It was with some pride that my ad agency, positioned as This country’s smallest ad agency, was recently adjudged “Best ad agency Johannesburg” in the African Corporate Excellence Awards 2015.
To be honest, I was surprised that I was even short-listed – but many thanks to all those who nominated me. (And when I say me, I mean “me” as to all extents and purposes, I’m the only one at the coalface).
Of course, I do have a team that I spearhead, although I’m essentially a one person operation. So to come out on top gives me a great deal of pleasure.
That said, I am under NO illusions that I’m the best ad agency in Johannesburg as there are a number of excellent agencies out there, producing consistently quality work.
What may have worked in my favour in the eyes of the judges, I’d imagine, is the size of my operation, and for an agency as small as mine, the fact that I can see to practically any requirement (logo design, corporate identity design, copywriting, newspaper advertising, magazine advertising, billboard advertising, street pole advertising, TV advertising, Radio advertising, cinema advertising, website design, vehicle branding, poster and brochure design, signage and more.
Also, that my turnarounds are that much quicker, and that my pricing is better. Without a cumbersome company structure to deal with, clients can brief me on their requirements and, in most instances, get to see ideas and creative work within days.
Since the advent of the internet and smart phones, everything these days is expected quicker, and whilst this puts pressure on ad agencies, this is just the way it is. Clients are more demanding and are after if not, instant gratification, then certainly expedited gratification. The days of marketers being happy to wait for their jobs to go through the ad agency process and taking weeks and months to eventuate into something they can use are long gone.
With a small ad agency like mine, clients can expect work to be turned around quickly. They can also expect quality work, that’s thought through and crafted.
Then, there’s the pricing issue.
Whilst I’m not cheap (and have no wish to be perceived as such), my charges are more than competitive as I don’t have the overheads of medium and large agencies ie the types of agencies I would typically regard as competitors.
I’m also experienced, having been in the advertising industry for a good twenty nine years. Whilst I started out as a copywriter, today I’m a well-rounded marketing consultant, and a creative one at that, as I’m able to take a brief and execute it myself. In an established ad agency, a client would need to brief a client service person who would need to brief a creative team who would need to brief a production department who would need to brief a media planner and buyer. In a small agency such as mine, all processes could be seen to in a quarter of the time.
As a copywriter, conceptualiser of advertising ideas and co-ordinator of marketing projects, I’m hands-on across all processes and I assume that this is something that also appeals to my clients, some of whom have been with me for a good ten to fifteen years.
Then, there are the issues of trust and reliability.
I pride myself on my reliability. If a client has a deadline, it’s important that he or she knows that that deadline will be met. Trust is critical and I like to think that I’m seen as trustworthy. If a client needs to get hold of me in the evening, or over a weekend, I’ll be sure to take their call or answer their email.
Unless you’re a large advertiser with a substantial advertising budget, a large ad agency may not give your business the attention it deserves. In a small agency, no matter how small your budget, your business will be valued and looked after.
Back to the award: I’m not at this sure entirely sure on which criteria I was adjudged, but to run out the winner of Best ad agency Johannesburg 2015 is the cherry on the top of a good year.
So, once again, my thanks to those who nominated This country’s smallest ad agency for consideration.
Gerard Kavonic runs This country’s smallest ad agency and is contactable on +27 11 728 5234 +27 83 444 9888 and [email protected] Website www.kavonichone.co.za