www.m ar kl i ves.com
#1 AFRICA DISPATCHES
URBAN AFRICANS
SPEND MORE
ON APPAREL AND FOOD THAN THOSE IN BRAZIL & CHINA
MANUFACTURERS
AFRICA HAS THE FASTEST
56 DAYSONAVERAGE G R O W I N G I N A F R I C A LO S E
DUE TO POWER OUTAGES AFRICA’S CONSUMER INDUSTRIES ARE EXPECTED TO GROW BY $$ $ 4 0 0 B N I N 2 02 0
MIDDLE CLASS GLOBALLY
1in 5
KENYANS
AFRICA IS THE
SKIPPED A MEAL
2ND LARGEST
OR OTHER EXPENSE TO AFFORD
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MORE MOBILE AIRTIME
IN 2012
AFRICA HAS 15% OF THE WORLD’S POPULATION 68%
OF GLOBAL
MULTINATIONALS ARE NOT IN AFRICA
85%
OF SUB-SAHARAN AFRICANS ARE
UNBANKED
31%
2050 GDP ESTIMATES ETHIOPIA $1.5 TRILLION KENYA $1 TRILLION NIGERIA IS AFRICA’S TOP INTERNET USER
WITH OVER 48M USERS
OF PRODUCT INNOVATION
GLOBALLY IS FROM EMERGING MARKETS
THE ZIMBABWEAN PLATINUM SECTOR HAS THE
POTENTIAL
TO GENERATE UP TO
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IS NEEDED TO TRANSFORM THE POWER INDUSTRY IN AFRICA
30% ANNUAL GROWTH IN MOBILE CONNECTIONS IN AFRICA
LESS THAN 2% OF AFRICAN YOUTH ARE STUDYING AGRICULTURE
AFRICA
H A S
OVER
6.8M LINKEDIN USERS
169 % % OF SOUTH AFRICAN B L AC K H O US E H O L DS HAD AN INCREASE IN THEIR INCOME IN THE PAST DECADE
DO YOU KNOW WHAT THE MEDIA IS SAYING ABOUT YOUR BUSINESS? FOR SMART & INDEPENDENT MEDIA INTELLIGENCE CALL TANIA NOW
Tania du Plessis 00 27(0)83 328 8768 tania@ornicogroup.co.za
00 27 (0)11 884 5041 www.ornico.co.za @OrnicoMedia
In five short years the map of the world will change as Asia and Africa emerge as the dual sweet spots for global investment. Africa’s infrastructure boom is well under way with Gabon, Algeria and Morocco identified as the fastest growing broadband markets in the world. And optical technologies underpin this new phase of Africa’s great connection to the world - and itself. The fact that infrastructure and growth in gross domestic product (GDP) are connected, is proven. The World Bank’s recent research shows for every 10 percent increase in infrastructure provision, output hikes by approximately 1% in the long term. In African countries this output can reach a high of 30%. What follows GDP growth? Investments in marketing, media and the branded constructions that take products and services to emerging markets. But success isn’t a guarantee, as some global greats and top local brands have learned. South Africa quickly discovered that arrogance limits expansion, while curiosity, co-operation and a willingness to learn and grow with new markets fares better.
Africa’s time has come. Enjoy the ride together with Mark Magazine’s inaugural Africa Dispatches. - Mandy de Waal.
Publisher & Editor: Herman Manson Project Editor: Mandy de Waal Editor-at-Large: Simone Puterman
Know Where To Grow
2
Looking for growth? Africa’s the place to go.
Grow With Africa
6
The new rules for expanding into Africa. Design: Dani Loureiro (Machine), Cassandra Leigh Johnson (Machine) Contributors: Dayo Olopade, Jon Pienaar, Mandy de Waal Printers: Bevan Group www.marklives.com twitter.com/marklives facebook.com/marklives
Between The Lines
8
Media spend and investment indicators.
Africa. At A Glance
10
The continental growth chart.
The Bright Continent
12
Breaking Rules & Making Change Contact us at 2mark@marklives.com MarkLives.com, Box 2143, Somerset West, 7130, South Africa Advertiser Index: Ornico (IFC), M&C Saatchi Africa (P3), Leftfield (P5), Ogilvy Africa (P9), Posterscope (P13), GFK (P15), Saatchi & Saatchi (P17), Narrative (IBC), Machine (OBC) Mark - Africa Dispatches is an annual publication from the editors of MarkLives.com, South Africa’s authoritative voice on advertising and marketing. To book space in our 2015 edition contact sales@marklives.com. Mark is published by MarkLives.com. Our mailing list is compiled in collaboration with Brewers Advertising Data. To be removed from the mailing list please contact the publisher. Copyright 2014 Marklives.com. All rights reserved.
in Modern Africa by Dayo Olopade.
Break Out Brands
14
Technology triggers the boom.
Continental Analysis
16
Africa’s poor numbers.
#RespectAfrica
18
Power people.
Africa’s Most Admired
19
Brand esteem.
Agency Leaders
20
SA’s most admired.
1
Reductive perceptions of Africa persist, but numbers shatter continental clichés. In the next five years, over half the world’s fastest-growing economies will be African. Mandy de Waal speaks to the vanguards.
Egypt’s spiral of despair, the Ebola outbreak in Guinea, sectarian violence in
economists, warns often of the folly of lumping countries in Africa together.
the Central African Republic and terrorism in Kenya. In the ‘man bites dog’
“One definition of an emerging-market economy is that its political risks are
universe of world news, dictators and destruction are the fodder that fuel a
higher, and its policy credibility lower, than in advanced economies,” says
hungry global media machine.
Roubini. All the more reason not to be reductive.
But away from the cliché-confirming global media headlines, there’s a different
SA was the continent’s darling in recent decades. Fuelled, in part, by the
Africa, a continent where the sweet spots emerge. The African Development
world’s love affair with Mandela and the massive post-apartheid investment
Bank says that the continent could push for year-on-year growth rates of
influx, the southernmost country on the continent became the America of
between 5% and 7% or more, numbers sluggish Western economies
Africa - the arrogant ‘superpower’. But the tide is turning.
would envy.
