Place is also the chief marketing officer of Nando's Africa, Middle East and South Asia. 

MASA is a key organisation in South Africa's marketing ecosystem and serves as a platform where marketers are able to consider their sector beyond just their own businesses.

The organisation is able to act as a mouthpiece and conduit for the industry where, for example, there are changes in the legislative environment around things like advertising. It can also ensure that common datasets (like LSMs or SEM) are proliferated and shared by marketers to give a single view of the truth through verifiable research as a result of its oversight on the MRF.

MASA says that it also furthers the marketing profession through what is known as its professional designations programme. Here, marketers can apply for the process to be certified as chartered marketers, marketing practitioners or Associate Marketers (subject to certain conditions such as experience, active years in the industry), which are internationally recognised through the SAQA (South African Qualification Authority) reciprocity framework.

Place says, "Designations are important because it enables companies to hire marketers with confidence, and for marketers, it is a way to further their professions and thereby also provide assurance to the public of ethical and professional conduct in application."

Place adds, "For me, a strong MASA is a strong marketing profession, which is in everyone's best interest if we are to grow and sustain a respected marketing sector and contribute to economic growth."

The Nedbank IMC is presented in association with MASA, which Place says makes sense.

"MASA is the only representative member association and SAQA-approved professional body for marketing in South Africa, and the Nedbank IMC the only marketing event of its kind here," adds Place.

Place says that marketing in South Africa has significant as-yet untapped potential.

"I believe that we're capable of more. This is less of a criticism and more of an encouragement. If you look at Europe and the United States, the path to CEO is often via the marketing department. This would be massively unusual in South Africa," says Place. 

"More often than not, South African CEOs come from financial and operations backgrounds to lead the business. Other territories understand that the role of an executive is to architect and build future value of a business, by plotting routes to markets and enabling economic growth and prosperity," adds Place.

"That is best done by marketers, as evidenced elsewhere. I think South African marketers have an opportunity here, but they have to be equipped and prepared in order to grasp it," says Place.

Place says that even though South African marketers and creatives are operating in difficult economic circumstances, we need to recognise that most great brands and companies were born in troubled times and that the turmoil we face is an invitation for great thinking and not a great retreat.

According to the IMC, Place is an ideas-to-implementation marketer, clearly evidenced in his contribution to the journey of one of South Africa's most iconic homegrown brands Nando's, and his guidance in 2023 as chairperson at MASA which continues to grow from strength-to-strength.

Individuals are encouraged to book their ticket today to attend the Nedbank IMC 2023 on Friday, 15 September at the Urban Brew Studios in Johannesburg. An online option is also available.

For more information, visit www.imcconference.com. You can also follow the Nedbank IMC Conference on Facebook or on Twitter.