The Majors

Marketing, media and advertising groups ranked by staff numbers at year-end 2012

  Agency Staff % ch Rev Rm Trad Non Digi Biggest clients Crea-tive points Net new biz Rm
1 Ogilvy South Africa 813 8 500+ 52 40 8 KFC, VW/Audi, Cell C, MultiChoice/MNet, Pep, SABMiller 1 962 100
2 Draftfcb 676 -2 400-450 70 20 10 Vodacom, Toyota, Distell, Eskom, Coca-Cola, SARS,Old Mutual, Wimpy, Beiersdorf 135 800
3 TBWA 662 7 450-500 35 61 4 Standardf Bank, Spar, Tiger, Sasol, Eskom, Distell 766 110
4 The Jupiter Drawing Room 226 -36 125-150 60 20 20 ABSA, MTN, PPC, Coca-Cola, Windhoek, Hyundai, 275 -120
5 Aegis 209 39 150 48 9 43 Red Bull, Diageo, J&J, Coca-Col;a, Nokia, Santam, Cell C 87
6 JWT 198 4 150-175 55 35 10 Nokia,. Shell, Brandhouse, Ford, J&J, Kellogg, Gautrain 23
7 Y&R 197 30 80 15 5 Pick n Pay, Chevron/Caltex,Telkom, Colgate, Danone, Jaguar Land Rover, Econet 98
8 KingJames 119 12 62 53 33 14 Brandhouse, Santam, Allan  Gray,. Comair, Sanlam, McCain, Tiger Brands 230 25
9 Joe Public 106 71 50-60 80 20 0 Nedbank, Jet, Clover, Anglo American, Dial Direct, Foodcorp 420 430
 Notes:

  1. Estimates of international agency financial results are from the ‘Koenderman Creative Points System’
  2. Agencies are ranked by size of staff.
  3. Sources of business are traditional media advertising (trad), non-traditional or below-the-line (non) and digital (digi).
  4. Ogilvy Group comprises three regional agencies plus 12 specialist agencies in such fields as PR, retail, Interactive, health and brand activation.
  5. Draftfcb comprises 11 subsidiaries or divisions, including The MediaShop, Redline, Swipe, HelloComputer, 1886
  6. TBWA includes Hunt Lascaris, Magna Carta, Yellowwood, OMD, Grid, Tequila.
  7. Saatchi & Saatchi include
  8. KingJames includes Atmosphere Comms, Hammer Live Brands, Mnemonic/PUNK, Society.
  9. Joe Public includes Joe Public Shift.
  10. McCann Worldgroup and Lowe & Partners failed to submit questionnaires.

The Major League 2011

Marketing and advertising groups ranked by staff at year-end 2011

  Agencies Staff % ch RevRm % ch Trad Non Digi Biggest  clients Net new biz Rm
1 Ogilvy SA 755 -2 500+ 8 56 37 7 KFC, VW/Audi, Cell C, MulciChoice/MNet, BAT, SABMiller 64
2 Draftfcb 687 4 400-450 70 22 8 Vodacom, Coke, Toyota, Distell, Wimpy, Eskom 325
3 TBWA South Africa 618 12 400-450 46 49 5 Standard, Spar, Eskom, Tiger Brands, IEC, Nissan,Steers 110
4 Jupiter Drawing Room 352 -4 240
5 JWT 190 12 150-175 55 35 10 Nokia, Shell, Kellogg, Brandhouse, Nestle, Unilever,Bayer, Kraft, Gautrain,J&J
6 Y&R 151 100-125 80 15 5 Pick n Pay, Colgate, Danone, Chevron, SARS, LG
7 Aegis Group 150 150 30 20 50 BMW, Nokia, Diageo, Old Mutual, Cell C J&J 370
8 Saatchi & Saatchi 131 6 60-80 60 30 10 Guinness, Malta Guinness, P&G, Pampers, Ariel, Eskom, BoE Private  Clients 50
9 McCann Worldgroup 110 80-100 65 30 5 8.ta, Telkom Consumer, Nestle, GM, Mastercard, L’Oreal, SA Tourism
10 KingJames Group 106 0 55 16 55 40 5 Brandhouse, Santam, Allan Gray, Plascon, Comair, McCain 20
11 Lowe & Partners Worldwide 92 -19 90 0 80 19 1 SAB Media, SAB Hansa, Unilever, Redd’s, Adcock Ingram 110
 Notes:

  1. Estimates of international agency financial results are from the ‘Koenderman Creative Points System’
  2. Agencies are ranked by size of staff.
  3. Sources  of business are traditional media advertising (trad), non-traditional or below-the-line (non), and digital (digi).
  4. Ogilvy group comprises three regional agencies plus 12 specialist agencies specialising in such fields as PR,retail, interactive, health and brand activation.
  5. Draftfcb comprises 11 subsidiaries or divisions, including various Draftfcb companies, The MediaShop. Redllne, MESH, SWIPE and Origin Design.
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