Media Houses Must Embrace Digital Transformation To Thrive

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December 10, 2024

Media Houses Must Embrace Digital Transformation To Thrive — Donvé Forbes, BDO South Africa.

Donvé Forbes, Audit Partner in Technology, Media and Telecommunications, BDO South Africa, provides an in-depth analysis of the ongoing transformation within the media industry and the innovative strategies needed to adapt to a digital-first future. Forbes delves into the economic pressures, workforce restructuring, and the critical importance of sustaining editorial integrity amidst this shift.

The recent wave of media house restructures in South Africa — including the sale of Media24’s distribution business, and several of its community newspapers — marks a pivotal transition in our media landscape. This shift from print to digital has been both disruptive and transformative, challenging traditional business models and reshaping how news is consumed. As these changes ripple through the industry, they reflect larger global trends and highlight the critical need for sustainable, adaptable, and innovative strategies in media.

The pressures driving these processes are complex. Print media has faced a steady decline in circulation over the past five years, with the latest data from the Audit Bureau of Circulations of South Africa showing a 17% drop in overall newspaper circulation year-on-year as of Q2 2024. This decline in readership and the accompanying decrease in advertising revenue have forced media houses to make difficult decisions, from restructuring to, in some cases, closure. Rising production costs, coupled with a shift in consumer behaviour towards digital media, have further amplified these challenges.

For media houses to thrive in this new environment, they must embrace digital transformation, not only as a channel but as a cornerstone of their business models. Some media companies have already pivoted to digital subscription models, creating paywalls or offering limited free access to encourage readership loyalty. These adaptations are steps in the right direction, yet more is needed to secure long-term viability in a landscape that is increasingly online, mobile, and data-driven.

Economic Pressures And The Need For Revenue Diversification

Traditional revenue streams, particularly print advertising, are shrinking, leaving media houses in search of alternative income sources. Digital advertising offers new avenues but also faces stiff competition, as tech giants like Google and Facebook dominate the space. To remain competitive, media companies should consider diversification strategies that go beyond advertising. Models such as membership programmes, e-commerce and event-based revenue streams provide opportunities to foster direct relationships with their audience, while programmatic advertising and affiliate marketing offer avenues to leverage their content for greater profitability.

Clients in the media sector should work with consulting firms to develop sustainable financial models that address these economic pressures. By leveraging business consulting services, media houses can align their financial goals with innovative solutions that balance immediate revenue needs with long-term resilience.

Navigating Talent Displacement And Workforce Restructuring

The closures of titles also carry significant social implications, especially in terms of employment. Many journalists are now shifting to freelance work, leading to job insecurity and a lack of traditional employment benefits. This transition, while offering flexibility, often lacks essential protections, such as pension funds and life insurance, and can undermine the stability of journalistic careers. As the demand for digital skills grows, media companies navigating workforce restructuring are turning to consulting firms to advise them on talent management and upskilling to ensure that employees are equipped to meet the demands of digital journalism.

Digital competencies such as multimedia storytelling, data analysis, and social media management are crucial for today’s media professionals. Investing in automated tools to handle repetitive tasks, such as content distribution, and using data-driven insights to tailor content to specific audiences, can help journalists focus on in-depth reporting and foster greater engagement.

Sustaining Editorial Integrity and Fostering Media Diversity

The closure of media outlets also impacts the diversity of voices in South Africa. Fewer media houses can lead to a monopolisation of news perspectives, which risks limiting public discourse on vital social, political, and economic issues. Independent journalism plays a fundamental role in maintaining a well-informed society and supporting democratic principles by offering diverse and critical viewpoints.

To support this, at BDO advocates for the creation of public interest journalism funds and government support in the form of tax breaks for media houses, particularly those serving underserved communities. These incentives could help mitigate financial pressures and ensure that smaller media outlets can continue to provide critical reporting on local and national issues.

The Path Forward: A Mobile-First, Audience-Driven Future

Looking ahead, the next five to ten years promise significant transformation in South African media. Digital and mobile platforms will continue to dominate, necessitating content that is optimised for these channels. Media houses will need to engage audiences with visually compelling, shorter-form content and prioritise accessibility on mobile devices. Additionally, AI-powered analytics will become indispensable, allowing media companies to understand audience preferences and tailor content to specific demographics or interests.

To remain resilient, media companies must be flexible and transparent, always listening to and learning from their audiences. By collaborating with consulting firms, media companies can better navigate this evolving landscape, develop robust digital strategies, and refine their business models to align with the needs of a modern audience.

