—R50m: R159 936 (excl VAT)
  • Large enterprise > R50m: R200 000 (excl VAT)

Key links

Key contact details

Commercial Producers Association of South Africa (CPA)

Number of members

60

Key objectives

To promote the interests of independent production companies specialising in the production of television commercials for both the domestic and international markets.

Membership benefits

The CPA:

  • Communicates and advises producers on all important issues pertinent to the industry. The CPA provides an advisory service to members.
  • Is a networking platform for those working within the sector.
  • Provides an online resource to members whereby they’re able to access all the CPA’s information, documentation and intellectual property
  • Negotiates standard agreements and contracts with clients and suppliers.
  • Provides a legal framework (the production agreements) through which to operate for both local and international commercials.
  • Negotiates with crew and cast to formulate recommended working guidelines and contracts.
  • Provides legal guidance and advice to members on a range of issues, including labour and tax, VAT, work permits and visas, child labour legislation and permits, health and safety, locations, insurance, copyright
  • Mediates disputes between members, clients and suppliers.
  • Researches the size and scope of the industry, and identifies new trends, opportunities and challenges. An industry-wide survey is conducted every year.
  • Has a seat on the Loeries board and is involved in judging the annual Loerie Craft Awards for film and television.
  • Promotes the recognition of directors and production companies in the creative process involved in producing award-winning commercials.
  • Lobbies government and other interest groups to ensure that legislation is favourable and in the best interests of industry growth and development.
  • Lobbies for a film-friendly and conducive production environment.
  • Is a trouble-shooter which identifies and resolves problems before they impact negatively or become barriers to entry for
  • Professionalises the industry by inculcating a culture of ethics and promoting standards of professionalism and accountability to which members subscribe.
  • Promotes its membership to advertising agencies in SA and also to international agencies and production companies.

Primary challenges being addressed

  • Covid-19:
    • Advising members on latest requirements.
    • Creating a workable production environment by issuing and updating covid protocols.
    • Addressing client concerns and troubleshooting to find the best solutions,
    • Promoting production during these challenging times by putting forward alternatives such as remote streaming, SA directors to direct foreign commercials made in SA, etc
  • Proposed increased labour legislation and regulation in the film and advertising sector:
    • Engaging with other associations to come up with new proposals and alternatives.
    • Involving legal counsel to assist.
    • Engaging with the department of labour to represent the interests of agencies/production companies and other key stakeholders.
  • Copyright Amendment Bill and Performers Protection Amendment Bill:
    • Opposing the passage of these bills which pose a significant danger to all creative industries in SA. We are members of the Copyright Coalition of South Africa.
  • Transformation:
    • Encouraging greater levels of transformation in Cape Town, where the industry is lagging behind.
  • Greening and sustainability:
    • Educating and encouraging the industry to ensure sustainability on all shoots.
  • Agency issues:
    • Promoting independent production companies over the in-house model
    • Advocating for production companies to be paid on time by agencies, to be paid pitching fees where jobs disappear, for the confidentiality of director’s treatments to be respected by agents, for more effective agency planning around the production process, for budgets that fit with the work expected by agencies and clients.
  • Talent negotiations:
    • We’re currently negotiating an update to our standard talent contract and usage tables which we use in the service industry.
  • Access to locations and resources:
    • South African National Parks (SANParks) is a particular problem at the moment as it doesn’t want the film industry to film in its properties.

Council/committee focus areas

Agency Matters, Crew & Talent, Legal & Govt Locations, Transformation, Complaints, PR & Marketing, Admin & Finance.

Awards

None at the moment

Membership fees

R20 000.00 (excl VAT) per annum

Budget

R1m–R5m

Key contact details

Direct Marketing Association of Southern Africa (DMASA)

Number of members

300

Key objectives

DMASA is the pre-eminent direct marketing association in SA for all interactive and direct marketing disciplines, channels, and technologies. The association is a broad-based, well-funded and responsible organisation. Its role is to represent and professionalise business and protect consumers in the interactive and direct marketing industry/sector. Our members adhere to a strong code of practice. We are advocates on key issues affecting direct marketers. We provide knowledge, leading-edge direct marketing intelligence and professional development opportunities. We are also catalysts for networking and business opportunities within the direct marketing community.

Membership benefits

  • News: We keep you updated with what is happening in the industry, nationally and globally, with helpful information about privacy and compliance, events and DMASA activities.
  • Networking: Workshops and events for interaction, sharing ideas and getting into new ventures. Exposure of members on website (profile and link), and advertising at events as sponsors and on newsletters.
  • Code of practice (COP): The purpose of the code is to ensure that communication with potential customers is factual, honest, decent, and informative and doesn’t violate the laws of the direct marketing industry and its acts. The COP maintains standards, legal control and is self-regulatory.
  • Advocacy: As an association, we’ve been able to influence the decision of government when it comes to new acts; this is proven as we were involved in drafting the Protection of Personal Information Act (POPIA). This means you get first-hand communication of what’s happening in industry legislation and have ample time to enable compliance.
  • Data Protection Compliance Programme (DPCP): The DMASA has recognised the need for its members to have access to practical data protection compliance tools. Build your own POPIA Compliance Framework and get access to a growing catalogue of self-help POPIA compliance tools through the DMASA Compliance Portal. To kickstart the process, we will equip you to do the following:
    • An impact assessment questionnaire
    • IO and DIO appointments and registration
    • A two-hour training workshop
  • Do Not Contact/OPT OUT: The DMASA has created a Do Not Contact Me List (DNC) for consumers which aids in reducing the number of unsolicited calls, emails, and SMSes, basically for consumers who don’t want to be contacted for marketing purposes. The register ensures that consumers who are registered are not contacted by DMASA members. Consumers voluntarily register themselves on this list.
  • Complaints: We offer a free complaints service via complaints@dmasa.org / 0861 362 362 option 4. Our complaints department handles 1 200 consumer complaints annually, which we address and report directly to the National Consumer Commission (NCC). DMASA has been appointed as a dispute resolution agent and has a signed Referral Protocol with the NCC.
  • Awards: The Assegai Awards acknowledges and awards those whose direct marketing campaigns deliver exceptional results. The evening provides a platform for shared experiences and is an opportunity to bring your entire team for an evening of business acknowledgment, celebration, and fun! 10% discounts on entry fee for members.
  • Discounts: A 10% discount at all Marketing Mix Conferences
  • DMASA Academy: eStudy Online courses on POPIA. The POPI Act has far-reaching consequences for all organisations that work with the personal information of others, and the impact of non-compliance can be severe. eLearning training provider eSTUDY has partnered with DMASA and Weavind Online, an alternative legal service provider and legal tech company, to bring you a range of short but comprehensive online courses on POPIA which are available on our training academy site.
  • Research and GlobalDMA: DMASA is a member of the GlobalDMA which brings together 46 DMAs around the world to collaborate on statistics and industry surveys in the IDM space. Our members benefit from the interchange of information and ideas.

Primary challenges being addressed

  • Our Financial Services Provider (FSP) Working Group worked with the PSSF on the Reserve Bank issue on prior authorisation of debit orders.
  • POPIA: The behaviour of non-members/ non-compliant companies gives the industry a bad name; the DMASA is on a drive to educate and change this behaviour.
  • Impact of covid on marketing: We’ve sent our surveys in order to understand the impact so we can find ways of assisting the industry to overcome the challenges faced.

Council/committee focus areas

Be a part of the working groups that review current and emerging subjects relevant to their area of focus: Postal, Financial Services, Ethics/Legal/DNC, POPIA, Telemarketing and Database/Audits.

Awards

Assegai Awards: A DMASA Assegai Award is a mark of victory in direct marketing excellence. The awards acknowledges and honours those whose direct marketing campaigns deliver exceptional results. The “assegai” is a symbol that speaks of the ability to aim at and find your target — of “spearing a specific niche”. An Assegai Award doesn’t give honour for extravagant production values, enormous budgets, or big-name companies. Rather, it recognises breakthrough strategy, creative brilliance, and outstanding results in all direct marketing media, from mail and print to digital, from mobile to broadcast.

Membership fees

  • Individuals: R1 178.00 (excl VAT)
  • SMME organisations and charity organisations: R1 260.00 to R10 719.12, depending on staff count
  • Corporates: R18 916.11–R38 892.35 (excl VAT), depending on staff count

Budget

R1m–R10m

Key links

Key contact details

Independent Black Filmmakers Collective (IBFC)

Number of members

30

Key objectives

The IBFC is a membership-based non-profit entity that was established in 2017 as a collaborative business-to-business networking and advocacy group, comprising wholly black-owned, African film and television companies and independent filmmakers. Key objectives are to accelerate transformation and enterprise development, and increase investment, export, trade and job creation to contribute to the national economy while engaging government, business and industry stakeholders in issues such as policy development and strategic growth of the audiovisual industry as “one voice”.

Membership benefits

We provide our members with benefits which include access to:

  • The knowledge/expertise of senior filmmakers.
  • Workshops and networking sessions.
  • Training and development opportunities.
  • Local and international masterclasses, accelerator and incubation programmes, and training videos.
  • Online newsletters/industry information.
  • Employment opportunities.
  • Crew and supplier databases.
  • Information about co-production opportunities.
  • Standard templates — budgets, crew, talent contracts, etc.
  • Discounted rates at selected partner facilities, festivals, and markets.
  • Invitations to premieres of local and international films.

Primary challenges being addressed

Since the advent of covid, many businesses and professionals in the AV industry have lost work; as part our broader mandate, IBFC has been at the forefront of lobbying government and public and private sector to support and invest in the sector as a whole. As an additional imperative, we’ve been addressing the issue of transformation in the sector to readdress historical imbalances through lobbying for policy change while reskilling, upskilling and professionalising our sector across the board.

Council/committee focus areas

Administration & Compliance Committee; Finance & Fundraising Committee; Networking, Lobbying, and Policy Committee; Wellness & Ethics Committee.

Membership fees

Fees range from R250–R500, depending on membership category.

