The Media Image Cape Town office opened its doors in July 2017 and is part of the operational and logistical support team of London-based agency, The Media Image (TMI) , which was founded by Grant MacFarlane in 2008, shortly after he left Google. The Media Image is a multinational agency with a strong presence in the UK, EU and US digital marketing space whose blue chip client portfolio encompasses the likes of Avon, Interflora, Refinitiv, City Index and a very large igaming team who mange over 15 brands in that vertical.
The South African operation is based in Sea Point where we operate a training and onboarding hub lead by Andrew Alexander who is also one of our senior data analysts specialising in Google Analytics 360 . Andrew and his team work on large scale global full service campaigns where monthly budgets are well north of 20 million rand . The media image South Africa have grown to 16 staff in since opening our doors in July 2017 and so form part of an operation of over 41 employees servicing clients across Europe, the United States and South Africa. In September 2018, The Financial Times published its inaugural FT Future 100 UK list. In their words, this list comprises, “British companies that are making an impact, either on society or their industry.” The Media Image is humbled to have been ranked in this list and we feel that the international scope of our operations contributed, at least in part, to our inclusion.
The Cape Town operation employees STEM graduates from South Africa’s top universities to provide analytical and operational support to our network of multinational clients. E-commerce and online advertising revenue compromise up to 20% of retail sales the United Kingdom and the United states as opposed to about 2% in South Africa. As such, and given the stakes involved, international clients demand a sophisticated service offering from their paid media agencies.
I believe that The Media Image is well placed - given our staff’s exposure to international clients, the quantitative nature of their university training and their links to and support/training from a head office in the United Kingdom - to expand into the South African market and compete aggressively against local agencies with predominantly local client portfolios. With the Rand’s weakness, we are more competitive on price than local SA agencies who are running legacy billing rates and often closed access to their tech stacks.
The Media image operates a fully transparent model and we have already transformed one of SA biggest digital brands after taking over from a well known SA digital agency. Within 3 months of taking over from the SA agency, we increased conversions by 31%, click-through rate by 14% and impression share by 12% in a very crowded ad auction space for the client’s service offering.