A Call For Collaboration To Support Independent Media

As we continue to move deeper into the digital age, the importance of a strong, independent media cannot be overstated. Media houses serve as the guardians of public truth, holding power accountable and providing essential information to the public. In a world where misinformation can spread rapidly, particularly on social media, professional journalism remains critical to ensuring reliable, fact-based reporting.

It’s critical that we co-create a future where South African media remains not only resilient but also a true pillar of our democratic society.

BDO SOUTH AFRICA
https://www.bdo.co.za/en-za/home

Provit Chemmani Appointed As New CEO Of Havas Africa

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Modern Marketing

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December 10, 2024

Provit Chemmani Appointed As New CEO Of Havas Africa — Provit Chemmani, Havas Africa.

Provit Chemmani’s vision for Havas Africa is clear: to be an integral partner in the continent’s growth story. Chemmani, a visionary leader with a proven track record of driving exponential growth, is set to redefine the agency’s presence across the continent. His leadership marks a significant turning point, bringing global expertise and a deep-rooted belief in Africa’s potential to the forefront.

‘Africa’s story is being written now, and Havas is here to amplify its voice. We’re not just creating ads; we’re crafting narratives that resonate, inspire and drive progress. This is a continent of boundless potential, and we’re committed to fuelling its rise through the power of creativity, innovation and connection,’ stated Chemmani. ‘We’re weaving ourselves into the fabric of its success.’

This commitment is backed by action. Chemmani has already demonstrated his exceptional leadership by transforming and spearheading the Havas’ Centre of Excellence (COE) on the media side, growing it from a small team of 10 to a global powerhouse of over 400 employees in just over a year. With a proven track record in maintaining global standards and improving media performance benchmarks across digital, e-commerce and retail media, Chemmani’s leadership has been instrumental in driving this extraordinary growth.

Chemmani’s leadership style is both democratic and transformative. He believes in making decisions collaboratively and ensuring they lead to meaningful and sustainable change. ‘We’re building a culture of shared success,’ he explained. ‘A culture where everyone has a voice and is driven to make a difference.’

Central to Havas’ strategy is its Meaningful Brands study, which reveals that a staggering 74% of brands could disappear without consumers even noticing. This insight fuels Havas’ commitment to innovation and meaningful consumer engagement.

Chemmani’s journey to the helm of Havas Africa is a testament to the power of curiosity and a relentless pursuit of understanding consumer behaviour. His career trajectory, starting as a software engineer and evolving through e-commerce and performance to advertising, brings a unique and invaluable perspective to the industry.

This diverse background allows Chemmani to seamlessly blend data-driven insights with creative excellence, a hallmark of Havas’ holistic approach. By leveraging both creative and media strategies, Havas Africa empowers brands to navigate the dynamic African market with precision and impact.

HAVAS
za.havas.com

ExpoGuys Continue Sustainability Efforts With Sustainable Stand Grading System

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Modern Marketing

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December 10, 2024

ExpoGuys Continue Sustainability Efforts With Sustainable Stand Grading System

ExpoGuys have launched an industry-first Sustainable Stand Grading System. The initiative reflects the company’s ongoing commitment to reducing its environmental footprint while setting a new standard for sustainable practices in stand-building and event services.

Defining Sustainability In The Exhibition Industry

Sustainability can vary significantly across industries, and what’s deemed sustainable for one may not apply to another. ExpoGuys Directors John Webb and Pat Cronning underscored this complexity: ‘Sustainability is not a one-size-fits-all concept. For us, it means operating in a way that minimises environmental impact across every facet of our business. We aren’t perfect, but we are passionate about doing everything in our power to reduce our carbon footprint.’

ExpoGuys’ approach emphasises incremental, collective contributions to sustainability. By continuously refining processes, educating staff, and engaging clients, the company strives to make sustainability an integral part of its operations.

The Sustainable Stand Grading System is an innovative way to evaluate and communicate the environmental impact of exhibition stands. Each stand is assessed across multiple criteria, including flooring, structure, lighting, branding and furniture. Materials are graded based on their sustainability, with the overall stand receiving a Gold, Silver, or Platinum certification.

For instance:

• Flooring options like carpet tiles and rubber mats, which can be reused for multiple events, receive the highest scores.
• LED lighting and modular aluminium structures contribute significantly to higher sustainability grades.

