Marketing in SA remains on the back foot as the discipline is still perceived to be more concerned with creativity than business results. The upshot is that marketing is not taken seriously in the boardroom, says the latest Brand Barometer Survey. The study, out next week, is compiled by Brand Council SA, an industry body established 10 years ago, which polls a range of stakeholders such as marketing directors and brand managers, advertising and branding agencies and academics. The survey was conducted between July and September last year. Among the questions asked were: how the local marketing sector ranks internationally; whether it is connecting effectively with business, government and society; whether it is producing inspiring thinking; whether spending patterns are changing; and to what extent it has transformed. The survey finds that the local brand marketing industry is generally on par with international standards and is getting better in areas of creative products and insi...

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