By Herman Manson. MarkLives takes a closer look at industry bodies and associations for the marketing and advertising sectors. The organisations were invited to detail number of existing members; key objectives; membership benefits; primary industry sector challenges, and how these are currently being addressed; key focus areas for councils/committees; awards/events; membership fees; budget; key links eg code of conduct and constitution; and key contact details.

These inaugural listings are voluntary and, where information or organisations are missing, it’s because they declined to submit or participate. Next week will be the turn of research, publishing and public relations (to be included in this directory, please complete this form).

Index

• Association for Communication and Advertising (ACA)
• Commercial Producers Association of South Africa (CPA)
• Direct Marketing Association of Southern Africa (DMASA)
• Independent Black Filmmakers Collective (IBFC)
• Interactive Advertising Bureau South Africa (IAB SA)
• South African Association of Stills Producers (SAASP)
• South African Screen Federation (SASFED)
• South African Sponsorship Association (SASA)
• The Marketing Association of South Africa (MASA)

Association for Communication and Advertising South Africa (ACA)

Number of members

65 agencies

Key objectives

The ACA is a voluntary organisation formed both by, and for, the profession. Our members are committed to fostering trust between marketers and agencies, and transforming the advertising and communications Industry at large. The aim is clear: to positively influence and impact the professional and operational standards of all SA agencies. Through engagement, debate and collective agreement, we’re united in our quest to continually build the standards of a profession we are deeply passionate about. The ACA enforces self-regulation, and is steadfast in its promise to:

• Promote agency and professional transformation in order to remove barriers that may prevent access for disadvantaged groupings.
• Discourage dishonest and undesirable practices in advertising and related fields of activity, and to promote self-regulation of advertising standards.
• State commonly accepted practice in the profession, so that both advertisers and agencies are aware of their respective rights and obligations.
• Encourage fair remuneration for advertising and communications agencies.
• Be an advocate of advertising and freedom of commercial speech.

Membership benefits

Collective experience: Members gain useful and practical insights into common operational issues, as well as experienced and proven approaches to managing the business of marketing communication.

• Professional accreditation: In the interests of good governance, more and more corporate clients are today requiring that their supplier’s carry professional endorsement or acknowledgement from their respective industry bodies. Having satisfied the requirements and professional standards of ACA membership, your agency credentials are underpinned with professional (bona fide) recognition.
• Direct notification of regulatory developments and changes: This includes legislative amendments passed by governing authorities, as well as the most recent Advertising Regulatory Board (ARB) rulings. It’s important that the industry stays abreast of developments and that we act in the immediate interests of industry stakeholders.
• Legal advisory service: The ACA has dedicated access to experienced and informed legal advice. While this doesn’t extend to counsel or representation, it’s particularly useful when advising clients and understanding particular issues or regulations, eg, when advertising a credit facility, devising a promotional competition, or the rules governing the use of children in advertising. For a nominal advisory fee, ACA members are able to operate with complete accountability and professionalism, ensuring compliance with the ARB code of practice, so that any legal technicalities don’t become costly liabilities.
• Participation in industry surveys: Tracking and analysing salary trends within the industry assists member agencies in planning and budgeting for resources on a market-related scale.
• Exclusive industry rates: In association with a major insurer, ACA agencies enjoy preferential insurance rates to cover film abandonment for commercial shoots. As and when feasible, the ACA may also negotiate special rates (such as travel and accommodation) for industry events.
• The network working for you: This includes direct notification and updates on international industry developments with allied associations across the globe, including exchange with bodies such as the Association of American Advertising Agencies and the European Association of Advertising Agencies. Nationally, your ACA membership facilitates direct access and participation in important industry events and bodies, such as the Effie Awards, Loeries, Creative Circle, HR Forum and Financial Directors’ Forum. Close affiliation is also maintained with supporting industry stakeholders, including SAARF, MASA, LCA, OHMSA and OPA.
• Industry monitoring and resolution: With the collective interest of the industry at heart, the ACA provides a forum for the discussion and resolution of industry concerns, whether this be inter-agency concerns, client-related issues, or broader legislative initiatives.
• Media, Advertising and Communication Sector Charter (MAC Charter): Meaningful transformation of our industry starts with an understanding and commitment from within each member agency. Navigating and auditing the formal processes may be fairly challenging for the uninitiated; that’s why the ACA assists members with pursuing achievable and sustainable transformation goals.
• Facilitation of tenders and pitches: The ACA assists clients and participating agencies in following fair, definitive procedures that are designed to achieve the most productive relationship between the client and appointed agency.
• New business opportunities: The ACA doesn’t make recommendations on behalf of any member agencies. However, clients looking for a marketing communications partner will be referred to the ACA website. As an ACA agency, with your credentials listed on the ACA website, you’re effectively giving yourself the desired credibility that a potential client can believe and have faith in.

