media update’s Adam Wakefield spoke to Brenda Khumalo, managing director of Collective ID, formerly Ireland Davenport, about the recent developments that led to the founding of Collective ID and what has held back transformation in the South African advertising industry.

Why is it important that firms operating in South Africa’s advertising and communications space be black-majority owned and what has held back more firms undergoing changes in ownership?

Collective ID’s transformation journey is one that started five years ago. Our black ownership increased from 25.1% to 52.60% in 2017.

At Collective ID, we believe diversity keeps us relevant, allowing us to tap into authentic insights that reflect SA’s rich culture and heritage. For us, remaining competitive means our staff should be dynamic and reflect the market.

Transformation is more than adhering to the codes; it should be truly applied in spirit and be part of the agency culture. Transforming is also about gender equality and improving lives – starting with internal staff and empowering of black-owned companies.

The industry is not transforming fast enough. The most common barrier referred to is the lack of talent at senior management level. One of our visions at Collective ID is to identify future leaders internally – skewed towards black females – and invest in them through coaching and training. Skills and development is key.

What advantages that cannot be seen from the outside does transformation bring to an organisation? 

Transformation helps organisations by providing cultural relevance, allowing the teams to challenge each other and think out of the box.

What trends do you believe will most greatly affect the communications and advertising space in the next two years? 

Stripping away the traditional channel structure. Gone are the days of working in silos and segmentation. Although all channels serve different objectives and roles, I believe we will see the lines blur as communications become more customer-centric and ideas are formed around the consumer journey.

Consumers are looking for meaningful connections – brands that understand them as individuals, without being intrusive. They want real, authentic and purpose-driven stories.

Brands will need to seamlessly integrate into consumers' lives. Digital marketing is not just another channel; it reflects the consumer. Video content and online/mobile content are a key trend. Being part of the conversation on instant-messaging on-the-ground social media is vital.

What skills should prospective candidates looking to enter the communications and advertising space focus on to ensure they succeed in the industry?

Advertising is a ‘love job’, so you must be passionate and love what you do. They must also be resilient, driven and hard-working.

For more information, visit collectiveid.co.za.

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