Budget

Under R1m

Key links

Key contact details

Interactive Advertising Bureau South Africa (IAB SA)

Number of members

150 companies

Key objectives

IAB SA empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 150 leading media companies, brands, and the technology firms responsible for enabling excellence in digital marketing and focusing on identifying and targeting audiences, delivering and optimising campaigns to these audiences and the innovation and selling of such activities. The non-profit, non-government, trade group fields critical research on interactive advertising while also educating brands, agencies, publishers and the wider business community on the importance of digital marketing. The IAB Global Network brings together 45 national IABs and three regional IABs to share challenges, develop global solutions and advance the digital advertising industry worldwide. IABs are located in North America, South America, Africa, Asia, Asia Pacific and Europe. Each association is independently owned and operated, functioning under bylaws consonant with local market needs. The main objects of the IAB SA are to represent and address issues of common interest of members and, to successfully pursue its mission and purpose, the IAB SA will have to:

  1. Stay up to date on global digital media and digital marketing trends so as to develop an understanding of how the SA digital industry will change as it matures;
  2. Formulate, implement and continually evolve to educate the SA marketing and advertising community about the benefits of digital marketing and advertising;
  3. Enable the SA digital marketing industry with a single, credible audience and revenue measurement and tracking product to act as a planning tool for advertising and media agencies and as an information source for the marketing community;
  4. Endorse the highest standards in digital marketing within the publishing, development, creative and media planning segments with respect to quality and integrity, credibility and accountability;
  5. Where relevant, develop and promote standards across all aspects of the SA digital media and digital marketing industry; and
  6. Engage positively with all related bodies in order to further the interests of a sustainable digital media and digital marketing industry in SA.

Membership benefits

  1. Provides access to nominate your relevant company experts, leaders and future leaders to participate in different industry-facing committees and councils that create industry standards, guidelines, and best practices in digital marketing.
  2. Networking with 150 leading media and marketing companies which represent our diverse ecosystem and, while covid-19 has removed many opportunities for in-room access, our webinars, virtual round tables and townhalls have rallied our members together more than ever before.
  3. Access to industry research from the IAB and our partners, including the IAB SA/PwC Online Adspend report, the IAB SA Digital Landscape Survey, the IAB SA Digital Skills Gap review, and the IAB SA /Narrative monthly reports and consumer surveys.
  4. Opportunities to showcase your own research, insights, and technology to the membership through webinars, town halls, thought leadership forums, and on our IAB SA website knowledge centre.
  5. Access to professional development courses and discounts on IAB courses and certifications
  6. Listing within our member directory and access to publish your digital media and marketing thought leadership on our IAB SA member news page
  7. Discounts on event attendance and event sponsorship, including five free tickets to each IAB SA Insight webinar (Feb–Nov) and discounts on IAB SA Bookmarks award entry fees.
  8. Exclusive member-only event invitations to networking receptions and industry leader conferences, including our IAB SA Trusted Brand Round Table sessions.
  9. Speaking opportunities at IAB events.
  10. Protection for your business interests by helping steer IAB public policy efforts that fight against adverse regulation and legislation.
  11. First access to new measurement initiatives, ad units, technologies, and what competitors and the industry are thinking.

Primary challenges being addressed

  1. Transformation and education: We address this challenge through multiple pillars by creating access and value through our IAB Learning, IAB Insights, IAB Front Row, IAB Youth Action Council, IAB Transformation Council, IAB Digital Skills Gap Survey platforms and projects as examples.
  2. Building brands digitally: We work together with our members and the industry to lead brands to embrace the new digital media mix by making it easier to buy, sell, create, deploy, and measure engaging digital advertising. Our Bookmark Awards Programme, IAB Brand Council Round Tables, IAB SA committee definitions, IAB Insight series, IAB Insights in Action webinar series, white papers and councils are examples of how we endeavour to deliver on this space.
  3. Putting users first: We guide standards that provide choice for marketers, content providers, and consumers, optimise user experiences and deliver on key consumer needs such as privacy within the media and marketing landscape. Our Practical Guide to Privacy in Digital Advertising in South Africa; IAB SA Digital Content Marketing Definition, IAB SA Digital Influencer Marketing Definition, and IAB SA Viewability White paper are examples of projects in this space.
  4. Make measurement make sense: We endeavour to create a consistent approach to measuring and assessing digital media, empowering marketers to create powerful cross-screen branding campaigns based on educated decisions and accountable investments. Examples include our IAB SA PwC Online advertising revenue report, our IAB SA Annual Digital Landscape Report, our monthly online audience reports, Bookmark Awards, and IAB Tech Lab projects (Project Rearc regarding digital ID as example). The IAB SA Online Audience Measurement partnership, IAB SA and Telmar partnership, and IAB SA Future of Measurement Committee and survey are also examples of the work in this space.
  5. Publisher transformation: To ensure the value of publishers’ audiences is realised, and diversified revenue streams are commonplace. Examples of our projects and programmes in this space are the IAB SA Online Audience News Consumption and Behaviour Report; IAB SA / Narratiive monthly report regarding top online publisher sites and apps in SA; IAB SA Let’s Talk Digital Unlocking the Value of Online Publishers series; IAB SA Online Publisher Revenue; Optimisation Committee; and The Bookmark Awards Publisher Category.
  6. Trustworthy digital supply chain: To provide a transparent, liquid and safe marketplace for digital advertising and marketing transactions. Ongoing projects in this space include our council and committee workshops, the IAB Transparency and Consent project, IAB brand safety white paper and ad experience webinar, and IAB Tech Lab products and projects.

Council/committee focus areas

The IAB helps drive the interactive advertising and marketing industry forward through the efforts of 13 committees and councils in various industry segments, tapping into the brightest minds in the industry. These groups work together to develop solutions that improve the ecosystem for everyone. Committees are formed around interest in a particular platform or technology, and include members. Councils with roles across the ecosystem are formed around a functionality, and members involved have that function in their primary role. Committee and council participation is open to any eligible staff at an IAB member company. View all member councils and committees.

Awards

The Bookmark Awards

Membership fees

  • Publishers: R6 620 to R27 950, depending on audience size
  • Agency or brand: R6 620 to R26 800, depending on staff count
  • Educational body: R15 350 to R18 050
  • Specialist member: R6 620 to R23 750, depending on staff count
  • More info

Key links

Key contact details

South African Association of Stills Producers (SAASP)

Number of members

19 production companies

Key objectives

SAASP is a registered non-profit company and the professional trade organisation for stills service producers. We have committed ourselves to promoting the best standards, practices and qualifying criteria based on international norms. We hold this up as an example of best practice management for stills production companies throughout SA. Through this process, we aim to ensure that the members of SAASP are operating optimally, and are therefore providing the best possible partnership for our clients. We believe that this will ensure the long-term growth of our sector.

Membership benefits

SAASP has a host of member benefits, the most important of which are lobbying and communication. As with most similar organisations, our benefits range from providing online resources in our members area to advising members on various pertinent matters, including working conditions, covid regulations, locations updates, transformation etc. The association is a founding member of Film Industry Visa Assistance (FIVA) and actively involved in ensuring optimal filming conditions for our members and the industry as a  hole.

Primary challenges being addressed

Naturally, covid 19 is top of mind for all service production companies and currently the most significant stumbling block for growth. SAASP has partnered with the City of Cape Town in ensuring the message gets to our international clients that we’re open for business.

Membership fees

R10 000 per year

Budget

Under R1m

Key contact details

South African Screen Federation (SASFED)

Number of members

Nine member organisations: Sisters Working In Film and Television (SWIFT); Writers Guild of South Africa (WGSA); South African Guild of Actors (SAGA); South African Guild of Editors (SAGE); Personal Managers Association (PMA); Animation South Africa (ASA); Independent Black Filmmakers Collective (IBFC); Documentary Filmmakers Association (DFA); and Independent Producers Association (IPO).

Key objectives

SASFED is the national federation of independent film, television and audio-visual industry organisations in SA. Founded in 2006 in response to government’s call for the independent screen industry to speak with a united voice, we represent many professionals and companies that are operating in an increasingly diverse and growing sector. We’re driven and rooted in an appreciation of the specific interests, concerns and programmes of each of our members to:

  • Empower, unify and strengthen the SA screen industry.
  • Protect the rights of the SA screen industry and all that work in it through self-regulation.
  • Lobby government wherever necessary to change legislation, regulations and policies to advance the SA screen industry and ensure its growth and development.
  • Promote gender equality throughout the SA screen industry value chain.
  • Transform the screen industry by opposing all forms of discrimination and oppression, recognising that — to thoroughly fulfil its economic, social and cultural potential — it has to overcome the racial inequalities created under
  • Encourage all members to adopt policies and implement programmes ensuring deliberate access by historically disadvantaged South Africans at all levels of their organisations and industry sectors.

Membership benefits

As primarily volunteer sector organisations, we provide the following benefits to members:

  • Contribute, meaningfully, to effective public policy development and the setting of sector regulations and standards and we create opportunities to better understand these issues affecting our sector.
  • Create professional development and training opportunities.
  • Facilitate the sharing of global and sector best practice and insights.
  • We also assist our members in better understanding the diverse views held on important issues affecting our sector.
  • We provide the opportunity to exchange views and experiences with other members, including those who may hold views different to ours.

