27 November 2009
	THE BUSIEST AGENCIES Almost pitcher perfect By David Furlonger

Pitch consultants - companies that advise clients on how to select agencies - must lick their lips when they see tables like this. We report at the front of this annual on how consultants, sometimes known as "dating agencies", are in growing demand from advertisers needing guidance to help them find the advertising, media, branding or digital agency that will best help them grow the business. The problem is that, with more intermediary companies entering the market, clients will soon need consultants to help them choose consultants. There are significant changes in this table compared with last year's. Interbrand Sampson has come from nowhere to be the busiest pitch agency during the AdFocus review period, from July 2008 to June 2009. For such an established branding agency, both the level of activity and its 84% success rate attest to a rejuvenated business. The previous busiest agency was Grid Worldwide Branding & Design, thanks to a frantic period that had resulted in it entering more than 60 pitches. This time round, it has entered fewer than half that number. It's been an altogether calmer year for the agency, which also reported a significant drop in income during the review period. It's not surprising that branding agencies should be so active: many of the pitches for which they enter are project-based. There is also growing business in other parts of Africa, even though it is billed from within SA. The Brand Union, which is in third place here, does much of its business around the continent. Its success rate is artificially low, however. As with some other agencies, at the time we went to press it was still waiting for some pitches to be awarded. Thirtyfour, the up-and-coming brand activation company, is also prominent. Experiential agency VWV, which played a leading role at this year's Confederations Cup soccer tournament and will do the same at the 2010 soccer World Cup, remains a busy pitcher. Magna Carta continues to lead the way in the public relations sector - not surprising, given its ongoing record of achievement. The agency recorded an 82% success rate. Even that pales in comparison with digital design agency Gloo - a near-perfect 20 out of 21. Having cornered the field in creative digital awards, it apparently wants to do the same with pitches. Ogilvy Jo hannesburg remains the most prolific advertising agency, with nearly twice the number of pitches as its nearest rival.