Today, SA is a territory Roubini labels one of his “Fragile Five”. The land of
In the ’90s, the continent’s average GDP growth rate was just over 2% and
Jacob Zuma is in a class with India, Indonesia, Brazil, and Turkey because,
Africa’s inflation rate was massive - an average of 27% - peaking at over 40%
like the others, it has - as Roubini writes - “twin fiscal and current-account
in the mid-’90s. So what’s changed?
deficits, falling growth rates, above-target inflation, and political uncertainty from upcoming legislative and/or presidential elections this year.” Roubini
One word that describes the difference is China. African countries, particularly South Africa, Angola, the Democratic Republic of Congo and Equatorial Guinea, have developed massive trade ties with the world’s second-biggest economy, The links here are so strong that economists now say: “If China catches a cold, expect Africa to sneeze too.” “China has become a major development partner of sub-Saharan Africa. It is now the subcontinent’s largest single trading partner and a key investor and provider of aid,” states global economic think-tank, EcoMonitor, adding: “Growing links with China have supported economic growth in sub-Saharan Africa. But the burgeoning commercial and financial ties between the developing subcontinent and the world’s second-biggest economy carry risks.” China’s trade with Africa brings growth, but if the East Asian giant contracts, some regions on the continent won’t escape the fallout.
What makes sense then is for local brands to look for growth beyond home grounds. SA aside, in its 2013/2014 “Where To Invest In Africa” report, Rand Merchant Bank (RMB) lists the continent’s most-attractive investment destinations as Nigeria, Egypt, Ghana, Morocco, Tunisia, Libya, Ethiopia, Tanzania and Kenya. Despite what Roubini says, SA is still the most attractive country in Africa according to RMB, but continues to lose ground to Nigeria, the merchant bank’s second most-attractive investment destination in Africa. “Of the 52 African countries ranked, 42 showed an improvement in their investment attractiveness this year,” says Celeste Fauconnier, Africa Analyst at RMB. Fauconnier says the report shows that sharp improvements were seen in some of the continent’s most-troubled countries such as São Tomé and Príncipe, as well as Gabon, Cameroon, Sierra Leone, the Democratic Republic
If there’s a slogan Western brands should tattoo on their souls as they seek
of Congo, Mauritania and Liberia. “Those slipping backwards include Algeria,
growth in this emerging market, it is ‘Africa isn’t a country’. Knowing where
Angola and Equatorial Guinea,” she notes.
and how to grow on the market means seeing beyond lazy headlines and assumptive clichés. Nouriel Roubini, one of the world’s most influential
2
calls SA “over-hyped” and predicts GDP will slow sharply.
ashley.bacon@mcsaatchiabel.co.za
RMB’s 2013/2014 ranking of the most attractive African countries for investment (the higher the score the better)
All that brands need to know And what about the land that gave the world Mandela? “South Africa remains isbest which to grow with. Africa’s investmentcountries destination but its attractiveness continues to decline, which implies it’s losing ground on a relative basis as other countries improve,” she adds, and explains that Africa is at a critical point in time when it needs to boost industrial development and curb its infrastructure deficit, if it is to transform its growth spurt into a sustainable trend. Data shows a new reality but reductiveness is still rampant when it comes to the continent. “Skepticism, and the outdated image of Africa as a povertystricken, disease and conflict-ridden basket case that informs this skepticism, still runs deep,” states professional services firm, Ernst & Young, in its latest Africa attractiveness survey. “There is, unfortunately, still enough bad news in Africa to reinforce the negative stereotypes,” the survey reads. “The reality of such a vast and diverse continent is that as much as we may want to celebrate the many economic success stories - from Botswana to Mozambique, to Zambia, to Rwanda, to Angola, to Nigeria, to Ghana, and so on - there are also several states that remain fragile.” In Africa, the progress of the many is undermined by the failures of the few. “It is too often the failures - increasingly the exception rather than the norm - that dominate the news headlines and reinforce outdated stereotypes,” the EY report says, and then adds: “Whichever way one analyzes it, the numbers tell us that a diverse and critical mass of African economies are consistently outperforming those in other, more celebrated regions of the world.” Pockets of sensation might skew perceptions but the bald numbers will sift sensation from truth. IMF data for 2001 to 2010 shows six out of the 10 fastest-growing economies were in Africa. IMF’s most-recent forecasts show 11 of the world’s 20 fastest-growing economies in the next five years will be African. Africa’s sun is rising, and rising. All that brands need to know is which countries to grow with.
4
2013 RANK
COUNTRY
SCORE
2012 RANK
RMB GLOBAL
#1 #2 #3 #4 #5 #6 #7 #8 #9 # 10 # 11 # 12 # 13 # 14 # 15 # 16 # 17 # 18 # 19 # 20 # 21 # 22 # 23 # 24 # 25 # 26 # 27
South Africa
5.79
1
33
Nigeria
5.63
3
38
5.57
2
44
5.46
4
47
5.41
6
51
5.37
5
53
5.20
7
61
5.09
8
67
Tanzania
5.08
10
68
Kenya
5.00
9
72
Botswana
4.97
12
76
Algeria
4.91
11
80
4.90
13
82
4.90
14
83
4.90
16
84
Mauritius
4.90
15
85
Cote d’Ivoire
4.61
19
102
4.60
18
103
Cameroon
4.55
22
105
Angola
4.54
17
107
Burkina Faso
4.53
21
108
Gabon
4.41
29
113
4.39
20
114
4.25
23
124
4.17
24
129
Mali
4.16
25
131
Malawi
4.15
28
132
4.10
32
134
4.08
26
135
3.99
34
138
3.95
30
140
3.91
36
142
3.91
35
143
3.89
27
144
3.89
31
145
3.73
37
148
3.46
38
152
3.43
49
154
3.39
40
155
3.32
41
156
3.27
39
157
3.19
42
159
3.10
46
162
3.10
45
163
3.09
43
164
3.07
44
165
2.96
47
171
2.80
48
176
Guinea-Bissau
2.66
51
178
Comoros
2.63
52
180
2.58
50
181
2.50
33
182
-
-
-
-
-
-
# 28 # 29 # 30 # 31 #32 #33 #34 #35 # 36 # 37 # 38 # 39 # 40 # 41 # 42 # 43 # 44 # 45 # 46 # 47 # 48 # 49 # 50 # 51 # 52 # 53 # 54
Egypt Ghana Morocco Tunisa Libya Ethiopia
Zambia Rwanda Uganda
Mozambique
Namibia Senegal Madagascar
Sierra Leone Guinea Congo Benin Mauritania Chad Niger DRC Sudan Togo São Tomé & Príncipe Gambia Zimbabwe Burundi Lesotho Liberia Swaziland Cape Verde Seychelles CAR Djibouti
Eritrea Equatorial Guinea Somalia South Sudan
Is your agency fluent in Nigerian? is for Beer at The Blowfish
is for Cars
1.2 million of them officially registered. With probably another 1.2 million unofficially. Head out at the crack of dawn to avoid most of the madness.
