Future of brand marketing up for debate at Brand Week

The BCSA discussions are part of Brand Week at GIBS and explore 'hot issues', such as the pace of transformation in ad agencies and marketing departments, the perceived lack of marketing industry thought-leadership, marketing's capacity to drive societal change and whether marketing even warrants discussion in the boardroom.

Challenging agenda

BCSA chairman Ivan Moroke says, "This is a deliberately challenging agenda. We pose fundamental questions. Does marketing have a future? Is it a business function with limited scope and value or does it matter?

"BEE is another subject that's of critical importance. Twenty years after black South Africans got the vote, do they have a voice in how marketing and advertising businesses are managed and directed? Hot issues need to be aired. We've created a forum to do just that."

Panel discussion on the transformation topic - 'To BEE or not to BEE' - will be led by TV journalist Jeremy Maggs.

"Involvement of black South Africans at every level in brand development and strategy represents a huge opportunity to add value by getting as close as possible to our market. However, the question must be asked 'Is the value-add being realised or even pursued?' It's also important to create an opportunity for industry professionals - of all races - to air their frustrations, if any, with how transformation works in practice."

Driving brand growth in SA

The BCSA segment of Brand Week at GIBS is structured to avoid forgone conclusions and provoke candid interchange.

"Last year's Brand Barometer survey revealed a growing perception that marketing lacks thought-leaders who can ensure marketing becomes a business driver rather than a bolt-on accessory.

"We ask challenging questions. Does brand marketing even enter the boardroom conversation? The post-recession corporate priorities appear to be operational efficiency, cost-savings, job cuts and the return on funds employed.

"Is marketing's capacity to drive top-line growth, jobs growth and economic growth getting enough attention? Do we do enough to drive growth, job creation and economic revival?

"This is not an internal industry 'gripe session'. This has been structured as a high-level exchange of views involving decision-makers from the corporate sector as well as marketing professionals. We're opening up a challenging debate and we're not planning to keep it in the family," concludes Moroke.

For more information, go to www.brandcouncilsa.org.