ACA Code of Conduct

ACA-logo

The Association for Communication and Advertising (ACA) is the official representative body of South Africa’s communications profession. Originally created to improve the credibility of the business, the association now represents the country’s most creative and successful agencies.

If you do decide to put your business out to a creative pitch, follow the Creative Circle endorsed ACA guidelines regarding numbers of agencies and remuneration models.

CODE OF CONDUCT ENDORSED BY THE CREATIVE CIRCLE

PROCUREMENT OF MARKETING, ADVERTISING AND PR SERVICES/PRODUCTS OVERVIEW

The very nature of the advertising and communications sector is that of competition and advertising and communications agencies rely on this prevailing characteristic for their very survival. Competition is healthy, in that it stimulates growth, promotes creativity, encourages training and has resulted in South Africa’s reputation ranking amongst the best in the world. However, it is important to that the competitiveness be directed to constructive development and not lead to “unwarranted disruption of productive client-agency relationships, unfair loss of profitability for agencies, potential distrust between advertisers and agencies, or the decrease of the general perception of advertising for what it is – a freestanding, highly professional trade in its own right.”
Furthermore, during November 2002, Government and the advertising and communications industry consolidated a report to the Portfolio Committee on Communications on the state of transformation in the marketing, advertising and communications sector. Government noted in its concluding remarks to the Portfolio Committee the need to ensure that existing procurement policies are used to their full potential to promote transformation and to assist SMMEs’ participation in the sector.

Click on the download link below.

Download ‘CODE OF CONDUCT -TENDERS AND PITCHES’

 

PRINCIPLES ENDORSED BY THE CREATIVE CIRCLE

AGENCY REMUNERATION PRINCIPLES

How much does an idea cost? Putting a price on intellectual capital is one of the biggest conundrums facing agencies and clients. Sometimes it takes a day, other times it takes six months to crack the right idea. So should you pay for the hours spent on the job or for the worth of the idea? And how do you really know if an idea is going to be the one that takes your business to the next level? Should you pay the same for an idea that increases sales by 0.5% as you do for an idea that increases sales by 500%? It’s questions like these that have taxed our industry for decades. While nobody globally has been entirely successful in solving the conundrum, we believe this document provides fair models of remuneration, how they work and principles of best and worst practice. It is hoped that this document will assist both agencies and clients in determining fair and equitable agency remuneration that will allow the partnership to develop and prosper. Now isn’t that a worthy idea?

Click on the download link below.

Download ‘AGENCY REMUNERATION PRINCIPLES’ (2011)