Switches horses

Finweek English Edition - - ADVERTISING & MARKETING - AF­TER SEVEN YEARS

with The Jupiter Draw­ing Room (Cape Town), San­lam has moved its R90m-a-year ad­ver­tis­ing ac­count to Metropoli­tanRepub­lic. A new mar­ket­ing di­rec­tor at San­lam felt good cor­po­rate gov­er­nance re­quired a re­view, and Met­ro­pol­i­tan and Ogilvy Cape Town were in­vited to pitch against Jupiter.

“Nat­u­rally it’s dis­ap­point­ing,” says Jupiter Cape MD Claire Cob­bledick. “It’s an in­come loss, which was only par­tially com­pen­sated for by our win­ning the Bud­get In­surance ac­count. We fol­lowed the Yard­stick Re­la­tion­ship Mea­sure­ment sys­tem and it gave no in­di­ca­tion of poor per­for­mance.”

Cob­bledick says there will be some re­trench­ments, but can’t say how many at this stage. “We will take the op­por­tu­nity to re­struc­ture the agency and im­prove ef­fi­cien­cies,” she says.

San­lam’s move is merely the lat­est in a se­ries of move­ments in­di­cat­ing that the me­dia, mar­ket­ing and ad­ver­tis­ing sec­tor is in a state of flux right now. Ac­counts are mov­ing, peo­ple in me­dia and ad­ver­tis­ing are mov­ing, agen­cies are merg­ing or clos­ing down. In the last six months, well over R2bn worth of billings has been moved to new agen­cies.

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