MEDIA AGENCY OF THE YEAR
Both The MediaShop and the finalist in this category, PHD, stand tall as modern media companies. But it was The MediaShop that stood out this year after an incredibly strong year of growth, particularly impressive given its size, said the judges.
“Despite being a real powerhouse in the South African media landscape, it’s clear that The MediaShop has not rested on its laurels,” said AdFocus jury chair Luca Gallarelli. “After an absence of several years from AdFocus, it’s good to see this agency back.”
South Africa’s oldest, and arguably one of its largest, media agencies celebrated its 35th birthday this year. As middleage creeps up on The MediaShop, it’s understandably hard to “remain impressive”, particularly when you’re operating at the scale at which this agency does. But this past year is likely to go down as one of its most successful.
The standout highlights of the past year included growing billing 21% and revenue 14%, an impressive increase given a tough economy and considering the agency’s billing base of nearly R4bn. In fact, The MediaShop’s growth exceeds many other agencies’ total billing.
During the period under review, it won the Nedbank digital account, one of South Africa’s largest digital advertisers with an annual digital spend of more than R200m. This account win is a vote of confidence from Nedbank that the agency can successfully handle both digital and traditional media. It also won the Jägermeister account, together with its partner IntiMedia. In addition to
Highlights of the past year included
growing billing 21% and revenue 14%
adding big clients to its roster, it also secured several medium and small clients. The Regent Business School account, for example, is a midsized piece of business where the agency believes it can make a difference.
Another highlight was receiving contract extensions from long-term clients such as Famous Brands, Nedbank,
L’Oréal, Sasol, the Western Cape government and MultiChoice. In total, more than R1bn was recommitted to the business during the period in question.
The MediaShop believes in building sustainable relationships, so it’s perhaps no surprise it has a number of long-standing partnerships with key clients. Shoprite, arguably South Africa’s biggest advertiser, has been its client for 23 years, while Nando’s, one of the country’s most loved brands, has been a client for 19.
Both Nando’s and Shoprite gave The MediaShop one of their highest relationship scores ever last year, illustrating the strength of relationships that have blossomed into highly successful partnerships.
Together with its holding company, Park Media, the agency launched a performance digital business called Lucid Media, which has grown to 30 staff members in just two years. It also launched a marketing intelligence hub which employs data scientists and business analysts to consolidate research, data and analytics across the business.
Diversity, inclusion and transformation continue to be a focus at The MediaShop. A level 1, majority blackowned (55%) and majority black female owned (42%) organisation, in the past year the agency increased its black female ownership through staff-owned shares. It also partners with the Maharishi Invincibility Institute, funding studies for underprivileged black women.
Despite being a real owerhouse in the South African media andscape, it’s clear he MediaShop has ot rested on its aurels. After an bsence of several ears from AdFocus, t’s good to see this gency back
On the awards front, The MediaShop has also had a stellar year, winning an award for effectiveness at the Marketing Achievement Awards, doing well at the MOST Awards and receiving Scopen recognition where it was voted the number one media agency to work for by its peers, and the number one media agency to work with by its clients.
PHD, last year’s winner in this category, also delivered a strong entry this year, leaning into the world of digital.