Our favourite hotel in Lagos. Enjoy an ice-cold Star lager, poolside.
is for Airport
is for ‘Dash’ In local lingo, this means a little ‘sweetener’. At some point you’ll have to.
Murtala Muhammed International Airport. Busy. Scary. Long queues. But it’s getting better. Just don’t forget your yellow fever card. (Otherwise see D for ‘Dash’).
is for Heat
is for Eko Atlantic
is for Facebook
The new futuristic mega-city rising out of the sea adjacent to Victoria Island, Lagos.
The social network’s mobile penetration in the country is well over 80%, making Nigeria the number one ranked country in the world on mobile.
There may be two seasons in Nigeria: wet or dry, but what’s consistent is the heat – at a yearly average of 31 C. Pack that roll-on.
is for GDP Having recently overtaken South Africa to become Africa’s largest economy – now is the time to get your brand into Nigeria.
is for Leftfield We’ve been generating serious results in Nigeria and West Africa for the past seven years – visit www.leftfield.co.za for a look at some of our work on Nigeria’s leading brands.
is for Jollof Rice The Nation’s favourite rice dish. Like everything in Nigeria, it’s hot. Good with anything and everything.
is for Internet With around 56 million Internet users, Nigeria has surpassed Egypt, Morocco, South Africa and Kenya as the largest Internet market on the continent.
is for Keke
The ubiquitous yellow three-wheeled tuk-tuk taxi. Catch one at your peril.
is for “Oshe” Say thank you like a local, in Yoruba. (One of the most widely spoken languages in Lagos).
is for Mai Shai Means ‘tea man’ in the Hausa language. It’s a good place to get a spectacularly large mug of tea, day or night. Noodles and egg optional.
is for Pepper Soup Hot, spicy soup prepared with searing chili, catfish, chicken, goat or cow hoof. If you can handle the heat.
is for Umbrellas
For any small vendor selling goods, the humble umbrella is indispensible – it provides an instant pop-up roof and presents a great branding opportunity.
is for ‘VI’. AKA Victoria Island - the business and financial epicentre of Lagos.
is for ‘Naija’
The local word for Nigeria. Or 9JA in street speak.
The current CAF champions are also headed for Brazil 2014. Football – the Nation’s other religion.
is for Quiet With around 17 million people in Lagos alone, quiet is not a word one uses very often.
is for Religion Whether Christian or Muslim, over 90% of Nigerians are deeply religious.
is for Wizkid The multi award-winning singer is such a huge star that he’s been referred to as ‘Nigeria’s Justin Bieber’.
is for “You’re welcome.”
is for Super Eagles
is for Tarkwa Bay Surf the fast, hollow wedge, just a short speedboat ride out of Lagos. Yes, really.
is for X-factor Nigeria, the rising force in Africa. For all the reasons listed on this page.
You’ll hear this a lot, from the minute you arrive till the time you depart.
When you’re communicating to over 170 million people across a culturally complex marketing landscape, you need to be sure you’re leveraging the right insights. After seven years on the ground, creating significant results for our clients, you could say we know Nigeria, A to Z. If you're looking for a partner that knows Nigeria and West Africa, do give Jason a call on – +27 (0) 83 297 0450 (SA) or +234 909 215 1720 (Nigeria) or visit www.leftfield.co.za
is for Zobo A tasty drink made by infusing hibiscus flowers into water and then adding sweeteners and flavouring. Delicious and nutritious.
The continent’s higher growth rates are calling but many brands have ventured forth, only to discover that expanding in Africa is complex. Mandy de Waal speaks to the vanguards.
It was late 2002 when HKLM’s Sean McCoy found himself sitting in a bar in the
There are so many cultural, language and other nuances in the different
financial heart of Lagos, Nigeria. At the time McCoy was with Martin Sorrell’s
regions - there’s no one-size-fits-all approach.”
WPP Plc, the global colossus that gobbled up majority stakes in Cerebra and Native last year, and in Quirk this year. Also in the bar: Gary Harwood, Paul Kirsten and Graham Leigh - the other names behind the acronym, HKLM.
says, and adds that while recharging mobile air time in SA is merely a matter of printing out a till slip, this doesn’t work in other regions. “Virtual airtime
“Our launch was there in Lagos because we felt a part of Africa - it was part
transfers aren’t trusted in less mature African mobile markets and in Kenya,
of our ethos from the get-go,” says McCoy.
before M-Pesa was introduced, we had to sell airtime using scratch cards,”
HKLM’s first big client was Globacom, the Nigerian multinational
Kumalo explains.
telecommunications company with a footprint in the Republic of Benin,
Speak to Ebrahim Mohamed, executive director of African operations for
Ghana and Côte d’Ivoire.
Kensai Plascon, and the first thing he’ll tell you is: “Africa is not a country.
“We had a lot going on in West Africa initially because, from early on, our biggest client was Mike Adenuga. He kept us busy for quite a while,” McCoy says. A reclusive billionaire, Adenuga’s strong government contracts eased his
If there’s anything brands must know about the continent, this is it.” He says the further one moves away from southern Africa, the bigger the difference in how products and brands are perceived.
way into the construction industry, after which he enjoyed lucrative oil rights,
“In East Africa, home ownership rates are low, compared to SA. There we
and then a GSM licence realised Globacom.
don’t market directly to consumers, but rather market to contractors and large
“We still work with Adenuga today, 11 years later,” says McCoy, who attributes HKLM’s growth in part to relinquishing the arrogance that South Africa became famous for during its initial growth phase up and into the continent. “Great insight came from being up against advertising people from New York. We saw them arrive and impose their answers. Our approach was to say to people that we would develop the answers together with our clients.” Engaging through participation aside, a big epiphany for many brands beginning their African journey is appreciating the power of relevance. “We all made the mistake of taking local management from South Africa to Nigeria, and beyond,” says Romeo Kumalo, chief operating officer of Vodacom International. “Nowadays we have a diversified management team outside of South Africa, and very few of them are South African,” says Kumalo, adding that the initial error Vodacom made during its foray into Africa was not recognising the
construction companies. Home owners are a mere 15% of our market in that territory,” says Mohamed, adding that in some markets price trumps quality. In these regions, Kaisen Plascon has had to re-engineer its product line to ensure affordability, without affecting the brand’s strong association with quality. A theme that’s echoed often in interviews with brand owners is intricacy. “Expanding into Africa is complex and demands an investment of time and resources,” says Rob Wilkie, chief financial officer of software company Sage. “A pragmatic approach is to expand into new countries and regions incrementally to avoid spreading resources too thinly.” Wilkie says a more careful approach enables businesses to learn as they go. “It’s important to develop an ecosystem of business partners and resellers to support your growth. You also need to up-skill local people who understand the market and who have local insight and credibility with customers,” he says.
importance of being local. “We even used the same characters we had in our
Expanding in Africa, says HKLM’s McCoy, isn’t easy but it is worthwhile.
