By Herman Manson. We’ve created a table of independent creative agencies in South Africa, first published in the MarkLives weekly newsletter of 9 September 2021. The information has been sourced directly from agencies and holding companies through a survey run via MarkLives.com, and participation is voluntary. We haven’t audited the figures supplied by agencies; we publish the information provided in good faith.
Agencies listed in the ranking are included based upon publicly available revenue bands, not billings, for the 2020/21 financial year (April 2020–March 2021). Billings is the amount of client money that flows through an Agency; what you can touch but you can’t keep equals billings (eg media spend). Revenue is the money agencies get to keep and this is the number we’re looking for.
If a notable independent agency is missing from this table, it’s because it’s chosen not to provide us with the data required for inclusion in this survey. King James Group is excluded from this survey since it announced its acquisition by Accenture last week, even as competition commission approval for the deal is awaited.
You may also go to our Ramify.biz directory, select “Independent” under “Ownership” and then click on the red “Refine Results” button at the bottom.
Revenue R200m and up (2021) |
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Agency name |
Specialities |
Key clients |
2021 revenue |
Staff count |
| 99c [email protected] 99c.co.za |
99c is a results-driven, full-service communications group, focused on doing work that grows brands and the businesses those brands belong to. | Shoprite, Checkers, Spur Steak Ranches, Panarrottis, John Dory’s Fish & Grill, Shoprite Africa, Ackermans, Puma, Kuda, Bryte Insurance, Digicape, Pepco, Best&Less, House & Home, OK Furniture, Vinimark, Mastercare, nu-in, Ikeja | R250–R350m | 380 |
| Incubeta incubeta.com |
Incubeta is a digital marketing services company, focused on growth. It has a team of 450+ creators, thinkers, makers and doers, working across 18 offices globally and unlocking business value for an enterprise book of clients, including Google, Hyundai, Netflix, HBO, and L’Oréal. The Incubeta team combines capabilities across the full spectrum of digital disciplines to deliver growth at every brand touchpoint, from awareness to fulfilment. | Intl: Club Med, Disney, Google, HBO, L’Oreal, Marks & Spencer, Netflix, Zalando
SA: Cape Union Mart, Clicks, Gumtree, Hyundai, Old Mutual, Sanlam, Shoprite |
Global: €140–160m
SA: R250m–R300m |
473 |
| Joe Public United [email protected] joepublicunited.co.za |
Founded in 1998 and growing into Joe Public United in 2007, JPU is one of the MEA region’s leading integrated brand and communications groups. The group is 60% black-owned, making it the largest majority black-owned independent agency in the country — and a purpose-driven agency that exists to be the fertile soil which grows their people, clients and the country. | Top 5: Cell C, Chicken Licken, Nedbank, South African Breweries, Clover, South African Tourism | R200m–R250m | 280 |
Revenue R100m–R200m (2021) |
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Agency name |
Specialities |
Key clients |
2021 revenue |
Staff count |
| Avatar Agency Group [email protected] avataragency.co.za |
Avatar Agency Group is an award-winning agency founded by Africans for Africans. Avatar is owned by M&N Brands, co-founded by Zibusiso Mkhwanazi (who owns a 65% stake in the business) and creative veteran Veli Ngubane (who owns 35%). The group boasts expertise across its independent agencies, including Avatar Johannesburg, Avatar Cape Town, Avatar DBN, Fresh AF, Avatar PR, Resilience (a B2B growth practice) and Avatar Media Agency. | Tecno, Edrington, KFC Add Hope, Astron, Edgars, Sars, Telkom, Unilever, Eucerin, Labello, Lil-lets, Blue Ribbon, Snowflake, Iwisa No.1, Budweiser, Steers | R100m–R120m | 100+ |
| Tradeway [email protected] tradeway.co.za |
We are a technology and data-driven consumer connection agency solving unique business challenges. Insights drive our strategies, and creativity connects your brand to its audience. We work in trade to ensure your customers act and transact so that we may deliver measurable results in any channel, anywhere, anytime. | Huawei, Shoprite Checkers, South African Breweries, Tiger Brands, MTN | R100m–R125m | 76 |
Revenue R50m–R100m (2021) |
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Agency name |
Specialities |
Key clients |
2021 revenue |
Staff count |
| Clockwork Media [email protected] clockworkmedia.co.za |
Independent, forward-thinking and dogma-free, Clockwork is a full-service agency for an ever-changing world. | : Netflix, Microsoft Xbox, BASF, LG, Acer Africa, Avroy Schlain | R80m–R100m | 135 |
| Demographica [email protected] demographica.co.za |
We help large B2B clients grow their revenue by transforming how they engage buyers, grow customers, and enable their marketing and sales teams. | Macsteel, Capitec, South African National Blood Services, Momentum, Vodacom, Telkom, Engen, South African Tourism, Old Mutual, Nedbank | R80m–R100m | 60 |