Primary challenges being addressed

There are many challenges which we are addressing in the audiovisual and interactive media (AV&IM) masterplan. Summary of urgent priorities:

  • Certainty around copyright legislation
  • Resolve SASB, PFMA and PPPFA obstacles
  • Resolve department of trade and industry crisis — policy certainty and administrative reliability, pay outstanding claims
  • Introduce pandemic cover
  • Market SA as a safe filming destination
  • Sort out SARS issues, ie Action 120, tax rebates, tax free elements, etc
  • Educate government regarding the value of the sector to secure whole government (aligned) support.
  • This is addressed by obtaining legal opinion/assistance in the interpretation of legislation, policy and regulations relating to the screen sector and ongoing lobbying of the government.
  • Intellectual property (primarily copyright and any legislation and/ or regulations affecting content, such as fair use/fair dealing
  • Collective bargaining: the status of the freelancer (employee vs independent contractor) and the rights and protections and benefits vs lack thereof
  • Decent and sustainable work
  • Funding criteria and funding budgets
  • Rebates and incentives
  • Digital migration local content quotas
  • Sector goals: AV and interactive media

The aim of the masterplan is to create an AV&IM sector that:

  1. Is recognised and supported by government for its unique ability rapidly to stimulate economic activity, inject spend throughout multiple sectors, attract significant foreign direct investment and create many thousands of decent jobs, from highly skilled cast and crew through to new unskilled entrants who can create viable lifelong careers in the industry, and for its ability to address the country’s youth unemployment crisis with the bulk of the workforce being under the age of 35.
  2. Contributes to the economic growth rate: Has quick post-covid recovery in 2021/2 and sustained growth of 5% per annum thereafter;
  3. Promotes exports: Is a sector with growing local audience demand and increasing exports to international markets by 50% over the next decade;
  4. Includes a diverse, well-skilled and transformed workforce able to deliver range of content with sustainable careers and able to remain competitive in the fourth industrial revolution (4IR);
  5. Is a well-resourced sector able to attract private investment through policies that improve the ease of doing business and support SMMEs;
  6. Is a strongly branded, uniquely SA sector that is developing and exploiting its own IP, as well as servicing international productions and co-productions;
  7. Promotes local content production and consumption and puts SA content on the global map;
  8. Incentivises and finances genres that offer potential for sustained job creation;
  9. Has an enabling, agile and a transparent legislative, regulatory and policy framework to facilitate growth;
  10. Is growing and is resilient to disruption;
  11. Is transformed and the status and progress is monitored, evaluated and measured;
  12. Innovates and delivers market returns;
  13. Enhances the public good and contributes economically and to job creation; and
  14. Has a sector-wide commitment to a shared vision of the future.

Council/committee focus areas

In general, actions that ensure we meet the above objectives (ie SASFED strategy and business, joint positions on industry matters, lobbying submissions, etc).

Membership fees

R3 000 annually

Key contact details

South African Sponsorship Association (SASA)

Number of members

13

Key objectives

SASA aims to inspire, educate and raise standards within the sponsorship industry; to lead the industry through activities relating to policy, governance and corporate responsibility; to provide information and networking; and to protect industry-related businesses/entities against unregulated and unethical activity.

Membership benefits

Being a member means you’re part of an active sponsorship community and share our goal of raising standards and building professionalism within the industry — being the “Best in Class”.

  • Latest SASA and industry news
  • 25% off Red & Yellow Sponsorship course
  • 25% off European Sponsorship Association Diploma
  • Opportunity to share news/work/case studies on SASA platforms (including the SASA Excellence Awards) and networking opportunities with other people involved in the sponsorship industry through regular events and sharing the contact details of our members
  • Exclusive access to specialist sponsorship information, case studies, research and evaluation
  • Ability to advertise and or view work-related opportunities
  • Listed in and have access to SASA’s member directory
  • Listed on the SASA website (your logo)
  • Use of SASA marks/logos
  • 1 x free entry into the annual SASA Awards

Primary challenges being addressed

  1. Lack of specialist sponsorship expertise.
  2. Lack of talent coming through

We’re introducing accredited educational initiatives for various levels to increase skills and expertise. The board is working together with key industry stakeholders to provide and promote available learnerships and internship opportunities available across the industry. We’re also working on various awareness campaigns highlighting industry work, as well as working with educational institutions to shine the light on the sponsorship industry as a potential career option.

Council/committee focus areas

  • Drive membership
  • Provide more accredited, sponsorship-specific and-related education for our industry
  • Increasing awareness around the association, its objectives and the benefits
  • Increase engagement initiatives among members and non-members within the industry

Awards

South African Sponsorship Excellence Awards (in progress)

Membership fees

R15 000

Budget

Under R1m

Key links

Key contact details

The Marketing Association of South Africa (MASA)

Key objectives

MASA exists to elevate the professionalism of marketing, and represent and protect the business interests of marketers.

Membership benefits

Get plugged into the business of marketing and industry developments and thought leadership affecting marketers. Benefit from and contribute to the governance and sustainability of marketers’ self-regulation, industry consumer research, and professional and ethical conduct capabilities. Stay on top of and influence policy and legislative developments affecting marketers. Mix and network with the best in the business: Become part of the community of marketing professionals. Become part of a shared view of marketers’ understanding of their role in respect of business and commerce, humanity, and the environment. Join industry leaders in raising the credibility of marketing as a profession and the Professional Marketing Designations as the certification of fitness to practice. Get access for your people to best practice CPD, and exclusive events, masterclasses and think tanks. Enjoy formalised connection to academic/educational institutions and their students, creating a ‘fit for purpose’ pipeline of marketing talent. Contribute to leading and influencing marketing transformation. Help facilitate the recognition of professional marketing  achievement.

Primary challenges being addressed

Broader industry funding and sustainability is the biggest issue for industry associations and bodies. MASA is currently leading an industry-wide initiative to see how we can surmount this problem for the benefit of all our constituencies.

Council/committee focus areas

MASA has three board seats on the Marketing Research Foundation, two on the Advertising Regulatory Board (plus more seats on their various committees), and two on the Audit Bureau of Circulation. We are also active participants on many other industrywide platforms, representing the interests of client-side marketers.

Awards

We partner with sister industry bodies and other organisations for purposes of recognition of excellence across the broad marketing landscape.

Membership fees

  • Individual: R2 000 (excl VAT) per annum.
  • Corporate: dependent on the size of the team, the brand and its goals
  • More info

Key links

Key contact details

 

Herman MansonHerman Manson is the founder and editor of MarkLives.com. He is also the founder of Ramify.biz and the co-founder of RetailingAfrica.com.

 

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Directory of independent creative agencies in South Africa 2021

By Herman Manson. We’ve created a table of independent creative agencies in South Africa, first published in the MarkLives weekly newsletter of 9 September 2021. The information has been sourced directly from agencies and holding companies through a survey run via MarkLives.com, and participation is voluntary. We haven’t audited the figures supplied by agencies; we publish the information provided in good faith.

Agencies listed in the ranking are included based upon publicly available revenue bands, not billings, for the 2020/21 financial year (April 2020–March 2021). Billings is the amount of client money that flows through an agency; what you can touch but you can’t keep equals billings (eg media spend). Revenue is the money agencies get to keep and this is the number we’re looking for.

If a notable independent agency is missing from this table, it’s because it’s chosen not to provide us with the data required for inclusion in this survey. King James Group is excluded from this survey since it announced its acquisition by Accenture last week, even as competition commission approval for the deal is awaited.

You may also  go to our Ramify.biz directory, select “Independent” under “Ownership” and then click on the red “Refine Results” button at the bottom.

Revenue R200m and up (2021)

Agency name

Specialities

Key clients

2021 revenue

Staff count

BEE level
99c
andrew@99c.co.za
99c.co.za		 99c is a results-driven, full-service communications group, focused on doing work that grows brands and the businesses those brands belong to. Shoprite, Checkers, Spur Steak Ranches, Panarrottis, John Dory’s Fish & Grill, Shoprite Africa, Ackermans, Puma, Kuda, Bryte Insurance, Digicape, Pepco, Best&Less, House & Home, OK Furniture, Vinimark, Mastercare, nu-in, Ikeja R250–R350m 380
Incubeta
incubeta.com		 Incubeta is a digital marketing services company, focused on growth. It has a team of 450+ creators, thinkers, makers and doers, working across 18 offices globally and unlocking business value for an enterprise book of clients, including Google, Hyundai, Netflix, HBO, and L’Oréal. The Incubeta team combines capabilities across the full spectrum of digital disciplines to deliver growth at every brand touchpoint, from awareness to fulfilment. Intl: Club Med, Disney, Google, HBO, L’Oreal, Marks & Spencer, Netflix, Zalando

SA: Cape Union Mart, Clicks, Gumtree, Hyundai, Old Mutual, Sanlam, Shoprite

 Global: €140–160m

SA: R250m–R300m

  473
Joe Public United
info@joepublic.co.za
joepublicunited.co.za		 Founded in 1998 and growing into Joe Public United in 2007, JPU is one of the MEA region’s leading integrated brand and communications groups. The group is 60% black-owned, making it the largest majority black-owned independent agency in the country — and a purpose-driven agency that exists to be the fertile soil which grows their people, clients and the country. Top 5: Cell C, Chicken Licken, Nedbank, South African Breweries, Clover, South African Tourism R200m–R250m 280

Revenue R100m–R200m (2021)

Agency name

Specialities

Key clients

2021 revenue

Staff count

BEE level
Avatar Agency Group
info@avataragency.co.za
avataragency.co.za		 Avatar Agency Group is an award-winning agency founded by Africans for Africans. Avatar is owned by M&N Brands, co-founded by Zibusiso Mkhwanazi (who owns a 65% stake in the business) and creative veteran Veli Ngubane (who owns 35%). The group boasts expertise across its independent agencies, including Avatar Johannesburg, Avatar Cape Town, Avatar DBN, Fresh AF, Avatar PR, Resilience (a B2B growth practice) and Avatar Media Agency. TECNO, KFC, Old Mutual, Telkom, Edgars R100m–R120m 100+
ProActive Activation Agency
proactiveagency.co.za		 A division of Provantage Media Group, ProActive was established in 2008 and is one of SA’s largest activation agencies. We specialise in brand activations, bringing creative and strategic concepts to life through consumer experiences in a diverse range of environments. ProActive operates in 18 African countries and is a black-owned Level 1 BBBEE company. MTN, Clover, Standard Bank, Pepsico, GSK R100m–R125m 105
Tradeway
michelle@tradeway.co.za
tradeway.co.za		 We are a technology and data-driven consumer connection agency solving unique business challenges. Insights drive our strategies, and creativity connects your brand to its audience. We work in trade to ensure your customers act and transact so that we may deliver measurable results in any channel, anywhere, anytime. Huawei, Shoprite Checkers, South African Breweries, Tiger Brands, MTN R100m–R125m 76

Revenue R50m–R100m (2021)

