The objectives of both organisations are to further communication through billboards and to raise brand awareness to the masses. For BBOA, this partnership further means getting more recognition as a house of brands – eager for inclusivity and equality in the advertising industry.
With four years existing as an organisation, BBOA consists of 28 Black Billboard companies operating nationwide with around 800 billboards, some trustees have over 25 years of experience in the industry.
Charles Mawela, a trustee of the BBOA and general manager of SKP Media, says, “As black billboard owners, we need strong partnerships if we are to advance the transformation in the advertising industry — and being part of the World Out of Home Organization simply means that as black-owned billboard agencies, we are looking at gaining access to international brands as well as receiving firsthand information about the latest industry trends."
WOO also aims to add to the promotion of a higher creative standard within the OOH advertising medium along with improving the way the medium is used locally, regionally, nationally and globally.
The partnership between BBOA and WOO holds a particular promise for the OOH industry and offers a particular benefit for black-owned billboard agencies in South Africa.
"The partnership with WOO promises us another chance to grow our image, profile and credibility in the industry. Together with WOO, we are pursuing the goal of transforming the industry into a place where all can be granted growth — to become part of the global footprint. In doing so, we hope to achieve an industry standard that will encourage evolution for all," concludes Neo Molefi, a trustee of the BBOA and CEO of Indaba Billboards and Media.
With their extensive track record in promoting and improving the OOH industry on behalf of their members, WOO actively works to help their membership with legislation issues within their own countries, as well as advising on broader industry matters.
For more information, visit
www.bboa.co.za.