| DNA Brand Architects [email protected] www.dnabrand.co.za |
Large PR Agency of the Year 2021, Kantar #1 Best Ad 2020, ICCO World’s Best PR Campaign 2019, PRISM Campaign of the Year 2019… We are an award-winning agency that makes wow stuff happen for brands with an unstoppable hunger for greatness. | FNB, Barloworld, Telkom, Viacom, Tiger Brands, Apple Music, Bathu, Pernod Ricard | R80m–R100m | 40 |
| Duke Group [email protected] duke.co.za |
Duke Group is a full-service communications company comprising seven independent, award-winning agencies: Duke, Positive Dialogue, Mark1, Champ, Duchess, Nude and Fame. Formed in 2019, Duke is a Level 1 BBBEE contributor that employs seasoned industry professionals to provide tailor-made communications solutions for positive outcomes and powerful results. | Wonga, RisCura, Citadel, Pioneer Foods, Bevco, WebAfrica, Satrix | R50m–R60m | 80+ |
| Eclipse Communications [email protected] eclipsecomms.com |
Eclipse Communications is an adaptive and agile full-service communications agency with a strong track record and wealth of experience across arts and entertainment, consumer and lifestyle, and corporate clients. We are one of SA’s fastest growing, independent communications agencies, acknowledged as Public Relations Agency of the Year at the FM AdFocus Awards 2020. | Netflix South Africa, Pfizer South Africa, Country Road, Woolworths, Edward Snell, Enel Green Power SA, EIE Group, DiDi, McCain South Africa | R60m–R70m | 85 |
| Hamiltons in Creative [email protected] hamiltonsadvertising.com |
We are a marketing and advertising company. | Food Lover’s Market, FreshStop, @home (digital), Fair Cape (digital) | R80m–R100m | 40 |
| Hoorah [email protected] hoorahdigital.com |
We digitally transform brands in an ever-changing world. We do this by applying creativity alongside innovative tech and data-led ideas. The result for brands is growth, sales and future certainty. Creative meet data! In an increasingly connected world that’s constantly evolving, people don’t just want personalised experiences — they expect them. | Discovery, Nestlé, Avon, Sanofi, Red Bull, MiWay, Bains Whiskey, Africa Data Centre, Old Mutual, Hi-Tech, ToysRUs, GIBS, Pilot Crushtech | R45m–R55m | 65 |
| The Odd Number [email protected] www.theoddnumber.co.za |
The Odd Number is the foremost award-winning 100% black-owned advertising agency in SA adland. | MultiChoice, Game, Assupol, Diageo, Newzroom Afrika | R50m–R60m | 45 |
Revenue R30m–R50m (2021) |
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Agency name |
Specialities |
Key clients |
2021 revenue |
Staff count |
| Conversation Lab [email protected] conversationlab.com |
We are a born-digital, black-owned and -run agency with a footprint in SA and UK. We put results and ROI at the heart of everything we do. We are purpose-driven, wanting the best for our staff, our clients and our clients’ customers, and align with businesses which have a similar ethos. | Unilever (13 brands), ADvTECH Group (7 brands), Godrej (3 brands), LIVEKINDLY Collective (2 brands) | R30m–R40m | 45 |
| Mortimer Harvey [email protected] mortimerharvey.com |
Mortimer Harvey has been building brands, solving problems and making magic happen for the past 28 years. We’re a 100% fiercely independent, digitally integrated, results-driven, multichannel advertising agency in the heart of Johannesburg, focused on creating work that really achieves results. | Old Mutual, Fidelity ADT, Pure Wild Fund, HeadsUp Entertainment Inc, Spinola Software Solutions | R45m | 32 |
| Promise [email protected] www.promisegroup.co.za |
Promise is an owner-managed, empowered and independent full-service agency based in Johannesburg, South Africa. | South African Breweries (SAB), RMB, AfriSam, PPS, JTI | R45m–R50m | 61 |
| Rapt Creative [email protected] raptcreative.com |
Rapt is a strategic, innovative and executional through-the-line agency specialising in concept development, digital, POS, live event production and activation. We combine strong strategy and creative to be TTL experiential. | Heineken | R30m | 30 |
| Retroviral [email protected] (MD) retroviral.co.za |
From Nando’s and Douwe Egberts to RocoMamas #ElectionBurger and, most recently, #MyKreepyTeacher and #MyBodyStandUp, these are examples of our unique breed of creative thinking and execution that encourages people to talk about, share, and ultimately buy the brands we represent. Retroviral is built on the four key pillars of strategy: content creation, content dissemination (paid, earned, shared, owned media) and reporting / analytical insight (distilling big data). | Premier FMCG (Lil-lets, Iwisa No.1), Gumtree, Russell Hobbs, Liberty, Profmed | R30m–R32m | 15 |
| Rogerwilco [email protected] rogerwilco.co.za |
