Copyright 2018

Marketing, Advertising and Communication businesses and professionals looking for the inside track to meet commitments in the MAC Sector Charter can join a masterclass being held over the next two weeks.

PRISA has joined forces with The Association for Communication and Advertising (ACA) and will convene Transformation Workshops in Cape Town on 8 and 9 September 2016 to unpack the Charter.

The Charter will bring an array of changes to how businesses in the sector operate. Marketing, Advertising and Communication companies will be required to align their transformation plans to the Charter to remain compliant.

The workshops will assist participants in understanding the complexities of the Charter and prepare professionals to comply with its requirements. It will also allow participants to better understand its implementation, as key aspects will be unpacked in the workshop.

The Charter, which was first Gazetted in 2009, has set requirements which companies need to meet and timeframes within which the industry needs to transform. Businesses will be required to submit annual verification against the New Codes of Good Practice and the MAC Charter.

All companies that derive more than 50 per cent of their turnover from advertising, public relations and communication services have to meet specific industry agreed targets by the end of March 2018.

The Charter sets clear ownership targets and the representation of Black South Africans in the industry, particularly that of women at executive, senior and middle management levels.

The Codes are in line with South Africa’s commitments to transform the economy, broaden ownership, and create jobs. Transformation in the industry is part of empowering more South Africans and is guided by the Constitution to create a society that has equal opportunities across all areas. The Constitution emphasises that South Africa belongs to all who live in it, united in our diversity.

The MAC Sector Charter will open up the industry to more South Africans and grow the sector’s talent base. This will encourage a more vibrant sector that is in tune with a South African perspective that is cognisant of our place in Africa and the world.

The Codes foster creativity and promotes the expression of a proud local identity. It is based on five founding values of inclusivity and diversity, the soul of the nation, respect and human dignity, sensitivity to people’s needs and responsible creativity into all aspects of work.

Effectively implementing the MAC Sector Charter will create lasting transformation in the industry. A transformed marketing, advertising and communication sector holds enormous benefits for our society and will assist us in moving South Africa forward.

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