Agency name

Specialities

Key clients

2021 revenue

Staff count

BEE level
Clockwork
caroline.hillary@clockmedia.co.za
clockworkmedia.co.za		 Independent, forward-thinking and dogma-free, Clockwork is a full-service agency for an ever-changing world. Netflix, Microsoft Xbox, BASF, LG, Acer Africa, Avroy Schlain R80m–R100m 135
Demographica
info@demographica.co.za
demographica.co.za		 We help large B2B clients grow their revenue by transforming how they engage buyers, grow customers, and enable their marketing and sales teams. Macsteel, Capitec, South African National Blood Services, Momentum, Vodacom, Telkom, Engen, South African Tourism, Old Mutual, Nedbank R80m–R100m 60
DNA Brand Architects
sylvester@dnabrand.co.za
www.dnabrand.co.za		 Large PR Agency of the Year 2021, Kantar #1 Best Ad 2020, ICCO World’s Best PR Campaign 2019, PRISM Campaign of the Year 2019… We are an award-winning agency that makes wow stuff happen for brands with an unstoppable hunger for greatness. FNB, Barloworld, Telkom, Viacom, Tiger Brands, Apple Music, Bathu, Pernod Ricard R80m–R100m 40
Duke Group
wayne@duke.co.za
duke.co.za		 Duke Group is a full-service communications company comprising seven independent, award-winning agencies: Duke, Positive Dialogue, Mark1, Champ, Duchess, Nude and Fame. Formed in 2019, Duke is a Level 1 BBBEE contributor that employs seasoned industry professionals to provide tailor-made communications solutions for positive outcomes and powerful results. Wonga, RisCura, Citadel, Pioneer Foods, Bevco, WebAfrica, Satrix R50m–R60m 80+
Eclipse Communications
cheryl@eclipsecomms.com
eclipsecomms.com		 Eclipse Communications is an adaptive and agile full-service communications agency with a strong track record and wealth of experience across arts and entertainment, consumer and lifestyle, and corporate clients. We are one of SA’s fastest growing, independent communications agencies, acknowledged as Public Relations Agency of the Year at the FM AdFocus Awards 2020. Netflix South Africa, Pfizer South Africa, Country Road, Woolworths, Edward Snell, Enel Green Power SA, EIE Group, DiDi, McCain South Africa R60m–R70m 85
Hamiltons in Creative
info@hamiltonsadvertising.com
hamiltonsadvertising.com		 We are a marketing and advertising company. Food Lover’s Market, FreshStop, @home (digital), Fair Cape (digital) R80m–R100m 40
Hoorah
shaune@hoorahdigital.com
hoorahdigital.com		 We digitally transform brands in an ever-changing world. We do this by applying creativity alongside innovative tech and data-led ideas. The result for brands is growth, sales and future certainty. Creative meet data! In an increasingly connected world that’s constantly evolving, people don’t just want personalised experiences — they expect them. Discovery, Nestlé, Avon, Sanofi, Red Bull, MiWay, Bains Whiskey, Africa Data Centre, Old Mutual, Hi-Tech, ToysRUs, GIBS, Pilot Crushtech R45m–R55m 65
The Odd Number
info@theoddnumber.co.za
www.theoddnumber.co.za		 The Odd Number is the foremost award-winning 100% black-owned advertising agency in SA adland. MultiChoice, Game, Assupol, Diageo, Newzroom Afrika R50m–R60m 45

Revenue R30m–R50m (2021)

Agency name

Specialities

Key clients

2021 revenue

Staff count

BEE level
Conversation Lab
uyanda.manana@conversationlab.com
conversationlab.com		 We are a born-digital, black-owned and -run agency with a footprint in SA and UK. We put results and ROI at the heart of everything we do. We are purpose-driven, wanting the best for our staff, our clients and our clients’ customers, and align with businesses which have a similar ethos. Unilever (13 brands), ADvTECH Group (7 brands), Godrej (3 brands), LIVEKINDLY Collective (2 brands) R30m–R40m 45
Mortimer Harvey
dave@mortimerharvey.com
mortimerharvey.com		 Mortimer Harvey has been building brands, solving problems and making magic happen for the past 28 years. We’re a 100% fiercely independent, digitally integrated, results-driven, multichannel advertising agency in the heart of Johannesburg, focused on creating work that really achieves results. Old Mutual, Fidelity ADT, Pure Wild Fund, HeadsUp Entertainment Inc, Spinola Software Solutions R45m 32
Promise
hello@promisegroup.co.za
www.promisegroup.co.za		 Promise is an owner-managed, empowered and independent full-service agency based in Johannesburg, South Africa. South African Breweries (SAB), RMB, AfriSam, PPS, JTI R45m–R50m 61
Rapt Creative
garreth@raptcreative.com
raptcreative.com		 Rapt is a strategic, innovative and executional through-the-line agency specialising in concept development, digital, POS, live event production and activation. We combine strong strategy and creative to be TTL experiential. Heineken R30m 30
Rogerwilco
charlie@rogerwilco.co.za
rogerwilco.co.za		 Rogerwilco is a multi-award-winning digital agency that helps companies build brands and sell products / services / messages by explaining why they matter. Nestlé, Sanlam, iWyze, JSE, First Rand Group, The Crazy Store, Syngenta, V&A Waterfront, University of Cape Town, University of Stellenbosch, United Nations, World Economic Forum R40m 62
Sunshinegun
katinka@sunshinegun.co.za
sunshinegun.co.za		 Sunshinegun is a strategic brand consultancy with offices in sunny South Africa and not-so-sunny London. We believe in creating beautiful solutions for brands with soul, so they can be loved. Nando’s, AB Inbev, Nedbank R35m–R45m 30
Two Tone Global
carlo@twotone.co.za
twotone.co.za		 Two Tone Global is a 20-year-old, 100% black-owned, award-winning multimedia creative agency. That TwoTone has remained independent is no surprise, given the importance that founder and CEO Carlo Murison attaches to freedom. Nestlé, Diageo, Limpopo Tourism, Ghana Oil R30m–R50m 29

Revenue R10m–R30m (2021)

Agency name

Specialities

Key clients

2021 revenue

Staff count

BEE level
3Verse
andrew@3verse.co.za
3verse.co.za		 3Verse is an independent, full-service creative agency. We partner with leading media, activation, PR and CRM agencies to recruit the next generations of consumers to your brand. 98.7% management-owned. Diageo South Africa, Telesure Investment Holdings R10m–R20m 22
Boomtown
info@boomtown.co.za
boomtown.agency		 We are an independent strategic brand agency that specialises in creative brand design, integrated communications and digital marketing. Seeing possibilities is part of our culture. We believe that everyone can look but not everyone can see. It’s why we use on-the-ground market immersion and create culturally relevant, creative solutions to connect brands with hearts. Nestlé, Nescafé Ricoffy, Easigas, Lafarge, Hogan Lovells, Woodlands Dairy (First Choice), Stellenbosch University, Sovereign Foods, Cennergi, Coega Development Corporation R20m–R30m 55
Duma Collective
dumacollective.com		 A creative communications agency that uses brand strategy, PR, talent management, social media management and amplification, and events to communicate brand messages to our consumers. MultiChoice Group, Chivas, Amstel, Samsung R15m–R25m 36
Ebony+Ivory
info@ebonyivory.co.za
ebonyivory.co.za		 Brands beyond brief — agile and independent intelligence, design and media agency — Ebony+Ivory goes beyond building brands to building the people who build those brands while building industry, country and continent. We hold ourselves accountable to serve your ROI. Brand SA, Sasria, Wits, Wits Business School, Sephaku, JSE, Gina@Work R15m-R20m 18 (plus 17 part-time)
GGISA
jennifer@ggisa.com
ggisa.com		 Established reputation management, PR and communications agency with experience across corporate, consumer, B2B and social media across financial services, healthcare, travel and tourism, construction and allied, professional services, automotive and tech sectors. Dis-Chem, Makole, Busamed, MAS Real Estate, Kapsch, WeBuyCars, Tetra Pak, UBS, GIB Group R10m 12
Goodbye Boring
gary@goodbyeboring.co.za
goodbyeboring.co.za		 An unconventional agency that plays in the digital world and in real life, with offices in Joburg and Gqeberha and a mobile network of creatives. Junior Colleges, Martins Academy, SOGA R4m 9
Halo
dean@brandhalo.co.za
brandhalo.co.za		 Halo is a proudly small, independent creative and design agency for brands which want challenger thinking. Pam Golding Properties, Yoco, Exclusive Books, Capital Hotel Group, Naked Insurance R20m 12
Harambee Communications
info@harambeecomm.co.za
harambeecomm.co.za		 At Harambee Communications, we play on each other’s strengths and complement our clients’ willingness to venture into the new and unknown. Standard Bank, MultiChoice, Puma Energy R10m–R20m 7
Hoola
danie@hoola.agency
hoola.agency		 Hoola is a strategic brand, advertising and design agency with offices in Cape Town, Durban and Gqeberha. We specialise in the development of tailored marketing solutions by offering strategic planning, creative design, management andimplementation of communication and marketing across a broad range of industries. Tekkie Town, First Choice, KFC, Trumps, Nulaid R20m–R30m 33
Ideas Wise and Wonderful (IWW)
theben@iww.co.za
iww.co.za		 The business started in print and traditional, and has organically grown into digital offerings, recently taking on a strong digital capacity, particularly in performance media. We feel we are now integrated and through-the-line. Gautrain, Tecmed, Brand South Africa, Broadband Infraco, Landbank, Bombela, AgriSETA, BRICS Business Council, Rand Water, Hydraform R12m–R16m 15
Mark1
info@mark1.co.za
mark1.co.za		 Mark1 is a media agency with over 12 years’ experience that is part of Duke Group. By integrating the disciplines of data-led media, real-time analytics, and creative storytelling into a unified service we are able to create work that reaches the right people, at the right time and in the right ways. Food Lover’s Market, FreshStop, Mazda, Pepsi, Webafrica, Satrix, Vital, Allergan / AbbVie R18m–R22m 31
MediaH
tapeloz@555mediah.com
555mediahub.com		 Full-service media agency with four years’ experience. Samsung, Subaru, WeThinkCode, MTN R15m 12
Retroviral
pippa@retroviral.co.za (MD)
retroviral.co.za		 From Nando’s and Douwe Egberts to RocoMamas #ElectionBurger and, most recently, #MyKreepyTeacher and #MyBodyStandUp, these are examples of our unique breed of creative thinking and execution that encourages people to talk about, share, and ultimately buy the brands we represent. Retroviral is built on the four key pillars of strategy: content creation, content dissemination (paid, earned, shared, owned media) and reporting / analytical insight (distilling big data). Premier FMCG (Lil-lets, Iwisa No.1), Gumtree, Russell Hobbs, Liberty, Profmed R10m–R20m 15
The Friday Street Club
emma@thefridaystreetclub.co.za
thefridaystreetclub.co.za		 The Friday Street Club is a young, independent PR, digital and communications company, based in Cape Town. We were awarded Best Small PR Consultancy in South Africa at the PRISM Awards two years running, in 2020 and 2021. SAB Foundation, Wonga, Remy Martin, Cointreau, Pura Soda, SkinMiles, Amarula, Clicks, V&A Waterfront, University of Cape Town R8m–R10m 10

