Advertisers must be punished for spending only 2% at black agencies: It is the aspect of redistribution, reconfiguration and reallocation of work, budget and spend on suppliers and service providers in the industry that has evidenced serious inertia
inquiry into racism in the South African advertising industry exposed at least three fundamental challenges to transformation in the industry — responsible creativity, representation and redistribution.
The current pressing problem is not so much racial discrimination in the advertisements. Since the TRESemmé and H&M incidents two years ago, we have not had another racism incident. The biggest problem is the racial exclusion of black-owned and black-run agencies from lucrative advertising projects. At face value, South African advertising is transforming itself — agencies are now the picture of diversity. As far back as 23 April 2003, the Values Statement of the Marketing and Communication Industry was codified and endorsed by industry stakeholders under the direction of the parliament portfolio committee, through the Government Communications and Information System and the Department of Communications. came into effect.
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