Zimbabwe’s research and advertising industry is headed for a major revamp as major stakeholders held a meeting in the capital to map the way forward.

The advertising and research industry seeks to chart a new path in the new economy in order to contribute extensively towards private sector growth in Zimbabwe.

Director of the Zimbabwe Advertising and Research Foundation (ZARF) Mr Gillian Rusike is spearheading this reform process and organised a stakeholders’ workshop in Harare this Friday.

“We are trying to reshape the industry so that when we do the Zimbabwe all media products survey (Zamps), the results are reflective of the actual performance of all brands in the country,” he said.

Other stakeholders attending the workshop include the Advertising Media Association (ADMA) which aims to bring advertising media houses under one roof.

“We want to come up with standardised industry regulations and uniform applicable rates so that the industry speaks with one voice,” said ADMA Director Mrs Susan Makore.

Mr Barry Manandi of the Zimbabwe Association of Accredited Practitioners in Advertising (ZAAPA) called on advertising industry players to conform to laid down standards to assist brands in various sectors of the economy to grow.

“We are coming up with constitutions for our various member organisations so that the industry doesn’t remain fragmented,” he said.

ZARF compiles results of the annual Zamps which ranks the different brands in different market segments according to performance and customer preferences.