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Contract Crunch: Why CMOs Must Get Closer to ...
Contract Crunch: Why CMOs Must Get Closer to the Fine Print
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Win the room before you even walk in the door: ...
Win the room before you even walk in the door: Credentials and the sizzle reel
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Auditing masterclass lifts the lid on hidden ...
Auditing masterclass lifts the lid on hidden costs
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ADFORUM GLOBAL SUMMIT 2025 NEW YORK CITY 12-17 ...
ADFORUM GLOBAL SUMMIT 2025 NEW YORK CITY 12-17 MAY - DAY 5 and Wrap Up
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ADFORUM GLOBAL SUMMIT 2025 NEW YORK CITY 12-17 MAY - DAY 4

Contract Crunch: Why CMOs Must Get Closer to the Fine Print

The IAS Media Assurance Masterclass Series reveals 70% of procurement professionals are overwhelmed by marketing contracts—while agencies quietly exploit the gaps.

 

In an increasingly complex and fragmented marketing landscape, contract compliance has become more than a legal formality; it’s a financial necessity. That’s the message from the latest Media Marketing Compliance (MCC) Masterclass, hosted by the Independent Agency Search & Selection Company (IAS), where marketing procurement professionals faced an uncomfortable truth: contracts are no longer keeping up with the pace of change.

 Led by Stephen Broderick, Senior Partner at MCC, and Jane Dormer, Client Services Director, the session laid bare the sheer scale of the challenge.  “Contracts can be full of grey areas that aren’t always obvious at first glance,” said Broderick. “If you’re not actively monitoring them, it’s easy for costs to slip through the cracks.”

 

The Perfect Storm

Remember when life was simple? Back in the noughties, marketers typically worked with a handful of partners—media, OOH, creative, BTL, PR, activation. Contracts were often flimsy, sometimes not even signed.

 Fast forward, and the ecosystem is far more complex. The 2010s introduced principal-based media, programmatic trading, social platforms and decoupled content production. The 2020s have added e-commerce, influencer deals, retail media and affiliate networks to the mix.

 Now AI has arrived, raising fresh challenges around IP, data rights and third-party compliance. Contracts have skyrocketed—not just in number, but in length, growing from handshakes to 100-page tomes.

 Jane Dormer sums up the pressure: "Procurement budgets and staffing haven’t kept up. You now need specialists for everything from software services to programmatic, forcing teams to prioritise which contracts get attention."

 

The Margin Squeeze Reality

The traditional high-volume media cash cow is officially dead. Meta, Google and Amazon have disrupted the volume game, and retail media is increasingly cutting agencies out.

 The pressure to extract margin has intensified dramatically. Agencies, often over-resourced and stuck in outdated models, still need to hit historical margins. The solution? Mine every contractual ambiguity and leverage client blind spots across the entire marketing supply chain.

 Consider this jaw-dropper: a recent ANA study on programmatic media found that 70% of the total budget—including agency fees—wasn't going to ads ever seen by human eyes. That's not advertising; that's an expensive game of digital hide-and-seek.

 

The Wake-Up Call

MMC advertiser research shows 62% cite time pressure as the biggest obstacle to effective contract management. It's a catch-22: the more complex the contracts, the less time teams have to manage them properly—opening the very blind spots agencies exploit.

 

The Path Forward

The solution isn't complicated, but it does require a fundamental shift in approach.

 Clients need to demand more. More clarity. More proof. And more compliance. That means shifting from ‘money back’ to ‘value gained’ thinking, appointing transparent partners, and investing in real-time compliance platforms.

 Johanna McDowell, CEO of the Independent Agency Search & Selection Company (IAS), believes these conversations are long overdue. “We commissioned this masterclass because marketers are haemorrhaging value through poor contract visibility. It’s not just about clawing back margin—it’s about building fair, modern partnerships that reflect today’s supply chain.”

 

The Takeaway

Take a breath. Then take a long, hard look at your contracts. Because in a media world where margins are shrinking and agencies are scrambling, the real power may lie in the fine print. The days of treating contracts as afterthoughts are over. The question isn't whether your procurement team can afford to get serious about contracts—it's whether you can afford not to.

You may also be interested in:

Tackling non-disclosed media models head-on

Programmatic media under the spotlight

Auditing masterclass lifts the lid on hidden cost

Win the room before you even walk in the door: Credentials and the sizzle reel

Before the handshake or pitch theatre, there’s the credentials presentation landing quietly in an inbox full of others. This is your opening move. If it doesn’t hook attention or build belief, you’re out before the game begins. Fluff won’t cut it. Marketers want clarity, substance and a reason to keep reading. If your credentials can’t deliver, don’t expect an invite.

That’s why the Independent Agency Search & Selection Company (IAS) Agency Credentials Award exists – to spotlight agencies that get it right. Winning credentials aren’t copy-and-paste decks of recycled slides and award logos. They’re built with intention, designed to tell a clear and compelling story. As Jonty Fisher, SVP of Publicis Groupe Africa, says: “Credentials are a critical silent salesman. While every agency has them, very few actually stand out.”

This isn’t about stitching together your best work into a flashy reel. It’s about who you are. Why you exist. How you think. What makes you unmistakably you. This is where the sizzle reel earns its name. But not the kind that merely flexes your creative muscles. We’re talking about a culture reel – a visceral snapshot of the agency’s soul. Maybe it’s a walk through your workspace, team banter, bold thinking, glimpses of standout work – not case study overload, just flashes of brilliance – and yes, a client or two who appreciates you. Because marketers aren’t just buying your work. They’re buying you.

