SA marketers attribute less than one fifth (17%) of their overall business growth to their creative and media agencies, according to research done by Scopen. This is almost 50% less than the figure given by marketers in 2016, which came in at 31.5%. Johanna McDowell, Scopen Africa partner, believes that this lowered perception is due to two factors: first, the size of the research sample, and second, the state of the economy. In 2016, just 70 marketers were interviewed, yet they fell within the top 100 advertising spenders, while in 2017, more than 200 marketers were interviewed. McDowell maintains that this increased sample size, which included agencies that spend less, affected the results. The second factor aligns with the stagnant economy of the past few years (and the past 12 months in particular) which has contributed to a decline in confidence. According to Cesar Vacchiano, Global CEO of Scopen, it’s no easy task for marketers to assess accurately exactly how much their agenc...

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