What Demographica does

Demographica (Pty) Limited is a privately held, specialist B2B marketing agency founded in 2006 and headquartered in Illovo, Johannesburg. The firm positions itself as the only dedicated B2B specialist in its market, competing against generalist agencies by concentrating exclusively on business-to-business marketing challenges. Its core offering comprises a full-service capability stack organized around four pillars: Insights (ethnographic and anthropological research), Strategy, Creative, and Production. These are applied across a set of specialized B2B services including Social Selling, SME Marketing, Sector Marketing, Sales Enablement, Customer Experience, Employee Experience, Key Account Marketing, Public Sector Marketing, and Account-Based Marketing.

The firm's central differentiator is a proprietary methodology called Business Anthropology, which uses immersive ethnographic research to understand how customers, employees, and decision-makers think and behave, then translates those insights into strategy and creative output. The agency also operates an executive education platform, ExecEd, that delivers B2B marketing training to senior leaders, and in November 2022 spun off a standalone Business Anthropology company to commercialize that research capability. In January 2023 the firm made an equity investment in Halo.

Commercially, Demographica earns revenue through professional services fees from bespoke client engagements. Pricing is quote-based and negotiated per Scope of Work, with 30-day payment terms and a standard 10% annual fee escalation built into multi-year contracts. The go-to-market motion is direct enterprise field sales, targeting large B2B clients across financial services (Standard Bank, Old Mutual, Sasfin Wealth), telecommunications (MTN Business), insurance (Bryte Insurance, Auto & General), energy and lubricants (ENGEN), tourism (South African Tourism), and nonprofit health (SA National Blood Service). All operations and revenue generation remain concentrated in South Africa.

Name

Demographica

Legal name

Demographica (Pty) Limited

Website

https://demographica.co.za

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Demographica is a privately held, specialist B2B marketing agency founded in 2006 in Johannesburg, South Africa, serving large enterprises through a proprietary Business Anthropology methodology across strategy, creative, and production services.

Ownership category

akta.pro rank

Product category

B2B Marketing and Advertising Services

NAICS

Advertising Agencies (541810), Marketing Research and Public Opinion Polling (541910)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

B2B/ABM Creative Agencies (MPAAAAAI)

akta.pro secondary industry

B2B / Industrial Market Research (MPAAALAA)

Keywords

• B2B marketing services
• Business anthropology
• Account-based marketing
• Advertising agency
• Executive education

Headquarters

HQ city

Johannesburg

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Revenue model

1. B2B Marketing Services: Full-service specialist advertising and marketing services for B2B and niche markets, including strategy, creative, production, social selling, and sector-specific marketing solutions. Revenue is generated through professional service fees for ongoing client engagements.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Demographica is a specialist, full-service B2B marketing and advertising agency that delivers research, strategy, creative, and production services to large B2B brands. Its work is grounded in a proprietary Business Anthropology methodology that uses immersive ethnographic research to uncover how decision-makers think and behave, and converts those insights into strategy and creative that drives measurable B2B outcomes. The agency also operates ExecEd, an executive education platform providing B2B marketing training for senior leaders.

Product overview

Demographica is a specialist B2B marketing agency offering a comprehensive suite of services built around Business Anthropology. The agency's core offerings include four foundational capabilities (Insights, Strategy, Creative, and Production) that apply across multiple B2B specialisations including Social Selling, SME Marketing, Sector Marketing, Sales Enablement, Customer Experience, Employee Experience, Key Account Marketing, Public Sector Marketing, and Account-Based Marketing. The agency also operates ExecEd, an executive education platform providing B2B marketing training programmes. Services are delivered through bespoke campaigns rather than a software platform, with each engagement grounded in human insight derived from anthropological research methodologies.