As IAS CEO Johanna McDowell puts it: “Don’t treat credentials as an afterthought. They are there to speak for the agency when it is not there to speak for itself.” Your reel should crackle with identity – not just creativity, but culture, values and energy.

Credentials are also where your agency’s positioning comes into sharp focus. “To find your singular brand story and capture the distinctiveness of an agency is incredibly important and often overlooked,” says Fisher. “You don’t win by trying to be everything to everyone. You win by being unmistakably you.”

That means a deck and reel that go beyond bios and buzzwords. Tell your story – your team, leadership, values, client mix and standout work – with a compelling narrative that makes people care. Use case studies that show transformation, not just execution.

What sets the IAS Credentials Award apart? The judges aren’t industry peers. They're marketers, the people you’re trying to impress. They assess your credentials and give honest feedback. And it’s all confidential – your deck stays behind closed doors.

The award’s partnership with the Assegai Awards, now backed by international recognition through the Echo Awards, only elevates its reach and relevance. It places agency credentials where they belong: in front of the people who matter. Pete Case, CEO of Ogilvy South Africa, sees the IAS Credentials Award as a litmus test: “It’s a measure to see how we index and get feedback from marketers. And yes, if we win, it means we’re doing something right.”

And here’s the kicker – those decks don’t vanish after your pitch ends. They travel. Often in hard copy. They’re pored over during deliberation, dissected in post-pitch autopsies. That’s your second shot – or your final blow.

So make them count. Craft them with intent. Inject energy. Let your best creative minds shape them. Because in a sea of sameness, your difference is your only leverage. And if you want the shortlist, or the trophy, that difference better show up loud and clear.

Auditing masterclass lifts the lid on hidden costs

The IAS Media Auditing Masterclass Series—powered by the Independent Agency Search & Selection Company (IAS) in partnership with Media Marketing Compliance (MMC)—continued its eye-opening series with a deep dive into how marketing budgets are subtly leaking revenue not only through compliance issues related to media but throughout the marketing supply chain

 Session 4, led by MMC’s sharp-witted CEO Stephen Broderick, explored the often-overlooked parts of agency spend where bloated Scope of Work (SOW) estimates and unchecked costs run rife. The takeaway? If you’re not auditing, you’re bleeding.

 Audit or Be Audited

Drawing from twenty recent audits of non-media agencies, the numbers speak volumes. A staggering 95% of advertisers never received full campaign reconciliations, even with ‘pay net cost’ contracts in place. Funds were shifted across campaigns without client sign-off in 80% of cases. In 100% of these instances, upfront payments were made, yet 40% of the cash was withheld for over 70 days.

 “The greatest preventative measure is a strong agreement,” said Broderick. But that contract must come with teeth. Clauses on reconciliation timings, rebate declarations, FTE reporting and third-party billing are non-negotiables in a market where agency profit is increasingly squeezed.

 

Where the Margins Hide

 Clients can sometimes face hidden or unclear costs. Factors like padded rate cards, built-in contingencies, limited visibility into travel and entertainment (T&E) expenses and inconsistent timesheet practices can make it difficult to track true value. As a result, margins may be built in more extensively than clients realise.

 Timesheet reconciliation, for instance, is often delayed by as much as nine months. Without real-time data, clients can be blind to excessive resources or inefficiencies.

 

Contracts: Your First Line of Defence

Broderick and IAS CEO Johanna McDowell stress that vague contracts are a playground for exploitation. “Prevention is better than cure,” said McDowell. Clear terms, robust reporting frameworks and regular audits should be standard practice—not a last resort.

 Clients are encouraged to assess agency compliance early, establish rules for freelancer approvals and demand transparency throughout the supply chain. Ambiguity, Broderick warned, only serves one party.

 

The Landscape Has Shifted

The pressure to extract margin has only intensified as the traditional high-volume media cash cow dries up. “Meta, Google and now Amazon have disrupted the volume game,” Broderick explained. “Retail media is going direct—so why should clients book it through the agency at all?”

 Broderick cautions clients not to postpone paying attention to audits and contracts. “Clients must wake up,” he says. “Agencies are under pressure to make margin now—while the industry is in a state of flux.”

 The takeaway isn’t complicated: stronger contracts don’t just protect budgets—they build better partnerships. When both sides are clear, everyone performs better.

You may also be interested in:

Tackling non-disclosed media models head-on

Programmatic media under the spotlight

Contract Crunch: Why CMOs Must Get Closer to the Fine Print

 

Why Questions Are Your Secret Weapon in Winning Pitches

In the bloodsport of pitching for new business, one weapon can prove mightier than credentials, sharper than case studies and more powerful than your sizzle reel. It’s not how loudly you shout your brilliance. It’s how well you ask your questions.

 In an industry flooded with decks, showreels and swagger, the agencies with a real shot at winning aren’t always the loudest. They’re the ones who shift the narrative from “Here’s what we do” to “Here’s what we need to understand.”

 Some agencies rocket through pitches—credentials, big ideas, done. Others take a beat, lean in and ask something that makes the client stop mid-slide and think.
Something like: “If we could only solve one thing for you this year, what would it be?”
Just like that, the room changes. You’re not pitching. You’re partnering.

 

The IAS Approach to Smarter Q&A

 Public pitches may tick a transparency box, but when it comes to effectiveness, they’re about as elegant as a group email marked “Reply All.” Johanna McDowell, CEO of the Independent Agency Search & Selection Company (IAS), isn’t convinced. Rigid rules—group briefs, no chemistry sessions, no site visits, shared Q&A—stifle the process. No agency worth its salt wants its sharpest questions aired in a group chat with rivals.