Primary challenges being addressed

• Access and inclusion for all industry operatives: Changes in our membership proposition to be more inclusive and to eliminate barriers to entry.
• Perceived unfair labour practices: Regular engagement with the department of labour and other stakeholders.
• Lack of black female leadership: The establishment and finalisation of the MAC Charter Council.
• Regular engagement with the GCIS
• Barriers to access funding from Mict Seta to address skills shortages, specifically in the areas of copywriting and strategy: Regular contact with MICT Seta but as we know, wheels turn slowly.

Council/committee focus areas

Education & Training; Effie Awards SA; Electronics & Producers; External Marketing; Government & Regulatory; Membership; Representation on External Bodies; Self-Regulation; Transformation.

Awards

Effie Awards South Africa

Membership fees

• EME below R1.25m: R4 000 (excl VAT)
• EME R1.25m–R2.5m: R8 000 (excl VAT)
• EME R2.5M–R5m: R16 000 (excl VAT)
• EME R5m–R10m: R32 000 (excl VAT)
• QSE between R10m–R20m: R64 000 (excl VAT)
• QSE between R20m–R30m: R94 000 (excl VAT)
• QSE between R30m—R50m: R159 936 (excl VAT)
• Large enterprise > R50m: R200 000 (excl VAT)

Key links

• Code of conduct

Key contact details

• [email protected]
• acasa.co.za
• Ramify Premium

Commercial Producers Association of South Africa (CPA)

Number of members

60

Key objectives

To promote the interests of independent production companies specialising in the production of television commercials for both the domestic and international markets.

Membership benefits

The CPA:

• Communicates and advises producers on all important issues pertinent to the industry. The CPA provides an advisory service to members.
• Is a networking platform for those working within the sector.
• Provides an online resource to members whereby they’re able to access all the CPA’s information, documentation and intellectual property
• Negotiates standard agreements and contracts with clients and suppliers.
• Provides a legal framework (the production agreements) through which to operate for both local and international commercials.
• Negotiates with crew and cast to formulate recommended working guidelines and contracts.
• Provides legal guidance and advice to members on a range of issues, including labour and tax, VAT, work permits and visas, child labour legislation and permits, health and safety, locations, insurance, copyright
• Mediates disputes between members, clients and suppliers.
• Researches the size and scope of the industry, and identifies new trends, opportunities and challenges. An industry-wide survey is conducted every year.
• Has a seat on the Loeries board and is involved in judging the annual Loerie Craft Awards for film and television.
• Promotes the recognition of directors and production companies in the creative process involved in producing award-winning commercials.
• Lobbies government and other interest groups to ensure that legislation is favourable and in the best interests of industry growth and development.
• Lobbies for a film-friendly and conducive production environment.
• Is a trouble-shooter which identifies and resolves problems before they impact negatively or become barriers to entry for
• Professionalises the industry by inculcating a culture of ethics and promoting standards of professionalism and accountability to which members subscribe.
• Promotes its membership to advertising agencies in SA and also to international agencies and production companies.

