The biennial study, conducted by Scopen in partnership with the Independent Agency Search and Selection Company (IAS), ranks Brave Group number one in six distinct categories, including Advanced in Digital, Use of AI and Black Empowerment, says the company.

The Agency Scope study, part of the communications industry, aims to offer a rigorous, perception-based analysis derived from face-to-face interviews with over 500 professionals, including 311 marketing leaders and decision-makers from South Africa's top spending companies. The research analysed 474 client-agency relationships across 38 creative agencies between June and September 2025, adds the business.

"These results validate our strategic bet on technology and transformation," says Musa Kalenga, CEO of Brave Group. "We've deliberately positioned ourselves at the intersection of advanced capability and authentic cultural connection — because we believe the future of marketing demands both algorithmic precision and human insight."

Dual Dominance — High-Tech and High-Culture

The report's findings aim to highlight a rare duality in Brave Group's market positioning. The agency achieved the #1 ranking in both technological capability and cultural transformation. This combination addresses what the study identifies as the modern marketing paradox: the need for algorithmic precision without sacrificing the human, cultural connection that drives brand affinity, says the agency.

In the technology sphere, marketers identified Brave Group as the leader in Advanced in Digital and the Use of AI, aiming to highlight the agency's successful pivot toward data-led, future-fit marketing solutions, adds the agency.

This positioning proves particularly strategic given that 59.3% of marketers surveyed believe agencies are creating economic or strategic advantages by using AI. In comparison, 77% of agency professionals identified adapting to AI as their primary challenge, says the agency.

"AI isn't a novelty for us, it's embedded in how we solve business problems," says Kalenga. "Our clients are facing unprecedented pressure to demonstrate ROI and business growth. AI and data analytics give us the tools to deliver measurable impact, not just creative awards."

The agency also demonstrates strong performance in Analytics and Measurement, a critical requirement for CMOs facing increasing pressure to demonstrate ROI. According to the research, 34.7% of marketers are most willing to pay premium fees for results, ROI and efficiency, aiming to validate Brave Group's investment in measurement capabilities, adds the agency.

Simultaneously, the agency retained its leadership in transformation, ranking #1 in Black Empowerment and #1 in Diversity. This underscores Brave Group's aim to have the ability to offer deep cultural relevance and authenticity, a quality clients in the study described as "deep cultural relevance" and "local authenticity" without arrogance, says the agency.

"Transformation and diversity isn't a compliance exercise for us, it's our DNA and our competitive advantage," says Kalenga. "In a market as diverse and complex as South Africa, the ability to authentically connect across cultures, languages and communities is what separates good marketing from great marketing."

"Our leadership in Black Empowerment and Diversity reflects our lived reality, not an aspiration. We know that scientific research reveals that diverse companies deliver the best outcomes to clients, the team and the market," says Kalenga.

Operational Excellence and Leadership

Beyond capabilities, the study points to superior operational performance. Brave Group was ranked #1 for Management Involvement, aiming to validate a service model where senior leadership remains accessible and deeply invested in a client's business, says the agency.

The agency also secured the #1 spot for Earned Media, which aims to distinguish its ability to generate organic traction and conversation for brands in a saturated media landscape, adds the agency.

These operational strengths contributed to Brave Group climbing four positions in the Overall Perception Ranking to #16, with marked improvements in spontaneous awareness and new business activity, ranking #8 among all creative agencies surveyed, says the agency.

Client Sentiment and Market Validation

Qualitative feedback from the study reinforces the quantitative rankings. Clients interviewed acknowledged the agency as being "quick to embrace AI and data-led marketing", noting that its work across a broad portfolio creates cross-learning benefits, says the agency.

At the same time, another client highlighted its collaborative approach, "Open to integrated thinking across disciplines, gladly collaborate with other agencies and work well with them and happy to lead or follow on a campaign."

The research also revealed that Brave Group clients value the agency's innovation and forward-thinking approach, with one noting, "Innovative, forthcoming with ideas, attentive, responds quickly and good with comms."

Industry Context and Strategic Implications

The Agency Scope research indicates that South African marketers are navigating significant industry shifts. Digital advertising spending in South Africa reached R17.7-billion in 2024, representing a 14.2% increase over two years, according to the IAB South African Digital Ad Spend Report cited in the research, says the agency.

Marketing professionals now work with an average of 14.6 different partners, with digital platforms leading collaboration frequency, adds the agency.

The study identified three priority areas where marketers seek agency expertise: creativity and innovation (mentioned by 63% of respondents), agility and time optimisation (69.6%), and demonstrating ROI and effectiveness (27.4%). Brave Group's performance across these dimensions aims to position the agency strategically to address evolving client needs, says the agency.

Notably, 61.1% of South African marketers currently work with integrated agencies, with 57.6% expressing preference for this model in future partnerships — the highest rate among comparable markets globally. Brave Group's performance in integrated services aims to align with this market preference, adds the agency.

"The research confirms what we're hearing from our clients, that the market is moving toward integrated partners who can combine technology, strategy, and cultural insight," says Kalenga. "We've been fortunate to build capabilities in these areas, but the real test is whether we can consistently deliver on that promise for every client, every day."

Implications for Marketers

For South African CMOs and brand leaders, Brave Group's performance in the 2025 / 26 Agency Scope suggests a partner capability that solves the modern marketing paradox: the need for advanced, algorithmic precision (AI / Digital) without sacrificing the human, cultural connection (Diversity / Empowerment) that drives brand love, says the agency.

As marketers face mounting pressure to demonstrate business impact, with 65.6% preferring output-based remuneration systems tied to measurable results, Brave Group's involvement in analytics, measurement and AI deployment aims to offer a data-driven approach to accountability and performance, concludes the agency.

For more information, visit www.bravegroup.co.za. You can also follow Brave Group on LinkedIn, X, Instagram, or on TikTok. 

*Image courtesy of contributor