Technical Director of the South African Advertising Research Foundation (SAARF), Piet Smit, died on 3 April due to a massive pulmonary embolism. Here he is fondly remembered by SAARF CEO Paul Haupt.
During his career Piet touched the lives of many people, not only in South Africa, but all over the continent of Africa.
When I started at SAARF, Piet was my mentor and taught me most of what I know today about the field of Media Audience Research. That first year at SAARF I probably spent more time in his office than in mine, asking countless questions and Piet always patiently explained the finer nuances of a sometimes very complex subject. Very often I would be back asking the same question again and Piet would patiently re-explain until I finally understood.
Through the years, thousands of other people in our industry also had the benefit of phoning Piet at SAARF and of finding a kind-hearted teacher always prepared to help and to teach at the other end of the line.
Piet was also a true African and his passion was assisting people from other countries in Africa to establish AMPS and RAMS surveys in those countries and promoting the cause of scientifically measuring audiences wherever help was needed. Over a period of about 20 years Piet assisted people in Namibia, Botswana, Zimbabwe, Ghana, Nigeria, Kenya, Mauritius, and many other countries. He was the main mover behind the establishment of the Pan African Media Research Organisation (PAMRO).
Piet was also well known in Europe and the USA where he established ties with leading researchers in the world and represented SAARF and our industry many times at the European Media Research Organisation (EMRO) and other international forums.
He was a complex person with a wonderful mind and could comprehend new and complicated issues with amazing speed. But above all, Piet was a teacher. His experiences as a biology teacher many years ago always stayed with him and surfaced every now and then. We will all miss his patient and thorough mentorship.
At SAARF there is an empty place in our hearts today but we celebrate the life of a good friend and colleague who will be long remembered.
Our sympathy to his children Stefan, Odette and Jacqueline and the rest of his family.
People who would like to know more about the funeral arrangements can contact Jeanette at SAARF at 011 463 5340.
