Association For Communication And Advertising Announces Guidance And Assistance Initiatives


The Association for Communication and Advertising (ACA) has identified three key areas in which its member agencies may require assistance, such as pitch guidelines as well as financial and cash flow management guidance.

In light of the challenging economic circumstances brought about by the devastating Covid-19 pandemic, the ACA has initiated a number of #ACACaresCovid activities to provide guidance and assistance to its members and the broader industry.

As all businesses grapple with the financial and practical implications of this unprecedented situation, the ACA CEO Mathe Okaba said, ‘With the massive economic and emotional impact that the Covid-19 crisis is having on our members, it would be remiss of us as an industry body not to consider ways to assist them, with the goal of easing the effects of the fallout. These are just the first few immediate measures that we are putting in place.’

Updated pitch guidelines

The existing Tenders and Pitches Code of Conduct ensures fair competition and protection for agencies against unreasonable and unfair procurement practices. The Code details a fair process to be implemented when procuring services from the profession, whether or not those who are procuring services themselves subscribe to the Code. 

Whilst the ACA appeals to the industry (including clients and consultants) to continue to support the Code, they are specifically requesting that everyone adhere to the updated pitch guidelines, where Tenders and Pitches must be conducted purely on credentials and case studies.

‘Creative pitches are a cost-intensive process for agencies and Covid-19 has presented the industry with massive financial challenges. This update therefore aims to assist agencies in their ability to participate in the pitch process and mitigate any possible financial loss as a result,’ explained ACA Chairman, Wayne Naidoo.

Financial guidance

For further details on new membership payment terms offered, please contact Sharon Bergman via

For further financial assistance, the ACA encourages small businesses to take advantage of the Debt Relief Fund. The fund is aimed at providing relief on existing debts and repayments, to assist SMMEs during the period of the Covid-19 State of Disaster. Businesses can register on and further information and documents can also be found at and

‘We hope that these initiatives will provide some relief to our members and assist them to weather the storm brought about by this unforseen situation. The ACA is committed to improving and strengthening the advertising and communications professions and, to that end, we will do everything in our power provide any assistance and guidance that might be required during this critical period,’ concluded Naidoo.

For further information or questions related to the Code of Conduct, agency fee assistance or the cashflow modelling class, please email or contact the ACA on (+27 10) 880 3399.