 The IAS flips that model. In their role as an intermediary, they’ve designed a pitch process built for real dialogue: 

  1. Briefings are one-to-one. No cattle calls.

  2. Q&A is built in during the chemistry round (an elimination stage).

  3. Questions and observations remain confidential. No cross-pollination.

  4. Finalists get an individual Q&A with the marketing team.

  5. And in the final pitch, 30 minutes are reserved purely for questions.

 “The outcome of pitches is often decided on small issues,” says McDowell. “And it’s astonishing how important the quality of questions becomes in the final analysis.”

 

Why Agencies Flub the Q&A

 There’s no hard metric for it, but seasoned pitch consultants will tell you that agencies that win often ask the smartest questions. It’s not about staying safe, it’s about signalling strategic intent from the first conversation.

 So why do so many agencies still trip up?
• They ask surface-level questions lacking strategic depth
• They treat Q&A as a formality, not an opportunity
• They avoid bold questions for fear of ruffling feathers

 

Turning Questions into a Strategic Weapon

 The best agencies don’t wing it. They prepare questions with precision. Smart, timely questioning signals intelligence, partnership and insight. Done well, it can reframe the brief entirely—and shift your role from creative supplier to strategic partner.

 Use questions to open doors others don’t:
• Get Uncomfortable (Politely): Ask about pain points no one else dares mention.
• Go Future-Focused: Focus on where the brand wants to be, not just where it is.
• Challenge the Brief: If something doesn’t add up, say so—and suggest a smarter angle.
• Listen Like a Strategist: What clients say is useful. What they nearly say is gold.

 

Questions That Cut Through

 The best questions don’t just clarify—they elevate. Consider these:

 ·       “What’s the conversation you want customers to be having about you in twelve months?” This is a strategic question that directly impacts the brief.

·       “What does a successful outcome look like—in measurable terms and internal impact?” Goes beyond KPIs into internal alignment and brand perception.

·       “Who are the key decision-makers, and are there any internal dynamics we should be mindful of?” Shapes how you pitch and who you need to persuade.

·       “What’s driving this brief—internally or externally?” Reveals if it’s about strategy, survival or a boardroom mandate.

·       “Are there any brand elements, channels or partnerships that are off-limits?” Strategic respect avoids wasted effort.

·       “What’s been tried before—and what did you learn? You're not here to reinvent. You’re here to evolve.

 McDowell puts it simply, “Ask questions without questioning. It’s not an interrogation. And don’t tell the client how to run their business!”

 Great pitches aren’t monologues. They’re conversations. And it’s often in those unscripted Q&A moments—where curiosity meets clarity—that the pitch is truly won.

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ADFORUM GLOBAL SUMMIT 2025 NEW YORK CITY 12-17 MAY - DAY 5 and Wrap Up

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ADFORUM GLOBAL SUMMIT 2025 NEW YORK CITY 12-17 MAY - PREVIEW

Your credentials are your greatest pitch – IAS Backs first 10 agency submissions for 2025

The Independent Agency Search & Selection Company (IAS) and the Direct Marketing Association of South Africa (DMASA) are thrilled to announce that entries for the Assegai IAS Agency Credentials Award 2025 are now open.

Since its inception in 2016, the IAS Agency Credentials Award has celebrated agencies that go beyond mere dazzling creativity, recognising the substance behind the sparkle. Relaunched in partnership with DMASA in 2020 - and marking a ten-year collaboration between IAS and DMASA in 2025 - this award is now a permanent part of the Assegai Awards. It offers agencies the opportunity to have their credentials judged by those who matter most: marketers. No peers judging peers - only honest feedback from real decision-makers.

In a strong show of support, IAS will sponsor the first 10 entries submitted for 2025 - part of its celebration of a decade-long partnership with DMASA. This is a bold call to agencies to step up and get noticed by marketing leaders who make key brand decisions. Johanna McDowell, IAS CEO and SCOPEN partner, says, “We believe your credentials are your greatest weapon in the pitch arena.”

Shine on the world stage

In a move that reflects DMASA’s growing global presence, the Assegai Awards now link directly to the prestigious international ECHO Awards. This partnership opens up opportunities for South African agencies to gain international recognition, showcasing excellence in data-driven marketing and creativity across sectors such as non-profit, B2B, email, search, mobile, video, and with special categories for emerging tech, customer engagement, CSR, loyalty, diversity and more.

With a reach spanning more than 30 countries, including the US, UK, Canada, Australia and South Africa, an ECHO Award marks true global recognition for agencies that know how to turn insight and creativity into impact.

What’s required for the IAS Credentials Award submission? Agencies must submit:

  A credentials document outlining agency history, key clients, standout case studies, differentiators, press coverage, value propositions and BBBEE status.

  A ‘sizzle’ reel that captures their spirit, personality and ethos.

As always, IAS will ensure a diligent and impartial judging process. A panel of seasoned marketers and international intermediaries will rigorously assess submissions.

McDowell emphasises, "This award is about grit, not glitter. Agencies must demonstrate the backbone brands are looking for today—real proof of value, agility and a deep understanding of client needs."

Entries close on 29 August 2025. Agencies from South Africa and the broader African continent are encouraged to submit. It's not just about winning; it's about showcasing your agency’s credentials to top marketers who could become your next clients. Don't miss out. Credentials open doors—make sure yours knock loudly.

