Transformation Multiplies The Growth Of The Country

Transformation Multiplies The Growth Of The Country

Good morning Rico,

 

A lot has happened since the last newsletter. Our billboard promoting the agency got us reported to the ASA for racism. Fortunately the case was dismissed by the ASA and here’s the link where you can read both the complaint and ruling. We put up the billboard again after the ruling.

 

We’ve also placed an advert in the September edition of Forbes Africa magazine. Please get yourself a copy.

Our advert in Forbes Africa magazine, September 2017 edition.

Our advert in Forbes Africa magazine, September 2017 edition.

 

I’ve done a couple of interviews talking advertising and encouraging entrepreneurship, especially amongst the youth. You can have a quick listen to the interviews I did on CNBC Africa and Motsweding a few weeks ago.

 

As a country we’re still going through a tough period economically, with limited employment opportunities. Our youth are desperate for jobs and as an agency we always look to give 3rd year students that have marketing related degrees a 2-week internship during school holidays. It’s our contribution to help equip them with the necessary skills and improve the prospects in the job market. In June this we hosted Ndamu Pandelani, a Grade 10 pupil for job shadowing and I also got my sister Vuyelwa who’s studying towards her law degree to join us during the same period. She worked with our receptionist for a week to learn basic office and telephone etiquette.  You can read about her experience here.

At the Loeries, Durban 2017.

At the Loeries, Durban 2017.

 

This year a couple of colleagues and myself attended the advertising industry awards (Loeries) and it’s safe to say we still have a long way to go as black owned/black run agencies. The awards were dominated by the usual winners. Out of more than 300 winners, only 2 were black-owned agencies. This is below 1%.

 

According to Adex, “Total ad spend in South Africa in 2016 was R43bn”. Black Agencies got less 0.1% of this huge pie. This was clearly reflected at the Loeries Awards looking at the number of awards entires and winners. There wasn’t much entries by small black-owned agencies because they lack big accounts where they can do more work.

 

There seems to be a misunderstanding of what transformation is about, which has contributed in holding us back. We need to give it more clarity and emphasize that transformation is not a win for blacks and a loss for whites but bridging the gap between the rich and the poor. It’s within everyone’s interest for the country to transform and the sooner we share a common understanding the sooner we will progress and work together without anyone fearing to lose anything.

 

The time for blaming past leaders is gone. Those leaders are no more and not coming back, so let’s take charge and work together for the benefit of all. Last but not least, we are just a phone call away for all your marketing and advertising requirements.

Keep well and God bless.

 

Bongani Gosa
Creative Director
Email: bongani@bwdadvertising.co.za
Phone: 011 321 0193

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