‘This system not only raises awareness among clients but also challenges our designers and sales staff to think sustainably throughout the design and build process,’ noted Pooja Patel and Lindsay Milazi, two of ExpoGuys’ senior designers. ‘It’s not an exact science, but it’s a step in the right direction.’

The grading system also serves as an educational tool for clients, helping them understand the long-term cost-effectiveness and environmental benefits of sustainable stand choices. Clients receive a certificate with a scorecard detailing the sustainability elements of their stand, reinforcing the importance of eco-friendly practices.

ExpoGuys’ sustainability initiatives extend to its electrical and climate control hire services:

• Energy-efficient lighting: the use of LED technology reduces electricity consumption at events.
• Reusable cables: electrical equipment is designed for repeated use, minimising waste.
• Eco-friendly cooling and heating: low-consumption evaporative coolers and infrared heaters are offered as alternatives to traditional HVAC systems.
• Solar: production and offices are 75% solar powered.

EXPOGUYS
www.expoguys.co.za

Helm Honoured At Technology Innovation Awards

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Modern Marketing

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December 10, 2024

Helm Honoured At Technology Innovation Awards — Stef Adonis, Helm.

The Technology Innovation Awards, hosted by Innovation in Business in the UK, honour individuals, teams, and organisations that exemplify extraordinary innovation and a relentless drive to inspire progress and ignite change on a global scale. SA company Helm proudly took home the title of CX Solutions Provider of the Year 2024 – MEA.

Stef Adonis, Head of Marketing at Helm, said the nature of this award makes it a special one. ‘People first – that’s the guiding principle behind everything we do,’ he said. ‘Everything we build or design or create must make a difference to the person on the other side of the screen, and improve their experience as a customer. Being recognised internationally for our Customer Experience impact – for the second time this year – is testament to our approach, and we couldn’t be prouder.’

The winners of the Technology Innovation Awards are determined by a distinguished judging panel and research team from Innovation in Business who evaluate nominees based on their commitment to customer service, guest experience and innovation. This rigorous, merit-driven process ensures that recognition is awarded not by vote popularity, but by meaningful contributions to the industry.

Helm remains dedicated to innovation and excellence in the ever-evolving realm of AI and customer experience. Awards like the CX Solutions Provider of the Year at the Technology Innovation Awards affirm that a commitment to the end user ultimately improves the experience for South African businesses.

HELM
www.helm.africa

European And African Marketing Confederation Partnership Will Enhance The Global Marketing Landscape

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Modern Marketing

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December 9, 2024

European Marketing Confederation And African Marketing Confederation Partnership Will Enhance The Global Marketing Landscape — Helen McIntee, AMC.

The European Marketing Confederation (EMC) and the African Marketing Confederation (AMC) are joining forces to enhance the global marketing landscape through a strategic partnership focused on sharing best practices, advancing skills, and promoting education in marketing, sales, and service. EMC, which brings together 100 000 marketing professionals across 12 European countries, will collaborate with AMC, a network of 30 000 marketing professionals spanning 16 African nations.

Their shared goal is to exchange knowledge and strengthen competencies, with a particular focus on skills and competency profiles, training and education, and certification. As the marketing, sales and service industries undergo a rapid transformation – due to data-driven strategies, time customer interactions, and AI-powered technologies – expertise has become a critical differentiator for organisations globally. Research, such as the European Marketing Agenda, shows that marketing challenges and opportunities are strikingly similar across regions despite geographic differences.

‘The trends we are seeing across Europe are mirrored in many ways by the challenges that marketers face in Africa,’ said Helen McIntee, Co-founder and President of AMC. ‘Our member associations are excited about this international collaboration, as it will help them align with global best practices and boost their capacity for cross-border trade. As digital technologies and data play an increasingly important role in marketing strategies, this partnership is especially vital for developing countries in Africa, where the digital marketing landscape is expanding rapidly.’

One of the first collaborative projects will be the adaptation of the European Marketing Agenda, a report highlighting challenges faced by the industry, for the African market. This new initiative, known as the African Marketing Agenda 2025, will launch in the new year and serve as a key benchmark for marketing professionals across Africa, providing valuable insights into regional challenges, opportunities, and evolving digital marketing trends.

In EMC’s European Marketing Agenda valuable insights were provided into the common hurdles faced by organisations, including a lack of standardised processes, insufficient availability of subject matter experts, and the challenge of bridging business and IT for digital transformation. The report highlights the overwhelming number of tools and technologies marketers need to navigate, often with unclear purposes or complex integration challenges.

