A key objective of the sixth wave of the Agency Scope study in South Africa will be to interview more marketing professionals from more companies.
“The Agency Scope study is on track in South Africa and Cesar Vacchiano, president and CEO of Scopen International, will be in South Africa in February, ahead of fieldwork on the study beginning in May 2025.”
This is the word from Johanna McDowell, Scopen partner and CEO of the Independent Agency Search & Selection Company (IAS).
The study is published every two years after in-depth meetings with the highest-level decision-makers across marketing, communications and advertising from the largest to the smallest spending marketers in South Africa.
“In interviewing over 3,000 CMOs around the world, we’re excited to see what 2025 brings’,” she says.
Agency Scope’s evolution in SA
Another step in Agency Scope’s evolution will be interviewing new profiles of key decision makers within the participant companies, encompassing digital, technology and innovation leaders.
“These managers also hire and work with agencies and other partners,” says McDowell, “which will bring even greater depth to the value of data we collect.”
The fieldwork will also identify and include other profiles of client companies, over and above the usual investors in communications.
In this section, the study will note the start-ups, the dot.com sector and the digital platforms that work with agencies more than ever before.
“Numbers in this area may not be significant at this point,” she says, “but it’s certainly an area we need to be aware of to keep our finger on the pulse.”
Amplify agency professionals sample
Among the additions to Agency Scope 2025/26, the study will amplify its sample of agency professionals interviewed, an important viewpoint to understand as they assist in determining which agencies are most attractive to work for.
“Following on from the inclusion of the best agency to work for in the 2020/2021 study and the success that this data found in the market, we will be driving a broader study for 2025/26,” she asserts.
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