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align=justifyWhat are you hoping to achieve as chairman of AMASA?
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align=justifyThere is now a shift in focus and priorities at AMASA. What has happened in proceeding years was a build up to this. Rob (Smuts, former chairman of AMASA) laid the groundwork for now. He made money for AMASA. My job is to spend it. We do have a “plan”.R
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align=justifyWhat exactly is the “plan”?
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align=justifyMy main focus is to drive the development of young talent. We plan to identify, train and bring new talent into the industry. In October we plan to launch our two year commitment to about five students. We will give them an incentive in the form of a bursary/scholarship. We will also provide them with a media course, salary and employment.
align=justifyI also plan to revamp our website and raise the profile of AMASA.R
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align=justifyDo you think AMASA is fulfilling its mandate?
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align=justifyYes, I do. The focus has always been on training and education. The AAA school is our most important portfolio, everything else is peripheral.R
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align=justifyThere are very few media agents attending the monthly AMASA meetings. Why do you think this is?
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align=justifyThis has been a problem for years. There is no immediate solution but it could change. Firstly it’s up to the media agent to change. Time pressure needs to be alleviated from the media agents and then the industry will change. However, this may take time. R
align=justifySecondly, young people in the industry need to be taught the importance of attending industry events such as the AMASA forums. This is the only way to start building momentum.R
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align=justifyWhat is the membership split?
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align=justifyI would say that 80% of our members are media owners and 20% are media agents and this is reflected by the attendance at AMASA meetings. I would like to push the 20% up. R
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align=justifyHow do you think the current economic situation is affecting budgets?
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align=justifyThere is a lot of negativity in the market at the moment and marketing budgets will get cut. However, in tough economic times some companies thrive and some don’t. I have noticed that investments are becoming more considered. Clients want to see what they are getting for their money.R
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align=justifyWhat message would you like to send to the industry?
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align=justifyI wish people in the industry would be more positive about what AMASA is trying to accomplish. I know that not everyone has the time to attend meetings, but it would be nice if they could support us where they can.