Further finds of the report were that digital functions have often been outsourced to external agencies to reduce costs and save time. However, this approach has sometimes led to complications surrounding unclear legal ownership and access to data, creating potential risks for organisations. At the same time, the persistent concern over skill gaps within the industry is frequently linked to the lack of specialised training programmes in crucial areas, leaving many professionals without the necessary expertise to navigate evolving marketing landscapes effectively.

These findings resonate across continents, making the collaboration between EMC and AMC a timely and necessary step forward in improving the global marketing ecosystem.

EMC Chairman Ralf Strauss emphasises the importance of broadening the association’s perspective: ‘As EMC continues to grow and solidify its position as a key player in European marketing, it is essential for us to adopt a global outlook. Collaborating with Africa, where the marketing and digital landscape is rapidly evolving, is a natural and important step. This partnership marks just the beginning, and we are excited about the possibilities for future cooperation.’

The EMC/AMC collaboration signifies a shared commitment to elevating the marketing profession through the exchange of knowledge, enhancing global connections, and advancing digital competencies. By fostering collaboration between Europe and Africa, both organisations aim to enhance the profession across the globe, equip marketing professionals with the tools, skills, and insights they need to thrive in an increasingly digital world.

AMC
https://africanmarketingconfederation.org

EMC
https://www.emc.be

Sport Industry Awards Recognise Outstanding Campaigns And Sponsorships

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Modern Marketing

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December 9, 2024

Sport Industry Awards Recognise Outstanding Campaigns And Sponsorships

Representing the passion and creativity behind some of South Africa’s most iconic sporting events, campaigns and sponsorships, the annual Sport Industry Awards celebrate the outstanding, behind-the-scenes accomplishments within the sporting industry. Winning the sought after accolade of Agency of the Year was specialist sport and entertainment storytelling shop T&W, best known for writing and producing the acclaimed documentary Chasing the Sun and Chasing the Sun 2.

Chasing the Sun 2 is the sequel to the acclaimed documentary Chasing the Sun, following the Springboks’ journey to their 2023 Rugby World Cup victory. It provides an in-depth look at the strategies, challenges, and emotions that defined their campaign, with a focus on the psychological and tactical aspects of their success. The series highlights the pivotal role played by Rassie Erasmus and showcases the team’s boldness and preparation, capturing the on-field heroics as well as the cultural and societal impact of the Springboks as a unifying symbol in South Africa.

Initially aired in South Africa on SuperSport, Chasing the Sun is now accessible internationally on Showmax, with availability in numerous countries, including the UK, Australia, and Germany.

T&W’s work on Chasing the Sun 2 who also won them Audio Visual Content of the Year Award and Campaign of the Year.

Playmakers, a multi-acclaimed sponsorship marketing management consultancy in the sports and lifestyle arena, took home the Active and Wellbeing Award for the ABSA Run Your City Series, with production company FuturePlay, an agency affiliated with Playmakers, winning The Communications Award for the History in our own words promo for Supersport, creating hype and national enthusiasm ahead of Dricus du Plessis competing in UFC 297. FuturePlay also walked away with the Experiential Marketing Award, which saw Betway offering a risk-free betting opportunity by promising a refund if the Springboks lost the Rugby World Cup Final

Another standout award included Standard Bank South Africa winning Brand or Sponsor of the Year for sparking real change and inspiring South Africa’s youth by supporting grassroots sports.

Creative agency Retroviral won the Social and Environmental Impact Award for their unforgettable social impact drive in partnership with BIC which partnered with Paralympian hero Mpumelelo Mhlongo, to contribute to the education of students in need.

Lions Cricket was recognised as Sport Organisation of the Year for their efforts in transformation, sustainability, and community development, along with their commitment to teamwork, innovation and discipline.

The event was attended by high profile industry stakeholders, sports bodies and members of the media, along with prominent personalities from South African sport. The 2024 Sport Industry Awards were proudly supported by SAB and TicketPro.

The 2024 Sport Industry Winners:

Agency Of The Year: T&W.

Active And Wellbeing Award: ABSA Run Your City Series – Playmakers.

Audio Visual Content Of The Year Award: Chasing the Sun 2 – SuperSport, SA Rugby and T&W.

Best On Social: Forever Green Forever Gold FGFG – SA Rugby and Black and White Stripes.

