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Extracts — Books & Research
Coronavirus graph credit Shutterstock with SA covid-19 stats 18 June 2020 - Media Hack Collective

SA adland faces retrenchments, pay cuts — #coronavirusSA survey

  •   19 Jun 2020
  •   2
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HaveYouHeard logoby MarkLives & HaveYouHeard. MarkLives and HaveYouHeard have released results from a followup study on how the South African advertising communications services industry views the impact of covid-19 upon advertising and marketing professionals, the agency environment and marketing.

  • #CoronavirusSA: South African adland followup survey
  • Agencies, marketers’ biz advice for #covid19 #lockdown
  • Declines in billings, forced wage cuts as lockdown bites — infographic
  • EXCLUSIVE: #covid19’s impact on SA adland — survey results
  • #CoronavirusSA: South African adland industry survey
  • #CoronavirusSA – Special Section

“While trust in company leadership has stayed the same or increased since the start of lockdown; confidence in the company’s future has reduced since March,” comments Claudia Schonitz, HaveYouHeard head of research and insights, on the survey results. “The most-positive impact of covid-19 remains companies showing flexibility, agility and the ability to change (65% of agencies vs. 47% of companies). However, flexibility and improved communications has decreased since the level five [lockdown].”

MarkLives logoWhile we have your attention, please would you consider taking out a MarkLives membership to help finance our operations? The covid-19 pandemic is having a huge impact on society and industry. With your support, either as a once-off or monthly contribution, we can continue our coverage of its impact on our industry.

 

Negative/positive impact of covid-19 on agency

Agency

Brand/ marketing company

 

Freelancer/ consultant

 Total

Negative impact: Decreased billings 65% 34% 38% 50%
Negative impact: Caused retrenchments or salary cuts. 49% 37% 29% 42%
Positive impact: Shown flexibility, agility and ability to change 65% 47% 46% 56%

Significant impact on billings

The survey shows a significant impact on billings, with agencies taking particular strain (65% stating decreased billings). More than half of respondents expect their company’s short-term projected income to decrease substantially.

The ranked order of activities anticipated to decrease remains the same, (ie events, promotions and activations, outdoor, print and sponsorship), with some anticipated recovery for events and activations as lockdown starts to ease.

Digital is still expected to increase in activity. Concept and strategy have dropped one place to third behind mobile marketing (which increased significantly).

Respondents are feeling the strain, with those reporting retrenchments or salary cuts increasingly up from 18% to 42%. Stress levels are rising and many are participants reevaluating their careers, with 36% considering looking for a new job and 25% considering consulting or starting their own business. Half of respondents considering looking for a new job have felt their stress levels increase substantially since lockdown.

Change in stress levels

Staying at my current job

Looking for a new job

Freelancing or starting my own company

Total

Stress increased substantially 37% 51% 42% 41%
Stress increased slightly 37% 29% 39% 39%
Stayed the same 20% 9% 6% 12%
Stress decreased slightly 6% 7% 10% 6%
Stress decreased substantially 0% 4% 3% 2%

 

Key survey results

MarkLives HaveYouheard covid-19 agency followup survey 2020 01 trust in company leadership MarkLives HaveYouheard covid-19 agency followup survey 2020 02 measures taken by company
MarkLives HaveYouheard covid-19 agency followup survey 2020 03 confidence in company future MarkLives HaveYouheard covid-19 agency followup survey 2020 04 negative pandemic consequences

MarkLives HaveYouheard covid-19 agency followup survey 2020 05 positive pandemic consequences MarkLives HaveYouheard covid-19 agency followup survey 2020 06 anticipated decreases

MarkLives HaveYouheard covid-19 agency followup survey 2020 07 anticipated increases MarkLives HaveYouheard covid-19 agency followup survey 2020 08 impact on projected income

MarkLives HaveYouheard covid-19 agency followup survey 2020 09 personal professional impact MarkLives HaveYouheard covid-19 agency followup survey 2020 10 changes in stress levels

MarkLives HaveYouheard covid-19 agency followup survey 2020 11 future career considerations

