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...
Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.
Subscribe now to unlock this article.
Support BusinessLIVE’s award-winning journalism for R129 per month (digital access only).
There’s never been a more important time to support independent journalism in SA. Our subscription packages now offer an ad-free experience for readers.
Cancel anytime.
Questions? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now.