Brand Or Sponsor Of The Year: Standard Bank Schools’ Sports Sponsorship – Standard Bank South Africa.

Campaign Of The Year: Chasing the Sun 2 Marketing Campaign – T&W.

Communications Award: History in our own words – FuturePlay.

Event Of The Year Award: The 2024 Castle Lager Rugby Championship and Incoming Series – SA Rugby.

Event Or Competition Sponsorship Award: Vitality Run Series – Discovery Vitality.

Experiential Marketing Award: Betway Back the Boks – FuturePlay.

Fan Engagement Award: #bokfriday by Dialogue – SA Rugby – Dialogue Communications.

Social And Environmental Impact Award: Bic x Mpumelelo – Retroviral and Shaun James Film and Integer.

Sport Organisation Of The Year: Lions Cricket – Central Gauteng Lions.

Sports Promo Or Advert Of The Year Award: Making Dreams Come True – Treble Group, Stephanus Rabie Productions.

Team Or Individual Sponsorship Of The Year: DHL x Lifesaving South Africa – DHL.

Tech Innovation Award: SuperSport Schools – SuperSport Schools.

The African Excellence (Cross-Border) Award: NBA Triple Double Start Up Accelerator Programme – NBA Africa / BAL.

SPORT INDUSTRY AWARDS
https://sportindustryawards.co.za/

MTN Partners With Good Things Guy For Latest Campaign

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Modern Marketing

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December 9, 2024

MTN Partners With Good Things Guy For Latest Campaign

Known for championing good news and showcasing the best of South Africa, Good Things Guy, Brent Lindeque, will host a series as part of MTN’s 30th anniversary Win-Win Summer campaign. The show will celebrate the inspiring stories of MTN’s winners across the country while highlighting the good news that continues to shape our nation.

For a country that thrives on resilience, hope, and big wins, a show like this couldn’t come at a better time. Lindeque, whose act of kindness went viral a decade ago and gave rise to the Good Things Guy platform, has been a voice of optimism, spreading messages of hope and highlighting stories of triumph. From rugby victories to breaking global records, Lindeque’s ethos aligns perfectly with MTN’s vision of celebrating a winning nation.

‘South Africa is buzzing with good things,’ said Lindeque. ‘Whether it’s winning the Rugby World Cup, smashing records, or uplifting communities, we have so much to be proud of. This show isn’t just about celebrating prizes; it’s about celebrating the people who make South Africa extraordinary.’

As MTN marks 30 years of connecting South Africans, the Win-Win Summer campaign is all about giving back. MTN is ensuring that South Africans feel like winners every day. The campaign celebrates the progress and victories of a nation that has overcome challenges to emerge stronger and more united.

Robyn Lewis, General Manager: Brand and Marketing at MTN South Africa, said, ‘We’ve won Grammys, Olympic medals, and even broken world records. Now, it’s time for our customers to join in the fun. We want this summer to be one to remember for every South African.’

Lindeque’s weekly show will shine a light on the positive moments that unite and inspire. With his trademark authenticity and uplifting storytelling, Lindeque will amplify the good happening across South Africa. The show is more than just entertainment – it’s a reminder of the potential we have as a nation. With every story and every win, viewers will be reminded that South Africa is a place of endless possibilities.

MTN Win-Win Summer show with Lindeque promises to be a celebration of progress, resilience, and the incredible people who make South Africa a winning nation. Tune in to celebrate the good things, the great wins, and the many reasons to be proud of our beautiful country.

MTN
https://www.mtn.co.za/home/

VML South Africa Announces Gold And Bronze Wins In TikTok’s First Regional Ad Awards

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Modern Marketing

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December 5, 2024

VML South Africa Announces Gold And Bronze Wins In TikToks First Regional Ad Awards

The TikTok Ad Awards celebrate innovation and creativity, rewarding brands that push creative boundaries by using the platform’s capabilities to entertain and engage audiences. It’s not all about creativity, though – winning campaigns were high performers that achieved results.

TikTok just announced the winners of its inaugural regional Ad Awards for the Middle East, Turkey, Africa, Central and South Asia. VML South Africa is excited to bring home awards in three categories.

VML South Africa won two gold awards and a bronze award. The agency won: Gold in the Community Core category for Vodacom Hearing Challenge; Gold in the Sound On Please category, for Vodacom Hearing Challenge; and Bronze in the It’s the Creative for Me category for The Lunch Bar Man.