Revenue under R10m (2021)

Agency name

Specialities

Key clients

2021 revenue

Staff count

BEE level
Fresh AF
ally@freshaf.co.za
freshaf.co.za		 Fresh AF is a youth specialist marketing digital agency. We offer brands insights-driven, full-service marketing campaigns, from concept creation through to content marketing and everything in-between. We engage with over 100 000 young people monthly through our own platforms from which we derive the latest trends and insights. Budweiser, Smirnoff, Steers, DStv R3m-R5m 8
Idea Foundry
jacques@ideafoundry.co.za
ideafoundry.co.za		 A niche brand and marketing consultancy with a vision of engineering brands that disrupt markets through marketing anchored in robust insight, sound strategic thinking and creative expression. FBNQuest (Nigeria) R1.5m 5
Infestation
ferdi@infestation.co.za
infestation.co.za		 As a specialist brand agency, we make it our business to understand and make sense of the complicated context in which our clients operate before distilling our learnings into clear, simple brand outcomes that ignite and grow the brands in our care. 361 Degrees Global, STBB Attorneys, IBTC, NOSA (SafetySA), V&A Waterfront, CURRO, Vodacom R6m-R8m 12
June 15
mxolisi@june15.co.za
june15.co.za		 We are truly South African. A strategy-driven creative and communications agency since 2009, we work with big and small clients, both in private and public sector. We are comfortable in Alex, just like we are in Sandton and Rondebosch… angeke usi-confirm. Try us, let’s chat… Motus, Bushveld Mining Under R5m 5
One Custom
paul@onecustom.co.za
onecustom.co.za		 One Custom is a customer experience and marketing intelligence consultancy. We create and foster long-term, predictable and profitable relationships with our clients’ best customers. Data, digital and CRM is at our core and supports our mission: to help businesses be more connected to their customers. Fortress Real Estate Investments, Cricket SA, Entelect, South African College of Applied Psychology R5m 5
Orange Ink
lara@orangeink.co.za
orangeink.co.za		 Orange Ink is a full-service PR and communications agency. Our team members are client-management talent specialists, with a depth of knowledge and experience within the PR, communications, digital, and marketing sectors. KFC, 1Life, Interwaste, Imperial, Swissport, WASPA, Liberty 2 Degrees R4.9m 7
Pekuzi Projects
vinolia@pekuziprojects.africa
pekuziprojects.africa		 Pekuzi Projects is an African communications consultancy with a comprehensive approach to establish, build and maintain brand reputation. We use data to add context to every trend, conversation and behavioural shift to increase relevancy for brands. We operate in public relations, digital marketing and reputation management. Momentum Consult R1m 6
So Interactive
darren@sointeractive.co.za
sointeractive.co.za		 We’re an award-winning creative digital agency that that builds experiences using a social-first approach. We use the power of social media and technology to build brand value. We combine strategy, creative, content, paid media, community management and influencer marketing to deliver experiences that connect your brand to people. AIG, Logitech, Intercare, Ocean Basket, Reeflords Under R10m 11
The Good Guys Creative Agency
lesedi@thegoodguyscreativeagency.com		 We are a creative agency that offers creative, strategic, media buying and production solutions for our clients and their varying audiences. We specialise in digital / social media, brand strategies, project management, creative and media-buying across various platform. Old Buck Gin, MultiChoice, Chivas, Black Bottle, Flora R2m+ 8
Visual Aspiration
lebo@visualaspiration.co.za
visualaspiration.co.za		 We turn ideas into communication. Sakhumzi Restaurant, Makola Inc, Safana Panelbeaters R1m–R5m 5

Last updated on 7 February 2022, at 11.28am on 27 September 2021, and 9.24am and 9.53am on 20 September 2021.

 

Herman MansonHerman Manson is the founder and editor of MarkLives.com. He is also the founder of Ramify.biz and the co-founder of RetailingAfrica.com.

 

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Salary Survey 2021: Who earns what in adland & marketing in South Africa

By MarkLives. Recruitment agency, Ad Talent Africa, has released its 2021 salary survey for the communications industry. This annual survey is not intended to be prescriptive but is a report on what this specific recruiter has experienced over the course of the last year.

The sample size for 2020 was much smaller than in previous years because of the sudden and dramatic effect that covid-19 has had on the job market. Ad Talent also told MarkLives that it hadn’t seen any significant changes from 2019 to last year, with salaries having been more or less static. The “events” category has also been excluded for the first time since the survey began as there’s been no demand for these positions.

The salary survey has been compiled using:

  • figures of actual placements made by Ad Talent
  • figures from monthly salary information obtained from all candidates interviewed by Ad Talent from January 2020 to December 2021
  • figures from monthly salary information obtained from candidates who have submitted their CVs to Ad Talent
  • monthly cost to company (CTC) figures, and
  • the average monthly salaries per sector.

The survey notes that salaries vary significantly, depending on many factors, including size of the company, desirability to work for a particular company, and status. Salaries for media-sales roles vary significantly, depending on the commission structure/incentives. Years of experience references time spent in that particular position and NOT total working experience. This survey is not intended to be prescriptive but a report on what Ad Talent, not the entire industry, has experienced in the past 12 months. MarkLives republishes it with permission.

Advertising agencies

0–2yr (light)

2–5yr (medium)

5–9yr (heavyweight)

Managing director
Joburg R90 000–R100 000 R100 000–R150 000 R150 000+
Cape Town R75 000–R90 000 R90 000–R130 000 R130 000+

Deputy MD
Joburg R85 000–R94 000 R94 000–R100 000 R100 000+
Cape Town R75 000–R84 000 R84 000–R93 000 R93 000+

Client service/business unit director
Joburg R56 000–R60 000 R60 000–R66 000 R66 000+
Cape Town R48 000–R55 000 R55 000–R60 000 R60 000+

Group account director
Joburg R49 000–R54 000 R54 000–R60 000 R60 000+
Cape Town R45 000–R50 000 R50 000–R55 000 R55 000+

Account director
Joburg R36 000–R41 000 R41 000–R50 000 N/A
Cape Town R35 000–R40 000 R40 000–R46 000 N/A

Account manager
Joburg R24 000–R27 000 R27 000–R36 000 N/A
Cape Town R18 000–R20 000 R20 000–R30 000 N/A

Account executive
Joburg R15 000–R18 000 R18 000–R21 000 N/A
Cape Town R12 000–R15 000 R15 000–R17 000 N/A

Project manager
Joburg R27 000–R40 000 R40 000–R45 000 R45 000+
Cape Town R23 000–R30 000 R30 000–R40 000 R40 000+

Operations
Joburg R49 000–R60 000 R60 000–R80 000 R80 000+
Cape Town R45 000–R57 000 R57 000–R70 000 R70 000+

Production
Joburg R14 000–R22 000 R22 000–R40 000 R40 000+
Cape Town R12 000–R20 000 R20 000–R35 000 R35 000+

Traffic
Joburg R15 000–R20 000 R20 000–R37 000 R37 000+
Cape Town R15 000–R17 000 R17 000–R35 000 R35 000+

Strategic planning director
Joburg R63 000–R70 000 R70 000–R89 000 R89 000+
Cape Town R55 000–R68 000 R68 000–R85 000 R85 000+

Strategic planner
Joburg R18 000–R30 000 R30 000–R47 000 R47 000+
Cape Town R15 000–R25 000 R25 000–R40 000 R40 000+

Digital

Strategist
Joburg R20 000–R34 000 R34 000–R50 000 R50 000+
Cape Town R20 000–R30 000 R30 000–R50 000 R50 000+

Project manager
Joburg R27 000–R35 000 R35 000–R48 000 R48 000+
Cape Town R25 000–R30 000 R30 000–R42 000 R42 000+

Social media manager
Joburg R22 000–R30 000 R30 000–R45 000 R45 000+
Cape Town R17 000–R20 000 R20 000–R30 000 R30 000+

Social media and analytics specialist
Joburg R24 000–R33 000 R33 000–R50 000 R50 000+
Cape Town R19 000–R28 000 R28 000–R42 000 R42 000+

Social media community manager
Joburg R15 000–R22 000 R22 000–R38 000 N/A
Cape Town R15 000–R18 000 R18 000–R30 000 N/A

Content manager
Joburg R18 000–R25 000 R25 000–R38 000 R38 000+
Cape Town R13 000–R18 000 R18 000–R30 000 R30 000+

Account executive
Joburg R17 000–R20 000 R20 000–R23 000 N/A
Cape Town R13 000–R18 000 R18 000–R20 000 N/A

Account manager
Joburg R26 500–R30 000 R30 000–R40 000 N/A
Cape Town R19 000–R25 000 R25 000–R35 000 N/A

Account director
Joburg R40 000–R45 000 R45 000–R50 000 N/A
Cape Town R35 000–R42 000 R42 000–R47 000 N/A

Group account director
Joburg R49 000–R54 000 R54 000–R58 000 R58 000+
Cape Town R47 000–R52 000 R52 000–R55 000 R55 000+

Client service director
Joburg R56 000–R60 000 R60 000–R67 000 R67 000+
Cape Town R48 000–R50 000 R50 000–R60 000 R60 000+