Primary challenges being addressed

• Covid-19:
  • Advising members on latest requirements.
  • Creating a workable production environment by issuing and updating covid protocols.
  • Addressing client concerns and troubleshooting to find the best solutions,
  • Promoting production during these challenging times by putting forward alternatives such as remote streaming, SA directors to direct foreign commercials made in SA, etc
• Proposed increased labour legislation and regulation in the film and advertising sector:
  • Engaging with other associations to come up with new proposals and alternatives.
  • Involving legal counsel to assist.
  • Engaging with the department of labour to represent the interests of agencies/production companies and other key stakeholders.
• Copyright Amendment Bill and Performers Protection Amendment Bill:
  • Opposing the passage of these bills which pose a significant danger to all creative industries in SA. We are members of the Copyright Coalition of South Africa.
• Transformation:
  • Encouraging greater levels of transformation in Cape Town, where the industry is lagging behind.
• Greening and sustainability:
  • Educating and encouraging the industry to ensure sustainability on all shoots.
• Agency issues:
  • Promoting independent production companies over the in-house model
  • Advocating for production companies to be paid on time by agencies, to be paid pitching fees where jobs disappear, for the confidentiality of director’s treatments to be respected by agents, for more effective agency planning around the production process, for budgets that fit with the work expected by agencies and clients.
• Talent negotiations:
  • We’re currently negotiating an update to our standard talent contract and usage tables which we use in the service industry.
• Access to locations and resources:
  • South African National Parks (SANParks) is a particular problem at the moment as it doesn’t want the film industry to film in its properties.

Council/committee focus areas

Agency Matters, Crew & Talent, Legal & Govt Locations, Transformation, Complaints, PR & Marketing, Admin & Finance.

Awards

None at the moment

Membership fees

R20 000.00 (excl VAT) per annum

Budget

R1m–R5m

Key contact details

• Bobby Amm, [email protected]
• cpasa.tv
• Ramify Premium

Direct Marketing Association of Southern Africa (DMASA)

Number of members

300

Key objectives

DMASA is the pre-eminent direct marketing association in SA for all interactive and direct marketing disciplines, channels, and technologies. The association is a broad-based, well-funded and responsible organisation. Its role is to represent and professionalise business and protect consumers in the interactive and direct marketing industry/sector. Our members adhere to a strong code of practice. We are advocates on key issues affecting direct marketers. We provide knowledge, leading-edge direct marketing intelligence and professional development opportunities. We are also catalysts for networking and business opportunities within the direct marketing community.

Membership benefits

• News: We keep you updated with what is happening in the industry, nationally and globally, with helpful information about privacy and compliance, events and DMASA activities.
• Networking: Workshops and events for interaction, sharing ideas and getting into new ventures. Exposure of members on website (profile and link), and advertising at events as sponsors and on newsletters.
• Code of practice (COP): The purpose of the code is to ensure that communication with potential customers is factual, honest, decent, and informative and doesn’t violate the laws of the direct marketing industry and its acts. The COP maintains standards, legal control and is self-regulatory.
• Advocacy: As an association, we’ve been able to influence the decision of government when it comes to new acts; this is proven as we were involved in drafting the Protection of Personal Information Act (POPIA). This means you get first-hand communication of what’s happening in industry legislation and have ample time to enable compliance.
• Data Protection Compliance Programme (DPCP): The DMASA has recognised the need for its members to have access to practical data protection compliance tools. Build your own POPIA Compliance Framework and get access to a growing catalogue of self-help POPIA compliance tools through the DMASA Compliance Portal. To kickstart the process, we will equip you to do the following:
  • An impact assessment questionnaire
  • IO and DIO appointments and registration
  • A two-hour training workshop
• Do Not Contact/OPT OUT: The DMASA has created a Do Not Contact Me List (DNC) for consumers which aids in reducing the number of unsolicited calls, emails, and SMSes, basically for consumers who don’t want to be contacted for marketing purposes. The register ensures that consumers who are registered are not contacted by DMASA members. Consumers voluntarily register themselves on this list.
• Complaints: We offer a free complaints service via [email protected] / 0861 362 362 option 4. Our complaints department handles 1 200 consumer complaints annually, which we address and report directly to the National Consumer Commission (NCC). DMASA has been appointed as a dispute resolution agent and has a signed Referral Protocol with the NCC.
• Awards: The Assegai Awards acknowledges and awards those whose direct marketing campaigns deliver exceptional results. The evening provides a platform for shared experiences and is an opportunity to bring your entire team for an evening of business acknowledgment, celebration, and fun! 10% discounts on entry fee for members.
• Discounts: A 10% discount at all Marketing Mix Conferences
• DMASA Academy: eStudy Online courses on POPIA. The POPI Act has far-reaching consequences for all organisations that work with the personal information of others, and the impact of non-compliance can be severe. eLearning training provider eSTUDY has partnered with DMASA and Weavind Online, an alternative legal service provider and legal tech company, to bring you a range of short but comprehensive online courses on POPIA which are available on our training academy site.
• Research and GlobalDMA: DMASA is a member of the GlobalDMA which brings together 46 DMAs around the world to collaborate on statistics and industry surveys in the IDM space. Our members benefit from the interchange of information and ideas.