Vodacom Hearing Challenge aimed to raise awareness about hearing loss in South Africa’s youth by turning a hearing test into a TikTok challenge. They partnered with popular local artist Lady Du and embedded the test into an Amapiano song. Those who scored low on the challenge were directed to the HearZA app. The challenge went viral, sparking conversations and awareness about hearing loss in young people.

The Lunch Bar Man leveraged TikTok influencers to share ‘leaked footage’ of Bra Lucas Baloyi, a conspiracy theorist and self-professed ‘Lunch Bar Man’ who believes aliens are coming to Earth to steal our Cadbury Lunch Bars. The TikTok campaign, which laid the groundwork for a larger omnichannel campaign, accumulated over 60 million views and increased engagement on Lunch Bar’s TikTok by over 207%.

‘TikTok was the fastest growing social media platform in 2024, and it was rated the coolest social media app by South African youth in the Sunday Times Gen Next Awards, released the other day. So, it’s a powerful tool for brands,’ said Fran Luckin, Chief Creative Officer of VML South Africa.

‘It’s a fun platform to create for because there’s so much you can do with it and the audience is so engaged,’ she continued. ‘But it’s also tricky because the audience is so engaged – you really have to make work that feels right for the platform. You can’t just take what you’ve used elsewhere and slap it on there, because you’re not going to get results. Our teams put a lot of painstaking craft into these campaigns, and it was exciting to see how well they came to life and how audiences responded. The fact that they’ve now also won these awards shows that we’re getting it right in a very future-focused environment and it’s great to get that affirmation that we’re on the right track.’

‘We are thrilled to witness the first-ever TikTok Ad Awards in the region evolve into a remarkable celebration of creativity and bespoke storytelling, and the impactful campaigns that have set new benchmarks,’ said Shadi Kandil, General Manager, Global Business Solutions, TikTok, Middle East, Turkey, Africa, Central and South Asia. ‘We received entries from a diverse range of brands and agencies, with content that created connections, tapped into wider trends and truly brought brands to life, while driving significant impact. Our heartfelt congratulations to the winners and medallists – we are excited to see the next wave of innovation and excellence from all of you.’

See all the winners here.

VML SOUTH AFRICA
https://www.vml.com/south-africa

Hybrid Work Isn’t Just A Trend In The Advertising Industry, It’s Here To Stay

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Modern Marketing

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December 5, 2024

Nicole Glover, Penquin

For advertising agencies, the reality of hybrid work brings both challenges and opportunities. And finding this right balance between collaboration in the office and productivity at home requires careful planning and strategic thinking.

Nicole Glover, Social and Digital Media Director at Penquin, is passionate about making the hybrid work model work and believes the model has incredible benefits for both the agency and its employees. She shares some insight on navigating the model, specifically in the world of advertising.

The New Normal

With hybrid work becoming the standard, agencies must rethink how to maintain team cohesion, foster collaboration, and preserve a strong company culture. ‘At Penquin, we’ve found that in-office days are ideal for brainstorming, relationship-building, and team bonding, while remote days are focused on deep work and personal productivity,’ Glover shared. This balance ensures that team members can engage meaningfully in both collaborative and independent projects without burnout.

Getting It Right

The key to successful hybrid work is finding the right rhythm for each team. ‘By intentionally dividing the week, we create a structure that balances collaboration with personal productivity, ensuring everyone stays engaged and energised,’ Glover continued. ‘Technology is our glue, keeping us connected and aligned, no matter where we are working from.’

Benefits Of Hybrid Work

The hybrid model, when implemented thoughtfully, offers the best of both worlds: the dynamism of in-person collaboration and the flexibility of remote work. This balance not only improves job satisfaction but also promotes a healthier work-life balance for our teams, reducing the risk of burnout. ‘We’ve seen first-hand how this approach boosts creativity, innovation and overall job satisfaction,’ Glover explained.

With the right mix of flexibility and structure, hybrid work becomes more than just a logistical adjustment — it’s a way to get the best from teams. By harnessing the strengths of both settings, a well-designed hybrid model isn’t just practical; it’s a powerful tool for boosting team morale and driving results.

PENQUIN
https://www.penquin.co.za

Building An Inclusive Economy For All South Africans

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Modern Marketing

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December 5, 2024

Building An Inclusive Economy For All South Africans — Raymond Langa, Leagas Delaney South Africa

Raymond Langa, Group Chief Executive of Leagas Delaney South Africa, asks, is B-BBEE really working? This year, South Africa marks 30 years of democracy. For those of us born in the late 1980s, like Langa, this anniversary resonates deeply.

