Business leader and marketing veteran, Happy Ntshingila, has joined media agency AMA as Chairman.
Ntshingila’s rise to fame as an advertising pundit is an inspirational story that most aspiring South African advertising practitioners grow up on. In 2006 the charismatic marketer went from managing director of HerdBuoys McCann-Erickson at the time to Absa’s Group marketing executive, then to SuperSport as Chief Executive.
Having helped numerous organisations and businesses in his career, Ntshingila’s return to the advertising, marketing and media industries will see him have the enviable task of helping shape the future of the industry and establishing key strategic partnerships for AMA.
“The time has come to break the market domination of globally aligned agencies. We are doing this by equipping AMA with all the attributes that global agencies have and more but with 100% black ownership. AMA will also increase participation in a R44 billion industry to more black media owners” says Ntshingila. “I come back to this industry as Chairman of AMA with the goal of playing my part in building a more equitable industry for black businesses and to ensure the industry is working with them and not excluding them.”
In an increasingly challenging media landscape, Ntshingila notes that during the Covid era, return on investment has become by far the most important consideration for advertisers and that accountability is crucial.
“The global economic downturn continues to have an impact on ad budgets. The focus now is on achieving more, with less. We understand the macro-environment our clients find themselves in and will continue to help them navigate their challenges during this tough period,” Ntshingila adds.
A media agency with unlimited buying power
AMA is a full-service media agency backed by Park Advertising and M&N with unlimited purchasing power across the entire media spectrum on the African continent. It can compete on the same scale and tools as the big, networked agencies, which currently control 80% of the media industry in South Africa.
Its Board comprises industry titans including Sibu Mabena, founder and managing director of Duma Collective; Chris Botha, Group Managing Director at Park Advertising; Thabang Skwambane, current CEO of Nahana Communications Group; Sean Clarke as CFO, and Mkhwanazi as Acting MD.
Expanding the creative reach of black enterprises
“I have a long and fruitful history with Happy and could not think of someone better to become a non-independent chairperson in our newest subsidiary in the M&N stable. His track record in advertising industry and the corporate world, coupled with the strengths of Park Advertising and M&N, represent the perfect mix to build client confidence and trust in AMA,” comments Zibusiso Mkhwanazi, Executive Chairman of M&N.
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The media agency has the same buying power as its global counterparts. AMA has more than $200 million in credit facilities and enjoys the benefits of bulk buying with local and international media owners.
Traditionally, only the networked agencies have had this kind of buying power. AMA – which has the leverage of benefiting from a rate card billing of over R5 billion – its clients can look forward to benefiting from this purchasing power local media owners as well as global buying discounts on platforms like Facebook and Google.
“Our 100% black-owned media agency has best-in-class tools and processes, and our owner-managed structure makes it a no-brainer choice for advertisers. Clients’ spend is typically 20% after Capex; they now have the ability to contribute towards their BBBEE targets because it’s also a QSE with youth and women ownership,” adds Mkhwanazi.
AMA is expected to announce the appointment of a Managing Director in due course.