Primary challenges being addressed

• Our Financial Services Provider (FSP) Working Group worked with the PSSF on the Reserve Bank issue on prior authorisation of debit orders.
• POPIA: The behaviour of non-members/ non-compliant companies gives the industry a bad name; the DMASA is on a drive to educate and change this behaviour.
• Impact of covid on marketing: We’ve sent our surveys in order to understand the impact so we can find ways of assisting the industry to overcome the challenges faced.

Council/committee focus areas

Be a part of the working groups that review current and emerging subjects relevant to their area of focus: Postal, Financial Services, Ethics/Legal/DNC, POPIA, Telemarketing and Database/Audits.

Awards

Assegai Awards: A DMASA Assegai Award is a mark of victory in direct marketing excellence. The awards acknowledges and honours those whose direct marketing campaigns deliver exceptional results. The “assegai” is a symbol that speaks of the ability to aim at and find your target — of “spearing a specific niche”. An Assegai Award doesn’t give honour for extravagant production values, enormous budgets, or big-name companies. Rather, it recognises breakthrough strategy, creative brilliance, and outstanding results in all direct marketing media, from mail and print to digital, from mobile to broadcast.

Membership fees

• Individuals: R1 178.00 (excl VAT)
• SMME organisations and charity organisations: R1 260.00 to R10 719.12, depending on staff count
• Corporates: R18 916.11–R38 892.35 (excl VAT), depending on staff count

Budget

R1m–R10m

Key links

• Code of conduct

Key contact details

• [email protected]
• dmasa.org
• Ramify Premium

Independent Black Filmmakers Collective (IBFC)

Number of members

30

Key objectives

The IBFC is a membership-based non-profit entity that was established in 2017 as a collaborative business-to-business networking and advocacy group, comprising wholly black-owned, African film and television companies and independent filmmakers. Key objectives are to accelerate transformation and enterprise development, and increase investment, export, trade and job creation to contribute to the national economy while engaging government, business and industry stakeholders in issues such as policy development and strategic growth of the audiovisual industry as “one voice”.

Membership benefits

We provide our members with benefits which include access to:

• The knowledge/expertise of senior filmmakers.
• Workshops and networking sessions.
• Training and development opportunities.
• Local and international masterclasses, accelerator and incubation programmes, and training videos.
• Online newsletters/industry information.
• Employment opportunities.
• Crew and supplier databases.
• Information about co-production opportunities.
• Standard templates — budgets, crew, talent contracts, etc.
• Discounted rates at selected partner facilities, festivals, and markets.
• Invitations to premieres of local and international films.

Primary challenges being addressed

Since the advent of covid, many businesses and professionals in the AV industry have lost work; as part our broader mandate, IBFC has been at the forefront of lobbying government and public and private sector to support and invest in the sector as a whole. As an additional imperative, we’ve been addressing the issue of transformation in the sector to readdress historical imbalances through lobbying for policy change while reskilling, upskilling and professionalising our sector across the board.

Council/committee focus areas

Administration & Compliance Committee; Finance & Fundraising Committee; Networking, Lobbying, and Policy Committee; Wellness & Ethics Committee.

Membership fees

Fees range from R250–R500, depending on membership category.

