[Wayne Naidoo] So Cannes Lions 2012 is done and we'll dive back into our everyday fight for survival, until the awards season swings around again. However, this short-term thinking is jeopardising the South African advertising sector, which is already under pressure.
[Wayne Naidoo] Significant milestones have been achieved in the past 10 years of working to transform the advertising profession, and these should be celebrated. However, it is agreed that South Africans now understand that transformation is a multidimensional process - getting the 'numbers' right in terms of equity is only but one step.
[Wayne Naidoo] We have long lamented the draining of the skills pool in the advertising industry. And many people have made good arguments as to why we are experiencing the 'juniorfication' of the industry and what we can do about this. However, I think that unless we are able to address this issue holistically, on an industry-wide basis, we risk a further spiral.
[Wayne Naidoo] The Association for Communication and Advertising (ACA) is the professional body for the sector and represents approximately 100 agencies, which collectively contribute almost 95% of the total measured adspend in South Africa. I became chairman of the ACA in November 2010 and am honoured to serve an organisation with such a long history (it was formed in 1942), excited because it is a time of such big change for the industry, and anxious that, as a profession, we are able to reinvent ourselves for a new era.
[Wayne Naidoo] A great idea is a great idea! It's the idea - not the medium - that people remember and engage with. However, in a world of some six billion people, where we have more means of communicating with each other than ever before, the advertising industry seems to be experiencing a dearth of truly great, memorable ideas to help sell our products.
[Wayne Naidoo] According to research firm eMarketer, ad spend in Africa and the Middle East currently stands at $14bn a year. This is only 2.9% of the $482.6bn global total but it still makes Africa one of the fastest growing regions in the world, anticipated to achieve a 3.5% share by 2014.
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