Under newly elected chairperson Clare O'Neil, the South African Advertising Research Foundation (SAARF) board members, who represent all sectors of the media, marketing and advertising industries, have made a formal commitment to work together as a unified body in the best interests of this valuable industry resource.

"Our first commitment is to working as a collective and ensuring that despite any challenges, the foundation delivers world-class research," says O'Neil.

"As part of this, we will be working to eradicate some of the myths which persist in the industry about the foundation, with all board members ensuring that they carry back the correct messages to their constituents. For example, the myths relating to the funding model need to be put to rest."

O'Neil says the board's second commitment is to the future of SAARF and its research products.