Budget

Under R1m

Key links

• Constitution

Key contact details

• [email protected]
• https://ibfc.org.za/

Interactive Advertising Bureau South Africa (IAB SA)

Number of members

150 companies

Key objectives

IAB SA empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 150 leading media companies, brands, and the technology firms responsible for enabling excellence in digital marketing and focusing on identifying and targeting audiences, delivering and optimising campaigns to these audiences and the innovation and selling of such activities. The non-profit, non-government, trade group fields critical research on interactive advertising while also educating brands, agencies, publishers and the wider business community on the importance of digital marketing. The IAB Global Network brings together 45 national IABs and three regional IABs to share challenges, develop global solutions and advance the digital advertising industry worldwide. IABs are located in North America, South America, Africa, Asia, Asia Pacific and Europe. Each association is independently owned and operated, functioning under bylaws consonant with local market needs. The main objects of the IAB SA are to represent and address issues of common interest of members and, to successfully pursue its mission and purpose, the IAB SA will have to:

1. Stay up to date on global digital media and digital marketing trends so as to develop an understanding of how the SA digital industry will change as it matures;
2. Formulate, implement and continually evolve to educate the SA marketing and advertising community about the benefits of digital marketing and advertising;
3. Enable the SA digital marketing industry with a single, credible audience and revenue measurement and tracking product to act as a planning tool for advertising and media agencies and as an information source for the marketing community;
4. Endorse the highest standards in digital marketing within the publishing, development, creative and media planning segments with respect to quality and integrity, credibility and accountability;
5. Where relevant, develop and promote standards across all aspects of the SA digital media and digital marketing industry; and
6. Engage positively with all related bodies in order to further the interests of a sustainable digital media and digital marketing industry in SA.

Membership benefits

1. Provides access to nominate your relevant company experts, leaders and future leaders to participate in different industry-facing committees and councils that create industry standards, guidelines, and best practices in digital marketing.
2. Networking with 150 leading media and marketing companies which represent our diverse ecosystem and, while covid-19 has removed many opportunities for in-room access, our webinars, virtual round tables and townhalls have rallied our members together more than ever before.
3. Access to industry research from the IAB and our partners, including the IAB SA/PwC Online Adspend report, the IAB SA Digital Landscape Survey, the IAB SA Digital Skills Gap review, and the IAB SA /Narrative monthly reports and consumer surveys.
4. Opportunities to showcase your own research, insights, and technology to the membership through webinars, town halls, thought leadership forums, and on our IAB SA website knowledge centre.
5. Access to professional development courses and discounts on IAB courses and certifications
6. Listing within our member directory and access to publish your digital media and marketing thought leadership on our IAB SA member news page
7. Discounts on event attendance and event sponsorship, including five free tickets to each IAB SA Insight webinar (Feb–Nov) and discounts on IAB SA Bookmarks award entry fees.
8. Exclusive member-only event invitations to networking receptions and industry leader conferences, including our IAB SA Trusted Brand Round Table sessions.
9. Speaking opportunities at IAB events.
10. Protection for your business interests by helping steer IAB public policy efforts that fight against adverse regulation and legislation.
11. First access to new measurement initiatives, ad units, technologies, and what competitors and the industry are thinking.