SA communications, for instance, in Mozambique. All we did was change the
“Once you’ve done Africa, there’s no holding back. A pragmatic approach
language. Obviously that didn’t work for us,” he confesses.
is to expand into new countries and regions incrementally to avoid spreading
Kumalo says there’s “a stark difference” in the way Vodacom runs its brand in South Africa, compared to other African markets. “Relevance is everything.
6
“But this extends beyond marketing to product,” the Vodacom executive
resources too thinly. After Africa, you can go anywhere,” he says.
Growth in media spend in Africa is outpacing
Media USD m, current prices
2006
2007
2008
2009
2013f
2014f
investments are alive, thanks to the politically
Middle East Africa
8,508
10,263
12,438
13,228 14,990 15,992 18,004 18,884
19,901
connected or business people with big egos
yoy %
11.5
20.6
21.2
the US and Western Europe, while media
2010
13.3
6.3
2011
2012
6.7
12.6
4.9
5.4
and pockets to match. Mandy de Waal reports.
Media spend in Africa isn’t growing as fast as it used to, but that’s not all bad
Survey - which forecasts GDP growth from 2012-2017 - identifies Malawi,
news. Some seven years ago, year-on-year media spend growth rates peaked
Mozambique, Angola, Ethiopia and Zambia as the economies that will 2012
outperform everyone else in the next five years.
will be a modest 5.4%. GroupM estimates advertising spending in measured
yoy %
However this is still good news for Africa. The year-on-year media spend TOP CATEGORIES
AND ADVERTISERS growth rate for North America is pegged at 4.1% according to the GroupM
report, “This Year, Next Year: Worldwide media and marketing forecasts.” GroupM is the media investment management firm owned by WPP, that oversees the global advertising giant’s media buying agencies, including Maxus, MediaCom, MEC and Mindshare. In Western Europe the forecast is
“There’s a lot more focus on Africa from our global clients, and we’re seeing
% shares of media
2006
“There’s quite a good correlation between media spend and GDP (gross
2007
2008
2009
2010
increasing numbers of global brands entering Africa, and investing more.
This, in part, is23.1 what’s driving 33.2 media spend and 25.8 40.7pushing its growth 52.9 0.4% 16.6 14.8 15.5 18.9 7.9 8.7 6.4 power they have, therefore media buying will followMagazines suit for advertisers in 5.2 4.2 3.9 4.4 3.5 When it comes to a breakdown is going Cinema 0.6in terms of which 0.6 media the spend 0.4 Middle East 8,508 10,263 12,438 13,228 14,990 15,992 18,004 18,884 19,901 those markets,” says Leech, when asked where $19,9 billion in media Outdoor 30.9 40.0 21.0 Africa to, Leech says31.6 in ‘developed’ markets like the28.0 US, Europe and UK there’s a Internet to flow. 2.1 1.0 1.0 1.0 1.1 spend forecast for Africa in 2014 by GroupM is expected 13.3 6.7 digital 12.6 4.9 5.4100 6.3 11.5Total 20.6 21.2 Media 100 100 100 lot more investment because of the infrastructure. “In 100 Africa the ICT yoy % Media USD m, 2006 product 2007 buying 2008 2009 WPP Plc). “The more income consumers have, theRadio more current prices Newspapers
infrastructure has hampered digital spend, and what we see is that there’s a
Monetary Fund, are Nigeria, South Africa, Egypt, Algeria and Morocco.
big reliance on traditional media. Television takes the lead, followed by radio
Ghana and Kenya are in the top while Ernst & Young’s 2013 Competitive
and then print,” says Leech.
TOP CATEGORIES AND ADVERTISERS
% shares of media TV Radio Newspapers Magazines Cinema Outdoor Internet Media Total
8
20.6 21.1 13.2 2010 2012 2013f average. 2014f over 2011 the global forecast
Africa’s best performing economies by GDP, according to the International
2011
Communication and Telcomms Gaming, Entertainment, Leisure & Tourism Beer & Malt (Alco) Banking & Finance Corporate Skin Cleansing Dairy / Milk Public Service Soft Drinks Noodles & Pasta Reckitt Benckiser Vodafone
2006 25.8 20.6 15.5 5.2 30.9 2.1 100
2007
20,288 5,724 2,856 2,962 1,662 2,890 1,603 1,328 34 28
2008
23.1 TOP CATEGORIES 33.2 21.1 AND ADVERTISERS 13.2 18.9 7.9 4.2 3.9 0.6 % shares of media 31.6 40.0 1.0 1.0 100 100 TV Radio Newspapers Magazines Cinema Outdoor Internet Media Total
6,412 4,277 4,014 5,646 3,409 3,018 1,590 3,070 1,669
as well.
a paltry 1.8%, while the highest growth is predicted for Latin America at 8.6%.
CATEGORIES NGN m
2011
Advertisers NGN m
20,288 -23“there are Communication and Telcomms MTN The spend forecast excludes digital, because,15,563 says Leech, no 4,988 Gaming, Entertainment, Leisure & Tourism Etisalat digital can be curated.” Leech in itselfBreweries 4,769 -17 says thisNigerian Beer & Maltspend (Alco) metrics available that5,724 2,856 2,960 4 Banking & Finance Globacom is interesting because telecommunications and mobile infrastructure has a 2,962 2,314 -22 Corporate Zain / Airtel 1,662infrastructure 2,265 has a36direct bearing Skin Cleansing Reckitt direct impact on GDP. “We know that onBenckiser 2,890 2,101 -27 Dairy / Milk Unilever GDP, so the better the ICT (Information and Communications 1,920 - Technology) Public Service Guiness Nigeria 1,603 1,560 the better -3 Softinfrastructure, Drinks Procter & Gamble the more people that are connected, the GDP,” she 1,328 1,470 11 Noodles & Pasta Friesland Campina says,Benckiser adding that ICT infrastructure environments 34drives the 34growth of media 0% Reckitt 28 33 18% Vodafone
media in Africa will reach a new high of US$19,9 billion for 2014.
