Transformation continues to be a major challenge facing the advertising and communication industry – and the pressure is on to ensure that the sector’s transformation efforts bear real fruit in view of the marketing, advertising & communications (MAC) charter, which comes into effect in 2018. While some agencies have made significant strides in their transformation journey, others have been less successful. “The fact that we’re still having conversations about transformation means we still have a way to go,” says Avatar founder and CEO Zibusiso Mkhwanazi. For transformation to be successful it means that it’s not business as usual, he says. “Agencies who get transformation right have to be open to taking the road less travelled, particularly from an employment perspective. And yes, it is risky taking a bet on somebody who doesn’t come from a traditional advertising background, but that’s the essence of transformation. There’s not enough time to wait for more comfortable or easier op...
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