SABC ACCOUNT SHORTLIST
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