domestic product),” says Monique Leech of Millward TV Brown (also part of
2011
CATEGORIES NGN m
at over 20%, but a forecast by GroupM indicates that the growth rate for 2014
2012
yoy %
2011
Advertisers NGN m
15,563 -23 MTN 4,988 Etisalat 4,769 -17 Nigerian Breweries 2,960 4 Globacom 2,314 -22 Zain / Airtel 2011 CATEGORIES ZAR m 2,265 36 Reckitt Benckiser 2,101 -27 Unilever 1,920 Guiness Nigeria Retail 1,560 -3 Procter & Gamble8,518 Banking 4,020 1,470 11 Friesland Campina Business to Business 4,028 34 0% Health & Beauty 2,907 33 18% Automotive Educ Gov Welfare Health Religion 2,230 Beverages 2,408 2009 2011 4,293 Travel, Transport2010 & Leisure Food 1,406 Household 1,252 40.7 52.9 45.5 Media 669 16.6 14.8 16.8 8.7 6.4 6.5 4.4 3.5 3.5 0.6 0.4 0.4 2007 2008 2006 28.0 21.0 26.1 1.0 1.1 1.3 100 100 100 40.8 38.6 40.2 13.7 13.3 12.7 26.9 28.2 28.0 11.2 12.0 11.3 1.5 2.0 1.5 4.4 5.1 5.0 1.6 0.9 1.2 100 100 100
2012
8,583 4,682 3,881 3,336 3,157 2,221 2,218 2012 1,749 1,706 1,208 61.1 782 17.3 4.8 2.6 0.4 2009 11.7 2.1 100 43.2 12.5 26.3 10.4 1.2 4.4 1.9 100
6,412 4,277 4,014 5,646 3,409 yoy % 3,018 1,590 3,070 1% 16% 1,669 -4% 15% 0% -8% -59%2013f 21% -4% 66.6 17% 15.5 4.3 2.4 0.4 2010 8.3 2.5 100 46.9 12.9 23.4 9.3 1.2 4.3 2.0 100
2012
2011
2012
2013f
45.5 16.8 6.5 3.5 0.4 26.1 1.3 100
61.1 17.3 4.8 2.6 0.4 11.7 2.1 100
66.6 15.5 4.3 2.4 0.4 8.3 2.5 100
yoy %
5,747 -10 4,531 6 3,845 -4 3,053 -46 3,003 -12 Advertisers ZAR m 2,946 -2 1,958 23 1,843 -40 Unilever 1,439 Shoprite Holdings 1,257 -25 Ltd SAB Miller Pick n Pay Mobile Telephone Network Vodacom Communication Telkom 2014f Standard Bank Distell 66.8 15.3 3.7 2.2 0.3 2011 8.2 3.5 100 45.9 14.1 23.0 8.5 1.9 4.3 2.4 100
2011
1,289 913 816 599 468 504 382
2012
2013f
46.9 15.1 22.0 7.3 1.6 4.6 2.4 100
48.5 15.1 20.6 6.8 1.4 4.6 3.0 100
CATEGORIES ZAR m
TOP CATEGORIES AND ADVERTISERS
% shares of media TV Radio Newspapers Magazines Cinema Outdoor Internet Media Total
Retail Banking Business to Business Health & Beauty Automotive Educ Gov Welfare Health Religion Beverages Travel, Transport & Leisure Food Household Media
2011
2012
yoy %
Advertisers ZAR m
8,518 4,020 4,028 2,907
8,583 4,682 3,881 3,336 3,157 2,221 2,218 1,749 1,706 1,208 782
1% 16% -4% 15% 0% -8% -59% 21% -4% 17%
Unilever Shoprite Holdings Ltd SAB Miller Pick n Pay Mobile Telephone Network Vodacom Communication Telkom Standard Bank Distell
2,230 2,408 4,293 1,406 1,252 669
2011
2012
yoy %
1,289 913 816 599 468 504
1947 1022 752 629 503 440 430 429 426
51% 12% -8% 5% 7% -13% 12% -
382
2006
2007
2008
2009
2010
2011
2012
2013f
2014f
38.6 13.3 28.2 12.0 2.0 5.1 0.9 100
40.2 12.7 28.0 11.3 1.5 5.0 1.2 100
40.8 13.7 26.9 11.2 1.5 4.4 1.6 100
43.2 12.5 26.3 10.4 1.2 4.4 1.9 100
46.9 12.9 23.4 9.3 1.2 4.3 2.0 100
45.9 14.1 23.0 8.5 1.9 4.3 2.4 100
46.9 15.1 22.0 7.3 1.6 4.6 2.4 100
48.5 15.1 20.6 6.8 1.4 4.6 3.0 100
49.7 15.3 19.4 6.5 1.3 4.4 3.4 100
Source: GroupM
The continent’s two biggest economies tell their own story in terms of share
“You still see a fair degree of investment into traditional media, but with the
of media spend according to medium, and the top categories and advertisers.
caveat that a lot of this investment is an ego-driven media asset purchase.”
Mobile operators are the biggest advertising spenders according to the GroupM report, but in South Africa retailers and consumer goods take the lion’s share. In Nigeria television is massive, but print is in free fall and digital is climbing off a small base. In South Africa newspapers haven’t seen the same degree of media spend flight, and the internet continues its steady climb.
These investments are characterised by large personalities - either successful business people or politically connected individuals - who create media assets for reasons that aren’t purely business. “This isn’t an unusual ownership trend in Africa, including South Africa,” says Arenstein. “But obviously there has to be a solid commercial model underpinning any of those assets, otherwise it’s a very quick way of losing a fortune – you know the cliché.”
“We haven’t seen the same kind of capital flight out of the media sector that you see up north, or the nervousness evidenced in more mature markets,” says Justin Arenstein a former investigative journalist turned media start-up star, and consultant to Google and the International Centre for Journalists.
The biggest themes in media in Africa? Spend is driven by big brands and big GDP, while investment in media is stimulated by infrastructure and big, politically connected personalities.
“One agency, indivisible.” David Ogilvy
African Agency Network of the Year, 5 years in a row. Financial Mail Adfocus Awards.
