Independent media agencies must box smartly in a competitive world
By its nature, the South African media landscape is cut throat. The competition for resources is intense because of its small size leading to a space often characterised by goal posts that shift on a constant basis. This unpredictability brings into sharp focus the sustainability and business acumen of independent media agencies viz-a-viz multinational agencies with a financial muscle, tipping the scales in favour of those with bigger resources and a larger global footprint.