South Africa, Sept. 15 -- Halfway through its most ambitious research cycle yet, Agency Scope 2025 is already telling a compelling story: marketers are demanding sharper strategies, faster turnarounds and AI capabilities that seem scarce in the market, potentially opening fresh opportunities for agencies ready to lead.

The fieldwork is capturing the tensions and opportunities of the industry, while interviews with CMOs, senior marketing leaders and agency executives suggest an industry turning point.

3 Preliminary findings

These three preliminary findings offer a first glimpse into the changing expectations of marketers across South Africa.

The AI wildcard

"Right now, AI feels like electricity in 1890," says one FMCG marketer. "We kn...