By Herman Manson. The MediaShop is, for the first time, the MarkLives #AgencyLeaders Media Agency of the Year. Our first runner-up is PHD and our second up is Mediology. Contenders for 2024 include Publicis Media and Dentsu Media Brands.
Media Agency of the Year
Powered by RAPT Creative
Winner: The MediaShop
First runner-up: PHD
Second runner-up: Mediology
Contenders: Dentsu Media Brands, Publicis Media
Our Specialist Agencies of the Year categories have experienced a boom across the board, with a broader than usual range of agencies in the running for the top spots.
Executives who voted for The MediaShop had this to say about the agency:
- “Consistent and really awesome work”
- “Behemoth. Brilliantly led.”
- “Consistent performance as a big player in the industry.”
The MediaShop picked up considerable new business over the course of 2024, including the Telkom account, where it won the digital and traditional media business. It also won a pitch for the digital sales fulfilment for Nedbank Retail. Contract extensions and renewals came in from Famous Brands, Sasol, and MultiChoice. Billings grew by 9% off an already large base.
Other highlights included awards at the NextGen Awards, as well as the 2023 FM AdFocus Media Agency of the Year.
The agency currently has five data scientists in its marketing intelligence hub and is seeing growth in its sales, ecommerce and fulfilment platforms.
“To grow as a business when you are 36 years old is hard,” says Chris Botha, group MD at Park Advertising, the holding company for The MediaShop. “But we remain THE PIONEERS! We are not the flashy new agency — but have to grow off a massive base. Our billing this year has grown by 9% of a base of R4bn. That is enormous.
“We continue to invest in data and have employed five data scientists in our marketing intelligence hub and continue to build out data partnerships to enrich our discussions we have with clients. We have also grown our performance unit called Lucid. We now have ecommerce and sales fulfilment in our business, which is a game changer for some of our clients.
“The MediaShop is always up there,” he says. “Other big agencies come and go. But we have been up there, winning, and transforming for 36 years. And we will continue to do so.”
Adds Dashni Vilakazi, The MediaShop MD: “In 2025, The MediaShop aims to lead with data-driven insights and innovative strategies, empowering our clients to thrive in an ever-evolving media landscape.”
Execs on PHD:
- “Not afraid to take risk and ready to take on any challenge a client may have, even if it is outside of typical media.”
- “They drive an innovation- and future-focused lens better than most agencies. Marketplace perception is that they are not stuck in the past.”
- “Anne [Dearnaley] runs a great team who are very good at media.”
PHD’s major business wins for 2024 included Uber, Investec Digital, Red Bull Africa and Nando’s digital, and a highlight last year was the agency’s growth at its digital offerings, says Anne Dearnaley, PHD SA CEO. The agency expected 5% revenue growth YoY compared to 2023.
“2024 was a tough year but, by fostering an environment that values collaboration and innovation, our team… consistently delivered great results, even in this tough climate,” she adds. “Their dedication and adaptability [were] the cornerstone of our success [last] year.”
Execs on Mediology:
- “Female, independent agency that has been resilient over the years against global media agencies and celebrated nearly 20 years of service [last] year.”
- “Independent, female-owned agency that has stood the test of time.”
Highlights last year at Mediology, which turned 18, included retaining the Momentum Metropolitan account after a rigorous pitch in which all agencies were asked to participate. “However, we were the only [could have been two agencies] agency that retained the business,” notes Ana Carrapichano, Mediology CEO.
It also expanded the Nativa portfolio of brands it represents, which now includes most Nativa brands for media, and a few creative campaigns as well. The agency also secured a major sports betting brand set to launch in February or March 2025. The agency won the Fieldbar brand and launched a campaign in Australia, as well as winning Xero and The Watch Channel; it delivered creative for both these clients.
Creative services now offered by the agency experienced 77% year-on-year revenue growth.
Hat tips to our contenders
Namely:
- Publicis Media: “Great new business run.”
- Dentsu Media Brands: “Steady growth.”
Previously
In 2023 and in 2022, the winner was PHD. In 2021, it was Mediology. In 2020, 2019 and 2018 (our inaugural year for this category), The MediaShop (part of Nahana Communications Group) took this title.
In 2023, our runner-up was The MediaShop. There was no runner-up in 2022. In 2021 and 2020, it was PHD Media South Africa. In 2019, PHD and TMI Collective were joint runners-up, with PHD being our inaugural runner-up in 2018.
There were no contenders in 2023. In 2022, the contenders were The MediaShop, Mediacom (now EssenceMediacom) and Wavemaker.
RAPT Creative applauds South Africa’s Media Agency of the Year!
Congratulations to the creative luminaries honoured by the MarkLives #AgencyLeaders industry awards. Your exceptional talent elevates our industry and exemplifies the pinnacle of innovation and creativity in South Africa. It’s the independent voices and platforms that amplify your work, and we stand in support of these crucial pillars of our media landscape. Your achievements inspire us all to reach for excellence and craft the extraordinary.
How the awards work — celebrating peer recognition in adland
Since 2012, our annual MarkLives #AgencyLeaders Most Admired Awards poll has become the ultimate accolade in adland in South Africa. It’s a poll designed to reflect the opinions of industry leaders, with results based entirely on peer nominations and insights. Winners receive a bespoke, custom-designed print poster as a token of recognition.
Each year, we reach out to the leaders and founders of South Africa’s agencies, as well as brand CMOs. They share their views on who they admire in the industry — and why. This survey captures a unique perspective on the state of the industry and its future, informed by the instincts and expertise of its most influential voices.
For 2024, a panel of industry professionals was invited to nominate the companies and leaders they admire across various agency categories. The editors of MarkLives contributed a single vote in all categories, ensuring a balanced and inclusive process.
Images: Nadine Casson & Jay Alan (incorporating design elements from Musonda Kabwe)
Herman Manson is the founding editor of MarkLives and MarkLives MEDIA.
