Cell C: now there are two

Johannesburg - Two agencies, Ogilvy Johannesburg and DDB South Africa, have survived a final round of culling for the R200m Cell C account. A decision on which one gets it - or to share the account between them - is imminent.

Originally five agencies were shortlisted. Among them was the incumbent, Net#work BBDO, which was the first to pull out, accepting the reality that once a client has decided to re-evaluate its agency representation, the incumbent has little chance. In America, the finding is that only about 10% in such a position hold on to the account.

Grey South Africa and MorrisJones were eliminated on Thursday.

The two still in the running present an interesting contrast. Ogilvy, the country's biggest group, has for years been at or near the top of the creative league table. DDB, a tiny fraction of Ogilvy's size, was AdReview's Agency of the Year in 2008.

- Fin24.com