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INDUSTRY RESEARCH
Global study of marketers and agencies is coming to Kenya for first time
By our African Marketing Confederation News Team | 2026
CEO of Scopen says the expansion into East Africa is a natural progression following the success of the research in South Africa.
Scopen, the Spanish-based consultancy that acts as an intermediary between agencies and the advertising, marketing and communications industries, is expanding its Agency Scope biennial global research study into East Africa.
Image: Photoroyalty on Magnific
The study explores how marketers select, work with and evaluate their agencies, as well as agency perceptions, positioning, performance and the changing needs of clients.
Its Kenyan research leg takes place from December 2026 to March 2027 and will examine the industry in Kenya, providing an independent view of the evolving marketing and communications landscape and creating an opportunity to benchmark the East African market internationally.
César Vacchiano, President and CEO of Scopen, says the expansion into East Africa is a natural progression following the success of the research in South Africa.
“Our experience in South Africa has demonstrated the value of independent, rigorous research in helping marketers and agencies better understand their own market. East Africa is an exciting and rapidly developing communications market, and we are delighted to bring Agency Scope to the region,” Vacchiano states.
Broader African industry
Johanna McDowell, director of Scopen Africa and founder of the Independent Agency Search & Selection Company (IAS), says the research will provide valuable insight into both the local and broader African industry.
“We have seen in South Africa how valuable it is for the industry to have robust, independent data about how marketers and agencies perceive each other and work together.
“Taking Agency Scope into East Africa gives us the opportunity to build a broader understanding of the African communications landscape.”
The findings will provide marketers and agencies with insight into agency selection, performance, capabilities and relationships, while also placing the Kenyan market within a wider international context.
About the research
Agency Scope East Africa will focus on marketers working with agencies based in Kenya, alongside agency professionals and media owners.
The research aims to achieve 500 interviews across the three groups. Senior marketers will participate in 50-minute face-to-face interviews, while agency professionals and media owners will complete an online survey.
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