SEO specialist
Joburg R18 000–R25 000 R25 000–R35 000 R35 000+
Cape Town R15 000–R20 000 R20 000–R28 000 R28 000+

PPC specialist
Joburg R18 000–R23 000 R23 000–R35 000 R35 000+
Cape Town R15 000–R20 000 R20 000–R30 000 R30 000+

Ecommerce manager
Joburg R25 000–R35 000 R35 000–R55 000 R55 000–R90 000+
Cape Town R20 000–R30 000 R30 000–R45 000 R45 000–R85 000+

Brand manager
Joburg R28 000–R40 000 R40 000–R50 000 R50 000+
Cape Town R25 000–R35 000 R35 000–R45 000 R45 000+

Analyst
Joburg R20 000–R25 000 R25 000–R40 000 R40 000+
Cape Town R18 000–R23 000 R23 000–R36 000 R36 000+

Creative: Traditional

Chief creative officer
Joburg N/A N/A R135 000+
Cape Town N/A N/A R125 000+

Group/executive creative director
Joburg N/A N/A R108 000+
Cape Town N/A N/A R100 000+

Creative director
Joburg R52 000–R68 000 R68 000–R80 000 R80 000+
Cape Town R40 000–R48 000 R48 000–R70 000 R70 000+

Head of design
Joburg R38 000–R52 000 R52 000–R62 000 R62 000+
Cape Town R35 000–R40 000 R40 000–R55 000 R55 000+

Designer
Joburg R10 000–R18 000 R18 000–R34 000 R34 000+
Cape Town R10 000–R17 000 R17 000–R32 000 R32 000+

Creative group head
Joburg R38 000–R45 000 R45 000–R55 000 R55 000+
Cape Town R30 000–R40 000 R40 000–R50 000 R50 000+

Art director
Joburg R12 000–R18 000 R18 000–R38 000 R38 000–R65 000
Cape Town R10 000–R18 000 R18 000–R35 000 R35 000–R50 000

Copywriter
Joburg R11 000–R18 000 R18 000–R38 000 R38 000–R70 000
Cape Town R10 000–R17 000 R17 000–R30 000 R30 000–R60 000

Proofreader
Joburg R15 000–R20 000 R20 000–R30 000 R30 000–R47 000
Cape Town R10 000–R15 000 R15 000–R25 000 R25 000–R40 000

Creative strategist
Joburg N/A R23 000–R35 000 R35 000–R50 000
Cape Town N/A R20 000–R33 000 R33 000–R45 000

Studio manager
Joburg R33 000–R36 000 R36 000–R42 000 R42 000–R55 000
Cape Town R28 000–R35 000 R35 000–R40 000 R40 000–R50 000

DTP operator
Joburg R9 500–R16 000 R16 000–R25 000 R25 000–R40 000
Cape Town R8 000–R15 000 R15 000–R24 000 R24 000–R36 000

Promo director/producer
Joburg R12 000–R17 000 R17 000–R30 000 R30 000–R48 000
Cape Town R10 000–R15 000 R15 000–R25 000 R25 000–R40 000

Animator
Joburg R14 000–R18 000 R18 000–R35 000 R35 000–R57 000
Cape Town R12 000–R16 000 R16 000–R26 000 R26 000–R45 000

Video editor
Joburg R10 000–R17 000 R17 000–R30 000 R30 000–R48 000
Cape Town R10 000–R15 000 R15 000–R25 000 R25 000–R40 000

Creative: Digital

Digital creative director
Joburg R50 000–R62 000 R62 000–R82 000 R82 000+
Cape Town R40 000–R50 000 R50 000–R70 000 R70 000+

Digital copywriter
Joburg R13 000–R19 000 R19 000–R39 000 R39 000–R70 000
Cape Town R12 000–R15 000 R15 000–R35 000 R35 000–R50 000

Digital art director
Joburg R15 000–R20 000 R20 000–R40 000 R40 000–R68 000
Cape Town R13 000–R16 000 R16 000–R35 000 R35 000–R50 000

Digital designer/multimedia designer
Joburg R13 000–R20 000 R20 000–R38 000 R38 000–R52 000
Cape Town R13 000–R16 000 R16 000–R30 000 R30 000–R45 000

User experience (UX) lead
Joburg N/A N/A R78 000+
Cape Town N/A N/A R65 000+

User experience (UX) designers
Joburg R18 000–R27 000 R27 000–R48 000 R48 000+
Cape Town R15 000–R20 000 R20 000–R40 000 R40 000+

User interface (UI) designers
Joburg R19 000–R28 000 R28 000–R44 000 R44 000+
Cape Town R17 000–R22 000 R22 000–R35 000 R35 000+

IT/Tech

Frontend developer
Joburg R20 000–R39 000 R39 000–R59 000 R59 000+
Cape Town R18 000–R30 000 R30 000–R49 000 R49 000+

Backend developer
Joburg R20 000–R39 000 R39 000–R58 000 R58 000+
Cape Town R18 000–R30 000 R30 000–R47 000 R47 000+

Full-stack developer
Joburg R25 000–R34 000 R34 000–R44 000 R44 000+
Cape Town R20 000–R32 000 R32 000–R40 000 R40 000+

QA /test engineers
Joburg R32 000–R46 000 R46 000–R58 000 R58 000+
Cape Town R30 000–R44 000 R44 000–R52 000 R52 000+

Data analysts
Joburg R12 000–R28 000 R28 000–R55 000 R55 000–R70 000
Cape Town R12 000–R27 000 R27 000–R55 000 R55 000–R69 000

Product owner
Joburg R25 000–R38 000 R38 000–R58 000 R58 000–R73 000
Cape Town R25 000–R38 000 R38 000–R58 000 R58 000–R73 000

Scrum masters
Joburg R20 000–R30 000 R30 000–R55 000 R55 000–R62 000
Cape Town R18 000–R30 000 R30 000–R54 000 R54 000–R62 000

IT manager
Joburg R20 000–R35 000 R35 000–R55 000 R55 000+
Cape Town R17 000–R25 000 R25 000–R45 000 R45 000+

Marketing

Head of digital marketing
Joburg N/A R60 000–R68 000 R68 000+
Cape Town N/A R50 000–R58 000 R58 000+

CRM & loyalty manager
Joburg N/A R40 000–R50 000 R50 000+
Cape Town N/A R37 000–R47 000 R47 000+

Digital marketing manager
Joburg R28 000–R38 000 R38 000–R48 000 R48 000+
Cape Town R20 000–R30 000 R30 000–R40 000 R40 000+

Marketing director/group marketing head/head of brand
Joburg R79 000–R86 000 R86 000–R145 000 R145 000+
Cape Town R64 000–R77 000 R77 000–R135 000 R135 000+

Marketing manager
Joburg R52 000–R56 000 R56 000–R78 000 R78 000+
Cape Town R48 000–R55 000 R55 000–R65 000 R65 000+

Brand manager
Joburg R28 000–R33 000 R33 000–R52 000 R52 000+
Cape Town R22 000–R30 000 R30 000–R48 000 R48 000+

Ecommerce manager
Joburg R25 000–R35 000 R35 000–R55 000 R55 000–R90 000+
Cape Town R20 000–R30 000 R30 000–R45 000 R45 000–R85 000+

Brand/marketing assistant
Joburg R15 000–R21 000 R21 000–R35 000 N/A
Cape Town R15 000–R18 000 R18 000–R27 000 N/A

Corporate

Communications director
Joburg R37 000–R55 000 R55 000–R75 000 R75 000–R130 000
Cape Town R32 000–R42 000 R42 000–R62 000 R62 000–R100 000

Communications manager
Joburg R30 000–R40 000 R40 000–R68 000 R68 000–R90 000
Cape Town R25 000–R42 000 R42 000–R47 000 R47 000–R75 000

Communications officer/consultant
Joburg R20 000–R30 000 R30 000–R40 000 R40 000–R45 000
Cape Town R18 000–R26 000 R26 000–R35 000 R35 000–R41 000

Internal communications manager
Joburg R27 000–R35 000 R35 000–R48 000 R48 000–R78 000
Cape Town R25 000–R30 000 R30 000–R45 000 R45 000–R60 000

PR consultancies/corporate communications

Managing director
Joburg R65 000–R75 000 R75 000–R80 000 R80 000–R130 000
Cape Town R55 000–R65 000 R65 000–R70 000 R70 000–R130 000

Account director
Joburg R35 000–R41 000 R41 000–R55 000 R55 000–R68 000
Cape Town R35 000–R40 000 R40 000–R45 000 R45 000–R55 000

Account manager
Joburg R25 000–R32 000 R32 000–R38 000 R38 000+
Cape Town R22 000–R26 000 R26 000–R31 000 R31 000+

Account executive
Joburg R16 000–R21 000 R21 000–R24 000 N/A
Cape Town R14 000–R19 000 R19 000–R21 000 N/A

Public relations assistant
Joburg R10 000–R16 000 R16 000–R19 000 N/A
Cape Town R9 000–R15 000 R15 000–R18 000 N/A

Media

Media director
Joburg R40 000–R50 000 R50 000–R55 000 R55 000–R85 000
Cape Town R32 000–R40 000 R40 000–R50 000 R50 000–R80 000

Media planner
Joburg R30 000–R33 000 R33 000–R45 000 R45 000–R60 000
Cape Town R22 000–R30 000 R30 000–R37 000 R37 000–R42 000

Media buyer
Joburg R16 000–R23 000 R23 000–R33 000 R33 000–R43 000
Cape Town R15 000–R18 000 R18 000–R25 000 R25 000–R30 000

Media strategist
Joburg R33 000–R38 000 R38 000–R48 000 R48 000+
Cape Town R25 000–R28 000 R28 000–R38 000 R38 000+

Media sales executive
Joburg R25 000–R28 000 R28 000–R40 000 R40 000+
Cape Town R20 000–R25 000 R25 000–R38 000 R38 000+

Media sales director
Joburg R38 000–R42 000 R42 000–R55 000 R55 000+
Cape Town R35 000–R40 000 R40 000–R50 000 R50 000+

Media sales digital
Joburg R27 000–R35 000 R35 000–R45 000 R45 000+
Cape Town R25 000–R28 000 R28 000–R38 000 R38 000+

Digital media strategist
Joburg R40 000–R48 000 R48 000–R58 000 R58 000+
Cape Town R32 000–R40 000 R40 000–R50 000 R50 000+

Campaign manager
Joburg R22 000–R32 000 R32 000–R42 000 R42 000+
Cape Town R20 000–R28 000 R28 000–R35 000 R35 000+

 

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MarkLives Agency Revenue Rankings 2020

by Herman Manson. We’ve updated our annual ad agency revenue rankings to give marketers — and agency execs — an overview of the relative scale of advertising agencies in the South African communications landscape.

