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+ |
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| 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 |
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| 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 |
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| 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 |
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| 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 |
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| 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 |
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| 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 |
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| 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 |
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| 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 |
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| 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 |
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| 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 |
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| 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
- MarkLives Agency Revenue Rankings 2020
- MarkLives Agency Revenue Rankings 2019
- MarkLives Agency Revenue Rankings 2018
Herman Manson is the founder and editor of MarkLives.com. He is also the founder of Ramify.biz and the co-founder of RetailingAfrica.com.
