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Keynote speaker and CEO, Insight Publicis Nigeria, Mr. Feyi Olubodun, highlighted how advertising agencies should add more value in the fast and changing business economy of the world, Nigeria especially.
“We (advertising agencies) have always prided ourselves more often than we deserve and clients have generously allowed us this liberty,” he said. “Prior to this time, advertising was an industry filled with men and women of density, who were trained to be branded and clients hired top marketing practitioners from the advertising industry. In less than a decade, the industry has come to a stage where there are few giants and fewer acolytes; members now care more on how to get paid and bag awards instead of doing their jobs well.”
Olubodun therefore opined that advertisers should raise the fundamental skill level of current and future practitioners in the industry.
IAA Chairman and global President, Felix Tataru, who was visiting Nigeria for the first time, said there was a fundamental need for advert companies to make a change in line with ever growing needs of clients, adding, “Media, brands and agencies must abide by the standards of mouth-to-ear and mind communication processes in order to stay relevant and so as to honour the past and build the future for the Nigerian advertising industry.”
The other new executive member is Ediri Ediale, who is currently serving as treasurer of the association.