Differentiator

Problem solved

Functional benefit

Products and services

• Insights (Research) Research and discovery services that uncover human drivers behind business decisions, using anthropological methods to understand how customers, employees, and decision-makers think, feel, behave, and decide, reducing guesswork and increasing marketing relevance for B2B brands.
• Strategy Strategic consulting that grounds decisions in insight and commercial reality, helping B2B clients focus on what matters most and avoid wasting budget on ineffective marketing work.
• Creative Creative services designed to earn attention, shift perspectives, and provide buyers with actionable stories, spanning advertising, design, and brand development for B2B audiences.
• Production End-to-end production services managing the journey from initial concept through final delivery, coordinating all moving parts for on-brand, on-time B2B content delivery.
• Social Selling Social selling services using platforms like LinkedIn to help B2B sales teams and executives build genuine connections with decision-makers, share insights, and earn credibility before pitching.
• SME Marketing Marketing services targeting small and medium enterprises, combining digital tools with sector understanding to build lasting customer relationships and sustainable growth for B2B SME clients.
• Sector Marketing Specialist marketing services that understand the pressures, priorities, and language of specific industries such as legal, healthcare, hospitality, and wealth management, crafting campaigns purpose-built for each sector's B2B audiences.
• Sales Enablement Services bridging marketing and sales by equipping B2B teams with content, tools, and knowledge for better customer conversations and higher conversion rates.
• Customer Experience Customer journey mapping and experience design services that remove friction and consistently deliver more than expected to build loyalty across B2B client customer bases.
• Employee Experience Employee experience strategy services including recognition programmes, communication channels, and development pathways that drive real engagement for B2B client workforces.
• Key Account Marketing Dedicated marketing strategies for B2B clients' most valuable customer relationships, building tailored approaches around specific account goals with personalised content and data-driven optimisation.
• Public Sector Marketing Marketing services navigating public sector complexities including competing stakeholders, regulatory frameworks, and tight budgets, building trust for long-term relationships with government and public-sector clients.
• Account-Based Marketing ABM services identifying highest-value target accounts and developing fully personalised B2B campaigns with sales and marketing alignment and data-guided decision-making.
• Business Anthropology Proprietary research methodology pioneered by Demographica that goes deeper than data to understand how customers, employees, and decision-makers think and behave, using immersive ethnographic methods to ground all strategy and creative work for B2B clients.
• ExecEd (Executive Education) Executive education platform offering practical B2B marketing training programmes for senior leaders, including courses on B2B fundamentals, brand investment, advertising effectiveness, MarTech, social selling, ABM, and campaign analysis.

Quantifiable outcome

• The SANBS campaign contributed to exceeding the daily target of 3,000 blood units and maintaining stability in South Africa's blood supply at approximately 3,500 units per day.

Named customers9 records

Segments3 records

Ideal customer profiles3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered core and minor.

• South African TourismcoreStrategic or Co-development PartnerDemographica serves as the B2B global marketing partner to South African Tourism, working on campaigns to promote business tourism and the Africa Travel Indaba trade platform. The partnership has produced award-winning work including the 'Khanyisa: Let your Story Shine' campaign film that won 1st Prize at the ART&TUR International Tourism Film Festival.
• SA National Blood Service (SANBS)coreStrategic or Co-development PartnerDemographica partnered with SANBS on a purpose-driven campaign urging blood donations. The campaign demonstrated that advertising can play a vital role in saving lives, with each donation potentially saving three lives. The work won the 2023 AdFocus Creative Challenge Award.
• Five Star MediaminorChannel Partner/ Reseller/ DistributorFive Star Media backed Demographica's creative process from exploration to execution, as referenced in social media content showcasing agency culture and creative work.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• The Sales Factory: South African specialist B2B sales and marketing agency focused on enterprise clients with a consultative, research-driven approach that competes directly with Demographica for the same blue-chip B2B engagements in Johannesburg and broader South Africa.
• Levergy: South Africa-based B2B marketing and through-the-line agency with sector specialisations across financial services, telecoms, and industrial clients, competing for the same mid-to-large B2B enterprises that Demographica serves.
• Velocity Partners: Specialist B2B marketing agency focused on technology and complex B2B sectors with ABM-led methodology; comparable to Demographica in being a pure-play B2B agency serving enterprise clients globally.

Regional players

• Promise Digital: South African digital performance and brand agency serving enterprise and SME clients across Africa; an emerging regional competitor for integrated B2B marketing mandates in the same Johannesburg market.
• Grid Worldwide: South African brand experience and B2B communications agency under the Livebrand Group, competing in the same Johannesburg market for enterprise brand, activation, and B2B marketing engagements.

Broad incumbents

• Publicis Groupe Africa: Global advertising holding company with a substantial South African presence (Publicis Worldwide, Saatchi & Saatchi, etc.) that competes for the largest enterprise clients like Standard Bank and MTN that Demographica also serves.
• Ogilvy South Africa: Global network agency with deep South African operations serving many of the same financial services, telecom, and consumer brands that constitute Demographica's enterprise client base.
• VML (formerly VMLY&R): Global brand and customer experience agency with strong B2B and ABM capabilities and South African operations, competing for integrated enterprise marketing mandates.
• Dentsu Africa: Global advertising holding company with significant South African operations across creative, media, and CX, competing for the same enterprise B2B clients with deeper pockets and broader capabilities.

Emerging players

• Thinkerbell: Australian-originated B2B and consumer creative agency with measured-magic methodology and a focus on industry-specialised work; shares Demographica's emphasis on differentiated proprietary creative methodologies for niche B2B briefs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInza.linkedin.com/company/demographica
• Instagraminstagram.com/demographica
• Xx.com/demographica
• Facebookfacebook.com/Demographica

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Demographica