For full details on how to enter, visit the Assegai Awards website: www.assegaiawards.co.za

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Your credentials are your greatest pitch – IAS Backs first 10 agency submissions for 2025

Win the room before you even walk in the door: Credentials and the sizzle reel

From Deck to DNA: Embedding Culture in Your Credentials

AdForum Summit includes key meeting with Omnicom Advertising Group leadership

The AdForum Summit, held twice a year  in selected cities across the globe, will include Johanna McDowell of the Independent Agency Search & Selection Company (IAS) as part of an exclusive, captive audience of search consultants.

 The 2025 first half AdForum Summit will take place in New York between 12th and 16th May 2025, providing the IAS with the opportunity to assess and forecast global communication industry trends; and, with up-to-date information constantly being exchanged, an exclusive forum to share ideas, challenges and opportunities. One of the key meetings this summit will be with the leadership of Omnicom Advertising Group who will be updating us on the merger between themselves and IPG along with the anticipated outcomes.

 The AdForum summit is an invitation only event that brings top players in the industry together, and offers them the chance to grow their business, network, and experience how they are shaping the future. The IAS is the only South African pitch consulting company that has been participating consistently in the summit over the past 20 years.

More than 15 participating agencies including big names like Uncommon, Creative Business (Sir John Hegarty), DEPT, Stagwell, Forsman & Bodenfors and VCCP, as well as some new independent players, will be visited during the summit week.  These participating agencies will have private meetings with more than 35 global search consultants at their respective offices in order to have 1-on-1 conversations about agency goals, strategies, key corporate messages and to showcase their creative visions and talents.

 “The main reason we accept the invitation to attend is to ensure that the IAS continues to be at the forefront of global issues and trends facing the advertising and communication industry and the complex world of agency selection. AdForum offers us the chance to discuss the future of the marketing communications industry. This will be especially important this year with the rapid strategic shifts taking place within agencies as they grapple with the new needs of marketers, new ways an agency can partner with business, as they seek to break through the old, embrace change and bravely tackle the next frontier of challenges,” says Johanna McDowell, Founder and CEO of IAS and partner for SCOPEN Africa.

SCOPEN Africa will be represented by McDowell at the Summit along with other SCOPEN colleagues from around the world.

 For South African agencies, brands and marketers, IAS will be hosting a Masterclasses in Jun 2025 where insights and learnings, along with new case studies, from this summit will be shared. Look out for details on our LinkedIn page here.

Programmatic media under the spotlight

The IAS Media Assurance Masterclass series, in partnership with Media Marketing Compliance (MMC), continued its four-part masterclass series with a deep dive into programmatic media, exposing inefficiencies and shedding light on the challenges and solutions facing advertisers today. Led by MMC CEO Stephen Broderick and their Head of Global Client Services Jane Dormer, the session offered critical insights into one of the industry's most complex landscapes.

 Industry Insights from the ANA Study

Drawing on findings from the 2023 USA Programmatic Media Supply Chain Transparency Study conducted by the Association of National Advertisers (ANA, the session reinforced concerns around supply chain transparency. It revealed that a substantial portion of ad spend does not reach working media, with advertisers losing millions to wasteful placements and intermediaries. Despite the agency’s promise of precise targeting, ads frequently appear on thousands of low-value sites, many of which provide minimal real value. On average, ads appear on 44,000 websites, but 86% of impressions come from just 3,000. Moreover, 21% of impressions are on Made-for-Advertising (MFA) sites — clickbait sites designed to maximise ad views without real audience engagement.

“These sites are designed solely to accumulate views without genuine human interaction,” says Broderick. “They're created for agencies or media buyers to place ads to meet their CPMs.”

“Programmatic was meant for targeted advertising, but advertisers rarely track where their ads appear, leaving agencies to ‘mark their own homework’”, says Johanna McDowell, CEO of the Independent Agency Search & Selection Company (IAS).  “This can result in brands paying premium prices for precise targeting, but they end up with a wasteful, scattergun approach.”

Typically, advertisers see a 64% loss of value across the entire programmatic ecosystem.

 The Core Challenges in Programmatic Media

The ANA study highlighted key concerns that advertisers must address:

 ·       Lack of Transparency – Limited visibility into where ads appear, who is profiting and the true effectiveness of placements. The fine print in contracts frequently limits access to data.

·       Supply Chain Complexity – The programmatic ecosystem involves multiple intermediaries, leading to inflated costs and inefficiencies.

·       Ad Fraud & Brand Safety – A significant portion of programmatic spend is lost to fraudulent impressions, with brands inadvertently appearing alongside inappropriate content.

 

Key Takeaway: A Call for Smarter Programmatic Buying

Brands are taking back control of programmatic media buying. Broderick notes a significant shift from agencies controlling 100% of spend a decade ago to just 50% today. Advertisers are learning that a curated approach—limiting media placements to high-quality publishers—drives better results, greater accountability and reduces waste.

 Beyond the ANA Study: MMC’s Roadmap for Smarter Media Buying

To maximise the effectiveness of programmatic media buying, MMC outlined key strategies for advertisers:

 §  Track and optimise ad placements – Focus on a vetted selection of high-quality, trusted sites.

§  Contractually limit Made-for-Advertising (MFA) sites – Cheap CPMs often mean low-quality, fraudulent traffic and inflated costs.

§  Buy through direct inventory supply paths – Reduce intermediaries and secure contracts with DSPs, SSPs and verification partners.

§  Optimise your SSP strategy – Consolidate supply-side platforms to 5-7 trusted partners for better control.

§  Strengthen governance – Hiring a Chief Media Officer with strong programmatic expertise is essential.

