IMC appoints new CEO

Appointment expected to bring leadership to the
organisation during a defining time in the life
of South Africa’s Nation Brand


10 March
2010, Johannesburg – The International Marketing Council of South Africa (IMC), responsible for overseeing the marketing of Brand South Africa around the world today announced the appointment of Mr. Miller Matola as Chief Executive Officer. Matola had been CEO of the Durban ICC since 2006.

“Miller brings a dynamic strategic and operational skills set to the IMC. His international, domestic and local experience, and, understanding of the National imperatives will inform his leadership of the IMC. This is critical as we strive to contribute to national economic growth by ensuring that South Africans buy into, and, live the brand promise made in the country’s marketing campaigns,” said Anitha Soni, IMC Board Chairman.

“Throughout his career, his responsibilities have required engagement with a myriad of stakeholders, to achieve greater coordination and unlock synergies. We have every confidence that he is the ultimate fit to lead the organisation during a defining time in the life of South Africa’s Nation Brand,” she said.

Brand South Africa vision

“The IMC’s mandate is to develop and implement a proactive and coordinated international marketing and communication strategy for South Africa. It is our aim to position the country as an attractive destination and partner for trade and investment as well as tourism; and to help the country realise its international relations objectives,” said Matola.

“The South African brand has recently entered a new, collaborative era in presenting the country to the world. The launch of the singular commercial identity is one example thereof,” he said.

“Looking beyond the World Cup, the IMC will take Brand South Africa into offering a competitive value proposition, which will deliver on our country’s national growth imperatives.  said Soni.

Leadership expertise

Matola began his career in education, which fuelled his interest in the tourism sector. He joined the Department of Tourism where he developed frameworks for key service areas within the sector.    He then moved to SA Tourism to lead its Business Tourism Unit.  He was thereafter charged with the management of the Americas portfolio for South African Tourism.   The Americas portfolio included the USA, South America and Canada. During his time at SA Tourism, he won the prestigious SAA award for ‘most outstanding individual in the industry’ (2002). Prior to taking on the challenge of heading up the Durban ICC (2006), he was CEO of KwaZulu-Natal Tourism. His passion for the powerful role that tourism can play in community development is unprecedented, with his active participation therein including the establishment of a Kruger National Park lodge for a displaced Maluleke community.

He has a Bachelor of Arts in education (University of the North), has completed the Wits Business School management advancement programme and is in the process of completing his MBA through Thames Valley University.

Matola takes over the reins from Acting CEO, Paul Bannister who stepped into the role on a temporary basis in 2009 whilst the agency sought to fill this permanent position. “We extend our sincere gratitude to Paul for his passion and dedication for South Africa that he has exhibited during his term as acting chief executive,” said Anitha Soni, IMC Board Chairperson.

Responding to the announcement of a full time CEO at the IMC, Minister in the Presidency Collins Chabane welcomed the stability a full time appointment would bring the organisation. “The appointment of a CEO brings stability to the IMC. Critically, this comes at a time when we are all well geared towards a programme of delivery in positioning South Africa as a country ready and open for business,” said Chabane. Chabane is the Cabinet Minister responsible for the IMC.

For further information:
Margaret Dingalo
Director: Stakeholder Relations
International Marketing Council of South Africa
Tel: +27 11 483 0122
Web: Brand South Africa