28 November 2008
	TOP ADVERTISERS Deep pockets By David Furlonger

After a short stint in the shadows of cellular network provider MTN, Unilever is firmly back at the head of SA's advertising big spenders. Figures compiled by media research specialist AC Nielsen show the Durban-based food and household goods producer increased adspend to more than R626m in 2007, from less than R400m the previous year. Growth has continued in 2008: Unilever's spending in the first seven months totalled R335m, compared with R312m over the corresponding period in 2007. But this was before the global credit crunch and other economic factors took hold. With some advertising and media agencies reporting a cutback in many clients' advertising budgets, it will be interesting to see how the full-year figures for 2008 compare. It's unnerving to see national government has climbed to number three in this year's spending charts. I hope it's getting value for our money. The good news for advertising and media agencies is that most top advertisers spread their largesse around. Individual agency profiles earlier in this AdFocus show how many rely on the deep pockets of a few big spenders. Advertisers like to spread the risk. But it's also because of the shift towards new media and away from traditional above-the-line advertising. John Dixon, the new group CEO of Draftfcb, says traditional agencies will increasingly outsource activities to specialist suppliers. There are so many digital and other options that no agency can be expert in everything. Advertisers are way ahead of him.