Agencies listed in the ranking are included based upon publicly available revenue bands, not billings, for the 2019/2020 financial year (April 2019 to March 2020). Billings is the amount of client money that flows through an agency — what you can touch but you can’t keep equals billings (eg media spend). Revenue is the money agencies get to keep and this is the number we’re looking for.

South Africa’s hard lockdown commenced in late March 2020 so most of the impact of the covid-19 pandemic and lockdowns will only be reflected in our 2021 survey.

 

Trends

  • We noted a reduction in staff count at network groups
  • Where agencies moved up in revenue bands, we didn’t note a corresponding upwards move in staff count
  • Among the ten largest agencies and group networks, two moved into a higher revenue band, and one moved into a lower revenue band
  • Out of the 49 agencies listed with revenue over R20m, 30 were BEE level 1 compliant, and 18 were BEE level 2 compliant.

 

List movement

  • Agencies that moved down a revenue band included TBWA\ South Africa (Omnicom), Wunderman Thompson South Africa (WPP), FCB Joburg (Nahana IPG), Hellocomputer (Nahana IPG), Vizeum (Denstu Aegis Network South Africa), Promise (independent), Old Friends Young Talent (independent), iProspect (DAN SA), Flume (independent) and Posterscope (DAN SA)
  • Agencies that fell several revenue bands included TBWA\Hunt Lascaris (Omnicom), HelloFCB+ (Nahana IPG), McCann1886 (Nahana IPG), Mela Events (M&N Brands) and Mullen Lowe South Africa (Nahana IPG)
  • Agencies that moved up a revenue band included Publicis Groupe Africa (Publicis Groupe), 99c (independent), Grey (WPP), Clockwork (independent), FoxP2 (DAN SA) and Duke Group (independent)
  • Agencies that jumped several revenue bands included NP Digital (independent), The Odd Number (independent), HaveYouHeard Marketing (independent) and Hoorah Digital (independent).

 

Key points

Revenue bands and staff count aren’t reliable indicators of the health of a business but they do offer important context in terms of the scale of new business an agency can take on and their relative positioning in the industry (in the categories small, medium and large).

We also list black economic empowerment (BEE) scorecard levels as this is important for clients and procurement departments. Of course, a BEE score doesn’t necessarily reflect transformation beyond ownership level but is a formalised aspect of transformation in our industry agreed upon by the MAC Charter.

The information has been sourced directly from agencies and holding companies through a survey run via MarkLives.com and via our directory service, Ramify.biz, and participation is voluntary. MarkLives hasn’t audited the figures supplied by agencies; we publish the information provided in good faith. Some agencies which participated last year have since closed down and their information isn’t included in this survey, even if they traded during the financial year in question. Others have chosen not to provide us with the data required for inclusion in this survey.

 

MarkLives Agency Revenue Rankings 2020

Agency

Network/ independent

Staff count

BEE level

Group figure

R550m+
Incubeta Independent 146 2 Yes
Ogilvy South Africa WPP 780 1 Yes
Publicis Groupe Africa Publicis Groupe 1200 1 Yes

R450m–R550m
Nahana Communications Group IPG 500 1 Yes
TBWA\ South Africa Omnicom 486 2 Yes

R350m–R450m
Wunderman Thompson South Africa WPP 500 1 Yes

R250m–R350m
M&C Saatchi Group SA M&C Saatchi 350 1 Yes

R200m–R250m
99c Independent 356 4 Yes
Joe Public United Independent 280 2 Yes
King James Group Africa Independent 260 1 Yes
VMLY&R South Africa WPP 223 1 Yes

R150m–R200m
FCB Joburg Nahana (IPG) 174 1
M&C Saatchi Abel M&C Saatchi Group SA 220 1
ProActive Activation Agency Independent 115 1

R125m–R150m
TBWA\Hunt Lascaris Omnicom 135 1
Tradeway Promotions Independent 84 1

R100m–R125m
Avatar Agency Group M&N Brands 102 1 Yes
DNA Brand Architects Independent 40 1
Grey Africa WPP 115 1

R80m–R100m
Clockwork Independent 100 2
Demographica Independent 40 1
NP Digital Independent 28 2 Yes

R70m–R80m
FoxP2 dentsu SSA 55 1
Grid Worldwide Omnicom 51 1

R60–R70m
Carat South Africa dentsu SSA 65 1
Hellocomputer Nahana (IPG) 65 1
HelloFCB+ Nahana (IPG) 90 1
The Odd Number Independent 41 1

R50m–R60m
HaveYouHeard Marketing Independent 44 2
John Brown Media South Africa dentsu SSA 50 1
McCann1886 Nahana (IPG) 51 2
MetropolitanRepublic WPP 50 1
Vizeum South Africa dentsu SSA 45 1

R40m–R50m
Black River Connected Independent 25 2 Yes
Duke Group Independent 71 1 Yes
Eclipse Communications Independent 58 1
Havas Village Johannesburg Havas 76 1
Hoorah Digital Independent 40 2
Penquin Independent 43 2
Promise Independent 70 2

R30m–R40m
Conversation LAB Independent 55 2 Yes
Flume Independent 55 2
Jellyfish Independent 70 2
MullenLowe South Africa Nahana (IPG) 38 2
Rogerwilco Independent 50 2

R20m–R30m
Boomtown Independent 45 2
Creative Spark M&C Saatchi Group SA 25 1
Just Palm Independent 20 1
Levergy M&C Saatchi Group SA 55 1
Mela Events M&N Brands 5 2
Old Friends Young Talent (OFYT) Independent 30 2
Retroviral Independent 12 2
Roth Media Productions Independent 18 1

R10m–R20m
Ebony+Ivory Independent 16 1
34 King James Group Africa 22 4
3Verse Independent 20 2
Abnormal Independent 12 2
Amnet South Africa dentsu SSA 11 3
Dalmatian M&C Saatchi Group SA 10 1
Harambee Communications Independent 8 1
iProspect South Africa dentsu SSA 20 1
M&C Saatchi Connect M&C Saatchi Group SA 16 1
Posterscope South Africa dentsu SSA 14 1
Razor PR M&C Saatchi Group SA 6 NA
SoulProviders Collective Independent 25 4
TinFish Advertising Independent 18 4

Under R10m
Brandfundi Independent 3 4
Creative Coffee Independent 7 1
Fresh AF M&N Brands 7 1
Kilmer & Cruise Independent 9 4
Retroactive Independent 1 1

Table updated at 10.35am on 25 Jannuary 2021, 9.25pm on 7 January 2021 and 10.25am on 8 October 2020.

 

Herman MansonHerman Manson is the founder and editor of MarkLives.com. He is also the founder of Ramify.biz and the co-founder of RetailingAfrica.com.

 

MarkLives logoWe’ve moved from web to email, so sign up now to ensure you receive our content.

Q5: In a remote world, comms is king — Browning-de Villiers [interview]

by Carey Finn. Sarah Browning-de Villiers, Machine_ chief content officer, talks about the challenges lockdowns and remote work have posed to communications for companies, and possible solutions — including the agency’s StoryStackr tool.

Q5: Tell us about StoryStackr: what exactly is it, and, in concrete terms, what does it do?

Sarah Browning-de Villiers: StoryStackr is an immersive digital storytelling experience — an experiential tool that offers rich, interactive and personalisable content across devices, via a simple link. It was built and is owned by Machine_ in partnership with our Publicis Data Sciences practice. We designed StoryStackr to integrate with third-party platforms and applications, so that our clients — who typically have significant existing investments in data and storage systems, and CRM and sales platforms already — can easily integrate StoryStackr into their ecosystem. For example, we’re creating a content marketing-led onboarding experience for a loyalty programme client. Members will experience StoryStackr from the day they join. This integrates with the client’s existing CRM platform, Marketo, so that the onboarding StoryStackr experience is automatically delivered on the most relevant platform for that member: via DMs on social channels, email, WhatsApp or SMS.

The onboarding StoryStackr experience can interface with existing apps like the client’s customer service chatbot or sales bot. So, you start creating this rich content marketing experience that doesn’t feel, to the member, at all like a heavily branded product experience; but it’s feeding into the brand’s overall insights and systems. It improves the quality of the experience on the members’ end while arming our client with a much better view of how to best service and understand this new member moving forwards. As part of this, clients receive access to a live StoryStackr analytics dashboard, and we facilitate remarketing implementation.

For me, the real power of StoryStackr is in the content marketing strategic smarts that are applied to it. We’re using StoryStackr with clients to bring alive everything from onboarding and training experiences to always-on CRM content marketing and more. As part of this, we’re reimagining these typically transactional or hard-sell customer experiences into content marketing ones: where the content has distinct value from the brand or product. We strategically position clients as experts in areas relating to their target audience or offering, and then craft content marketing stories around these to build meaningful engagement. We don’t lead with the brand or the product; we lead with the added value. That’s how sustained, authentic communities and customers with deep lifetime value to brands are built.

Q5: Did you have StoryStackr in the works before the lockdown became a reality, or did you create it in response to the restrictions caused by the pandemic?

SBDV: We’d been working on the idea of StoryStackr before the covid-19 pandemic hit in response to our internal frustration that our content marketing smarts weren’t necessarily being distributed via the best tools or platforms. As part of Publicis Groupe Africa, we had the talent between Machine_ and Publicis Data Sciences to dream this up ourselves, and the backing of our Groupe to create it. It’s been a passion project for many of us involved, including my colleague Franco Hanekom, who manages analytics at Publicis Data Science and who poured many weekends and evenings into this!

