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A Zimbabwean survivor's manual

Johannesburg - How do you survive in a business environment with inflation at a trillion percent, unemployment at 95%, salaries in the hexillions of dollars which cannot buy you the basics of life by the time you are paid, and prices changing every minute?

"By the grace of God," answers Daniel Kwaramba, MD of Draftfcb, one of Zimbabwe's few remaining advertising agencies. "The scale of these problems is difficult to comprehend if you are not living with them.

"Many major corporations, including ad agencies, have closed shop. We were lucky that we had a good spread of clients – manufacturing to services – and when manufacturing was on its knees the service industry managed to limp along. And so with us.

"But it was only a matter of time before the full weight of the problems affected everyone. Because of galloping inflation, banks ran out of cash, and the central bank could not print money fast enough to catch up with the demand."

Kwaramba has a Bachelor of Arts in media studies, and worked as a journalist before venturing into corporate public relations and then advertising.

Draftfcb Zimbabwe, an affiliate of the Draftfcb Africa network, is a full-service communication company, with the necessary flexibility to offer clients solutions other than advertising. It offers three distinct services – advertising, public relations and media buying.

Operationally, life isn't easy. Budgets ("What budgets?" asks Kwaramba) would have to be revised at least every hour if linked to local currency. But Kwaramba says he benchmarked his operations and cost structures against a stable foreign currency.

"Excel became my best friend during that time. We received both moral and practical support from the Draftfcb Africa office. It is always a good feeling when, from time to time, you get a message asking how you are doing. It's good to know someone out there feels for you."

But maintaining staff morale is a challenge.

Not a single cent in the bank

"Happy was a relative term," he says wryly. "People faced empty supermarket shelves but in any event had no cash to buy even the most basic commodities when they stumbled upon them." Without hope, skilled and experienced staff have emigrated in vast numbers.

An estimated 3 million people – 50% of the adult population – are living in countries such as Tanzania, Namibia, South Africa, Botswana and the UK.

"When the Zimbabwe dollar was demonetised in 2009, we had not a single cent in the bank, and went for a couple of months without salaries. I am heavily indebted to the men and women who soldiered on in such an environment. Seven original staff members are still with the agency

"Unfortunately, events on the political front are still preventing a sustainable recovery. There is a lot of interest in the country's resources, but many investors remain wary of the risks, despite the relative 'stability' compared to two years ago.

"We are, however, excited about the potential business prospects and are putting in place systems that will support and sustain us as we move forward. Staff have been sent on training courses in SA to prepare them to handle global and pan-African clients."

A crucial lesson, says Kwaramba, has been the need to build relationships with clients based on the total organisation rather than individuals, thus providing continuity when the individuals move on.

Against the odds, he remains hopeful. "Once our politics are sorted out and investors become active again, the exciting times of 10 years ago are sure to return, and with it the excitement and great advertising that this country is renowned for."

 - Fin24.com

 

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