Recently, the ACA has faced its share of scrutiny — questions about the relevance and ability of an association to lead amid shrinking margins and a tough marketing landscape. 

This has not dampened our resolve, but rather we've embraced these challenges head-on.

The last 18 months, from both an operational and strategic perspective, have been a period of radical reinvention and focus. We've geared up to guide, protect and inform the industry. 

The Power of Transformation

We've embarked on a comprehensive strategic overhaul, one that has not only revitalised our leadership but also sharpened our value proposition. With a dynamic, experienced and respected Executive Director steering the ship, we're not just changing perceptions — we're regaining the unwavering confidence of our members and stakeholders.

Here's how the ACA is making waves:

1. Maximising Board Impact

Our 26-member board is no ordinary group. These industry leaders are leveraging their diverse skills and talents like never before. Despite the demanding roles they each hold in their respective agencies, there's a renewed sense of commitment.

This isn't just voluntary work; it's a passion-driven mission to elevate our industry.

2. Supercharging Member Value

Our benefits, monthly newsletter and proactive tackling of the Tender & Pitches process are just the beginning. The value we deliver directly impacts our members' success, and we're not stopping until every member feels the impact.

3. Revitalising the Effie Awards

Remember when the Effie Awards were met with a lukewarm reception? Those days are gone. The Effies are now the talk of the town, drawing the highest number of entrants this year and featuring an all-star judging panel representing every corner of the industry. 

Turning Words into Action: Our Tribes

The groundwork laid by the previous EXCO was solid, and we're currently in full execution mode.

We're moving from "saying" to "doing," and our refocussed strategy is targeted at addressing the critical issues an industry board is entrusted with tackling. Enter our specialised committees — our "Tribes" — where every board member is not simply a figurehead or representative but rather driving meaningful change.

Below is an overview of the Tribes that have been constituted, and the core focus for each: 

Creativity and Effectiveness

Deputy ACA Chair Luca Gallarellii leads this charge, placing creative effectiveness at the forefront. With the Loeries CEO now represented on the ACA Board, as well as the endorsement of the Effie Awards from the Creative Circle, we're setting the stage for developments.

Transformation and DEI

Thabang Skwambane heads this Tribe, taking on the most pressing issue of our time — diversity, equity and inclusion.

We're not just ticking boxes; we're ensuring the ACA plays an integral role in the ongoing review of the Mac Charter Codes. These codes, born from the ACA and shaped by industry stalwarts, are set to drive the transformation our industry desperately needs.

Regulatory Issues

Under Adishia Singh's leadership, this Tribe is navigating the complex regulatory landscape with finesse. Among others, we're spearheading the input into a highly contentious Copyright Amendment Bill, backed by a team well-versed in the regulatory intricacies of our industry.

Industry Research

We're diving deep, led by Gillian Rightford, with three major industry research projects, including a Transformational Survey that will reveal the true impact of DEI efforts. This is data that will drive our decisions and set the standard for the future.

Future of Communication

Jarred Cinman leads this Tribe, with an eye on the future. As technology evolves at lightning speed, we're keeping our industry ahead of the curve.

From Generative AI to innovations that will shape tomorrow, this Tribe is where the smart minds of our industry gather to forge the path forward.

August marked the launch of the Future of Communication Tribe's monthly series, AI in Advertising, providing cutting-edge insights into the future of communication. This initiative, among others, sets the stage for continuous engagement, ensuring the ACA remains at the forefront of shaping the industry's future.

Education and Skills Development 

South Africa faces high youth unemployment, yet we're grappling with a skills shortage in our industry. The ACA, together with the Education Tribe under Sarah Dexter's stewardship, is tackling this head-on.

Our Future Ballers event invites young talent to industry events, bridging the gap between senior marketers and the next generation. We're also setting up a Youth Board and combining bursary efforts with Loeries to create one massive pot of opportunity.

Association Growth

The backbone of a strong association, one that can effectively guide, protect and inform, is a broad, representative and involved membership base.

Headed by Derek Coles, the Growth Tribe will focus its core activities on streamlining the basket of benefits on offer, bringing additional members into the fold and seeking added value partnerships within the industry. 

Collaborating for a Stronger Industry

We're not doing this alone. By working closely with other industry bodies like MASA, IAB and ARB on joint initiatives, we're building an industry that's not just effective but unstoppable.

Together, we're driving growth and striving to get our industry back to its winning ways.

The ACA's journey from introspection to bold action is proof of our unwavering commitment to tackling the industry's critical challenges. Our refocussed strategy and the establishment of industry Tribes mark the dawn of a new era — moving from promise to performance — one where the ACA leads with impact, innovation and a relentless drive for success.

For more information, visit www.acasa.co.za.

*Image courtesy of contributor