ACA survey shows increased black ownership

The target for BEE ownership within the industry, as set in the Marketing, Advertising and Communications Charter, is 45% by 2014.

Overall, black representativity, which combines all levels of management from middle to top, has reached 40.2% from 35.2% in 2004. Likewise, the number of employees in the industry now top 3331, up from 3264 in 2004, mostly due to new members joining ACA.

Female representivity

Female representivity in both management and top management remains at 60%, and is seen favourable compared to other sectors. Black female representation in management and professional levels has slightly improved, from 13.8% in 2004 to 17.7% this year. The number of black females employed in the industry also increased to 23.9% of total number of workers, from the 2004 figure of 21%.

Note that no survey was done in 2005.

"We are proud of these figures, which start to reflect the whole of South African society in the industry," said ACA chairman Reinher Behrens.

"Our goals are very challenging but I am glad that ACA is rising to the challenge. It must be noted that the annual increase in black representivity has occurred despite indications that the industry has experienced limited growth, in keeping with global trends," Behrens added.

In 2001, the industry leaders were summoned by Parliament to explain why the advertising industry - which many have branded too lily-white, 'fake', racist and sexist - was lagging behind in terms of 'swimming into the sea of transformation'.

Optimistic

But Behrens is optimistic things are heading in the right way. He told Bizcommunity.com: "Look, transforming this industry is a huge challenge and we are aware of that. Of course, we cannot sit back and relax now and say that everything is fine. However, compared to others, we are right upfront in terms of achieving our goals. ACA's involvement has duly influenced the transformation of this industry. And, believe me, we would play a better role if we were equitably represented."

Despite these new developments, some black advertising executives continue to paint a gloomy picture of the industry, saying it is failing to 'properly' reward their efforts and creativity, forcing some talented lads to quit and do something 'solid and rewarding'.

Some even accuse those who are in pole position of being selfish and not providing enough opportunities to help the under-resourced starters grow and flourish.

But Zandile Nzalo, ACA chief executive, thinks otherwise. She said: "The main area of concern for us in the industry is to enhance the skills of black executives.

"The industry continues to bleed because of the brain drain and that really concerns us. We wish to attract more females and blacks. That is why we are developing courses and putting up new strategies to ensure that advertising becomes a profession for all."

New mechanisms

According to Nzalo, these new mechanisms include, among others, bursaries, learnerships, mentorship and HR forum, which will bridge the gap between talent and agencies to ensure that young talent is properly nurtured and looked after. "We will also do our best to help those who want to create their own agencies. Thus, we will make this field a career destination," she stated

ACA is a professional body that represents the collective interests of member advertising agencies, who represent approximately 75% of the total advertising and marketing communication industry. The survey was released on Wednesday, 22 November 2006.

For more information, visit www.acasa.co.za or call Zandile Nzalo on +27 (0)11 781 2772.