 Actionable Solutions for Advertisers

 §  Contractual Clarity – Ensure agreements guarantee full transparency in programmatic transactions and data ownership. Limit MFA’s and use inclusion lists.  If need be, use contractual templates rather than an agency’s contract.

§  Independent Auditing – Regular audits detect fraud, uncover inefficiencies and ensure compliance.

§  Brand Safety & Verification – Use pre-bid and post-bid verification tools to prevent ad misplacement.

§  Data Governance – Strengthen internal policies to improve media efficiency and regulatory compliance.

§  Procurement’s Role — Procurement teams are uniquely positioned to lead financial, legal and operational discipline. They are key to achieving accountability, enforcing contractual transparency and selecting partners that guarantee full access to data and reporting.

 

You may also be interested in:

Tackling non-disclosed media models head-on

Auditing masterclass lifts the lid on hidden cost

Contract Crunch: Why CMOs Must Get Closer to the Fine Print

Agency Scope South Africa 2025/26 to launch in May, with expanded categories and reach

Agency Scope South Africa 2025/26 will launch in May 2025. It has been expanded to include AI, influencer marketing and retail media as well as a wider industry scope.

Agency Scope South Africa 2025/26 is set to launch in May 2025, and has been expanded to include AI, influencer marketing and retail media as well as a wider industry scope

This will ensure that agencies have the data to stay competitive and meet evolving client expectations.

The biennial study will bring fresh insights into marketer-agency relationships, agency performance and industry trends, as Johanna McDowell, CEO of the Independent Agency Search & Selection Company (IAS) and Scopen partner, explains.

“We’re constantly expanding Agency Scope to ensure agencies get the insights they need to stay ahead in a fast-changing industry. The 2025/6 edition will provide an even deeper understanding of the shifting dynamics shaping agency success.”

Bigger, broader and more relevant

This upcoming edition of Agency Scope will conduct in-depth interviews with top decision-makers but with an expanded reach, engaging with more companies and industry leaders while placing greater emphasis on media agencies.

Building on previous research, the study will introduce new insights into AI, influencer marketing and retail media.

It will also explore which agencies are leading in these fields and how AI is transforming agency capabilities.

What to expect?

  • Expanded reach – The study aims to cover 250 companies (up from 220) and 800 industry leaders—300 more than before, with a broader sample of agency professionals.

  • New focus areas – AI, influencer marketing and retail media will be analysed in depth.

  • AI & retail media deep dive – The research will identify leading agencies and examine AI’s impact on performance.

  • Evolving client expectations – Agencies will be evaluated on AI expertise, DEI commitment, digital strategy, e-commerce, performance marketing and influencer marketing.

  • Wider industry scope – More in-person interviews, the inclusion of new decision-maker profiles (digital, tech, innovation leaders) and expanded coverage of start-ups, .coms and digital platforms.

What’s Next?

Fieldwork begins in May 2025 and will run through September, with exclusive report presentations starting in November.

“Agency Scope 2025/26 will provide agencies with critical insights to help them adapt, innovate and stay ahead of the curve,” says César Vacchiano, President and CEO of Scopen.

#MasterclassNotes: The quality of questions

It’s therefore a key part of the role of us pitch intermediaries to ensure that sufficient access to the potential client is granted without this being abused.

How may this be done effectively?

The public sector pitch process is largely ineffective in this area because of the rules of engagement, which don’t allow for site visits or chemistry sessions, and because all questions regarding the content of the submissions have to be shared with all participating agencies.

While I understand that this is important for procurement, it’s an anathema to participating agencies. No agency worth its salt will want to share any questions or answers to them with any of its competitors. Consequently, I believe that the quality of the final pitch content is often suboptimal because of that particular rule.

I’ve discussed the role of chemistry sessions in a pitch process previously in this column so I’ll refrain from repeating myself except to say that, when evaluating agencies at chemistry stage (an eliminating stage in my process), I encourage marketers to listen carefully to the quality of questions that the agencies will be asking in their individual chemistry sessions.

Those questions often display the agency’s approach to a pitch and to the brand or service under review and will either positively engage or put off a marketer.

Final pitch stage

During the final pitch stage, where typically there are only three finalist agencies competing, I try and allow as much access to the marketer as possible, and this will include an individual agency Q&A session with the marketing team. These sessions are either virtual or in person but, again, it allows the agency to have more exposure to the marketer and vice versa.

While the Q&A sessions are not eliminating sessions, they do reveal the quality of thinking that the agency team has — and is putting forward into its final pitch presentations.

In the final pitch presentation itself, I’ll always request agencies to allow 30 minutes for Q&A. These questions might all come from the client team but they might also come from the agency team. I coach agencies to have some questions prepared that may well shed light on how the agency was thinking during the final stages of their preparations for the pitch. Allowing that time, instead of presenting wall to wall within the time allowed, means that both parties have the chance to think and to get to know each other.

The outcome of pitches is often decided on small issues, and it’s astonishing to see how important the quality of questions becomes in the final analysis.

Tells us a great deal

How the questions are asked by the marketer and how the questions are answered by the agency tells us if the agency retreats into defensiveness or not. How questions are posed by the agency teams tells us a great deal about the cohesiveness of thinking of that agency, the involvement of various team members in the process and, ultimately, how the quality of the work will be managed into the future.

Even if a pitch process isn’t managed by an intermediary, and, in South Africa less than 20% of pitches are managed by pitch consultants, I encourage procurement and marketing teams to consider carefully the question part of the pitch process.