Should you be interested in doing business in Africa, talk to us: Marc Spriestersbach E marc.spries@ogilvyafrica.co.za T +27 11 709 6990 F +27 86 531 0535 M +27 82 891 7087
5 YEAR GLOBAL GROWTH OUTLOOK SOURCE: EY 2013 AFRICA ATTRACTIVENESS SURVEY
In her debut book about breaking the rules in modern Africa, NigerianAmerican journalist Dayo Olopade finds qualified cause for optimism about the continent’s future. In this extract Olopade offers a refreshingly hopeful view about the commercial map of Africa. During the war for secession between Sudan and South Sudan, virtually all
Rugasira tried to launch his product, Good African coffee, with investors and
commercial banks were blocked from the southern region. According to local
distributors in the United Kingdom, he ran into serious prejudice. “People
legend, South African Stanbic Bank earned hero status by ferrying suitcases of
were expecting Idi Amin,” he says. “No one makes any distinction between
cash from accounts abroad and hand-delivering them to the rebel front lines -
older generations of African businessmen and the new generation.” Fear
by helicopter at times. In 2012, Stanbic made a triumphant official return to a
of what is known euphemistically as “political risk” is overstated; the World
newly independent South Sudan and turned a profit after only nine months. It’s
Bank’s Multilateral Investment Guarantee Agency, which compensates
a fitting reward for the bank’s wartime customer service, and proof that markets
investors in case of coups, expropriations, and other externalities in
can make it in the toughest neighborhoods in Africa.
developing countries, has paid out only six times in the past twenty-five years - and only twice in Africa. Like our Nile mappers, international institutions and
Commerce seems to thrive in the cracks and crevices of fail states.
investors miss the simpler story: commercial activity is a powerful, shovelready network in Africa.
Where bureaucracies have overlooked local needs, smart producers like the “Bangla-Pesa” printers have found a way through. Even Melinda Gates enjoys pointing out that Coca-Cola is able to distribute its products cheaply and universally when international drug companies cannot. I’m always amazed that khat, the leafy opiate sold throughout east Africa, makes it from farm to table every day, even as government wheedling and tariffs stall formal trade. Outsiders have consistently neglected markets on the continent.
investment than any other developing region of the world - including the celebrated “BRIC” nations of Brazil, Russia, India, and China. Seven of the ten fastest-growing economies in the world are African. Behind the dusty feet in the UN poster, the African middle class is booming. Its members are not oil barons or oligarchs. These are the people who have steady jobs, who own property, perhaps even a car (though it may end up parked halfway through
Aid flows and “poverty porn” reinforce the notion that there’s no money in
the month when gas prices pinch). Health emergencies don’t knock them to
Africa. Economists engage with the continent from the top down, focusing on
the mat. They indulge in tiny luxuries in the form of a movie ticket, imported
dispiriting macroeconomic factors such as GDP per capita, fluctuating interest
sweets, or a fancier mobile phone and make larger investments in cable
rates, and donor-funded government budgets. Commodities tycoons
television, home computers, or a decent private education for their children.
in bespoke Western suits worsen the image. When Ugandan Andrew
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Here is some prosperity porn: Africa provides a higher rate of return on
There was a time when Silicon Valley dominated technology’s global brand map. Information and communications technology (ICT) brands like Microsoft, Apple, Cisco, Google and Oracle ruled this world. But - Jon Pienaar reports - the landscape is shifting, and in part big tech brands are helping make this happen. Giants like Google and Orange are spearheading a range of projects from solar-
Africa’s tech explosion is also being driven by infrastructure development,
powered schools, to innovation forums, to wi-fi towns and education initiatives.
which has helped realise initiatives like Lagos’s CcHub, a tech hub for
Look at Africa Connected.com, the Google-sponsored initiative that showcases
innovators with an emphasis on social responsibility. Also in Nigeria you’ll find
everyday success stories made with the global tech giant’s tools.
Gossy Ukanwoke, who has started the country’s first private online university,
One of these is Obami, a cloud-based social-networking system that connects teachers, students, administrators and government to each other with a ‘Social Learning’ platform that works a bit like Facebook. Obami claims to improve
Uniquely African problems have seeded uncommon solutions.
learner engagement and make teachers’ jobs easier by enabling them to create
It isn’t just the tech big guns and ICT infrastructure that’s creating these
and share. It’s been a hit not only in SA, but also in Europe and the USA.
break out tech brands. Uniquely African problems have seeded uncommon
Another example is Afrinolly, an Android app created by Lagos native, Chike Maduegbuna. Afrinolly plugs into Nigeria’s Nollywood film industry, by featuring movie trailers and short films. The app already boasts over 2.5 million downloads, which has enabled Maduegbuna to create a short film competition and run masterclasses for young African filmmakers. In the Kenyan town of Nakuru, UK-based telecommunications company, Orange, has spent USD2-million creating a free wi-fi zone. This has given internet access to the town’s some 308,000 inhabitants. Similar projects are in the pipeline for Cape Town and Tshwane, thanks to Alan Knott-Craig (junior) and team at Project Isizwe. Benefits international companies bring have been proven by technologies like M-Pesa, the mobile money solution created by Safaricom and Vodacom, says Mark Kaigwa, founder of digital consultancy, Nendo. “Kenya has shown it can reach mass markets in a way that no other country can,” says the man who calls Nairobi home. “M-Pesa and Ushahidi (the now famous crowdsource crisis information site) are stories that have been told time and again. We need another big talking point for our ecosystem to justify the attention Kenya currently has in the media,” he adds. Kaigwa says the next big thing to come from Kenya is One Africa Media, Africa’s largest online classifieds group by traffic, page views, ad volume and revenue. 14
BAU Online.
solutions like the Kenyan-incubated project that produced the BRCK - an ‘internet backup generator’. It’s a rugged internet hub that can keep a group of people connected to the interwebs, even if the power goes off for up to eight hours. Innovation is also investment driven. Venture capitalists from around the world fund ‘hackathons’ like the ‘Startup Bus’, an initiative that takes young developers, designers and entrepreneurs on a bus tour while they collaborate on projects, stopping in various towns en route to present their ideas to the public. And, because it has a low barrier to entry, app development is booming in Africa. From Funerally, a funeral event management tool, to Workforce, mobile planning software that allows employers to hire labour through a trusted and rated system, using basic SMS. Then of course there are games like Snailboy by Cape Town’s Thoopid, and ZWord, a spelling game by Uganda’s Kola Studios. The Hollywood cliche that equates tech success to Silicon Valley is so old school. With Kenya’s M-Pesa now being introduced to Europe, all eyes are on Africa for the next big thing.
INSIGHTS CAN CHANGE EVERYTHING When you bring the voice of nearly one billion consumers in Africa into your decision making, you can open doors of opportunity you didn’t know existed. GfK will help you understand the who, what, how and why of your consumers across numerous markets, giving you the power to maximise the opportunities. Contact us today to find out more about our quantitative and qualitative research. www.gfk.com/za; za@gfk.com; +27 (0)11 803 1300
GfK Portfolio: User Experience; Shopper Experience and Retail Performance; Consumer Panel; Retail Panel; Brand and Customer Experience; Market Opportunity and Innovation; Digital Market Intelligence
Accurate research can change the economic fortunes of entire countries. Just ask Nigeria. Mandy de Waal sorts the good numbers from the bad.
