CEO, CHAIRPERSON, BOARD FOR PROUDLY SOUTH AFRICAN

3 July 2001

Nedlac, the National Economic Development and Labour Council, announced today that Martin Feinstein, former ad agency chairperson, has been appointed as CEO of the Proudly South African Campaign. Tim Modise, well-known journalist, has been appointed Chairperson of the Board.

"Proudly South African" emanates from a Presidential Jobs Summit Agreement in 1998. Its aim is to increase demand for South African goods and services, thereby stimulating growth and helping to create jobs.

Nedlac also announced the Proudly South African Board members. These have been appointed by the four Nedlac constituencies. They are:

• for Labour, Willie Madisha, President of Cosatu, and Cunningham Ngcukana, General Secretary of Nactu,
• for Business, Kevin Wakeford, CEO of SACOB and Neil van Heerden, Executive Director of the South Africa Foundation;
• for Government, Alistair Ruiters, Director-General of the Department of Trade and Industry and Bahle Sibisi Deputy-General of the Enterprise and Industry Development Division of the DTI
• for Community Khulu Mbongo, Secretary-general of the South African Youth Council and Maria Rantho former Chairperson of the Disabled People of South Africa

Feinstein will head up a Section 21 company, which is currently being established. When the posts for the 8 permanent positions were advertised in March, over 1000 applications were received. Feinstein will now be pulling together the team, which will initially operate from Nedlac's offices in Johannesburg.

The new CEO will be approaching a group of high-level patrons, as well as PSA "ambassadors" in key commercial sectors. A lot of ground work has already been done in terms of ensuring that the campaign is inter-linked with all other South African branding initiatives, such as those spearheaded by South African Tourism, the International Marketing Council and Trade and Investment South Africa.

Announcing the appointments, Executive Director of Nedlac, Phillip Dexter, said that it was important that the CEO had extensive marketing experience. "Proudly South African will include a massive public awareness campaign, competitions in schools, promotions in retail chains, getting tourists who have enjoyed their time here to pledge to buy South African products when they get home, and many, many other activities. Martin Feinstein comes with a wealth of experience in running big campaigns."

More than R50 million will be allocated to promoting awareness of the Proudly South African brand via television, print advertising, radio, outdoor and public relations in the first year. The funding for the campaign will come initially from government and business, with revenue from fee-paying members gradually replacing this.

Feinstein said that he was excited about the new job. ""Proudly South African will make a real difference to our economy. When they see the Proudly South African logo on a product, consumers will know that it comes from a company committed to quality and service, and that it satisfies our criteria for local content, environment and labour practices. People who buy Proudly South African products or use Proudly South African services will be creating jobs, putting money back into the country and supporting South African companies."

The Proudly South African infrastructure will now be put in place - offices will be set up in Cape Town and Johannesburg. Company membership criteria and procedures are being finalised as Proudly South African prepares to invite companies for membership. The symbol, or logo, which will underpin the campaign is in its final stages of development and will be unveiled shortly.

Background info on Martin Feinstein, new CEO of Proudly South African

Awarded Cape Times Scholarship in 1977. Graduated from Rhodes University in 1978 with a Bachelor of Journalism degree. At Rhodes University, became editor of Rhodeo, the student newspaper. Played an active role in the National Union of South African Students (Nusas) and the SA Student Press Union (Saspu). South African correspondent for the Times Higher Education Supplement, London.

Worked as a journalist and sub-editor on the Cape Times, Daily Dispatch and the Rand Daily Mail.

Co-founded Concept Marketing in 1982, which grew from a small marketing consultancy to become one of the largest and most successful promotional advertising agencies in SA. Clients included Shell, the Independent Electoral Commission, Sales House, the SABC, SA Breweries and many other leading brands and companies. Became chairman of the Concept Group in 1989.

Developed the Shell Road to Fame Talent Search, the continent's largest music promotion, which ran for more than 12 years, auditioned several hundred thousand amateur musicians and discovered artists such as Rebecca Malope and Sharon D. Advised Shell on the launch of its Shell Ultra Cities, Shell Ultra Service and numerous other new products and projects. Coined the name Shell Ultra City and "Spur -- a taste for life".

Merged with Ogilvy and Mather for a 2-year period to form O&M Promotional Campaigns and then again became an independent agency.

As MD and chairman of Concept Group for 20 years, maintained a 20-year relationship with Shell SA, one of the longest client-agency relationships in the country.

Worked with the SABC to develop the public broadcaster's viewer magazine, SABC Radio and TV Talk. Created the TV Talk brand and oversaw the launch and marketing of the magazine in 1998 -- within two years it became SA's largest magazine with the highest readership of any monthly magazine in the country.

Worked as a copywriter, creative director, client service director, marketing consultant and communication strategist for numerous brands, companies and special projects. Member of the Advertising Media Association of SA (AMASA).

Worked with Nehawu and the Nehawu Investment Company to market various union initiatives including new ventures and member share empowerment schemes.

In late 1998 was approached by Union Alliance Holdings to become one of the media companies acquired by this union-based empowerment group to form Union Alliance Media, which subsequently listed on the JSE in 1999. Played a key role in the growth of UAM.

On retiring from the Concept Group at the end of 2000, continued to work as a special strategic adviser to UAM.

Issued by Nedlac in Johannesburg