Leading market research firms create empowerment deal
In a joint statement, Nielsen Media Research, the country's largest media research company, and Plus 94 Harris, a black-owned and managed research company, have announced they are to set up a joint venture to bid for the forthcoming SAARF AMPS (All Media & Products Survey) and RAMS (Radio Audience Measurement Survey) contract. The two companies expect to extend the arrangement to cover further joint activities as well.
Ken McArthur, MD of Nielsen Media Research in South Africa, explains the background to the agreement. "Nielsen Media Research is absolutely committed to the principles of transformation, employment equity and black empowerment. It's not just that this makes good business sense, but it is also the morally correct path to follow. However, as a wholly owned subsidiary of an overseas company, we are not able to take the customary route of establishing a local black shareholding. While we work towards our objective of a properly balanced workforce, we need to take more immediate action to make good on our commitment of being a truly South African company. The solution is to team up with an already functioning black company."
Sifiso Falala, MD of Plus 94 Harris, makes it clear that this initiative was not a complete surprise: "We have already worked closely with the ACNielsen organisation on a number of projects. Jointly tendering on such a major, high profile assignment bears testimony to the confidence the two companies have in each other."
Both companies expect to benefit significantly from their tie-up. Plus 94 Harris will be able to tap into the long-standing experience, resources and technical skills of Nielsen Media Research, thus solidifying its already significant media research presence. Nielsen Media Research gains access to a young, innovative Black research team, with expertise and awareness, as well as to additional research resources, especially in fieldwork. For Nielsen Media Research this development is evidence of its commitment to black empowerment.
"We are determined that Plus 94 Harris will be equal partners," says McArthur. "Project-specific responsibilities will be shared at all levels from senior management down to Field operatives." Falala agrees: "The agreement will set out very carefully the functions and activities for which each of our two companies will be primarily responsible, and will provide a major growth opportunity for Plus 94 Harris. It is also a significant boost for black-owned research in South Africa in general. I believe Nielsen Media Research should be congratulated and emulated for taking this significant step towards the transformation of the South African market research industry."
