Fears MAC closure will put brakes on local advertising

LOCAL marketing and PR businesses could be left millions of dollars out of pocket when the Motor Accident Commission folds, an Adelaide advertising and design association says.

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LOCAL marketing and PR businesses could be left millions of dollars out of pocket when the Motor Accident Commission folds, an Adelaide advertising and design association says.

The Adelaide Advertising and Design Club fears the closure of the MAC – which rolls out a range of television, radio and print road safety campaigns each year – could financially cripple local communications companies.

MAC’s partnerships and sponsorships, such as the rescue helicopter, will be rolled over at their existing levels until June 2020.

The State Government announced on Monday that the MAC would wind up in July next year, saving up to $3 million a year. SA Police and other agencies will take on the MAC’s duties.

MAC’s partnerships and sponsorships, such as the rescue helicopter, will be rolled over at their existing levels until June 2020.

The Motor Accident Commission's campaign targeting drink drivers by telling them to "grow up".

The move prompted the AADC to issue a statement, expressing concerns over the impact on advertising businesses and the arts sector, post 2020.

“South Australian companies have worked closely with the marketing team at MAC for many years to deliver some of the nation’s most powerful and effective campaigns that have been proven to change driver behaviour and lower the road toll,” it said.

“This announcement puts a cloud of uncertainty over millions of dollars in revenue for the communications sector, puts a question mark over the opportunity for local companies to continue creating world-class, highly effective campaigns and does little for business confidence or employment prospects.”

Treasurer Rob Lucas moved to quell the concerns.

“I’d be very happy to meet with them – their fears are 100 per cent unfounded,” he said.

“The aggregate level of funding which is for advertising … will be guaranteed forever.”

Mr Lucas said while MAC’s existing partnerships and sponsorships would continue at current levels to June 2020, funding would remain after this.