That said, covid-19 was a significant catalyst for StoryStackr because it necessitated quickly taking us out of beta-testing and into go-live. At Machine_, we work with Sanlam on [its] internal communications, and that went into overdrive as lockdown hit South Africa. We quickly had to think about how to break through email fatigue, as well as how to launch a new internal magazine, known as Sanlam Connect, during the pandemic. The answer was StoryStackr, and Sanlam trusted us to become our launch partner.

I think one of the things that was most powerful about it was that the launch issue included an interactive staff survey, which had a big uptake internally at a time when feeling connected to a business the size of Sanlam’s was a real challenge for the internal communications team. There was a lot of engagement and honest feedback coming back into the business via the StoryStackr interactive survey about how people were feeling, what they wanted to hear more of from the business, and so on.

Q5: In what other ways has Machine_ adapted to the pandemic? What is your approach to team communications and remote working?

SBDV: I think Machine_ pretty quickly adapted logistically to working from home, but it [has been] tough to take a creative agency that thrives on collaboration, and move that into a virtual space. Collaboration via Microsoft Teams or Zoom just isn’t the same! We’re also really proud of the partnerships we build with our clients: a lot of that is down to the amount of facetime we put in — many of my team typically hot-desk at client offices a few days a week — and that has been put on hold.

But Machine_ has always been really good at culture; we have continued this during lockdown, holding our internal inspirational talk series, Spark*, close to bi-weekly. We do e-working meetings, where everyone logs onto Microsoft Teams for a few hours each week and simply works away individually while in a virtual meeting room. It’s not the same as sitting next to your colleagues at the office, catching conversations and laughs in between your focused work, but it goes some way in replicating this. We’ve also ramped up internal and client-facing status meetings, to stay as close to one another as we possibly can in this new reality we face. Turning on your camera during a VC is a key component of this.

Machine_ is currently still working from home, but we do have access to our offices in Joburg and Cape Town, should we need to make use of them. The offices are, however, limited to Machine_ employees only, which means client interactions are still taking place via virtual meetings. Our WFH/office policy will continue to shift in line with [national] legislation.

Q5: Let’s talk about digital content for a minute. How do you see it changing in the coming months?

SBDV: On one side, we’ve certainly seen digital content consumption in general increase. It makes sense: we’ve been stuck at home, bored, seeking out entertainment, education and up-to-date real news from the one device we all have: our phones. Watershed activism movements have only heightened how glued we are to social and digital news channels, as we follow these incredibly pivotal and historical moments online. We do also know that everyone is demanding more of brands — they can’t just sell you something; they need to stand for something, authentically. This isn’t just about an esoteric brand vision, a CSI initiative or a diverse board committee; it’s about the kind of content a brand is creating for its customers, outside of its need to sell or convert. To me, it’s about the kind of content marketing brands are investing in, where they intentionally choose to invest in creating content that adds value to their customers lives and their interests, distinct from their commercial objectives.

According to Edelman’s 2020 report, trust has never been more critical for brands: 80% of respondents believe[s] it’s a brand’s responsibility to help them solve their problems and 64% expect[s] brands to be a reliable source of information. Perhaps more impactful are the stats that show real brand trust cannot be bought: 59% agree[s] that brands build trust through industry experts and “people like themselves”, presumably by creating content marketing that reflects this. Nearly seven in 10 put strategies in place to avoid paid media strategies by using things like ad blockers — a sure sign that brands need to be more native with their marketing approach. Digitally, to me, that means increasingly adopting a content marketing approach.

We’ve all seen Maslow’s Hierarchy of Needs triangle and we all know the human truths that re-emerge in times of crisis: safety and security matter most in uncertain times. Consumers tend to revert back to the brands they’ve known and trusted for years. Consumers remember not just the cheapest, fastest, flashiest product but what the brand behind it stands for, and whether or not it was there to empower, inform and educate them (for free) when they needed it most. I don’t think there’s ever been a more important time for brands to invest in a content marketing strategy that puts down far deeper roots for them among audiences and customers than this quarter’s special offer and campaign.

I do think it’s also worth mentioning here something else happening in South Africa, too. We’ve seen some of the most iconic print media titles buckle under economic pressure: Media24 announced its intent to take historical titles like Drum to digital-only, while publishing houses like Caxton and Associated Media Publishing have folded completely. There is a real vacuum being created in our country around strong, editorial print media, and I think this is going to enforce a nostalgic rebirth of niche, luxury print media. I honestly believe that the brands [which] can deliver a premium print content marketing experience to their customers will have the opportunity to create a powerful touchpoint that will deliver long-term loyalty. I think it’s worth remembering this, even in digital content discussions (or, perhaps, most especially in digital content discussions). As always, an omnichannel approach is likely the best; being digital-only isn’t necessarily the way of the future, oddly.

Q5: Do you think lockdowns have made screen fatigue more of an issue for consumers? How can content strategists work around it?

SBDV: I certainly think screen fatigue is real but the hunger for and enjoyment of relevant, value-adding content I don’t think will ever fade. The key is to be delivering this, which is a content marketing strategist’s role for their client. Again, relevancy of content often means delivering something that has authentic meaning in a user’s life (ie content marketing), and is delivered in a relevant way (right channel, right time) and via a relevant experience (eg StoryStackr). Getting that full circle right is becoming increasingly critical for sustained success.

 

Carey FinnCarey Finn is a contributing writer to MarkLives. Q5 hones in on strategic insights, analysis and data through inspiring interviews with professionals in diverse fields.

 

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Herding Words: Adam should’ve had an original thought

by Wendy Shepherd. The worst thing about teaching copywriting was being asked a question I couldn’t answer. There’s only one, as it turns out: what’s a concept? I strung a bunch of words together in a sort of authoritative mutter as if I actually knew the answer but, the truth is, I didn’t. I’m pretty sure my students knew that, too.

After years of gnawing on this bone, I’ve come to a new conclusion: we don’t need to know what a concept is — we just need to have them. And, if you’re the kind of person who thinks in concepts, you already know that.

Herd immunity

A copywriter friend of mine has recently announced he’s quitting Facebook after watching The Social Dilemma. He feels he’s hopelessly addicted to his feed and needs to go cold turkey. His decision has stayed with me as I doom-scroll of an evening, and it’s made me wonder if all copywriters shouldn’t do the same.

There are two curiosities about social media, Facebook in particular, that make me think it’s deeply unhealthy for my brain. The first is that there are no original thoughts to be found. Not a one. Everything is a recycled version of something else. The second is that it’s inured me to empathy for other people. It’s hideous to realise that I’m scrolling past posts about murder, suicide, suffering, environmental trashing and refugees in order to find something I’m interested in lingering with for a while. What kind of person have I become that I give more time to my mate’s sourdough experiments than sending a message of support to someone who’s struggling?

Facebook is the death of empathy, which is a painful irony considering its algorithm. I don’t want to not care anymore. I need my empathy to think.

You’ve got a concept in the furniture business

I’ve literally never once come up with any kind of worthy concept at my desk. My best work happens on the train, in the car, in the shower, in bed at 2am or once, notably, in a sofa warehouse. This is because conceptual thinking is by nature unconfined, and it’s impossible to feel unconfined sitting in front of a crap melamine desk in a chair that buggers your back. I have to go away somewhere. When your body is busy with regular things, your mind gets to work on the other stuff. This has been studied a lot by mindfulness types, which, much as I detest their adult-colouring version of the world at the best of times, I find very useful in my ongoing quest to spend as little time at a desk as I possibly can. My bosses don’t find this a problem. As long as the ideas keep flowing, they don’t care where I have them.

Get off Facebook and onto a bus. It’s a better place for your brain. If being in nature is your thing, go there instead. Or eat an apple. If you’re stuck in front of a blank page, you’ll only regurgitate other people’s unoriginal thoughts.

Do you really ‘love lamp’?

Rehab has a lot more to offer than you would think. Yes, you do go there to get off the drugs and that happens the second you walk through the door. You spend the next 12 weeks learning how to get off your high horse and stop behaving like an addict, and that’s where the lamp comes in. My first group therapy session in rehab 13 years ago was one of the most-baffling and -infuriating experiences of my life. Two of my peers had a lengthy argument about whether Lynn’s (not her real name) bedside lamp should be switched off at the 11 o’clock curfew or whether she should be able to read her book for longer, to the outrage of Helen (also not her real name). Group was 90-minutes long, and this battle of self-will lasted at least 45.

Eventually, I’d had enough and stupidly blurted out this frustration in a rant that marked me as a treatment troublemaker for the rest of my time there. I couldn’t understand why we were talking about such inane small things when we were addicts with much bigger problems. A calm and truly wonderful counsellor put me down like a tranquillised buffalo with one question: do you know how to do the big things yet?

Big ideas come from very tiny things — a small observation about human behaviour that forever changes the way you think about it. Phil Dusenberry called this the “insight moment”. Copywriters have them on a daily basis. These tiny sparks are the illuminating grist for the ideas mill. It’s always about the lamp.

And you just want to crush some candy

We spend a great deal of time fighting our brains. Disciplining them into a 9-to-5 is often a necessary evil, if you want to eat, but it’s not a natural fit.

I can only concentrate for 15 minutes at a time, so that is how long I work for. I then spend five minutes doing whatever my brain wants to do, before going back for another 15 minutes. I have to throw my brain regular cookies for it to do the things I expect it to. Sometimes, my brain wants to play games instead of writing headlines, so I let it. Invariably I go back to the headlines with better ones. I spent 10 minutes earlier just looking at my collection of fluffy shoes. My brain likes them, too. The ideas happen in the spaces between work. You need to be mindful of the gaps.

I still don’t know what a concept is after thinking about it for seven years. I’ve decided that the act of thinking about it is more important than the result; it’s my own version of meditation and, so far, the only one that works for me.

Let your brain do its thing. Greatness is on the other side.

 

Wendy ShepherdWendy Shepherd is a pharma copywriter and true-crime fanatic. Herding Words takes a sometimes irreverent look at copywriting, adland and the human universe in general.

 

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