2019 AgencyScope SA fieldwork to start
Johanna McDowell, Scopen partner and director for the UK and South Africa, has announced the start of fieldwork for AgencyScope South Africa 2019/20. It will include face-to-face interviews with an anticipated 260 chief marketing officers (CMOs) this year.
AgencyScope South Africa is a biennial study conducted by international research consultancy, Scopen, on what marketers require from agencies and how agencies may meet them. The 2019 fieldwork is set to begin in May 2019 and is expected to be completed by end August, with results being presented early in November 2019. This will be the third wave of the study since Scopen entered the SA market in late 2015.
“This year, a key focus will be on what impact the digital giants like Google, Amazon Web Services and Facebook, as well as digital consultants, are having on what agencies are doing, as they strive to meet a burgeoning need to feed the digital space,” says McDowell. “We are looking to see what marketing requirements are being sold by the ‘other than agencies’ sector.”
The research hopes to find an answer as to how CMOs are using ‘other’ partners and integrating the various offerings into a marketing plan that is consistently effective. The answer to thisis likely to drive what action agencies will need to take to adapt.
What integration means to CMOs
“In making digital a focus this year, we will be asking CMOs to define what ‘integration’ means to them, given the trend we’re seeing where agencies claim to be ‘fully integrated service providers’ in a world where this is not an easy thing to be,” says César Vacchiano, Scopen global CEO and co-founder. “Where some marketers prefer to have a single point of contact, many find they cannot get everything they want from a single source. The multi-disciplinary agency is a rare creature indeed,” he says, “and the more offerings they put on the table, the more pain-points may emerge.”
McDowell says a critical aspect for marketers is trusting that their single contact in the agency has their finger on the pulse of every aspect, from social media to analytics and — vitally — security. “We believe that the AgencyScope analysis after this fieldwork will show whether striking a balance between existing expertise, training and outsourcing is a better business strategy than expecting single entities to integrate the many different aspects into a one-stop mega-shop.”
- Masterclass Notes: Highlights from agencyScope 2017 South Africa
- Masterclass Notes: Trends from agencyScope SA 2017 fieldwork
- Masterclass Notes: agencyScope 2016 SA — what marketers want
— One subscription form, three newsletters: sign up now for the MarkLives newsletter, including Ramify headlines; The Interlocker, our new monthly comms-focused mailer; and Brands & Branding, launching soon!