In light of the challenging economic circumstances brought about by the devastating COVID-19 pandemic, the ACA has initiated a number of #ACACaresCovid activities to provide guidance and assistance to its members and the broader industry. As all businesses grapple with the financial and practical implications of this unprecedented situation, the ACA has identified three key areas in which its member agencies may require assistance namely, pitch guidelines, ACA membership fees, and critically, financial and cash flow management guidance.

Comments ACA CEO Mathe Okaba, “With the massive economic and emotional impact that the COVID-19 crisis is having on our members, it would be remiss of us as an industry body not to consider ways to assist them, with the goal of easing the effects of the fallout. These are just the first few immediate measures that we are putting in place.”

Updated Pitch Guidelines

The existing Tenders and Pitches Code of Conduct ensures fair competition and protection for agencies against unreasonable and unfair procurement practices. The Code details a fair process to be implemented when procuring services from the profession, whether or not those who are procuring services themselves subscribe to the Code. Whilst the ACA appeals to the industry (including clients and consultants) to continue to support the Code, we are specifically requesting that everyone adhere to the updated pitch guidelines, where Tenders and Pitches must be conducted purely on credentials and case studies.

“Creative pitches are a cost-intensive process for agencies and COVID-19 has presented the industry with massive financial challenges. This update therefore aims to assist agencies in their ability to participate in the pitch process and mitigate any possible financial loss as a result,” explains ACA Chairman, Wayne Naidoo.

ACA Membership Fees Holiday
To assist agencies that may be facing financial or cash flow difficulties, the ACA will be providing a membership fee holiday for all member agencies through to the end of May 2020, for fees that are currently due and payable. Member agencies that may be facing enhanced financial difficulties are invited to contact the ACA directly in order to arrange for a more specific and extended payment arrangement.

If required by any member agency, the following payment terms are offered:

• Option 1: Full fees to be paid by the 31 May 2020 which will not attract any penalties
• Option 2: Members can negotiate for payment terms in writing by signing an Acknowledgment of Debt by the 31 May 2020. The extended payment terms will be over three months, June to August. This will not attract any penalties. Should agencies require longer payment terms, it should be communicated to the ACA for approval by the 31 May 2020 in order to prevent any penalty charges. Interest will be charged on all amounts outstanding beyond 31 August 2020.
• For further details on the payment terms offered, please contact Sharon Bergman via This email address is being protected from spambots. You need JavaScript enabled to view it..

Online Cash Flow Modelling Class
The ACA will also be facilitating an online Cash Flow Modelling Class to assist agencies that may be facing financial or cash flow difficulties. This advanced class is open to all agencies and will be hosted via Microsoft Teams by Justin Blackbeard, Group Financial Director at Joe Public United.

Two sessions will be held in order to provide an opportunity for as many agencies as possible to participate. The dates and times are as follows:

Session 1: Monday, 11th May, 2020 - 14:00 to 15:00
Session 2: Tuesday, 12th May, 2020 - 14:00 to 15:00

Agencies wishing to participate are invited to RSVP via e-mail to This email address is being protected from spambots. You need JavaScript enabled to view it.. A meeting request containing the meeting link will then be forwarded to all attendees.

We believe this is an invaluable opportunity to gain beneficial tips and guidance on how to navigate and mitigate cash flow constraints during this time, as well as an opportunity to engage directly with Justin for specific insights and advice.

For further financial assistance, the ACA encourages small businesses to take advantage of the Debt Relief Fund. The fund is aimed at providing relief on existing debts and repayments, to assist SMMEs during the period of the Covid-19 State of Disaster. Businesses can register on https://smmesa.gov.za/ and further information and documents can also be found at www.dsbd.gov.za and www.sefa.org.za

“We hope that these initiatives will provide some relief to our members and assist them to weather the storm brought about by this unforseen situation. The ACA is committed to improving and strengthening the advertising and communications professions and, to that end, we will do everything in our power provide any assistance and guidance that might be required during this critical period,” concludes Naidoo.

For further information or specific questions related to the Code of Conduct, agency fee assistance or the cashflow modelling class, please email This email address is being protected from spambots. You need JavaScript enabled to view it. or contact the ACA on 010 880 3399. 

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

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

Editorial contact
Twiga Communications
Telephone No: (082) 443 4410/ (011) 024 3983
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