With the appointment of two new board members the Marketing Association of South Africa [MA(SA)] is well positioned to continue its role as an objective voice of the country’s marketers.
The new board members include CEO for Ads24 Linda Gibson and CEO for FNB Share Investing Gusta Binikos. MA(SA) officially welcomed Gibson and Binikos at the organisation’s AGM and is proud to be even further entrenched in all industries across South Africa. Corporate affairs director for McDonald’s Sechaba Motsieloa was elected as the new MA(SA) chairperson.
“With such experienced leading marketers joining our board, we are confident that our efforts to represent the best interests of marketers and their contribution to business will continue to be upheld,” says MA(SA) CEO Lovemore Mushayanyama. “We also recognise the importance of having a board that represents all industries and sectors from banking to FMCG to telecommunication.”
In addition to the board being representative of the South African marketing landscape, they are also leaders in their field with the requisite knowledge and experience for MA(SA) to achieve its goals.
“As a section 21 company, MA(SA) works with advisory councils of high-profile corporate and individual marketers, academics, experts and thought-leaders, to address issues of national and strategic interest to the profession,” says Motsieloa. “Furthermore, our experienced and diverse board brings a wealth of knowledge that our members can draw from.”
Furthermore MA(SA) has set itself the mandate of improving the professionalism of the discipline. With this in mind, it works to ensure that marketers throughout South Africa uphold set ethical and professional standards. In this way, it seeks to sustain and develop credibility for the industry.
During the AGM, MA(SA) reflected on some of their outstanding achievements from 2012. Most notable was the extensive awareness created around the Chartered Marketing SA (CMSA) designation. The chartered marketer designation propels marketers to the same professional stature as chartered accountants, which automatically enhances the qualifications of the holder.
In addition, the organisation was instrumental in mediating the affected parties with regards to the industry funding issue for The Advertising Standards Authority of South Africa (ASA) and The South African Audience Research Foundation (SAARF). MA(SA) responded by suggesting that a transparent add-on levy is essential for the sustainability and growth of both SAARF and the ASA. Additionally, the proposed system of direct collections by media associations should be regulated in order to ensure all members are contributing to the same degree.
MA(SA) also stressed that media owners should recognise the marketers right to play a direct role in the management of the levy fund. The result is an agreement in principle and a new system should be implemented by 2013.
MA(SA) was also at the forefront voicing its concerns and objections on behalf of Nando’s about how the CEOs of SABC, ETV, MNET and Multichoice failed to follow due process in the banning of the fast food’s chain advertisement that shines the spotlight on xenophobia and intolerance in South Africa. MA(SA) was pivotal in ensuring that broadcasters recognise and adhere to the processes and policy, which have been in place and served the industry for over 22 years, thereby giving Nando’s a more forceful voice.
“The effort and achievements which MA(SA) realised in 2012 is testament to the outstanding effort made by the previous board members. I am confident that with their unique backgrounds and experience, our new board members will add value by highlighting their own areas of concern, and advising on matters of diversity and industry transformation to the role of marketing in the broader business sphere,” says Mushayanyama.
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