Joel Netshitenzhe
Remarks at the ceremonial signing of the Values Statement of the Advertising and Marketing Industry, Johannesburg
23 April 2003
We've come to
mark a milestone in a journey whose destination is still a long
way off. Yet, we derive pride from the fact that we have trudged
the first few miles, and we have the will and energy to continue.
This is not a time for long speeches or many words.
The words that
must give meaning to this occasion are embodied in the Values Statement.
And so in that sense the occasion speaks for itself
But it would
be right to remind ourselves of the road we have traveled to this
point. This signing is in reality neither a culmination nor a beginning.
Like all milestones it tells us both how far we have come and how
far we must still go.
The Portfolio
Committee on Communications, having heard repeated complaints that
advertisers related inequitably to different stations, decided to
go and investigate for itself.
What it discovered
in the field persuaded it to call the public hearings on the Advertising
and Marketing Industry in October 2001, where all role-players in
the industry were invited.
From those hearings
sprang the joint consultative process which government was delegated
to convene. As it proceeded, its scope widened and deepened, looking
in depth at patterns of advertising expenditure; chains of decision-making
that led from marketing to media; the segmentation tools used in
research; education and training for the industry, the regulatory
frameworks, representivity in employment, ownership and procurement
- and at the drafting of a Values Statement
When all those involved reassembled before the Portfolio Committee
a year later, there emerged a consensus that there had been progress,
but not enough; that things were moving, but not fast enough.
Orchids and
onions, it should be said, went to government too. The hearings
also highlighted gaps in government's approach. Although patterns
of expenditure on advertising, measured by comparing the profile
of media audiences against the population, were significantly better
than the situation for private sector ad spend, it was not yet what
it should have been.
From the Committee's
hearings consensus was reached that the process should continue,
taking advantage of the conditions that had been created for faster
and more focused change.
As we undertook
at the hearings, the relevant departments will soon brief Cabinet
and table proposals on a framework for transformation, including
targets, time-frames, mechanisms and processes - all of which will
be informed by consultations across the industry.
But without
waiting for this to happen, government is also seeking to address
some of the challenges highlighted in the hearings. For example
attention is already being paid to further shifting advertising
expenditure in the direction of combinations of media that have
wider reach.
The South Africa
Advertising Research Federation's Media Group Measures is, we are
told, in part a response to the obvious need to plan media use in
a manner that conveys messages to all targeted groups. I must say
that our heads are still reeling from the requirement this instrument
imposes on us to look at things almost upside down as it were, as
dependent variables become independent and vice versa. But we will
persist! These old dogs can still learn new tricks!
The Strategy
for Broad-Based Economic Empowerment and the Bill which is now entering
into public discussion brings a new framework for transformation
throughout our economy. We are convinced that this industry has
firmly located itself within that framework. However, as we proceed,
we will need to address challenges of methodology thrown up by the
BEE process, including such issues as the balanced scorecard, social
responsibility and other imperatives, which are meant to make BEE
truly broad-based.
The current
review of consumer policy and consumer law will assist progress
in addressing the regulatory framework for advertising and marketing.
And we do know
that various things are also happening within the industry.
As such we can
say with confidence that there is progress. We are not marking time.
What is critical
is that together we keep focused, maintain the momentum and pick
up the pace of change.
Today's event
takes us to a new qualitative level. The bodies whose representatives
are here to sign the statement will cascade it down through their
members to reach the sector as a whole.
Because government
is itself a player in the industry, even if in proportional terms
a relatively small one, we too are here from a number of departments
to sign and commit.
Those who said
that this ceremony should take place today also took the view that
work should start on preparations for the mid-year plenary to assess
progress.
Although the
values in the statement may seem quite intangible, if taken to their
logical conclusion, they translate into commitments to bring about
changes in advertising expenditure; procurement patterns; representivity;
training and skills development; regulatory framework and local
content.
Tonight as we
disperse, the worker-bees will be getting down to work in a committee
room next door. Their task is to ensure that by the time the mid-year
meeting takes place there will be concrete proposals on the way
forward.
The journey
has begun: there is no going back. All of us are here because we
are of the firm conviction that, in many respects, the advertising
and marketing industry can and will be one of the lodestars in the
process to change SA for the better.
I thank you
Joel Netshitenzhe
CEO: Government Communications (GCIS) and Head: Policy Unit (PCAS)
in The Presidency
Issued by GCIS
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