Jerven’s study of the production and use of African economic development statistics reveals how patchy the continent’s economic data is, and how crucial it is that this changes. The reason for these numbers being poor, says Jerven, is not just one of technical accuracy but also because the “arbitrariness of the quantification process produces observations with very large errors and levels of uncertainty”.
South Africa was once the king of Africa, and bore the title: ‘The Country With
Poor numbers don’t only bedevil economic data but have a ripple effect
The Largest Economy in Africa’. No longer. The new king is Nigeria.
through marketing, media and brand research as well. SA has a census every
SA was Africa’s biggest economy with a gross domestic product (GDP) of about US$384 billion in 2012. By comparison, the most populous country on the continent, Nigeria, had a GDP of just US$262 billion. “The new GDP number for Nigeria was released today. It is 80.3 trillion naira [5.125 trillion South African Rand] for 2013,” writes Morten Jerven, economic historian and author of Poor Numbers: how we are misled by African development statistics and what to do about it. “Nigeria overtakes South Africa,” Jerven states. GDP - the monetary value of a country’s goods and services - is globally recognised as a means of economic ranking. Nigeria, unfortunately, was tracking its GDP using a base year for national accounts that was horribly
Haupt, who in April 2014 became the first-ever executive director of the P an African Media Research Organisation (PAMRO). “Global undercounts are set at between two percent or three percent, so there’s a 98 percent accuracy,” he says, adding: “In SA, the undercount is about 14 percent.” The starting point for media and other marketing research is the census, and a lack of data is often driven by a lack of money. The Catch-22 is that good numbers bring more money. “The major problem we see in many parts of the continent is that very little money is available for research,” says Haupt. “If people don’t believe data, i t is incredibly difficult to get them to commit.”
outdated. A revision yielded new figures, and saw SA topple off the top spot of
“Media research only came to most of Africa quite late. If you look at the
the continent’s economic rankings.
roll-out of studies like Amps across Africa, it only started with Zimbabwe in
“Does it seem to you that the Nigerian economy suddenly is growing faster?” asks Jerven, who answers his question by saying that, using the old figures, the country’s growth was 10, eight and four percent in 2011, 2012 and 2013
16
10 years, but the undercounts are large by global comparison, says Paul
the ’90s, then rolled out across Ghana and Kenya,” Haupt explains. “For both investors and brands, countries need research that’s credible. When it comes to information transparency, good governance is everything,” he says.
respectively. “On the new series we have 17, 13 and 12 percent growth for
According to Haupt, SA, Nigeria, Kenya and Ghana are among the continental
the same years.” The difference between 10 and 17 percent for investors is
hotspots with the better data. It should come as no surprise that these regions
massive. The big lesson here is how poor numbers hamstring a country.
are doing well economically.
AKOKO NAN TO FUN O. LATI YAN OLUGBOWO . . TUTUN. THIS IS YORUBA. Just one of
521 languages, not to mention countless
dialects, native to Nigeria. You know, that thriving little African country on the left? But if you think it’s just the languages
that’ll get you lost, just wait until you have to navigate this richly diverse country’s
beliefs, cultural norms and customs. It’s not hard to imagine that in a place like
this, the potential for misunderstanding is pretty high. You need an agency that can traverse this unfamiliar landscape with dexterity, an agency that has spent the past 20 years here, successfully building and introducing international brands for the likes of Diageo, Proctor & Gamble, Campari and Mondelez, in what is now the largest economy on the continent. You need an agency that’s on the ground, an agency active in 27 markets within Africa. You need an agency that knows what they’re doing. Oh, and in case you’re still wondering, the headline reads: “It’s time you got a new agency”.
For further information, please contact Colin Herholdt on +27 21 413 7500 or colin.herholdt@ct.saatchi.co.za and visit www.saatchi.co.za
Meet the change makers and the disrupters. Africa’s visionaries who dared to dream big and to turn their ideas into reality. These are amongst the most respected people on the continent. These are the people to know.
Koos Bekker
Mamadou Toure
Former CEO of Naspers, Bekker helped transform the company from a national
Founder of Africa 2.0, an advocacy group aimed at developing and implementing
press operation into one of the world’s largest media companies in the world, with
strategies to produce positive outcomes for millions of Africans. Managing Director
operations in some 133 countries and a revenue in 2013 of over R50-billion. Bekker
with General Electric Africa. Formerly with KPMG Audit France, Fortis Group (Paris)
took a sabbatical in April 2014, after 17 years as CEO, to travel the world. On his
and the World Bank Group. Amadou Mahtar Ba | @AMahtarBa
return in April 2015 he will become chairman of Naspers.
Chief Executive of the African Media Initiative. Co-founder of AllAfrica Global Media. Member of the World Economic Forum’s Global Council for the Future of Journalism.
Mo Ibrahim
Member of the Advisory Committee of the Knight International Journalism Fellowship,
Sudanese-British mobile entrepreneur and billionaire. Founder of CelTel, which he
as well as a member of the Africa Policy Advisory Board of ONE.
sold in 2005 for $3.4 billion. Founder of the Mo Ibrahim Foundation and creator of the Mo Ibrahim Index - both of which aim to evaluate leadership and governance at a government level. Founder of the Ibrahim Prize for Achievement in African Leadership, which celebrates excellence in African leadership, and is awarded to a former executive head of state.
Dambisa Moyo
| @dambisamoyo
Author of the New York Times best-seller Dead Aid: Why Aid Is Not Working and How There Is a Better Way for Africa which earned her the moniker: ‘The Anti-Bono’. Moyo also authored Winner Take All: China’s Race for Resources and What It Means for the World and How The West Was Lost: Fifty Years of Economic Folly - And the Stark Choices Ahead. Named by @TIME in 2009 as one of 100 people who most affect the world.
Ory Okolloh
| @kenyanpundit
of policy for Google in Africa. Co-founder of crisis crowd-mapping initiative, Ushahidi. | @AlexOkosi
Senior Vice President & Managing Director of MTV Networks Africa. The man credited with bringing MTV Base to the continent.
18
| @TrevorNcube
Zimbabwean media owner and champion of investigative journalism and a free press. The publisher of The Mail & Guardian in South Africa and The Zimbabwe Independent, The Sunday Standard and NewsDay in Zimbabwe.
