foremost marketing thought leader A Roadmap for Transforming the Marketing Profession & Value-Chain MPHO MAKWANA - MFSA CHIEF EXECUTIVE PRESENTED TO PARLIAMENT’S PORTFOLIO COMMITTEE ON COMMUNICATIONS 19 OCTOBER 2004

foremost marketing thought leader Bottom Up Spirituality People’s Princess People’s President Issue groups Consumer power People-driven/Consumer society Top Down ReligionMonarchyGovernment Big business Old (20 th Century) World New (21 st Century) World

foremost marketing thought leader

MERGER OF ASOM, IMM & DMA: 1 OCT 2002 The voice of marketing in SA.

foremost marketing thought leader The mfsa Market Definition Quality Assurance & Standards Lobbying & Advocacy Excellence Awards Marketing related Products & Services A marketing profession and trade body that delivers…A marketing profession and trade body that delivers… To position, promote, protect and enhance the marketing profession and professionals. To provide a leading edge resource of marketing knowledge and practices.

foremost marketing thought leader Our Vision foremost marketing thought leader Informs (Insights)Influences (Advocacy) Develops (awards/endorsements) (Marketing Education Standards) Directs (Value-chain leadership, Marketing Profession Champion And overall Voice)

foremost marketing thought leader Audience Overview STAKEHOLDERS/INFLUENCERS GovernmentRegulatorsSADCEmbassiesMedia SAQANedlacSSETAAcademia Consumers Spec. Int. Orgs. AgenciesAgencies ConsultantsConsultants ResearchResearch CreativeCreative DesignDesign MediaMedia ProductionProduction Etc.Etc. THE Value-Chain /INDUSTRY Industry Value Chain Suppliers Internat. Bodies Industry Bodies Competitors INTERNAL Committees Leadership Board Employees CONSUMERS/CUSTOMERS Corp. SA CEO’s NGO’s Black Members Government Members Corp. SA HR Southern Africa AcademiaStudents

foremost marketing thought leader great business is impossible without great marketing We believe that great business is impossible without great marketing. MFSA Value Proposition make marketing the heartbeat of the economy. Our strategic Intent is to make marketing the heartbeat of the economy. Customer Value Proposition: A compelling future in or through marketing A compelling future in or through marketing.

foremost marketing thought leader The mfsa Brand Essence Our people Creativity Insight Excellence Integrity Servant Leader

foremost marketing thought leader Essence Explored Servant Leader Connector Guide Facilitator Insight Ideas Inspiration

foremost marketing thought leader Our role in Industry Transformation Signatories to Industry Value-statement of April 2003Signatories to Industry Value-statement of April 2003 Participant in the Industry Steering Committee Consultative ProcessParticipant in the Industry Steering Committee Consultative Process Intermediary that manages the funds advanced by the SSETA to facilitate the creation of the Industry Scorecard through BEE MonitorIntermediary that manages the funds advanced by the SSETA to facilitate the creation of the Industry Scorecard through BEE Monitor

foremost marketing thought leader Current Initiatives Loeries Marketing Communications FestivalLoeries Marketing Communications Festival –Increased representivity and diversity in judging panel –Influence the transformation of Creative Departments –A platform for monitoring progression with compliance with the Value Statement –A platform for celebrating and showcasing the best that the South African has to offer as an exciting economy within which to do business

foremost marketing thought leader Current Initiatives #2 Chartered Marketer ProgrammeChartered Marketer Programme –Board Committee chaired by Mr Bonang Mohale –200 Charted Marketers LearnershipsLearnerships –1000 learners in partnership with SSETA. Plan to play this role every year as Lead Employer Champion of Learnerships in Marketing

foremost marketing thought leader Future plans Partnership between MFSA & BMF to transform:Partnership between MFSA & BMF to transform: –Marketer of the Year Award Criteria and incorporate BMF’s Manager of the Year Award Criteria –Marketing organisation of the Year criteria incorporating BMF’s Progressive Company of the Year Award Criteria –Same with Direct Marketer of the Year and Direct Marketing Company of the Year –Preliminary discussion already taken place. A formal agreement to be entered into in the context of October 2005 Awards