 You may also be interested in The Secret to Being Your Agency’s #1 Client—On Any Budget

SCOPEN GLOBAL MARKETING & ADVERTISING TRENDS 2025: THE FUTURE IS INTEGRATED, AI-POWERED AND STRATEGIC

Marketing in 2025 will be defined by those who embrace transformation—and those who struggle to keep pace. The latest global trends signal a growing reliance on AI, a strong push toward integrated agency solutions and a strategic re-evaluation of in-house marketing structures.

César Vacchiano, President and CEO of SCOPEN, interprets data from a recent Agency Scope global trends analysis. “Artificial Intelligence is reshaping creativity, and as agency structures evolve and brand strategies undergo a fundamental shift, industry leaders must adapt or risk falling behind,” he says.

AI: The Game-Changer in Marketing

Artificial Intelligence is revolutionising marketing—it has become an essential tool in modern marketing. Brands are learning to utilise AI for greater efficiency, enabling people to concentrate on strategic thinking and emotional storytelling. The trend? A hybrid approach—AI for scalability, but with human authenticity at the core. The challenge is clear: brands must integrate AI without sacrificing the essence of human intuition.

Budget Shifts: Digital Takes the Lead

Digital is no longer optional; it’s the frontline of marketing success. Traditional above-the-line (ATL) advertising remains significant, with South Africa slightly above average at 38%. Below-the-line (BTL) activations hold strong at nearly 27%, but digital is where the real momentum lies. Globally, digital investments are approaching the 50% mark, but South Africa lags at 35%. The shift is undeniable: brands must prioritise digital innovation to stay competitive.

The Rise of the Integrated Agency

The debate between specialist and integrated agencies is tipping back in favour of integration. While specialists still hold a strong position, brands seek agencies that blend conventional and digital media. Nearly 50% of agencies in South Africa now offer integrated services, with a growing trend towards collaboration across creative, media and digital disciplines. The key takeaway? The future belongs to agencies that break down silos and blend creativity with media, data and strategy to create seamless brand experiences.

The Decline of In-Housing: A Strategic Shift

Marketers worldwide are scaling back their in-house teams, recognising the challenges of talent retention, ongoing training and cost management. While web development (35%), CRM (25%) and sponsorships (32%) continue to be handled in-house, agencies remain dominant in creative and strategic execution. Notably, digital specialisation is increasingly being integrated within traditional advertising agencies, shifting towards unified, holistic strategies rather than isolated digital efforts.

Media Agencies Gain Momentum

Media agencies are expanding their influence, particularly in digital strategy, social media and influencer marketing. With control over brand research and data, they are becoming pivotal players in strategic planning.

New Business Activity

Agency-client acquisition remains a challenge in South Africa, where the conversion rate from agency contact with marketer to presentation is just 6.7%, significantly lower than the global average of 25%.

Industry Challenges & The Future of Brand Partnerships

Marketers identify three core challenges shaping the industry’s future:

  • Maximising effectiveness in the digital space

  • Navigating political and economic uncertainty

  • Partnering with agencies that offer adaptive, forward-thinking strategies

Google, Meta, Amazon and TikTok are seen as key allies in tackling these challenges, while BBDO and Havas Media are recognised for their strong international alignment in creative execution.

Additionally, e-commerce, mobile apps, shopper marketing and gaming remain largely untapped by agencies, presenting significant opportunities for those ready to offer strategic solutions in these high-growth sectors.

Brands that tackle these challenges head-on—with adaptive strategies and strong agency collaborations—will dominate the future landscape.

Loyalty in Agency Partnerships

Long-term agency relationships are proving more valuable than frequent changes. Marketers now maintain agency partnerships for an average of four to five years, recognising that switching agencies is not always the solution. Client dissatisfaction, particularly regarding client service, remains the primary reason for agency changes. Media agency shifts are infrequent, occurring only once every ten to twelve years.

The Prestige of Industry Awards

Industry recognition continues to hold weight, with the Effie Awards reigning as the most globally respected accolade, followed by Cannes Lions. In South Africa, The Loerie Awards remain the most prestigious, highlighting the significance of regional creative excellence.

Final Thoughts: The Future is Integrated, Digital and Data-Driven

Johanna McDowell, CEO of the Independent Agency Search & Selection Company (IAS) and SCOPEN partner, agrees with César Vacchiano. “The marketing industry is undergoing an era of transformation,” she says. “The brands and agencies that will thrive are those embracing AI, investing in integrated strategies and navigating digital challenges with agility. Success in 2025 will belong to those who innovate, adapt and seamlessly merge technology with human creativity.”

South African Media Agencies Compete for New Business in 45 Pitches a Year

Rising new business costs are a growing concern for agencies worldwide. In response, SCOPEN conducted a focused study in Brazil, Chile and Spain, analysing industry trends and advertiser practices. Following its success, the research was extended to South Africa earlier this year, providing fresh insights into the local market.

 César Vacchiano, President and CEO of SCOPEN, stated, "We kept the questionnaire simple for our first New Business Report in South Africa to encourage agency participation. When we run it again in 2026, we plan to include more in-depth questions for deeper insights."

 The report, based on responses from two Holding Media Groups and sixteen Media Agencies, was finalised in February 2025. It offers a clear snapshot of the challenges, opportunities and evolving dynamics between advertisers and media agencies, equipping industry leaders with vital data to assist them in navigating an increasingly competitive landscape.

 Key Findings From The Report

New Business Structures

  • One in four (27.8%) of South African media agencies have a specific New Business (NB) department.

  • On average, 2 professionals work in the NB departments of media agencies.

·       New Business, Chief Growth Officer and Account Managers are the key role profiles.

 Pitch Activity and Success Rates

  • South African media agencies participated in an average of 45 pitches last year.