Primary challenges being addressed

1. Transformation and education: We address this challenge through multiple pillars by creating access and value through our IAB Learning, IAB Insights, IAB Front Row, IAB Youth Action Council, IAB Transformation Council, IAB Digital Skills Gap Survey platforms and projects as examples.
2. Building brands digitally: We work together with our members and the industry to lead brands to embrace the new digital media mix by making it easier to buy, sell, create, deploy, and measure engaging digital advertising. Our Bookmark Awards Programme, IAB Brand Council Round Tables, IAB SA committee definitions, IAB Insight series, IAB Insights in Action webinar series, white papers and councils are examples of how we endeavour to deliver on this space.
3. Putting users first: We guide standards that provide choice for marketers, content providers, and consumers, optimise user experiences and deliver on key consumer needs such as privacy within the media and marketing landscape. Our Practical Guide to Privacy in Digital Advertising in South Africa; IAB SA Digital Content Marketing Definition, IAB SA Digital Influencer Marketing Definition, and IAB SA Viewability White paper are examples of projects in this space.
4. Make measurement make sense: We endeavour to create a consistent approach to measuring and assessing digital media, empowering marketers to create powerful cross-screen branding campaigns based on educated decisions and accountable investments. Examples include our IAB SA PwC Online advertising revenue report, our IAB SA Annual Digital Landscape Report, our monthly online audience reports, Bookmark Awards, and IAB Tech Lab projects (Project Rearc regarding digital ID as example). The IAB SA Online Audience Measurement partnership, IAB SA and Telmar partnership, and IAB SA Future of Measurement Committee and survey are also examples of the work in this space.
5. Publisher transformation: To ensure the value of publishers’ audiences is realised, and diversified revenue streams are commonplace. Examples of our projects and programmes in this space are the IAB SA Online Audience News Consumption and Behaviour Report; IAB SA / Narratiive monthly report regarding top online publisher sites and apps in SA; IAB SA Let’s Talk Digital Unlocking the Value of Online Publishers series; IAB SA Online Publisher Revenue; Optimisation Committee; and The Bookmark Awards Publisher Category.
6. Trustworthy digital supply chain: To provide a transparent, liquid and safe marketplace for digital advertising and marketing transactions. Ongoing projects in this space include our council and committee workshops, the IAB Transparency and Consent project, IAB brand safety white paper and ad experience webinar, and IAB Tech Lab products and projects.

Council/committee focus areas

The IAB helps drive the interactive advertising and marketing industry forward through the efforts of 13 committees and councils in various industry segments, tapping into the brightest minds in the industry. These groups work together to develop solutions that improve the ecosystem for everyone. Committees are formed around interest in a particular platform or technology, and include members. Councils with roles across the ecosystem are formed around a functionality, and members involved have that function in their primary role. Committee and council participation is open to any eligible staff at an IAB member company. View all member councils and committees.

Awards

The Bookmark Awards

Membership fees

• Publishers: R6 620 to R27 950, depending on audience size
• Agency or brand: R6 620 to R26 800, depending on staff count
• Educational body: R15 350 to R18 050
• Specialist member: R6 620 to R23 750, depending on staff count
• More info

Key links

• Code of conduct
• Constitution

Key contact details

• [email protected]
• iabsa.net
• Ramify

South African Association of Stills Producers (SAASP)

Number of members

19 production companies

Key objectives

SAASP is a registered non-profit company and the professional trade organisation for stills service producers. We have committed ourselves to promoting the best standards, practices and qualifying criteria based on international norms. We hold this up as an example of best practice management for stills production companies throughout SA. Through this process, we aim to ensure that the members of SAASP are operating optimally, and are therefore providing the best possible partnership for our clients. We believe that this will ensure the long-term growth of our sector.

Membership benefits

SAASP has a host of member benefits, the most important of which are lobbying and communication. As with most similar organisations, our benefits range from providing online resources in our members area to advising members on various pertinent matters, including working conditions, covid regulations, locations updates, transformation etc. The association is a founding member of Film Industry Visa Assistance (FIVA) and actively involved in ensuring optimal filming conditions for our members and the industry as a  hole.

Primary challenges being addressed

Naturally, covid 19 is top of mind for all service production companies and currently the most significant stumbling block for growth. SAASP has partnered with the City of Cape Town in ensuring the message gets to our international clients that we’re open for business.

Membership fees

R10 000 per year

Budget

Under R1m

Key contact details

• Rudi Riek, [email protected]
• saasp.co.za

South African Screen Federation (SASFED)

Number of members

Nine member organisations: Sisters Working In Film and Television (SWIFT); Writers Guild of South Africa (WGSA); South African Guild of Actors (SAGA); South African Guild of Editors (SAGE); Personal Managers Association (PMA); Animation South Africa (ASA); Independent Black Filmmakers Collective (IBFC); Documentary Filmmakers Association (DFA); and Independent Producers Association (IPO).

