The MAC Transformation Charter
The marketing, advertising and communications (MAC) Transformation Charter was handed to the Minister in the Presidency, Dr Essop Pahad, in October this year and is expected to be gazetted as early as March in 2008.
From that point forward, all industry participants will be scored and measured according to the Charter. And, even more so than today, it will influence how and to whom new business will be awarded. Most large agencies, and others with the means to do so, have already ensured their BEE credentials either meet or surpass Charter requirements. But its gazetting could spark an increase in BEE activity within medium- and smaller-sized agencies.
There will be a slowdown in consumer spend as shoppers, whose spending patterns are already being affected by the National Credit Act, really begin to feel the impact of higher interest rates on their disposable income and so spend less money and less frequently on consumer goods.
Digital, or New, Media is going to become increasingly important. The challenge will be how to produce marketing communication that is compatible to all ‘new' media, from laptops and PCs, to mobile phones and iPods, as well as numerous web-based social networks. In other words, the ‘Big Idea' has to live and work for the client's brand in all media channels. Agencies will need to work hard to stay with the rate at which New Media is developing.
At the same time, the frequency and speed at which clients will bring new products to market as they attempt to entice consumers to spend, or react to competitive activity, will continue to increase. Not only will this increase pressure on agencies to deliver at a far faster pace than they have previously, they will have to invest in smarter technologies and more skilled human capital to ensure they continue to deliver effective and impactful campaigns, on time.
There'll be an increased demand from clients for holistic, integrated solutions, and I see the media strategy function starting to flow back from the media specialist into the ad agencies to bring media planning closer to communication and creative strategy, and facilitate the development of truly integrated campaigns.
Some agencies already have the ability to deliver these solutions; others will need to forge relationships with other service providers to meet their clients' needs.
South Africa requires a real and deep-seated change in behaviour within our society to deal with issues such as HIV/Aids, crime, civic morality, global warming, and many more. But changing behaviour for the good of the individual and demands a new and innovative strategic insight and a marketing approach which goes way beyond traditional advertising. We call this new capability social marketing.
It applies commercial and innovative marketing technologies in behaviour-change programmes with the aim of influencing the voluntary behaviour of target audiences for the greater good of the individual and society.
