Quantcast
Marklives.com

Marklives.com

Covering Africa's changing media, marketing and advertising landscape.

  • Home
  • Sections
    • Adland
    • Media
    • Marketing
    • S’HOT
    • Tech
    • Archive
  • Columns
    • Adnalysis – Bogosi Motshegwa
    • #AgencyFocus – Sabrina Forbes
    • Agency Leaders – Most Admired Poll
    • Back2Basics – Mark Eardley
    • Big Q – MarkLives Panel
    • #Campaigns – MarkLives
    • Circulation Data – ABC Analysis
    • Clicks ‘n Tricks – Charlie Stewart
    • Dear Radio – Paulo Dias
    • Fair Exchange – Erna George
    • FastForward – Marguerite Coetzee
    • Gestalt – Leeya Hendricks
    • Headspace – Tenielle Maris
    • Hermaneutics – Herman Manson
    • #Immersion – Moonga Mkandawire
    • Market Research Wrap – MarkLives
    • Masterclass Notes – Johanna McDowell
    • Media Design – Shane de Lange
    • Media Redefined – Martin MacGregor
    • Motive – By Invitation Only
    • Only Connect – Bradley Elliott
    • South African TV Ratings
    • The CX-Files – Julia Ahlfeldt
    • The Interlocker — We cover comms
    • The Martini Shot – Bobby Amm
    • The Power Report – Megan Power
    • Thinking B2B – Warren Moss
    • Young, Gifted & Killing It – Veli Ngubane
  • Find an Agency
    • Shortlist & Compare Agencies
    • List your Agency
    • List as Agency Supplier/Service
    • Register as a Marketer
    • Company News Feed
    • Upgrade to Ramify Premium
    • Add Premium to Cart
  • Data
    • Agency Revenue Rankings 2018
    • Agency Salary Survey
    • Biggest SA consumer magazines
    • Biggest newspapers in SA
    • The 50 most-valuable brands in SA
    • Top 50 SA advertisers 2016
    • South African TV Ratings
  • Careers
    • Advertising
    • Digital
    • Marketing
    • Media
    • Public Relations
    • View All
  • About
    • About & Contact
    • Advertise
    • Privacy Policy
    • Partners
Big Q – MarkLives Panel
Zibusiso Mkhwanazi

Big Q: Transformation — clients must take road less travelled

  •   Apr 3, 2017
  •   0

by MarkLives (@marklives) The marketing and advertising industries are transforming. So why are so many black professionals disgruntled with the rate of progress? And is the quality of most of the work specifically directed at a black audiences still sub-par? We emailed a panel of key industry executives for their take. This week it’s the turn of Zibusiso Mkhwanazi of AVATAR.

Zibusiso Mkhwanazi

Zibusiso MkhwanaziZibusiso Mkhwanazi (@ZibusisoSays) is group CEO of AVATAR Investment Holdings (AIH) and AVATAR360 Group, as well as co-founder of AVATAR Agency, from which he recently stepped down as CEO. He’s a serial entrepreneur, previously known in the agency world for being executive chairman at KRAZYBOYZ digital and later chairman of The Red Quarter Brand Design. Zi was a contender for Most Admired Ad Agency Boss in South Africa and in Jozi in our MarkLives Agency Leaders’ Most Admired poll for 2016, while Avatar was runner-up for Most Digitally Integrated Ad Agency in SA and Jozi, as well as runner-up One to Watch in Jozi in 2017. In January 2017, the AVATAR founders acquired a significant minority stake in M&C Saatchi’s SA agency network, which has allowed M&C Saatchi PLC to acquire a 20% stake in AVATAR from AIH.

Fast transformation is important for a sustainable industry and country as a whole. We all need to have a tough conversation over a short period of time, where we clearly agree that inequality in the workplace is unacceptable.

No industry continues with the same model forever. Times change and the businesses that operate in that industry have to be willing to accept change. It is no different to our industry.

While the marketing and advertising industries may be transforming, it is doing so at a frustrating pace. The only way to know if an agency is capable is for the client to give it a chance to prove itself. Clients have to be willing to take the road less travelled if they truly believe in transformation. If we are to build a sustainable marketing industry, if transformation is to be more than talk, it cannot be business as usual.

