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SA Marketing Industry Alliance announces Second WFA Global DEI Census

South Africa — often considered a global pacesetter in DEI following the country’s transition to democracy in 1994 — is among the 33 countries participating in the census, which goes live on Wednesday, 15 March.

SA Marketing Industry Alliance Announces Second WFA Global DEI Census

The initiative is supported by a coalition of 10 global and advertising organisations. These include:

SA Marketing Industry Alliance Announces Second WFA Global DEI Census

  1. WFA (World Federation of Advertisers)
  2. VoxComm
  3. Campaign
  4. Kantar
  5. Advertising Week
  6. Cannes Lions
  7. Effie Worldwide
  8. IAA
  9. Global Web Index (GWI), and
  10. Adweek.

In South Africa, an alliance will spearhead this project to ensure wide reach across the corporate, agency, SMME and freelance landscape. The alliance comprises of the Association of South Africa (MASA), the local WFA affiliate and sister industry bodies, such as the:

SA Marketing Industry Alliance Announces Second WFA Global DEI Census

The DEI Census questionnaire is based on a format used in the United Kingdom by the Advertising Association, IPA and ISBA as the ‘All In Census’, but with slight adaptations for legal and cultural reasons.

SA Marketing Industry Alliance Announces Second WFA Global DEI Census

Equivalent local industry coalitions support the rollout of the questionnaire in each of the 33 markets. MASA has taken custody of the census in South Africa.

SA Marketing Industry Alliance Announces Second WFA Global DEI Census

Brian Yuyi, Masa CEO, says, “This is the second wave of the inaugural 2021 WFA Global DEI Census. And as the South African WFA affiliate, MASA is immensely proud to be associated with this global effort working with our local partner industry bodies and Kantar South Africa.”

SA Marketing Industry Alliance Announces Second WFA Global DEI Census

“We are cognisant that the marketing, advertising and communications industry is facing the same challenges as the rest of the country. But times of adversity are the most relevant to take stock of what it will take to move us forward as an industry and country. Only by refreshing and adding to our body of knowledge can appropriate action be taken to address gaps in diversity, equity and inclusion,” adds Yuyi.

SA Marketing Industry Alliance Announces Second WFA Global DEI Census

Yuyi says, “We urge all…

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