Rogerwilco is a multi-award-winning digital agency that helps companies build brands and sell products / services / messages by explaining why they matter. | Nestlé, Sanlam, iWyze, JSE, First Rand Group, The Crazy Store, Syngenta, V&A Waterfront, University of Cape Town, University of Stellenbosch, United Nations, World Economic Forum | R40m | 62 |
| Sunshinegun [email protected] sunshinegun.co.za |
Sunshinegun is a strategic brand consultancy with offices in sunny South Africa and not-so-sunny London. We believe in creating beautiful solutions for brands with soul, so they can be loved. | Nando’s, AB Inbev, Nedbank | R35m–R45m | 30 |
| Two Tone Global [email protected] twotone.co.za |
Two Tone Global is a 20-year-old, 100% black-owned, award-winning multimedia creative agency. That TwoTone has remained independent is no surprise, given the importance that founder and CEO Carlo Murison attaches to freedom. | Nestlé, Diageo, Limpopo Tourism, Ghana Oil | R30m–R50m | 29 |
Revenue R10m–R30m (2021) |
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Agency name |
Specialities |
Key clients |
2021 revenue |
Staff count |
| 3Verse [email protected] 3verse.co.za |
3Verse is an independent, full-service creative agency. We partner with leading media, activation, PR and CRM agencies to recruit the next generations of consumers to your brand. 98.7% management-owned. | Diageo South Africa, Telesure Investment Holdings | R10m–R20m | 22 |
| Boomtown [email protected] boomtown.agency |
We are an independent strategic brand agency that specialises in creative brand design, integrated communications and digital marketing. Seeing possibilities is part of our culture. We believe that everyone can look but not everyone can see. It’s why we use on-the-ground market immersion and create culturally relevant, creative solutions to connect brands with hearts. | Nestlé, Nescafé Ricoffy, Easigas, Lafarge, Hogan Lovells, Woodlands Dairy (First Choice), Stellenbosch University, Sovereign Foods, Cennergi, Coega Development Corporation | R20m–R30m | 55 |
| Duma Collective dumacollective.com |
A creative communications agency that uses brand strategy, PR, talent management, social media management and amplification, and events to communicate brand messages to our consumers. | MultiChoice Group, Chivas, Amstel, Samsung | R15m–R25m | 36 |
| Ebony+Ivory [email protected] ebonyivory.co.za |
Brands beyond brief — agile and independent intelligence, design and media agency — Ebony+Ivory goes beyond building brands to building the people who build those brands while building industry, country and continent. We hold ourselves accountable to serve your ROI. | Brand SA, Sasria, Wits, Wits Business School, Sephaku, JSE, Gina@Work | R15m-R20m | 18 (plus 17 part-time) |
| GGISA [email protected] ggisa.com |
Established reputation management, PR and communications agency with experience across corporate, consumer, B2B and social media across financial services, healthcare, travel and tourism, construction and allied, professional services, automotive and tech sectors. | Dis-Chem, Makole, Busamed, MAS Real Estate, Kapsch, WeBuyCars, Tetra Pak, UBS, GIB Group | R10m | 12 |
| Goodbye Boring [email protected] goodbyeboring.co.za |
An unconventional agency that plays in the digital world and in real life, with offices in Joburg and Gqeberha and a mobile network of creatives. | Junior Colleges, Martins Academy, SOGA | R4m | 9 |
| Halo [email protected] brandhalo.co.za |
Halo is a proudly small, independent creative and design agency for brands which want challenger thinking. | Pam Golding Properties, Yoco, Exclusive Books, Capital Hotel Group, Naked Insurance | R20m | 12 |
| Harambee Communications [email protected] harambeecomm.co.za |
At Harambee Communications, we play on each other’s strengths and complement our clients’ willingness to venture into the new and unknown. | Standard Bank, MultiChoice, Puma Energy | R10m–R20m | 7 |
| Hoola [email protected] hoola.agency |
Hoola is a strategic brand, advertising and design agency with offices in Cape Town, Durban and Gqeberha. We specialise in the development of tailored marketing solutions by offering strategic planning, creative design, management andimplementation of communication and marketing across a broad range of industries. | Tekkie Town, First Choice, KFC, Trumps, Nulaid | R20m–R30m | 33 |
| Ideas Wise and Wonderful (IWW) [email protected] iww.co.za |
The business started in print and traditional, and has organically grown into digital offerings, recently taking on a strong digital capacity, particularly in performance media. We feel we are now integrated and through-the-line. | Gautrain, Tecmed, Brand South Africa, Broadband Infraco, Landbank, Bombela, AgriSETA, BRICS Business Council, Rand Water, Hydraform | R12m–R16m | 15 |
| Mark1 [email protected] mark1.co.za |
