1. Mr Grant Meldrum
Managing Director
Saatchi & Saatchi
POBox 650831
Benmore
2010
1Il'JOBJECTIVITY
FOUNDED 1982
ADVERTISING AGENCY PERFORMANCE 2008
"The New Science of
Business Behaviour"
We have completed analysis of the data from our Survey of Advertising Agency
Performances for 2008. Approaching 700 interviews were conducted with advertisers for
this purpose.
1) ADVERTISER DECISION CRITERIA and DESIRED STANDARDS of PERFORMANCE:
* The first finding is that the needs/wants and/or decision criteria of advertisers
changed in relative importance from 2007. "Professional/Reliable" remained at
the top of the list at an index of 100 and "Client Knowledge" remained in 2nd
place. But "Strategy Planning" now ranks 3rd. "Creativity" dropped to 4th place.
"Standing Relationship" moved up to 5th position with "People/Relationship"
dropping down to 6th position.
* Our second finding is that of the desired standards of performance (or points of
satisfaction) remained basically the same with the exception of "Creativity" where
the standard has risen from 5,8 to 5,9 on the 7,0 point scale.
2008
Rank Criteria Weight of Importance
2006 2007 2008
1) Professional/reliable 100 100 100
2) Client knowledae/understandinq 51 86 74
3) Strateav olannino 49 80 69
4) Creativity 65 81 66
5) Standinq relationship 20 34 33
6) People/relationship 22 37 31
Desired Standards
of Performance
2006 2007 2008
5,2 5.6 5,6
6,0 6.1 5,9
5,6 5,8 5,7
5,9 5,8 5,9
6,9 69 6,8
5,7 58 5,6
2) BEST PERFORMING ADVERTISING AGENCIES OVERALL:
l.aroe/lnternattonal Aqencles -
Rank Name Score
1 Saatchi & Saatchi - Jhb 8085
2 Saatchi & Saatchi - Cape 8027
3 ~ Walter Thompson 7913
4 iY&R 7852
5 Ogilvy - Cape 7815
6 Ogilvy - Jhb 7780
7 iTBWAlHuntiLascaris - DBN 7756
8 ~upiter Drawing Room - Cape 7698
9 Draft FCB - Cape 7680
10 irBWAHuntLascaris - Jhb 7601
South African Aqencies
Rank Name Score
1 Lara 8693
2 King James - Cape 8473
3 BrandNew 8416
4 Herdbuoys Ekapa 8380
5 Old Shanghai Firecracker Factory 8329
6 Ebony & Ivory 8313
7 DWF 8224
8 Johnson Haydenbry Afrika 8221
9 Chillibush Inroads 8215
10 Blackkhaki 8157
"MeasL{fing the perceptions that matter."
continues ../2
Objectivity (Pty) Ltd. Reg. No. 1990/004026/07 P.O.Box 2985, Rivonia 2128, 103 MacGillivray Road,GlenFerness, Midrand
Tel: (011) 465-7160/1/2 Alternative No. (011) 0213590 E-mail: perceptions@objectivity.co.za Web: www.objectivity.co.za
Director: C.M. WEBSTER FCIS, ACMA, MlnstM, FIMktM