Key objectives

SASFED is the national federation of independent film, television and audio-visual industry organisations in SA. Founded in 2006 in response to government’s call for the independent screen industry to speak with a united voice, we represent many professionals and companies that are operating in an increasingly diverse and growing sector. We’re driven and rooted in an appreciation of the specific interests, concerns and programmes of each of our members to:

• Empower, unify and strengthen the SA screen industry.
• Protect the rights of the SA screen industry and all that work in it through self-regulation.
• Lobby government wherever necessary to change legislation, regulations and policies to advance the SA screen industry and ensure its growth and development.
• Promote gender equality throughout the SA screen industry value chain.
• Transform the screen industry by opposing all forms of discrimination and oppression, recognising that — to thoroughly fulfil its economic, social and cultural potential — it has to overcome the racial inequalities created under
• Encourage all members to adopt policies and implement programmes ensuring deliberate access by historically disadvantaged South Africans at all levels of their organisations and industry sectors.

Membership benefits

As primarily volunteer sector organisations, we provide the following benefits to members:

• Contribute, meaningfully, to effective public policy development and the setting of sector regulations and standards and we create opportunities to better understand these issues affecting our sector.
• Create professional development and training opportunities.
• Facilitate the sharing of global and sector best practice and insights.
• We also assist our members in better understanding the diverse views held on important issues affecting our sector.
• We provide the opportunity to exchange views and experiences with other members, including those who may hold views different to ours.

Primary challenges being addressed

There are many challenges which we are addressing in the audiovisual and interactive media (AV&IM) masterplan. Summary of urgent priorities:

• Certainty around copyright legislation
• Resolve SASB, PFMA and PPPFA obstacles
• Resolve department of trade and industry crisis — policy certainty and administrative reliability, pay outstanding claims
• Introduce pandemic cover
• Market SA as a safe filming destination
• Sort out SARS issues, ie Action 120, tax rebates, tax free elements, etc
• Educate government regarding the value of the sector to secure whole government (aligned) support.
• This is addressed by obtaining legal opinion/assistance in the interpretation of legislation, policy and regulations relating to the screen sector and ongoing lobbying of the government.
• Intellectual property (primarily copyright and any legislation and/ or regulations affecting content, such as fair use/fair dealing
• Collective bargaining: the status of the freelancer (employee vs independent contractor) and the rights and protections and benefits vs lack thereof
• Decent and sustainable work
• Funding criteria and funding budgets
• Rebates and incentives
• Digital migration local content quotas
• Sector goals: AV and interactive media

The aim of the masterplan is to create an AV&IM sector that:

1. Is recognised and supported by government for its unique ability rapidly to stimulate economic activity, inject spend throughout multiple sectors, attract significant foreign direct investment and create many thousands of decent jobs, from highly skilled cast and crew through to new unskilled entrants who can create viable lifelong careers in the industry, and for its ability to address the country’s youth unemployment crisis with the bulk of the workforce being under the age of 35.
2. Contributes to the economic growth rate: Has quick post-covid recovery in 2021/2 and sustained growth of 5% per annum thereafter;
3. Promotes exports: Is a sector with growing local audience demand and increasing exports to international markets by 50% over the next decade;
4. Includes a diverse, well-skilled and transformed workforce able to deliver range of content with sustainable careers and able to remain competitive in the fourth industrial revolution (4IR);
5. Is a well-resourced sector able to attract private investment through policies that improve the ease of doing business and support SMMEs;
6. Is a strongly branded, uniquely SA sector that is developing and exploiting its own IP, as well as servicing international productions and co-productions;
7. Promotes local content production and consumption and puts SA content on the global map;
8. Incentivises and finances genres that offer potential for sustained job creation;
9. Has an enabling, agile and a transparent legislative, regulatory and policy framework to facilitate growth;
10. Is growing and is resilient to disruption;
11. Is transformed and the status and progress is monitored, evaluated and measured;
12. Innovates and delivers market returns;
13. Enhances the public good and contributes economically and to job creation; and
14. Has a sector-wide commitment to a shared vision of the future.