Mark1 is a media agency with over 12 years’ experience that is part of Duke Group. By integrating the disciplines of data-led media, real-time analytics, and creative storytelling into a unified service we are able to create work that reaches the right people, at the right time and in the right ways. | Food Lover’s Market, FreshStop, Mazda, Pepsi, Webafrica, Satrix, Vital, Allergan / AbbVie | R18m–R22m | 31 |
| MediaH [email protected] 555mediahub.com |
Full-service media agency with four years’ experience. | Samsung, Subaru, WeThinkCode, MTN | R15m | 12 |
| The Friday Street Club [email protected] thefridaystreetclub.co.za |
The Friday Street Club is a young, independent PR, digital and communications company, based in Cape Town. We were awarded Best Small PR Consultancy in South Africa at the PRISM Awards two years running, in 2020 and 2021. | SAB Foundation, Wonga, Remy Martin, Cointreau, Pura Soda, SkinMiles, Amarula, Clicks, V&A Waterfront, University of Cape Town | R8m–R10m | 10 |
Revenue under R10m (2021) |
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Agency name |
Specialities |
Key clients |
2021 revenue |
Staff count |
| Fresh AF [email protected] freshaf.co.za |
Fresh AF is a youth specialist marketing digital agency. We offer brands insights-driven, full-service marketing campaigns, from concept creation through to content marketing and everything in-between. We engage with over 100 000 young people monthly through our own platforms from which we derive the latest trends and insights. | Budweiser, Smirnoff, Steers, DStv | R3m-R5m | 8 |
| Idea Foundry [email protected] ideafoundry.co.za |
A niche brand and marketing consultancy with a vision of engineering brands that disrupt markets through marketing anchored in robust insight, sound strategic thinking and creative expression. | FBNQuest (Nigeria) | R1.5m | 5 |
| Infestation [email protected] infestation.co.za |
As a specialist brand agency, we make it our business to understand and make sense of the complicated context in which our clients operate before distilling our learnings into clear, simple brand outcomes that ignite and grow the brands in our care. | 361 Degrees Global, STBB Attorneys, IBTC, NOSA (SafetySA), V&A Waterfront, CURRO, Vodacom | R6m-R8m | 12 |
| June 15 [email protected] june15.co.za |
We are truly South African. A strategy-driven creative and communications agency since 2009, we work with big and small clients, both in private and public sector. We are comfortable in Alex, just like we are in Sandton and Rondebosch… angeke usi-confirm. Try us, let’s chat… | Motus, Bushveld Mining | Under R5m | 5 |
| One Custom [email protected] onecustom.co.za |
One Custom is a customer experience and marketing intelligence consultancy. We create and foster long-term, predictable and profitable relationships with our clients’ best customers. Data, digital and CRM is at our core and supports our mission: to help businesses be more connected to their customers. | Fortress Real Estate Investments, Cricket SA, Entelect, South African College of Applied Psychology | R5m | 5 |
| Orange Ink [email protected] orangeink.co.za |
Orange Ink is a full-service PR and communications agency. Our team members are client-management talent specialists, with a depth of knowledge and experience within the PR, communications, digital, and marketing sectors. | KFC, 1Life, Interwaste, Imperial, Swissport, WASPA, Liberty 2 Degrees | R4.9m | 7 |
| Pekuzi Projects [email protected] pekuziprojects.africa |
Pekuzi Projects is an African communications consultancy with a comprehensive approach to establish, build and maintain brand reputation. We use data to add context to every trend, conversation and behavioural shift to increase relevancy for brands. We operate in public relations, digital marketing and reputation management. | Momentum Consult | R1m | 6 |
| So Interactive [email protected] sointeractive.co.za |
We’re an award-winning creative digital agency that that builds experiences using a social-first approach. We use the power of social media and technology to build brand value. We combine strategy, creative, content, paid media, community management and influencer marketing to deliver experiences that connect your brand to people. | AIG, Logitech, Intercare, Ocean Basket, Reeflords | Under R10m | 11 |
| The Good Guys Creative Agency [email protected] |
We are a creative agency that offers creative, strategic, media buying and production solutions for our clients and their varying audiences. We specialise in digital / social media, brand strategies, project management, creative and media-buying across various platform. | Old Buck Gin, MultiChoice, Chivas, Black Bottle, Flora | R2m+ | 8 |
| Visual Aspiration [email protected] visualaspiration.co.za |
We turn ideas into communication. | Sakhumzi Restaurant, Makola Inc, Safana Panelbeaters | R1m–R5m | 5 |
Herman Manson is the founder and editor of MarkLives.com. He is also the founder of Ramify.biz and the co-founder of RetailingAfrica.com.
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The post Directory of independent Creative agencies in South Africa 2021 appeared first on MarkLives.com.
