SABC AC­COUNT SHORT­LIST

Finweek English Edition - - Advertising & Marketing -

ONE OF THE MOST HOTLY con­tested ad­ver­tis­ing bat­tles of the year – the SABC ac­count – is en­ter­ing its fi­nal stages, with 22 agen­cies or con­sor­tiums in the run­ning. The SABC busi­ness has been di­vided into nine port­fo­lios, some in dif­fer­ent con­fig­u­ra­tions from the past. Four short-listed agen­cies in each port­fo­lio were briefed last week and will be pitch­ing dur­ing Oc­to­ber.

The in­ten­tion is to get fi­nal ap­proval be­fore year-end so new agen­cies can start at the beginning of 2009. Eleven agen­cies have made it on two lists each. To­gether, the ac­counts are val­ued at around R1,5bn/year over a three-year con­tract pe­riod. The me­dia spend ac­counts for about three quar­ters of this.

Nielsen Me­dia says the SABC spent R141m on ad­ver­tis­ing last year. But the Nielsen es­ti­mates don’t mea­sure be­low-the-line ex­pen­di­ture or pro­duc­tion costs and use of own plat­forms. The process is be­ing fa­cil­i­tated by Yard­stick, spe­cial­ists in agency tenders and pitch con­sult­ing. The short lists are: Spe­cial­ist de­sign ser­vices (in­cum­bent: Espial) Grid Espial Brand Union Black Me­dia ser­vices (in­cum­bent: The Me­di­aShop) Me­di­aShop Kwanza/OMD joint ven­ture Mer­cury Me­dia Nota Bene/Me­dia Edge con­sor­tium Con­tent en­ter­prises (Sport, Ed­u­ca­tion, Con­tent and Pro­cure­ment/Dis­tri­bu­tion ) Publi­cis The Agency Leo Bur­nett Net#work BBDO Cor­po­rate ser­vices (in­cum­bent: Y&R) McCann-Erick­son Wis­dom Keys JWT Net#work BBDO Pub­lic Broad­cast Ser­vices (SABC1, plus seven ra­dio sta­tions) Jupiter Draw­ing Room Draft­fcb Red Nail TBWA Pub­lic Broad­cast Ser­vices (SABC2, plus eight ra­dio sta­tions) McCann-Erick­son TBWA JWT Red Nail Pub­lic Com­mer­cial Ser­vices (SABC3, plus 5FM, Metro, Good Hope) (In­cum­bent: Net#work BBDO) Draft­fcb Saatchi & Saatchi Jupiter Draw­ing Room Leo Bur­nett Com­mer­cial en­ter­prises (trade mar­ket­ing) In­cum­bents: Te­quila (TV); Draft­fcb (ra­dio) Publi­cis Le­soba Dif­fer­ence Espial Lowe Bull News (in­cum­bent: Y&R) Saatchi & Saatchi The Agency Lowe Bull HKLM

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