• Subscribe to our newsletter
The Media Online
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
The Media Online
No Result
View All Result
Home Agencies

How marketers are spending their budgets in 2022 and the pitch landscape

by Johanna McDowell
June 14, 2022
in Agencies
0 0
0
How marketers are spending their budgets in 2022 and the pitch landscape
Share on FacebookShare on Twitter

The size of the global marketing industry coupled with what AGENCY SCOPE has determined marketers spend enables Johanna McDowell, CEO of the Independent Agency Search & Selection Company (IAS) and SCOPEN partner, to indicate what’s being spent in South Africa – and which sectors are getting the lion’s share.

As we pull together all the figures, marketers are apportioning their budgets in this manner:

  • 37% ATL – media and production
  • 37% Digital – media and production
  • 26% BTL – POS, experiential. PR and other

Not surprising that digital and above-the-line (ATL) are getting equal share, given the ongoing rise and spread of digital and its various new platforms. However, of interest to the IAS and other intermediaries is the indication from marketers that around 18% of them will be looking for new agencies this year, even while largely satisfied with their agencies at the moment.

Essentially, it’s more about being on the lookout for novel, innovative solutions than merely switching agencies. And this could certainly result in more project work being briefed to more agency partners.

Based on this, I’d suggest intermediaries and all other stakeholders get pitch-fit for what we believe will be as many as 240 pitches of all types in play over the next 12 months. This includes advertising, creative, media, digital, PR and other sectors – an across-the-board review on how marketers feel they need to maintain a competitive edge in the current market.

What does this look like in Rands?

Based on media spend figures in 2021, and some other maths calculations which I have checked with industry colleagues, we could be looking at a figure of R11.2 billion over 240 pitches across media, advertising, digital, PR etc .

Even while a figure of R11.2-billion looms large when viewed as a standalone, viewing it as the part of the overall price tag that provides in-depth knowledge of the markets is key. And not all pitches are run by intermediaries – in fact only 15% of all pitches currently are run by companies like the IAS.

A number of UK marketers, agencies and intermediaries (including our partners the AAR Group) recently have signed up to the Pitch Positive Pledge, which Adweek.com explained this way: “For agencies, pitching, at its worst, can be an expensive, time-consuming exercise leading to late nights, low morale and diminished creative output. For brands, they’re often procurement-driven with the potential to diminish relationships with agency partners and lead to churn.

“To tackle these problems in the UK sector, ad trade bodies the Institute of Practitioners in Advertising (IPA) and the Incorporated Society of British Advertisers (ISBA) have banded together to get brands, agencies and intermediaries to commit to the Pitch Positive Pledge.”

Pitch Positive benefits

Positive pitches, priceless expertise

Speaking with my IAS hat on, I have to say it’s a move in the right direction for all parties, even our own competitors. Well managed pitches include continuous communication and feedback, and clients are keen for agencies to get this commentary, and ensuring the whole process is captured and shared transparently brings tangible value to the pitch.

We are at a point in our industry’s journey where everybody wants to be better at what they do, and more questions are being asked and answered to pave the way for learnings. With every well-run intermediary-led pitch, CMOs are getting immediate value and proficiency that will last well into their future.

Johanna McDowell is CEO of IAS and partner in SCOPEN South Africa and UK. The IAS (Independent Agency Search and Selection Company) in association with the AAR Group (UK) was founded in South Africa in 2006. IAS specializes in client/agency relationship management and helping clients find agencies. The Independent Agency Search & Selection Company is committed to the international and local pitch guidelines as defined by both the IPA (Institute of Practitioners in Advertising UK) and the ACA (The Association of Communications Agencies SA). 

Tags: agenciesbudgetbusinessIASJohanna McDowellmarketerspitchPitch Positive Pledgepitch processScopen

Johanna McDowell

Johanna McDowell is the managing director of the Independent Search and Selection Agency (IAS). IAS (Independent Agency Search and Selection company) in association with the AAR Group, was founded in South Africa by the Mazole Holdings Group in 2006. IAS specialises in helping clients find agencies. International associate company AAR Group was founded more than 30 years ago in the UK and has associates and branches throughout the world, the most recent being IAS.

Follow Us

  • twitter
  • threads
  • Trending
  • Comments
  • Latest
Kelders van Geheime: The characters are here

Kelders van Geheime: The characters are here

March 22, 2024
Dissecting the LSM 7-10 market

Dissecting the LSM 7-10 market

May 17, 2023
Keri Miller sets the record straight after being axed from ECR

Keri Miller sets the record straight after being axed from ECR

April 23, 2023
Getting to know the ES SEMs 8-10 (Part 1)

Getting to know the ES SEMs 8-10 (Part 1)

February 22, 2018
Sowetan proves that sex still sells

Sowetan proves that sex still sells

105
It’s black. It’s beautiful. It’s ours.

Exclusive: Haffajee draws a line in the sand over racism

98
The Property Magazine and Media Nova go supernova

The Property Magazine and Media Nova go supernova

44
Warrant of arrest authorised for Media Nova’s Vaughan

Warrant of arrest authorised for Media Nova’s Vaughan

41
South Africa’s commerce media moment has arrived

South Africa’s commerce media moment has arrived

May 30, 2025
Seven Days on Social Media: Child Protection Week, #MyDisappointment and a soppy seal

Seven Days on Social Media: Child Protection Week, #MyDisappointment and a soppy seal

May 30, 2025
Navigating the AI tide without losing our humanity

Navigating the AI tide without losing our humanity

May 29, 2025
The marketing mission remains clear

The marketing mission remains clear

May 29, 2025

Recent News

South Africa’s commerce media moment has arrived

South Africa’s commerce media moment has arrived

May 30, 2025
Seven Days on Social Media: Child Protection Week, #MyDisappointment and a soppy seal

Seven Days on Social Media: Child Protection Week, #MyDisappointment and a soppy seal

May 30, 2025
Navigating the AI tide without losing our humanity

Navigating the AI tide without losing our humanity

May 29, 2025
The marketing mission remains clear

The marketing mission remains clear

May 29, 2025

ABOUT US

The Media Online is the definitive online point of reference for South Africa’s media industry offering relevant, focused and topical news on the media sector. We deliver up-to-date industry insights, guest columns, case studies, content from local and global contributors, news, views and interviews on a daily basis as well as providing an online home for The Media magazine’s content, which is posted on a monthly basis.

Follow Us

  • twitter
  • threads

ARENA HOLDING

Editor: Glenda Nevill
glenda.nevill@cybersmart.co.za
Sales and Advertising:
Tarin-Lee Watts
wattst@arena.africa
Download our rate card

OUR NETWORK

TimesLIVE
Sunday Times
SowetanLIVE
BusinessLIVE
Business Day
Financial Mail
HeraldLIVE
DispatchLIVE
Wanted Online
SA Home Owner
Business Media MAGS
Arena Events

NEWSLETTER SUBSCRIPTION

 
Subscribe
  • About
  • Advertise
  • Privacy & Policy
  • Contact

Copyright © 2015 - 2023 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs

Copyright © 2015 - 2023 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In

Add New Playlist

Are you sure want to unlock this post?
Unlock left : 0
Are you sure want to cancel subscription?