Management software for communication, marketing and event agencies in Morocco

An agency can bill a lot and earn little

In a Casablanca or Rabat agency, much of the revenue simply passes through: printing, media space, studio shoots, freelancers, influencers, equipment hire for a trade fair. On a 120,000 DH campaign, only a few tens of thousands of dirhams may be left to pay the creative team and make a profit.

Margin leaks away bit by bit: a printer's quote accepted without comparison, a discount conceded at the end of a pitch to close the deal, shoot expenses never re-invoiced, an event that overruns its budget. Without figures per campaign, the managing director cannot tell which clients keep the agency alive and which ones cost it money.

• Purchases committed for clients without approval
• Discounts granted to close deals, never measured
• Shoot and event expenses advanced by the team
• Margin known per invoice, never per client or business line

Margin per campaign and per client, based on real costs

In SOGESTIO you create a cost centre for each key client or each business line: digital, events, print, video production. Sales invoices, supplier invoices and expenses are assigned to it, a monthly budget is set per line item, and the result per cost centre shows what each client or activity really earns.

Example: a launch campaign billed at 120,000 DH excl. VAT. Direct costs come to 38,000 DH of printing, 22,000 DH of photo shoot and 15,000 DH of freelancers, or 75,000 DH. Gross margin is 45,000 DH, or 37.5% of the amount billed, and that is what pays for the team's time, the office and the tools. In the table below, the largest campaign by revenue is the least profitable in percentage terms.

Buying on behalf of clients without losing control

Every commitment goes through a purchase request: 5,000 brochures, a shooting set, a batch of promotional items, an influencer's service. Management (the account owner or an administrator) must approve it before it becomes a purchase order, which cannot exceed the approved quantities or prices. Nobody can approve their own request.

For larger purchases, a supplier tender consults three printers or three stand builders and compares their offers in a table. Framework contracts apply the prices negotiated with your regular suppliers, supplier rating keeps a record of their quality, and three-way matching of order, receipt and invoice catches the printer who bills 5,000 brochures when 4,500 were delivered. The treatment of costs re-invoiced at cost (disbursements) should be validated with your chartered accountant.

Discounts and expense claims: clear rules, approved at the right level

Discounts are part of the approval workflows: above the threshold you set, a discount granted on a quote must be validated by the authorised person. The agency keeps the commercial flexibility it needs to win an account without sacrificing margin on a whim at the end of a meeting.

During a shoot in Ouarzazate or an event in Marrakech, the team advances costs: transport, meals, last-minute purchases. Each employee files an expense claim with the receipt; it is approved, booked as an expense and then marked as reimbursed. The petty cash book tracks advances handed to the project manager on site.

Winning agency pitches with a visible pipeline

An agency lives on its clients' consultations: brief, strategic recommendation, pitch, negotiation. The SOGESTIO CRM tracks each pitch as an opportunity in a drag-and-drop pipeline, from first contact to signature. Management sees how many recommendations are in progress, which ones are close to a decision and where to focus the creative team. Once the account is won, the quote becomes a purchase order and then an invoice, with no re-keying.

Invoices that get through large advertisers' checks

Multinationals and large advertisers scrutinise every invoice before paying it. Quotes and invoices are produced in French, Arabic or English, with your logo and colour, your ICE, IF and RC numbers, payment terms, bank details, the amount in words and a QR code with the ICE, invoice number, date and amounts. A stamp and signature area is included, and the original of every validated invoice is archived with its SHA-256 fingerprint.

These advertisers often pay at 60 or 90 days: the 13-week cash forecast anticipates the salaries and suppliers to be paid before you are. SOGESTIO exports your validated invoices in the structured UBL 2.1 format (with ICE, IF and RC), which prepares the move to the e-invoicing system announced by the DGI.

Which plan for a communication or event agency?

The Pro plan, at 449 DH/month excl. VAT (4,490 DH/year), brings together what an agency needs: purchase requests and supplier tenders, budgets and cost centres, CRM, banking, CGNC accounting, payroll and human resources with expense claims, for one company and up to 10 users. A group running an agency, an events company and a production studio will choose the Groupe plan at 990 DH/month excl. VAT: 3 companies, up to 30 users and a consolidated view. The free 14-day trial needs no bank card.