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With rising new business costs a growing concern for agencies worldwide, Scopen conducted a focused study in Brazil, Chile and Spain, analysing industry trends and advertiser practices.
Earlier this year, following its success, the research was extended to South Africa, providing fresh insights into the local market.
César Vacchiano, president and CEO of Scopen, states, "We kept the questionnaire simple for our first New Business Report in South Africa to encourage agency participation.
"When we run it again in 2026, we plan to include more in-depth questions for deeper insights."
The report, based on responses from 25 creative agencies, was finalised in February 2025.
It offers a clear snapshot of the challenges, opportunities and evolving dynamics between advertisers and agencies, equipping industry leaders with vital data to assist them in navigating an increasingly competitive landscape.
From the initial brief to the final decision.
Johanna McDowell, CEO of the Independent Agency Search & Selection Company (IAS) and Scopen partner, comments, “I was surprised by the high number of pitches agencies are involved in—it doesn’t seem sustainable in the long run.
“Would the 17% conversion rate improve if agencies were more selective?” she questions.
“It might be a smarter strategy to focus on the right opportunities rather than pitching for everything. Just because an agency is invited doesn’t mean they have to say yes."