Risk-taking

If a brand is going to pit upcoming agencies that are black-owned against the more established large agencies — those with international backing — the results are fairly obvious. Frustration will continue to grow because the pace of transformation will continue to be staggeringly slow. Transformation means taking a risk where there are more comfortable options available.

I don’t believe that the failure of one black agency should be a mark against all black agencies.

Clients should consider their needs and find the best agency with which to partner and grow. Finding the partner you are comfortable with helps clients meet their transformation agenda.

We need to remember, as businesses, we are part of the community in which we operate. So what does transformation mean? It’s giving people, who would ordinarily struggle, a chance to prove themselves.

Doesn’t equal entitlement

This doesn’t equal entitlement. It is doing what we all know is right. If we are not willing to make brave decisions as an industry to help solve the social ills of our country, we will continue to live with two economies. We will never enjoy the fruits of our labor without constantly living in fear that it will be taken away.

Twenty-three years into our democracy, it is deeply worrying that there’s no large black-founded agency in South Africa. There are definitely rising stars but there aren’t enough of us. If brands don’t get involved in helping build agencies that are more representative of our population, brands will struggle to get their message across to the general population. Transformation is, therefore, good for business and sales. The flip side of the coin is that up-and-coming agencies need to also push to unlock value that results from speeding up transformation.

For transformation to move at a faster pace and the quality of work to improve, all of us need to play our part. Clients, established agencies and the rising stars who are representative of our population all need to gain understanding from the others’ perspective and share knowledge and success stories in a meaningful way. We need to have more conversations that build our industry.

Take on the Goliaths

I bear witness that it is very possible to take on the Goliaths of this industry and win if you have a challenger mindset. I am deeply inspired by Mediclinic’s vision and reason for being: to be respected internationally and preferred locally.

We as up-and-comers need to strive to have world-class systems, world-class processes and world-class people. We can’t wait to be given opportunities but have to seize them — power must be taken with excellence and not wait to be given. That is how you build an agency that can take on the Goliaths.

See also

  • Big Q: Transformation — what you need to know & change — Herman Manson
  • Big Q: Transformation needs buy-in on the demand side — Monalisa Sibongile Zwambila
  • Big Q: Transformation — the proverbial workhorses have bolted — Grant Sithole
  • Big Q: What we need to achieve true transformation — Masego Motsogi
  • Big Q: Concept of transformation not embraced by our industry — Sbu Sitole
  • Big Q: “Some” transformation is simply not good enough — Ahmed Tilly
  • Big Q: Transformation apartheid plagues SA ad agencies — Ivan Moroke

 

MarkLives logoLaunched in 2016, “The Big Q” is a regular column on MarkLives in which we ask key industry execs for their thoughts on relevant issues facing the ad industry. If you’d like to be part of our pool of potential panellists, please contact editor Herman Manson via email (2mark at marklives dot com) or Twitter (@marklives). Suggestions for questions are also welcomed.

— Sign up now for the MarkLives email newsletter every Monday and Thursday, now including headlines from the Ramify.biz company newsroom service!

Share this:

  • Click to print (Opens in new window)
  • Click to email this to a friend (Opens in new window)
  • Click to share on WhatsApp (Opens in new window)
  • Click to share on Twitter (Opens in new window)
  • Click to share on Facebook (Opens in new window)
  • Click to share on LinkedIn (Opens in new window)
  • Click to share on Pinterest (Opens in new window)
  • Click to share on Reddit (Opens in new window)

