The charter is a common blueprint for transforming the industry. It's based on the BBBEE Codes of Good Practice but has been harmonised or tailor-made to fit within the marketing and advertising industries. It was developed by a broad forum comprising representatives from each stakeholder group or industry who are signatories to the Transformation Charter, and who are guided by the MAC SA Constitution and its mandate.
Too many people have commented without stopping to really get to grips with the true spirit and intentions embodied in a charter that has been seven years in the making. Once they do so, they will all realise that it is to the benefit of the industry as a whole.
The charter adds clarity and direction. There is nothing to fear. If anything, we now really don't have to give away our businesses to people who do not add value. We can stop giving away shares to the already rich – and instead, empower people who need it and who will help our businesses to grow.
I would urge every company – big or small – to make sure that they join their respective industry bodies if they have not already done so, and they will help companies to walk and talk them through the process. Whether it is the Association for Communication and Advertising (ACA), the AMF or PRISA (there are, after all, 14 industry bodies that cover every aspect of our industry), workshops, training, advice and general support will help them to fast track the process and get on board before they are left behind.
We have been working towards this since 1999, when the HRC first started to highlight issues of discrimination in our industry. It's been turned upside down and inside out by a group of highly intelligent motivated people who have the industry's best interests at heart – an industry that has doubled in size in the last five years – and if we are remotely on track and adopt this charter, we will reach the 6% GDP growth as a national objective.
