"Image is everything" - 30 Mar 2009

The global economic crisis has been, and is, making an impression in every nook and cranny of the world with Africa being no exception. The advertising industry, along with others, is not quite sure how to react - whether to cut back or whether to ride this wave out by doing business as usual. It's a tough call to make, especially being in a top position and knowing that every decision you make has rippling consequences to those below you. Ato Afful, managing director of Ogilvy Africa attended a company conference in South Africa of heads from the company's various offices in Africa and the Indian Ocean islands. He noted that quality must be maintained in the advertising industry even while client budgets may be vastly reduced. He believes that "quality of work and value of service" are key to seeing the industry through this economic downturn. Zimbabwe, however, seems to be experiencing the flip side of that coin where big brands are witnessing a fall in standards. Various retail brands under Innscor Africa are being tarnished by bad management in the country. While the country may have invested in an overall makeover to boost tourism, it is equally important that businesses in Zimbabwe maintain brand standards to develop economic stability. As the old adage goes, "Image is everything".