Advertising & Marketing

Thursday, 14 May 2020 09:05

THE ACA AND MASA LAUNCH JOINT INITIATIVE TO FUTURE PROOF THE INDUSTRY

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THE ACA AND MASA LAUNCH JOINT INITIATIVE TO FUTURE PROOF THE INDUSTRY

The Association for Communication and Advertising (ACA) and The Marketing Association of South Africa (MASA) have joined forces to launch an initiative designed to provide a platform for dialogue targeted at developing sustainable and effective solutions to common issues facing the creative and marketing industries alike. This exchange forms part of the ACA’s #ACACaresCovid programme which intends to offer guidance and assistance to the broader advertising profession.

More specifically, at this time and in light of the current unprecedented situation of having to operate under unpredictable and difficult COVID-19 trading conditions, the ACA and MASA are inviting all stakeholders to attend a joint meeting of passionate minds from across the broader marketing and advertising environment.

The meeting will be led by three representatives each on behalf of the Advertising and Marketing Professions and moderated by Mathe Okaba (CEO ACA) and Brian Yuyi (CEO MASA). The online meeting will be held on the 19th May, 2020 from 10h00-12h00 and will address issues surrounding the sustainability of the industry during and post lockdown. 

Says Mathe Okaba: “There can be no doubt that we are facing one of the most difficult and uncertain periods in the history of our profession. We’ve already seen the fallout from the effects of COVID-19 as it impacts negatively on individuals, businesses and the broader communications and media environment. Our creative and marketing industries will never be the same coming out of this, therefore it is our joint responsibility as a collective of marketers, advertisers and communications professionals to act with urgency in order to redefine our future DNA to the benefit of all involved.”

This upcoming meeting, together with future engagements will tackle the following key issues:

  • How do we future proof the industry?
  • Sustainability of the industry within the current environment
  • Creating access to opportunities with a view to ensuring the survival of smaller businesses.

“This is the dawn of many dialogues and discussions due to be held,” adds Brian Yuyi. “If we do not act now to preserve talent and resource, we might end up in a dark abyss of unimaginable proportions, one that we might never get out of. The end result will be the death of the creative community and in the fullness of time, the effect will also be felt on the client side.”

The desired outcome of the dialogue is to provide an opportunity to create an outline and guide activity across critical areas relevant to all, including:

  • Tenders and Pitches – rules of engagement to better protect both clients and service providers
  • Redefining workflow regarding creative/strategic processes
  • Transformation at senior levels in the profession

The ACA and MASA are extremely passionate about the survival of the industry, and the invitation is extended to participate in mutual engagement in order to build a stronger, more sustainable and effective industry for all. 

Speaker Lineup for the meeting to held on the19th May:

Representing the Advertising Profession:

  • Boniswa Pezisa - CEO: Net#work BBDO
  • Gareth Leck - Group CEO: Joe Public United
  • Thabang Skwambane - Group MD: FCB Joburg & Hellocomputer Joburg

Representing the Marketing Profession:

  • Brenda Koornneef - MASA Board Member
  • Khensani Nobanda - Group Executive Marketing & Corporate Affairs, Nedbank
  • Sechaba Motsieloa - MASA Board Member

For further details and to register please contact Melanie Platt at the ACA via This email address is being protected from spambots. You need JavaScript enabled to view it. or call the ACA on (010) 880 3399. Once confirmed, a link with the meeting details will be forward via email.

About the ACA

The ACA is the official, representative body for the Communications and Advertising profession in South Africa, representing agencies in the profession (who at present contribute approximately 95% of South Africa’s measured ad spend) to government, media and the public. The ACA is a voluntary body formed by and for the industry, focused on and committed to self-regulation and to defending the highest standards of ethical practice.

For more about the ACA visit www.acasa.co.za or call the ACA on (010) 880 3399

About MASA

MASA is the professional body for the South African marketing profession and the representative voice for organisations and individuals within the South Africa marketing industry.

It represents the business interests of marketers, and promotes professional and ethical marketing practices, the adoption of common standards, self-regulation, and independent and credible marketing industry research. It seeks to provide leadership, support, and mentorship, and is the accredited custodian of the Chartered Marketer, Marketing Practitioner, and Associate Marketer designations in South Africa.

MASA is active in leading and influencing transformation, policy, legislation, education and training, learning and development, and best practices on marketing and related business issues.

For more about MASA visit https://www.marketingsa.co.za/ or call MASA on (011) 463 6136

-- ENDS --

Prepared on behalf of the ACA and MASA

Association for Communication and Advertising (ACA)
Mathe Okaba – CEO
(010) 880 3399

The Marketing Association of South Africa (MASA)
Brian Yuyi – CEO

This email address is being protected from spambots. You need JavaScript enabled to view it.

Editorial contact: Twiga Communications
Telephone No: (082) 443 4410/ (011) 024 3983
Email Address: This email address is being protected from spambots. You need JavaScript enabled to view it.

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