The Generation of Excellence


Since 2008, the AMASA Learnership Programme (ALP) has offered successful candidates an opportunity to be employed and mentored by leading media experts.  In 2017 the programme was renamed in honour of the legendary Gordon Patterson.  Gordon believed in educating and sharing knowledge which speaks to the core purpose of the programme.  AMASA is proud to introduce the GORDON PATTERSON AMASA LEARNERSHIP PROGRAMME.


About Gordon Patterson:

A global media and marketing professional with over 25 years’ experience in the media industry. Gordon was the Business Director for Omnicom Group where he shared his passion for growing young talent in the industry. He was active in growing talent in SA apart from being a recognized industry thought leader, he served on the board of the Audit Bureau of Circulation for South Africa as vice chairman a role he serves with passion. In April 2014 he was appointed to vice-chairman for the industry body AMASA a skills development initiative. He has presented to the government on the transformation of the advertising & media industry. Gordon was recognized to write the survival guide & first chapter of the AMASA media textbook currently used by students at Universities across South Africa.




AMASA is now gearing for the 2019 intake of the GP – ALP Media Bursary, and we are looking for candidates who are driven and eager to be game changers in the industry. These individuals must have completed their Matric/higher education or are currently registered at a tertiary institution and are looking for a head start in the media and advertising industry. We are also looking for candidates that have tremendous talent within the industry that can be nominated by their industry peers or employers to be part of the Gordon Patterson AMASA Learnership Programme.

The AMASA Bursary candidates will receive:

  • Enrolment into the highly acclaimed Media Management module endorsed by AMASA in Partnership with VEGA
  • Enrolment and all costs covered to attend the renowned AMASA Media Planning Workshop
  • A copy of AMASA’s Textbook “Nuts and Bolts of Media Planning”.

Application/Nomination Process:

  • Agencies and media owners can nominate candidates, or they may also nominate themselves by completing the AMASA Media Bursary Nomination Application 2019.
  • The application will be open from the 11th March 2019 till the 30th of May 2019 (see more information about the Bursary Requirements)
  • The nominees/applicants will then be shortlisted and interviewed by the AMASA ALP Project Team (made up of AMASA committee members and industry experts) and the first course candidates will be revealed on the 26th April 2019, the candidates for the second intake will be announced on the 28th June 2019 
  • The successful candidates will be enrolled for the VEGA media Course (06 May to 7 August 2019, and 12 August to 11 November 2019 ).  All candidates must be available for classes on Monday and Wednesday from 17h30 – 20h00
  • The candidates will be registered in the AMASA Workshop, scheduled for the weekend on the February/March 2020 (see more information on the workshop here)
  • Please note that the Bursary does not cover accommodation and transport costs.

A copy of the Bursary Agreement can be found here



The Gordon Patterson AMASA Learnership Programme (GP-ALP) has yet achieved another successful year by bringing new blood to the industry.  We are proud to present the Class of 2018, candidates who received the AMASA Bursary and completed their 4-month Media Management Course in 2018.

AMASA Congratulates the GPALP Class of 2018

  • Guguleth Cele
  • Mathe Griffits
  • Nomonde Dubase
  • Ntombifuthi Mabolabola
  • Ralikiti Makgopela
  • Siboniso Mncube
  • Thabang Motsoato
  • Thembisile Magwaza


AMASA also calls on all experienced advertising media industry individuals and experts, former ALP students who are interested in Mentorship and are willing to mentor a “rising star” within our industry. See the contact information for more details about the GP-ALP Mentorship Programme and information on the possibility of mentoring a potential media expert.

All interested media agencies, media owners or individuals please feel free to contact Memoria Masilela (Head of GP-ALP Project Team).

All bursary and mentorship applications should be sent to