Transformation must be tackled by the whole advertising industry
Transformation is a journey rather than a one-off box-ticking exercise, says Chris Botha, group CEO of The MediaShop, winner of the inaugural 2017 AdFocus transformation award. Botha says the BEE code has been detrimental to the advertising industry, as many agencies think that once they have achieved a Level 1 rating they can stop focusing on transformation efforts. He says: “There is a huge difference between BEE in terms of the code and true transformation.” Despite having a Level 1 BBBEE rating, Botha says, The MediaShop, which also won the network media agency of the year award at AdFocus, still has areas it needs to address before he is satisfied it has truly transformed. “We have identified a shortage of black media strategists in SA and we still need to do more work on transforming our senior leadership team. The latter issue needs to be addressed internally while the former needs to be an industry-wide initiative,” he says. An industry-wide shortage of black media strategis...
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