Council/committee focus areas

In general, actions that ensure we meet the above objectives (ie SASFED strategy and business, joint positions on industry matters, lobbying submissions, etc).

Membership fees

R3 000 annually

Key contact details

• [email protected]
• sasfed.org

South African Sponsorship Association (SASA)

Number of members

13

Key objectives

SASA aims to inspire, educate and raise standards within the sponsorship industry; to lead the industry through activities relating to policy, governance and corporate responsibility; to provide information and networking; and to protect industry-related businesses/entities against unregulated and unethical activity.

Membership benefits

Being a member means you’re part of an active sponsorship community and share our goal of raising standards and building professionalism within the industry — being the “Best in Class”.

• Latest SASA and industry news
• 25% off Red & Yellow Sponsorship course
• 25% off European Sponsorship Association Diploma
• Opportunity to share news/work/case studies on SASA platforms (including the SASA Excellence Awards) and networking opportunities with other people involved in the sponsorship industry through regular events and sharing the contact details of our members
• Exclusive access to specialist sponsorship information, case studies, research and evaluation
• Ability to advertise and or view work-related opportunities
• Listed in and have access to SASA’s member directory
• Listed on the SASA website (your logo)
• Use of SASA marks/logos
• 1 x free entry into the annual SASA Awards

Primary challenges being addressed

1. Lack of specialist sponsorship expertise.
2. Lack of talent coming through

We’re introducing accredited educational initiatives for various levels to increase skills and expertise. The board is working together with key industry stakeholders to provide and promote available learnerships and internship opportunities available across the industry. We’re also working on various awareness campaigns highlighting industry work, as well as working with educational institutions to shine the light on the sponsorship industry as a potential career option.

Council/committee focus areas

• Drive membership
• Provide more accredited, sponsorship-specific and-related education for our industry
• Increasing awareness around the association, its objectives and the benefits
• Increase engagement initiatives among members and non-members within the industry

Awards

South African Sponsorship Excellence Awards (in progress)

Membership fees

R15 000

Budget

Under R1m

Key links

• Code of conduct

Key contact details

• sponsorship.org.za

The Marketing Association of South Africa (MASA)

Key objectives

MASA exists to elevate the professionalism of marketing, and represent and protect the business interests of marketers.

Membership benefits

Get plugged into the business of marketing and industry developments and thought leadership affecting marketers. Benefit from and contribute to the governance and sustainability of marketers’ self-regulation, industry consumer research, and professional and ethical conduct capabilities. Stay on top of and influence policy and legislative developments affecting marketers. Mix and network with the best in the business: Become part of the community of marketing professionals. Become part of a shared view of marketers’ understanding of their role in respect of business and commerce, humanity, and the environment. Join industry leaders in raising the credibility of marketing as a profession and the Professional Marketing Designations as the certification of fitness to practice. Get access for your people to best practice CPD, and exclusive events, masterclasses and think tanks. Enjoy formalised connection to academic/educational institutions and their students, creating a ‘fit for purpose’ pipeline of marketing talent. Contribute to leading and influencing marketing transformation. Help facilitate the recognition of professional marketing  achievement.

Primary challenges being addressed

Broader industry funding and sustainability is the biggest issue for industry associations and bodies. MASA is currently leading an industry-wide initiative to see how we can surmount this problem for the benefit of all our constituencies.

Council/committee focus areas

MASA has three board seats on the Marketing Research Foundation, two on the Advertising Regulatory Board (plus more seats on their various committees), and two on the Audit Bureau of Circulation. We are also active participants on many other industrywide platforms, representing the interests of client-side marketers.

Awards

We partner with sister industry bodies and other organisations for purposes of recognition of excellence across the broad marketing landscape.

Membership fees

• Individual: R2 000 (excl VAT) per annum.
• Corporate: dependent on the size of the team, the brand and its goals
• More info

Key links

• Code of conduct

Key contact details

• Brian Yuyi, [email protected]
• marketingsa.co.za

Herman Manson is the founder and editor of MarkLives.com. He is also the founder of Ramify.biz and the co-founder of RetailingAfrica.com.

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