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Boutique agencies charge R15,000–R45,000/month for strategy + monthly content + reporting (no media spend). Adding paid media management adds 10–15% of the ad spend. Full-service retainers including SEO, social, email, and PR run R50,000–R150,000/month. Most agencies require a 6-month minimum to show campaign attribution.

Under the Copyright Act 98 of 1978, the agency (or contracted creator) owns IP unless the contract assigns it on payment. Always insist on a written assignment clause naming your CIPC-registered entity. Logos, photography, and bespoke campaigns should transfer; stock imagery and licensed fonts usually don't. Confirm before re-using assets across new campaigns.

POPIA section 69 requires consent or an existing customer relationship for direct marketing by electronic communication. Pure cold-emailing is non-compliant. Verified opt-in (double opt-in is best practice), an opt-out mechanism in every email, and a documented consent record are mandatory. Penalties run up to R10m or 10 years' imprisonment under section 107.

ROI varies wildly by sector. SA-average CPCs are R8–R45 for B2B services, R3–R12 for consumer. R10k/month at R20 CPC is ~500 clicks; at a 5% conversion rate that's 25 leads. Cost per conversion of R400 is reasonable for most local services. Demand attribution evidence (GA4 + Search Console screenshots), not just impression reports.