I was born in 1989, a year of transition and hope, but also of immense uncertainty. My generation, the millennials, stand at a unique crossroads. We are both the beneficiaries of the sacrifices of those who came before us and the architects of the future.

As a millennial leader and business owner, I often reflect on the role of Broad-Based Black Economic Empowerment (B-BBEE) in shaping our nation’s economy. It was introduced to address the injustices of the past, yet its effectiveness remains a topic of heated debate. The question we must now ask is this: Is B-BBEE doing enough to ensure a truly inclusive economy? And if not, how can we collectively do better?

The South Africa I was born into was a nation of stark contrasts. A small minority held the majority of wealth and power, while the majority were excluded from economic participation. B-BBEE was born from the necessity to redress this imbalance, to open up opportunities that had been denied to so many.

At its heart, B-BBEE was never just about equity in numbers; it was about creating equity in opportunity, developing a society where every South African, regardless of race or gender, could thrive.

In many ways, B-BBEE has delivered significant wins. Black ownership in listed companies now stands at 29%, according to the B-BBEE Commission’s 2022 report. Women have made strides too, holding 25.8% of top management positions as of 2023. These figures represent the fruits of hard-fought battles for representation and equity.

As millennials, we often hear we are the most diverse, inclusive, and forward-thinking leadership group in history. According to Deloitte’s 2023 Millennial Survey, 74% of millennials in leadership roles say they prioritise inclusivity and diversity within their organisations. For me, this is not just a statistic; it’s a calling. Transformation is not a box-ticking exercise but a commitment to the belief that diversity strengthens us all.

Despite its noble intentions, B-BBEE has often been criticised for falling short of its goals. Over the years, businesses have found ways to exploit loopholes in the system, turning what was meant to be a transformative policy into a compliance exercise.

One of the most glaring issues is the rise of ‘fronting’, where companies falsely represent black ownership or management to achieve higher B-BBEE scores. The B-BBEE Commission has flagged numerous cases of individuals being listed as shareholders without their knowledge or meaningful participation in the business.

Additionally, many organisations approach B-BBEE as a mere checklist, focusing on scoring points rather than creating substantive change. Procurement, for instance, often becomes a game of numbers, with contracts awarded to companies that meet the criteria on paper but fail to deliver on genuine empowerment.

The focus on short-term compliance undermines the long-term goals of the policy. Instead of bringing about real inclusivity, this box-ticking approach perpetuates inequalities by prioritising appearances over meaningful transformation.

Corruption further exacerbates the problem. Reports of nepotism and cronyism in awarding tenders erode public trust and hinder the potential for B-BBEE to create lasting economic change.

Yet, for all the progress we celebrate, the reality is that transformation remains uneven. The youth unemployment rate, at a staggering 45.5% as of Q1 2024, is a painful reminder of the gaps that still exist. For many young South Africans, the promise of democracy and empowerment feels out of reach.

For women, particularly those in marginalised groups, systemic challenges persist. While the numbers may show progress, the lived reality often tells a different story: unequal pay, limited mentorship opportunities, and workplaces that still struggle to accommodate the realities of women’s lives.

Millennial leaders are known for prioritising values over profits, and I see this as the heart of real transformation. For me, workplace transformation means more than hitting targets. It means creating environments where people of all backgrounds. Black or white, men or women can lead, innovate, and excel.

To Achieve This, We Must:

Champion women: address gender pay gaps and provide pathways for women to enter leadership roles.

Empower young people: invest in education, skills development and mentorship to prepare the next generation for meaningful careers.

Demand accountability: ensure that transformation efforts are transparent, ethical, and focused on long-term outcomes.

As a millennial business leader, I believe our generation has a unique opportunity to reshape the narrative. We are not constrained by the past, but we carry its lessons with us. Our challenge is to build on the foundation laid by B-BBEE and ensure that its impact is felt by all South Africans, now and in the future.

Transformation is an ongoing process, not a quick fix, requiring continuous effort and unwavering commitment. As we move forward, we must stay dedicated to shaping an economy that serves everyone. A South Africa where equality, justice, and opportunity are tangible realities for all South Africans.

LEAGAS DELANEY
https://www.leagasdelaney.co.za