Seek public-private collaboration as ADVAN elects new excos
Advertisers and other stakeholders in the marketing industry have lamented regulations in
Nigeria threatening the survival of their businesses. They, therefore, urged the Federal Government and its agencies involved in advertising regulations to engage the Advertisers Association of Nigeria (ADVAN) and other sectoral groups in the ecosystem, including that of the state governments, before coming up with new policies.
The advertisers gave the charge during the ADVAN industry dialogue with the theme, “Public-Private Collaboration In The Marketing Industry, The Path To Economic Viability,” held at the Sheba Centre, Mobolaji Bank Anthony Way, Lagos.
The day also coincided with the yearly general meeting of ADVAN as new executives were elected to steer the affairs of the association for the next
two years.
Commercial Director, Biogenerics Nigeria Limited, Osamede Uwubanmwen, returned as President for a second term; Marketing Director, Coca-Cola, Yusuf Murtala, was elected first Vice President; Senior Special Adviser (SSA) to President Bola Ahmed Tinubu on Digital Engagement, Communications and New Media Strategy, O’Tega Ogra, emerged 2nd Vice President; Ediri Ose-Ediale returned as CEO/Executive Director; Deputy Marketing Director, CWay Foods and Beverages, Akinrimisi Olabode Samuel was elected Treasurer; Group Media Manager, Tolaram, Adeola Emmanuel Amosun was elected as Public Secretary.
Also, the new Executive Council Members include; Head of Marketing, Hayat Nigeria LTD, Roseline Akure Abaraonye; Head of Marketing, Mouka foam, Tolu Olanipekun; Marketing Manager, Friesland, Omolara Banjoko; Marketing Director, Pladis, Dr. Omotola Bamigbaiye-Elatuyi and CMO, Sterling Bank, Maurice Igugu.
ADVAN President said the association would continue to lead the charge in shaping the marketing landscape in the country, adding that the event serves as a platform for collaboration and innovation as it continues to advocate for better industry practices and regulation.
Minister of Information and National Orientation, Mohammed Iris, who was represented by the Director-General of the Advertising Regulatory Council of Nigeria (ARCON), applauded ADVAN for its advocacy role and contributions to the growth of the advertising and marketing industry.
Let me commend ADVAN for its sustained advocacy and engagements with critical stakeholders towards the advancement of the interest of the advertising industry in Nigeria since its formation in 1992. So, this dialogue is one of the initiatives you have made to develop the industry.
“1 am acutely aware of the pivotal role that the advertising industry plays in shaping perceptions, driving consumer behaviour, and ultimately contributing to the economic development of our nation. In a rapidly evolving global landscape, characterized by technological advancements, changing consumer preferences, and competitive pressures, the need for collaboration between the public and private sectors has never been more pressing.
“Public-private collaboration holds the key to unlocking new opportunities, overcoming challenges, and driving collective progress. This can be achieved by harnessing the complementary strengths, resources, and expertise of both the public and the private sectors,” he said.
Delivering the keynote address on the theme of the event, Professor Olufemi Saibu, Director, Quality Assurance, University of Lagos stated that public-private collaboration and friendly regulations will help strengthen the advertising and marketing industry.
However, overregulation could prevent the industry from achieving its full potential and revenue projection, adding that Nigeria’s advertising and digital marketing industry is projected to grow exponentially, with projected revenue of US$2 billion by 2025.
“While well-intentioned, overly restrictive regulations can stifle creativity, impede innovation, and hinder the industry’s growth potential. Therefore, it is necessary to address the gap between regulatory supervision and industry autonomy to create an environment that is friendly to advertising excellence in Nigeria.
“Strategically formulated regulation performs a critical role in ensuring the credibility and long-term viability of the advertising industry. It ensures adherence to industry standards, accountability, and transparency within a structured framework. Also, it cultivates consumer confidence by establishing a sense of trust in the products and services being advertised,” he said. During the panel session, panellists urged regulators to engage the stakeholders from the point of formulating policies to the point of implementing
them.
They also added that most businesses are now reducing their advertising and marketing communications spend because of one fine or the other and this may soon lead to some marketing communications agencies closing shop and this will further increase the unemployment rate in the country. They also urged the regulators to study the online space properly and understand how it works before coming up with laws as most of the policies on online advertising regulations are not in line with global best practices.
The panelists include President, Association of Digital Marketing Professionals in Nigeria (ADMARP), Stanislaus Martins; President, Heads of Advertising Sectoral Group (HASG), Femi Adelusi; President, Association of Corporate Affairs Managers of Banks (ACAMB), Rasheed Bolainwa; CEO, Best Reliance Comm. Services, Bukola Bandele; COO, The SME Mall, Fikayo Babatunde and Professor of Marketing and Decision Sciences at University of Lagos, University of Lagos (UNILAG), Prof Bolajoko Nkemdinim Dixon-Ogbechie.
Responding to some of the issues raised by the stakeholders, MD/CEO, Lagos State Signage and Advertisement Agency (LASAA), Prince Fatiu Akiolu, and DG, National Agency for Food and Drug Administration and Control (NAFDAC), Prof Moji Adeyeye, represented by Waheed Agboola, Deputy Director, Drug Registration and Regulation Affairs, NAFDAC said their doors are opened for collaboration and dialogue in the interest of strengthening the industry.
The event was well attended by key stakeholders and they were also representations from NAFDAC, SON ARCON, LASAA, Sectorial Bodies such as OAAN, MIPAN, AAAN, EXMAN, EMCOAN, BON, and others.
