MFSA commits to Values Statement

Acting-CEO of the MFSA, Davy Ivins, signed the Values Statement on behalf of the giant marketing Federation.

"The MFSA is absolutely committed to this process. We are well-positioned to drive the process through our vast membership and our Board," said Ivins. He stressed that the MFSA was determined to be at the forefront of transformation initiatives within the industry.

"Having demonstrated our commitment by signing this document, the marketing industry must now give tangible meaning to the words in the Values Statement through concrete action," urged Ivins.

He was also nominated onto the Steering Committee that would lay the ground-work for a mid-year plenary session to assess the progress made in giving effect to the Values Statement.

Joel Netshitenzhe, CEO of Government Communications, hailed the ceremonial signing as a "milestone in a journey whose destination is still a long way off".

"This signing is, in reality, neither a culmination nor a beginning. Like all milestones it tells us both how far we have come and how far we must still go," said Netshitenzhe.

Following repeated complaints about inequality in the advertising and marketing industry, the Portfolio Committee on Communications launched an investigation. All role-players in the industry were invited to public hearings in October 2001. A consultative process, which government was delegated to convene, was then instituted. After investigating various issues, the Values Statement was produced.

Netshitenzhe implored all signatories of the document to "cascade it down through their members to reach the sector as a whole".

Looking ahead, he explained that relevant government departments will brief Cabinet and table proposals on a framework for transformation that would include targets, time frames, mechanisms and processes, all of which were to be "informed by consultations across the industry".

"The Strategy for Broad-Based Economic Empowerment and the Bill which is now entering into public discussion brings a new framework for transformation throughout our economy. We are convinced that this industry has firmly located itself within that framework," stated Netshitenzhe.

He added that the current review of consumer policy and consumer law would assist progress in addressing the regulatory framework for advertising and marketing.

According to Netshitenzhe, if the Values Statement were taken to its logical conclusion, it would translate into commitments to bring about changes in advertising expenditure; procurement patterns; representivity; training and skills development; regulatory framework and local content.

"The journey has begun: there is no going back. All of us are here because we are of the firm conviction that, in many respects, the advertising and marketing industry can and will be one of the lodestars in the process to change South Africa for the better," concluded Netshitenzhe.