Columns

  • #AgencyFocus – Sabrina Forbes
    #AgencyFocus – Sabrina Forbes
  • #Campaigns – MarkLives
    #Campaigns – MarkLives
  • #Immersion – Moonga Mkandawire
    #Immersion – Moonga Mkandawire
  • #Marketers – MarkLives
    #Marketers – MarkLives
  • Adnalysis – Bogosi Motshegwa
    Adnalysis – Bogosi Motshegwa
  • Agency Leaders – Most Admired Poll
    Agency Leaders – Most Admired Poll
  • Agency Life – TJ Njozela
    Agency Life – TJ Njozela
  • Back2Basics – Mark Eardley
    Back2Basics – Mark Eardley
  • Big Q – MarkLives Panel
    Big Q – MarkLives Panel
  • Big Reads on MarkLives
    Big Reads on MarkLives
  • Brand Culture – DK Badenhorst
    Brand Culture – DK Badenhorst
  • Brands & Branding – Affinity Publishing
    Brands & Branding – Affinity Publishing
  • By Invitation Only – Motive
    By Invitation Only – Motive
  • Circulation Data – ABC Analysis
    Circulation Data – ABC Analysis
  • Clicks 'n Tricks – Charlie Stewart
    Clicks 'n Tricks – Charlie Stewart
  • Dear Radio – Paulo Dias
    Dear Radio – Paulo Dias
  • Fair Exchange – Erna George
    Fair Exchange – Erna George
  • FastForward – Marguerite Coetzee
    FastForward – Marguerite Coetzee
  • Gestalt – Leeya Hendricks
    Gestalt – Leeya Hendricks
  • Headspace – Tenielle Maris
    Headspace – Tenielle Maris
  • Hermaneutics – Herman Manson
    Hermaneutics – Herman Manson
  • Market Research Wrap – MarkLives
    Market Research Wrap – MarkLives
  • Masterclass Notes – Johanna McDowell
    Masterclass Notes – Johanna McDowell
  • Media Design – Shane de Lange
    Media Design – Shane de Lange
  • Media Redefined – Martin MacGregor
    Media Redefined – Martin MacGregor
  • Only Connect – Bradley Elliott
    Only Connect – Bradley Elliott
  • South African TV Ratings
    South African TV Ratings
  • The CX-Files – Julia Ahlfeldt
    The CX-Files – Julia Ahlfeldt
  • The Interlocker — We cover comms
    The Interlocker — We cover comms
  • The Martini Shot – Bobby Amm
    The Martini Shot – Bobby Amm
  • The Power Report – Megan Power
    The Power Report – Megan Power
  • The Suit – Jason Harrison
    The Suit – Jason Harrison
  • Thinking B2B – Warren Moss
    Thinking B2B – Warren Moss
  • Young, Gifted & Killing It – Veli Ngubane
    Young, Gifted & Killing It – Veli Ngubane
  • View All
  • Account Manager
    Feb 17, 2019
  • Account Manager
    Feb 17, 2019
  • Copywriter
    Feb 17, 2019
  • UX
    Feb 17, 2019
  • Designer
    Feb 17, 2019
  • Social Media Manager
    Feb 17, 2019
  • Digital Startegy Intern
    Feb 17, 2019
  • Digital Startegist Intern
    Feb 17, 2019
  • Data Analytics
    Feb 14, 2019
  • Account Manager
    Feb 14, 2019
  • Leave a Reply

    Your email address will not be published. Required fields are marked *

    Leave a Reply Click here to cancel reply.

    No comments yet.

    Related News

    By Invitation Only – Motive, Columns, Featured, Marketing Zibusiso Mkhwanazi

    Op-ed: Zibusiso Mkhwanazi on protecting your agency’s brand

    Feb 1, 2019
    Big Q – MarkLives Panel, Columns, Featured, Tech Prakash Patel

    #BigQ2019: Digital means adland must adopt disruptor’s mindset

    Jan 28, 2019
    Adland, Big Q – MarkLives Panel, Columns, Featured Boniswa Pezisa

    #BigQ2019: Infobesity & visual tsunamis

    Jan 25, 2019
    Facebook
    Like us on Facebook
    Twitter
    Follow us on Twitter
    Google Plus
    Add us on Google Plus
    YouTube
    Join us on YouTube
    Pinterest
    Follow us on Pinterest
    Subscribe Newsletter

    Get our round-up of top ad and media industry news every Monday and Thursday.

    Useful Links

    • About & Contact
    • Comment Policy
    • Advertise
    • Partners

    Partner

    loading Cancel
    Post was not sent - check your email addresses!
    Email check failed, please try again
    Sorry, your blog cannot share posts by email.