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Big Reads on MarkLives
Big Reads 2018 account moves

#BigReads2018: The big account moves of 2018

  •   8 Jan 2019
  •   0
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by Herman Manson (@marklives) We list the most-read-about account pitches and new business wins on MarkLives during the course of 2018.

Nedbank logo1. Nedbank appoints agencies

The Nedbank advertising account went out to pitch, with the process — managed by Yardstick — concluding in late December 2018.  Joe Public United, previously the incumbent ATL agency, retained the bank’s TTL account; Levergy will manage the sponsorship account; and Digitas Liquorice will manage the digital creative account. According to Nielsen, Nedbank spent R417m on advertising between July 2017 and June 2018, making it the 15th largest advertiser in South Africa.

  • See also: EXCLUSIVE: Nedbank out to pitch

 

The Odd Number logo and Nedbank logo2. Nedbank had already awarded digital media services to The Odd Number

Nedbank had awarded its digital media services account to The Odd Number, following a competitive pitch process; the business was formerly held by The Mediashop.

 

Wimpy fires The Odd Number3. The Odd Number got hired by Wimpy, then fired

The Odd Number caused quite an upset in winning Wimpy from FCB Africa in May 2018, following a five-way pitch that included then incumbent agency FCB Africa, King James II, Grey South Africa and Net#work BBDO. “Our Year 3 strategic objective in our five-year plan as an agency was always to achieve high growth and enhanced market positioning in this financial year,” said Xola Nouse, The Odd Number co-founder and managing director, at the time. “We’ve certainly done so with this recent win and partnership with Wimpy.”

But, in August 2018. Wimpy confirmed that it was “terminating” its relationship with the agency, after MMS and McDonald’s alleged that certain Odd Number staff members used confidential information and transgressed copyright in relation to a Wimpy advert. The account subsequently moved to FoxP2.

 

Absa and Dentsu Aegis team4. Absa/Barclays Africa appoined Dentsu Aegis

With the conclusion of Barclays Africa Group’s media agency review, Dentsu Aegis Network took over media-planning and -buying duties across 10 sub-Saharan African markets through Carat. The incumbent agency was Maxus (WPP merged MEC and Maxus to form WAVEMAKER in 2017). Dentsu Aegis Network pitched against PHD and Mindshare.

 

Avatar logo and H&M logo5. Avatar CT won H&M

Avatar’s Cape Town agency won the integrated agency business for global fashion retailer, H&M, in SA. Avatar, part of the M&N Brands group, offers a number of services, including ATL, digital, social, BTL and PR.

H&M had previously experienced a number of communication missteps since it started trading in SA, including featuring a black child in a green hoodie with the words “coolest monkey in the jungle” printed on it, which lead to supporters of the EFF political party vandalising several shops. When it opened its first store in Cape Town, it was criticised for not including black models in in-store promotional material. H&M apologised in both instances.

 

Multichoice Africa logo and TBWA logo6. Multichoice Africa moved to TBWA

TBWA\Hunt Lascaris was awarded the Multichoice Africa account, following a competitive pitch process. The business was previously held by Ogilvy Joburg. MultiChoice, transparent media company that it is, declined to comment.

 

House of Brave logo and Ocean Basket logo7. House of Brave resigned Ocean Basket

Agency House of Brave (HOB) resigned the Ocean Basket account; the seafood restaurant had been a founding client of the agency. Ocean Basket had been reducing its external marketing budget, moving work in-house, which had lead to confusion in the market about who had done what work, and had cost HOB business in the past. Ocean Basket also sat out any comment.

 

Mercedes-Benz logo and Publicis Groupe Africa logos8. Mercedes-Benz SA moved from BBDO to Publicis

Mercedes-Benz South Africa moved its account from Net#work BBDO to Publicis Groupe Africa. The local market is one of about 40 markets affected by a global decision, following a one-year review and selection process.

 

Avatar logo and Caltex logo9. Avatar won Caltex South Africa

Avatar was awarded the Caltex ATL account, with the business shared between its Joburg and Cape Town agencies. This was the second major account win announced by the agency in 2018 following hot on the heels of the integrated agency business win for H&M SA.

 

Black River FC logo and Metropolitan logo10. Black River FC won Metropolitan

Following a four-way pitch, Black River FC was awarded the ATL and creative account for Metropolitan, which was previously held by Ogilvy. The incumbent didn’t participate in the four-way pitch for the Metropolitan business.

For more

  • Features: Account moves
  • Radar: Account moves

 

Herman Manson 2017Herman Manson (@marklives) is the founder and editor of MarkLives.com.

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Columns

  • #AdChamps, #AdOfTheWeek & #AdOfTheYear
    #AdChamps, #AdOfTheWeek & #AdOfTheYear
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    #AgencyLeaders – Most Admired Poll
  • #CoronavirusSA – Special Section
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  • #CustomerFirst – Craig Hannabus
    #CustomerFirst – Craig Hannabus
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    #NotSoOrdinary – Taazima Kala-Essack
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    #Transformers Transform 2020
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    #WritersBlock – Tiffany Markman
  • An Accountant in Adland – Siwe Lawrence
    An Accountant in Adland – Siwe Lawrence
  • Big Q – MarkLives Panel
    Big Q – MarkLives Panel
  • Big Reads on MarkLives
    Big Reads on MarkLives
  • By Invitation Only – Motive
    By Invitation Only – Motive
  • Campaigns – MarkLives
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  • Circulation Data – ABC Analysis
    Circulation Data – ABC Analysis
  • Clicks ’n Tricks – Charlie Stewart
    Clicks ’n Tricks – Charlie Stewart
  • Curiosity – Marguerite Coetzee
    Curiosity – Marguerite Coetzee
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    Dear Radio – Paulo Dias
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    Fair Exchange – Erna George
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    Hard Relate – David Alves
  • Herding Words – Wendy Shepherd
    Herding Words – Wendy Shepherd
  • Hermaneutics – Herman Manson
    Hermaneutics – Herman Manson
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    Masterclass Notes – Johanna McDowell
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    Mission – Tom Fels
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    Press Pass – Carey Finn
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    SA TV Ratings – MarkLives
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