When will the ad industry take responsibility for transformation?
The advertising industry needs to be purposeful about transforming its sector, says the founder and CEO of advertising agency Duke
Transformation has long been a burning issue. It is one the ad industry has been grappling with for more than two decades. For some it has become an opportunistic play, while for others it’s a point of contention. It’s really sad, says Wayne Naidoo, founder and CEO of Duke, that for most people the term “black empowerment” is perceptually weighted towards a negative sentiment, because that was clearly not the intention behind the concept.
“Transformation, like many other noble ideas, has sadly drifted into murkier waters because of a morally bankrupt few,” Naidoo says. But he believes it should be resuscitated, and implemented with greater purpose and vigour.Duke, which was established just over four years ago, was founded with a very specific approach, namely of adding business value to its clients. The only way it could achieve this, says Naidoo, was to ensure that it had right-minded people on board, those who embodied a culture of transformative thinking.More than ever b...