See also

  • #CoronavirusSA: South African adland followup survey
  • Agencies, marketers’ biz advice for #covid19 #lockdown
  • Declines in billings, forced wage cuts as lockdown bites — infographic
  • EXCLUSIVE: #covid19’s impact on SA adland — survey results
  • #CoronavirusSA: South African adland industry survey
  • #OpenForBusiness — Radar
  • #CoronavirusSA — Radar
  • #CoronavirusSA – Special Section

 

MarkLives logoThis MarkLives #CoronavirusSA special section contains coverage of how the novel coronavirus, SARS-CoV-2, and its resultant disease, covid-19, is affecting the advertising, marketing and related industries in South Africa and other parts of Africa, and how we are responding. Updates may be sent to us via our contact form or the email address published on our Contact Us page. Opinion pieces/guest columns must be exclusive.

— Sign up now for the MarkLives newsletter, including Ramify.biz headlines and become a MarkLives Member, too, to ensure continued coverage.

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Columns

  • #AdChamps – Kyle de Waal & Morgan Botha
    #AdChamps – Kyle de Waal & Morgan Botha
  • #AgencyLeaders – Most Admired Poll
    #AgencyLeaders – Most Admired Poll
  • #CoronavirusSA – Special Section
    #CoronavirusSA – Special Section
  • #CustomerFirst – Craig Hannabus
    #CustomerFirst – Craig Hannabus
  • #NotSoOrdinary – Taazima Kala-Essack
    #NotSoOrdinary – Taazima Kala-Essack
  • #TheInterlocker – Emma King
    #TheInterlocker – Emma King
  • #Transformers Transform 2020
    #Transformers Transform 2020
  • #WritersBlock – Tiffany Markman
    #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
    Campaigns – MarkLives
  • Circulation Data – ABC Analysis
    Circulation Data – ABC Analysis
  • Clicks ’n Tricks – Charlie Stewart
    Clicks ’n Tricks – Charlie Stewart
  • Curiosity – Marguerite Coetzee
    Curiosity – Marguerite Coetzee
  • Dear Radio – Paulo Dias
    Dear Radio – Paulo Dias
  • Extracts — Books & Research
    Extracts — Books & Research
  • Fair Exchange – Erna George
    Fair Exchange – Erna George
  • Hard Relate – David Alves
    Hard Relate – David Alves
  • Herding Words – Wendy Shepherd
    Herding Words – Wendy Shepherd
  • Hermaneutics – Herman Manson
    Hermaneutics – Herman Manson
  • Masterclass Notes – Johanna McDowell
    Masterclass Notes – Johanna McDowell
  • Media Redefined – Martin MacGregor
    Media Redefined – Martin MacGregor
  • Mission – Tom Fels
    Mission – Tom Fels
  • Press Pass – Carey Finn
    Press Pass – Carey Finn
  • Q5 – Carey Finn
    Q5 – Carey Finn
  • SA TV Ratings – MarkLives
    SA TV Ratings – MarkLives
  • Spotlight – MarkLives
    Spotlight – MarkLives
  • The Martini Shot – Bobby Amm
    The Martini Shot – Bobby Amm
  • The Power Report – Megan Power
    The Power Report – Megan Power
  • The Suit – Jason Harrison
    The Suit – Jason Harrison
  • Thinking B2B – Warren Moss
    Thinking B2B – Warren Moss
  • Watched – Richard Lord
    Watched – Richard Lord
  • WTF?! – Leigh Tayler
    WTF?! – Leigh Tayler
  • Young, Gifted & Killing It – Veli Ngubane
    Young, Gifted & Killing It – Veli Ngubane
  • Zeitgeist of Now – Jason Stewart
    Zeitgeist of Now – Jason Stewart
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    2 Responses to “SA adland faces retrenchments, pay cuts — #coronavirusSA survey”

    1. Nick
      20 Jun 2020 at 12.41pm #

      Please advise the size of the research base as it is not quoted.

      Reply
      • Herman Manson
        22 Jun 2020 at 10.31am #

        120

        Reply

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