Read the Conversation
EF: You were appointed as acting CEO in April of last year. Why were you the right person for the job, and what was your mission coming in?
TM: The organisation had been facing challenges, particularly at a leadership level. I was given a clear brief that I needed to stabilise the organisation, assist the organisation in reducing challenges around governance as well keep the engine room moving with regards to meeting all the strategic goals.
It seemed like a mountain at the time; however, I have adjusted and started making an impact, and I think this shows in the excellent performance and recent achievements by the organisation.
EF: In your agenda, what are your priorities and how do they align with NDP 2030?
TM: Brand South Africa is an entity of the state and, as such, has to play its part to contribute towards the achievement of the country’s vision. The organisation was set out to indirectly provide four strategic imperatives which are: job creation, economic growth, social cohesion, and poverty alleviation. These strategic imperatives are aligned to the NDP vision 2030 plans.
In his state of the nation address in 2019, H.E Mr. President Ramaphosa also highlighted seven priorities, and Brand South Africa contributes towards two (2) of the seven (7) priorities: “Social cohesion and safer communities” as well as “a better Africa and the world.”
The integrated marketing, communication, and reputation management programme is positioned to amplify the work of Brand South Africa, especially on key strategic stakeholder engagements such as World Economic Forum on Africa, BRICS, and as well the African Union, where South Africa assumed Chairship this year.
EF: How would you inspire investors that South Africa is worth investing in?
TM: There have been several initiatives championed by the President to encourage Foreign Direct Investment into the country. These include the launch of the South African Investment Conference with a clear target of 1-2 trillion Rands over five (5) years, and this investment required will put the country on a positive trajectory. Of the R300 billion Rands investment committed at the inaugural SA investment, approximately R250 billion worth of projects are in the implementation phase across different sectors. Last year’s SA investment conference also saw an investment commitment of R363 billion pledges made from various investors.
In addition to this, the Department of Trade and Industry (dti), also launched a One-Stop Shop, Invest SA concept. The One -Stop Shop aims to provide a convenient, professional service for setting up a business. It will remove the hassle and red tape for an investor by providing a more coordinated, streamlined, and professional service to companies. What is equally important is that it brings together special economic zones, provincial investment agencies, local authorities, and government departments to reduce inefficiencies and red tape for investors looking to invest in South Africa.
Undoubtedly, South Africa has world-class equity and debt capital markets, on par with those in developed economies. The Johannesburg Securities Exchange (JSE) is one of the world’s top 20 exchanges.
Also, the Nation Brand boasts a sophisticated and well-regulated banking sector, which is ranked 37th globally for financial soundness. South Africa’s financial industry has a large footprint across the African continent, which underpins the proposition that the continent is the growth partner to South Africa.
Lastly, in support of the Presidential investment drive, Brand South Africa launched a campaign targeting CEO of multinationals based in South Africa. The campaign is called ‘CEO’s Know’ and is anchored on the individual experience of investing and living in the country.
EF: Healthcare has been a key focus area for H.E. Cyril Ramaphosa’s agenda. What impact would Brand SA want to have on the South African healthcare sector?
TM: Commitment to the National Health Insurance (NHI) in the budget review by the Minister of Finance, it was noted that Treasury had reprioritized R55.6 million to the Department of Health to increase its capacity to phase in the NHI. An amount of R25 million has been set aside for the National Quality Health Improvement Plan that is a project of the Presidency to improve the quality of healthcare facilities to ensure that they can be accredited for the NHI.
More focus has been placed on increasing the capacity of health workers. This speaks to the human resource capacitation grant that will be merged with the health professions training and development grant. An amount of about R3.3 billion has been allocated for this purpose over the next three years for sufficient medical internships and community service posts for medical students to complete their training. Previously, provincial health departments have struggled to place doctors and nurses for their community services, citing austerity challenges.
EF: How is South African healthcare globally competitive today?
TM : Global indicators support South Africa’s innovation profile. In the Good Country Index, the country ranks 18th out of 163 countries for Science & Technology, which reconfirms the strides made in the innovation sector.
This is further supported by the WEF Global Competitiveness Index, where SA ranks 46th out of 141 countries for Innovation Capability. This is the reason that South Africa is perceived to be an innovation giant on the African continent.
EF: South African is often seen as the innovation hub for the continent. What are some South African innovations you would like to highlight?
TM: The Nation Brand have brilliant people in South Africa who are game-changers and are continually changing the world through bold and daring innovations. Some of the innovations are as follows:
- The Council for Scientific and Industrial Research who made lithium batteries a reality.
- It’s a little-known fact but according to the Sable Network, South Africa “is a world leader in everything from cell culturing to microsatellites and the technologies of flight.”
- The world’s first digital laser was invented by the doctoral candidate, and CSIR researcher, Sandile Nqcobo. The laser is set to be used in the health sector, and its numerous applications could also be used to improve the communication sector.
- The world’s only, first-ever, high-speed full-body x-ray scanner, that works with ten (10) times less radiation exposure.
- A doctor at the University of Pretoria pioneered the 1st middle ear transplant where he used 3D printed bones. Professor Mashudu Tshifularo and his team have been hailed as pioneers. The surgery can now be performed on anyone including newborn babies and has already benefitted at least two (2) patients with hearing loss problems.
South Africa is also seeing the growth of digital health accelerators such as the DHCT, aimed at supporting digital health innovation in the country. In contrast, the government is fast-tracking the implementation of a National Health Insurance scheme, which will eventually cover all South Africans. Also, the country has medical manufacturing capabilities and knowledge, and a highly competitive, innovative scene distinguishing it from other African economies.
EF: What final message would you like to give to the market and potential investors?
TM : South Africa is a place of contrasts and diversity – old and new, traditional and progressive, local and global, city and country, rich culture, art and heritage. It is these intriguing contradictions that make it such a unique and vibrant nation – a nation where anything seems possible and achievable.
For visitors and investors, the Nation Brand opens doors to a place that promises amazing, life-changing and profitable experiences. This is a reason why world giant brands are located in South Africa more so than any other country on the continent.
At the core of it all is its people. People that are multi-talented, vibrant, skilled and inspiring.
South Africa is well on the way to becoming a globally competitive nation, which seeks to accelerate and broaden economic and social benefits, address poverty, reduce crime and promote social cohesion by using our competitive advantages and key positive attributes.