  • 29% of Media Agencies participated in more than 60 Pitches.

  • The average conversion rate was 14%, with more than half of agencies reporting a success rate below 10%.

Transparency in Pitching

  • In South Africa, advertisers disclosed the number of competing companies in 53% of pitches.

  • The average number of invited agencies per pitch was 4.9.

  • Agencies believe, on average, the ideal number should be capped at three.

 Pitch Timelines

From the initial brief to the final decision.

  • Average pitch duration: 2.7 months.

  • Advertisers typically give media companies 4 weeks to submit final pitch proposals after receiving the brief.

Remuneration of Pitch Processes

  • 12% of media pitches in South Africa were remunerated last year.

  • Media agencies believe R77 000 is the minimum fair remuneration for pitch participation.

 Investment in New Business

  • South African media agencies invest an average of R1.1 million annually in new business.

Johanna McDowell, CEO of the Independent Agency Search & Selection Company (IAS) and SCOPEN partner, commented, “I was surprised by the high number of pitches agencies are involved in—it doesn’t seem sustainable in the long run. Would the 14% conversion rate improve if media agencies were more selective?” she questioned. “It might be a smarter strategy to focus on the right opportunities rather than pitching for everything. Just because an agency is invited doesn’t mean they have to say yes."

You may also be interested in South African Creative Agencies Compete for New Business in 47 Pitches a Year

South African Creative Agencies Compete for New Business in 47 Pitches a Year

Rising new business costs are a growing concern for agencies worldwide. In response, SCOPEN conducted a focused study in Brazil, Chile and Spain, analysing industry trends and advertiser practices. Following its success, the research was extended to South Africa earlier this year, providing fresh insights into the local market.

 César Vacchiano, President and CEO of SCOPEN, stated, "We kept the questionnaire simple for our first New Business Report in South Africa to encourage agency participation. When we run it again in 2026, we plan to include more in-depth questions for deeper insights."

 The report, based on responses from 25 Creative Agencies, was finalised in February 2025. It offers a clear snapshot of the challenges, opportunities and evolving dynamics between advertisers and agencies, equipping industry leaders with vital data to assist them in navigating an increasingly competitive landscape.

 Key Findings From The Report

New Business Structures

  • 36% of South African creative agencies have a specific New Business (NB) department (Spain: 43%). Among Top-5 agencies, this rises to 60%.

  • NB Teams typically consist of six members, with two full-time staff (Spain averages 3.3 full-time.)

 Pitch Activity and Success Rates

  • South African creative agencies participated in an average of 47 pitches last year. (Top-5: 50 pitches.)

  • By comparison, Brazil averages 16.2 pitches and Spain 27.

  • The average conversion rate was 17%, with more than half of agencies reporting a success rate below 10%.

Transparency in Pitching

  • In South Africa, advertisers disclose the number of competing companies in 55.3% of pitches. (Spain: 88%, Chile: 30%.)

  • The average number of invited agencies per pitch was 5.1 (Chili: 5.5, Spain: 4.5, UK: 4 - Source: AAR).

  • Agencies believe the ideal number should be capped at three.

 Pitch Timelines

From the initial brief to the final decision.

  • Average pitch duration: 2.7 months. (Spain: 3.3 months, UK: 2 months - Source: AAR.)

  • Advertisers typically give creative agencies 2.8 weeks to submit final proposals after receiving the brief.

Remuneration of Pitch Processes

  • 24% of pitches in South Africa were remunerated last year.

  • Average pitch fee compensation is around R 50 000 

  • Agencies believe R108 400 is the minimum fair remuneration for pitch participation.

 Investment in New Business

  • South African creative agencies invest an average of R1.6 million annually in new business.

  • Among Top-5 agencies, this rises to R3,87 million.

 Johanna McDowell, CEO of the Independent Agency Search & Selection Company (IAS) and SCOPEN partner, commented, “I was surprised by the high number of pitches agencies are involved in—it doesn’t seem sustainable in the long run. Would the 17% conversion rate improve if agencies were more selective?” she questioned. “It might be a smarter strategy to focus on the right opportunities rather than pitching for everything. Just because an agency is invited doesn’t mean they have to say yes."

You may also be interested in South African Media Agencies Compete for New Business in 45 Pitches a Year

Pitch perfect or idea theft? The truth about agency pitches

“Good artists borrow, great artists steal.” This provocative quote, often attributed to Pablo Picasso, suggests that all creativity is derivative. But does that mean it’s acceptable for advertisers to lift ideas from agencies during the pitch process? The controversy over idea theft in advertising is as old as pitching itself. 

For as long as the pitch process has existed, agencies have accused advertisers of taking their creative concepts without compensation. The scenario is all too familiar: an agency presents its best ideas, loses the pitch, and later sees strikingly similar creative work appear in the winning campaign. Is this theft — or just creative déjà vu? 

Johanna McDowell, CEO of the Independent Agency Search & Selection Company (IAS), believes that outright idea theft is uncommon in the South African market. “In the rare instance it does occur, I don’t think it’s deliberate,” she explains. “Non-intermediated pitches can be chaotic. As clients move from agency to agency, absorbing numerous ideas, confusion can arise, increasing the risk of unintended overlap.”

Advocating for professional mediation in the pitch process, she says intermediaries help ensure that ideas aren’t lost in translation — or worse, unintentionally transferred in translation. 

“Advertisers typically don’t request pitches with the intention of stockpiling ideas for later use. Big pitches can elicit excitement, but they can also be overwhelming. When multiple agencies are pitching, marketers may subconsciously retain elements from different presentations without realising their origins,” says McDowell.

