Gibson, Binikos join Marketing Association of South Africa board

Sechaba Motsieloa

Gusta Binikos

"With such experienced leading marketers joining our board, we are confident that our efforts to represent the best interests of marketers and their contribution to business will continue to be upheld," says MA(SA) CEO, Lovemore Mushayanyama. "We also recognise the importance of having a board that represents all industries and sectors from banking to FMCG to telecommunications."

In addition to the board being representative of the South African marketing landscape, they are also said to be leaders in their field with the requisite knowledge and experience for the association to achieve its goals.

"As a section 21 company, it works with advisory councils of high-profile corporate and individual marketers, academics, experts and thought-leaders, to address issues of national and strategic interest to the profession," says Motsieloa. "Furthermore, our experienced and diverse board brings a wealth of knowledge that our members can draw from."

The association has set itself the mandate of improving the professionalism of the discipline. With this in mind, it works to ensure that marketers throughout South Africa uphold set ethical and professional standards. In this way, it seeks to sustain and develop credibility for the industry.

2012 achievements

During the AGM, the association reflected on some of its achievements from 2012. Most notable was the awareness created around the Chartered Marketing SA (CMSA) designation. The chartered marketer designation propels marketers to the same professional stature as chartered accountants, which automatically enhances the qualifications of the holder.

Linda Gibson

In addition, the organisation was instrumental in mediating the affected parties with regards to the industry funding issue for The Advertising Standards Authority of South Africa (ASA) and The South African Audience Research Foundation (SAARF). It responded by suggesting that a transparent add-on levy is essential for the sustainability and growth of both SAARF and the ASA. Additionally, the proposed system of direct collections by media associations should be regulated in order to ensure all members are contributing to the same degree.

The association also stressed that media owners should recognise the marketers right to play a direct role in the management of the levy fund. The result is an agreement in principle and a new system should be implemented by 2013.

It was also at the forefront voicing its concerns and objections on behalf of Nando's about how the CEOs of SABC, eTV, MNet and MultiChoice failed to follow due process in the banning of the fast food's chain advertisement that shines the spotlight on xenophobia and intolerance in South Africa. It was pivotal in ensuring that broadcasters recognise and adhere to the processes and policy, which have been in place and served the industry for over 22 years, thereby giving Nando's a more forceful voice.

"The effort and achievements which the association realised in 2012 is testament to the effort made by the previous board members. I am confident that with their unique backgrounds and experience, our new board members will add value by highlighting their own areas of concern and advising on matters of diversity and industry transformation to the role of marketing in the broader business sphere," Mushayanyama concludes.