Chinedu Echeruo Former investment bank and hedge fund analyst. Founder of HopStop, an online city transit guide that offers door-to-door subway and bus directions for over 140 cities around the globe. HopStop was sold to Apple in 2013 for a price reportedly in the billion-dollar range.
Isis Nyong’o
Director of investments at philanthropic firm, the Omidyar Network. Former manager
Alex Okosi
Trevor Ncube
| @inyongo
Formerly head of Africa operations for the global mobile advertising giants, inMobi, Nyong’o was part of MTV Africa’s start-up team. She also worked for Google. Listed as one of Forbes’ 20 Young Power African Women.
Lupita Amondi Nyong’o Kenyan-Mexican actress, and the first Kenyan to win an Oscar, for her role in Steve McQueen’s 12 Years A Slave. Music video director. Documentary film director.
Africa’s most admired brands as chosen by some of its leading marketers.
Shoprite Africa’s largest food retailer. Operates 1525 corporate and 377 franchise outlets in 16 countries across the continent. Brands include Shoprite, Checkers, OK, Usave and Hungry Lion.
Guinness The Irish stout that became an African favourite.
“The ongoing Sapeur campaign. This campaign brilliantly [pays] homage to the underclass in Congo whose symbol of defiance is a high-end
“Shoprite has done exceptionally well in Africa. One thing it has done
dressing style as both personal and collective expression. But, in doing
better than most is to be relevant. Walk into one of the company’s stores
this, the brand has a moral duty to give back to this collective via an
in Nigeria and it feels like a Nigerian company. This is what you want it
economic empowerment programme - call it CSR [corporate social
to feel like if you’re Nigerian. Whitey Basson has done exceptionally well
responsibility] - I don’t mind. Or else it is just another clever leverage
because he understands local consumers in their home towns. In places
of poverty porn.”
like Angola, Shoprite beats local entrepreneurs at their own game. That’s something to be admired.” - Romeo Kumalo, chief operating officer of Vodacom International.
Toyota The Japanese car brand renowned in Africa for its reliability and ease of
- Babatunde Adebola, associate creative director, Noah’s Ark, Lagos, Nigeria.
Safaricom Kenya’s leading mobile network operator.
“It is not very hard to pick Safaricom. It is a telco and it is easier to be
maintenance.
drawn to a telco brand because of the size, advertising budget, approach
“I spend most of my working time travelling across sub-Saharan Africa,
you can’t ignore. But I like Safaricom because it is a disruptive brand.
and everywhere I go I see Toyota. It really is a brand that appears to be
Safaricom went from being a telecommunications service to becoming
the most successful across the regions I frequent. You just have to drive
a fully fledged communications company, and it went on to disrupt the
through the congested cities on our continent to be amazed, like I am, [at]
local finance industry. Safaricom takes on banks and banking, and is
how many Toyotas there [are] on the road.”
transforming finance for the betterment of consumers. Safaricom really
- Ebrahim Mohamed, executive director of African operations for Kensai Plascon.
stands out in Kenya as a brand to admire.”
GTB Bank
and nature of the brand. Telcos can bully their way to being a brand
- Mark Kaigwa, one of Forbes Africa’s “30 under 30”. Founder at Nendo, a digital think tank. Creative and film maker.
Nigeria’s biggest, and most profitable, bank.
“It’s clear in its positioning and its brand proposition extends across all its touch points.” - Moky Makura, publisher of Africa’s Greatest Entrepreneurs and South Africa’s Greatest Entrepreneurs. Founder of Nollybooks. Actress.
19
Mark’s sister title, MarkLives.com, conducts an annual poll amongst South Africa’s top advertising executives to reveal which agencies, agency leaders and creatives are the most admired by their peers.
MarkLives.com’s regional poll to determine the most-admired agency leaders in
Joe Public’s chief creative officer, Pepe Marais, was voted most-admired creative
2013 showed a clean sweep for Ogilvy Cape Town in the Mother City. The agency
director and MD, Gareth Leck, the most-admired Jozi agency boss. Quirk emerged
took top honours as the most-admired agency in Cape Town; its ECD, Chris Gotz,
as the agency to watch.
emerged as the city’s most-admired creative director; and its former MD, Gavin Levinsohn, was named the most-admired agency exec in the city. Ogilvy CT was voted the best at integrated thinking by agency bosses. Machine emerged as the ‘One to watch’ - the agency that rival execs are keeping a close eye on.
This set up the national poll very nicely – it would be Joe Public in Johannesburg challenging Ogilvy Cape Town in the Mother City for title of most-admired leader in the advertising industry.
In Johannesburg, Joe Public managed a similar feat, taking honours as the most admired-agency in the city (as voted for by its peers in Johannesburg).
The national poll results:
Most-admired agency
Most-admired agency boss
Most admired: Ogilvy Cape Town
Most admired: Gavin Levinsohn, ex-MD, Ogilvy Cape Town
Runner-up: Joe Public
Runner-up: Gareth Leck, CEO, Joe Public
Joint second runners-up: FoxP2, King James The most-admired South African ad agency in 2013 was Ogilvy Cape Town. The agency drew 41% of all nominations, followed by Joe Public with 22% of nominations, and King James and FoxP2 with 18.5% each. Ogilvy CT picked up various pieces of integrated business over the past year, including Flying Fish Flavoured Beer - SAB, WeChat - Naspers, News24, Careers24, RubyBox - Media24, DirectAxis and PSI (USAID-funded condom
Levinsohn drew 29% of the total number of eligible nominations, while Leck drew 24% in a close poll. John Dixon from Draftfcb (and now withBrandsRock) drew 19% of the nominations.
Most integrated: Ogilvy Cape Town One to watch: MACHINE
launch for Salama condoms into Tanzania). Revenue grew by 89% and staff
Machine, which positions itself as a BTL agency with real digital savvy,
grew by 42% in 2013.
was judged the agency to watch by SA’s agency leaders.
Recent accounts wins at Joe Public include Tempest Car Hire, as well as
It added Nandos (Digital), Miller (MGD), Pick n Pay Smart Shopper,
Steers. Joint second runners-up FoxP2 and King James are both Cape Town
Nampak Lifestyle, Happy Me and Adidas to its client list. Machine’s ability
agencies making waves in the Johannesburg scene through backing start-up
to transition from its digital roots has given major execs pause for thought.
agencies in that city.
The assumption that traditional agencies will swallow digital is now being challenged as the promise of industry-wide renewal is wrought by agencies
Most-admired creative director Most admired: Chris Gotz, CCO of Ogilvy & Mather South Africa Runner-up: Justin Gomes, ECD at FoxP2
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that are born digital.
Let’s tell a story your customers want to hear.
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