She warns that problems arise when pitches lack structure, with marketers potentially struggling to remember which agency presented what.

“Once an agency is selected, advertisers may unintentionally incorporate elements from competing pitches, not as an act of theft but as a consequence of an unstructured selection process,” she says.

If an agency has ever encountered a case of pitch-inspired déjà vu, it should act as a wake-up call for them to safeguard their intellectual property (IP), says McDowell. There are several mechanisms available to prevent idea theft — or even accusations of idea theft. The first suggestion is to use nondisclosure agreements (NDAs) and contracts to lock in legal protection before conducting a creative pitch.

“Common practice should be for all parties — intermediary, advertiser and agency — to sign an NDA that protects not only the IP of ideas but also all confidential information that is shared and discovered during the pitching process,” she says.

Second, document everything by keeping detailed records of pitched concepts, e-mails and timestamps. 

Third, structure the pitch process by employing intermediaries or structured procurement processes to prevent confusion. Introduce phases to the pitch process starting with a credentials pitch that does not include creative. Only request creative once a final three or four agencies have been selected.

Last, agencies should send post-pitch documentation outlining their contributions and reinforcing ownership. Intermediaries should give detailed feedback to unsuccessful agencies, especially when there has been idea overlap — the sooner, the better.

McDowell says idea overlap happens more often than might be expected. “The ideas are never identical, but they can be very similar.”

In her experience as an industry leader in agency search and selection, she says, agencies can reach the same creative solution when client briefs are tight, and the scope of work has been clarified in detail. 

These safeguards protect agencies’ creativity and prevent advertisers from making mistakes.

“The best pitches are those where creativity is respected, originality is rewarded and both parties walk away with trust intact,” she says.

What should happen when an advertiser loves an idea that has been pitched but not the agency that did the pitching? “In this instance, the advertiser should negotiate a reasonable offer to purchase the idea. But to be honest, in 18 years of running pitches, IAS has never been requested to purchase an idea from one agency to give to another to execute.”

What is more common, she says, is clients asking if two finalist agencies can work together. “They may love an idea from one agency but prefer the team from another agency. My response is always the same: an emphatic ‘No’.”

Read this article online HERE

Tackling non-disclosed media models head-on

IAS masterclass sets stage for critical discussion on media buying transparency.The IAS Media Marketing Compliance Masterclass series, in partnership with Media Marketing Compliance (MMC), wasted no time addressing one of the industry’s biggest concerns – non-disclosed media models.

The first of four workshops, titled Enhancing Media Efficiency & Agency Transparency, set the stage for a critical discussion on media buying transparency.

Why advertisers are steered toward non-disclosed media models

This pressing question was posed by Stephen Broderick, senior global partner at MMC UK, and Jane Dormer, global client services director, during their presentation.

Broderick, who has worked with major advertisers – including Meta, Microsoft, Heineken and Standard Bank – highlighted MMC’s success in improving media transparency across the US and Europe. Now, the focus has shifted to emerging markets, where a lack of awareness about questionable media practices puts advertisers at risk.

“The goal isn’t to create tension between advertisers and agencies but to equip advertisers with the tools to ensure they secure a fair deal – not just one that benefits the agency,” Broderick emphasised.

South Africa: A key market for media transparency

Johanna McDowell, CEO of the Independent Agency Search & Selection Company (IAS), noted that South Africa remains one of the few major advertising regions where media compliance processes have not gained significant traction.

“Many mistakenly believe that hiring a media compliance partner undermines trust, when in fact, it strengthens it,” McDowell explained. “Compliance companies help marketers ensure their budget is used as effectively as possible to generate the results required.

“They also verify that media agencies use the best and most up-to-date tools to maximise performance. By shedding light on the so-called ‘black hole’ of media buying, trust between advertisers and agencies actually increases.”

The risks of non-disclosed and opt-in models

Broderick and Dormer outlined the various pitfalls advertisers risk when buying non-disclosed media and ‘opt-in’ models and emphasised that this lack of transparency is one of the fastest-growing issues in global media.

“It’s not just about agency rebates and hidden profit margins,” Broderick cautioned. “There’s also a real conflict of interest in media planning, with agency planners under pressure to meet internal buying targets. On top of that, advertisers often lose access to critical campaign data, making it nearly impossible to measure true performance.”

Broderick warned that when your media agency offers you a service agreement that includes a non-disclosed media model, this ultimately translates to a lack of transparency from the agency. He also urged advertisers to be cautious about so-called opt-in models, which may appear cost-effective but don’t always deliver real value.

“A low price doesn’t always mean a good deal.  True value is achieved by reaching the right audience in the right environment at an acceptably competitive price, not just the lowest price.”

What next?

The IAS Media Marketing Compliance Masterclass series will continue to explore media efficiency and transparency in the coming workshops. Advertisers are encouraged to participate in these sessions to gain deeper insights and take actionable steps toward more effective media buying.

March 13 | Media in 2025: The marketplace reality

MMC will outline key concerns from recent Programmatic and Principal media studies, detailing their impact and providing strategies to help clients mitigate risks and adapt.

April 10 | Marketing contract management

MMC will share best practices for managing multiple marketing supplier relationships while ensuring financial transparency and contract compliance.

May 8 | Recent trends in the ad market (non-media)

Agencies are adopting new revenue-generating practices as the industry evolves. MMC will give insight into these trends, helping advertisers gain transparency and make more informed decisions.

For more information or to register for upcoming masterclasses, please contact Robynne@agencyselection.co.za

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