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Awosika, Fadolapo task professionals on creativity

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Jimi Awosika. Photo/BRANDCRUNCH

In order to be globally competitive, Chairman/Group Chief Executive Officer, Troyka Holdings Limited, Mr. Jimi Awosika, has stressed the need for advertising professionals to embrace creative philosophy that outthinks the present.

Awosika, who was the guest speaker at the induction for newly registered advertising practitioners/ graduation for the professional diploma in advertising, in Lagos, recently, said, for the marketing communications professionals, the first new purpose should be to cause a rethink of the very reason why the practice is necessary in the first place.

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Speaking on the topic, Marketing Communications Practice: Yesterday, Today and Tomorrow, he said, “by creative, I do not mean just artistic development. I mean anything that alters the current, for good.”

Awosika said in a new world where the appreciation of the worth of just about every offering is in decline, what is needed is disruptive self re-invention.

He said as inductees, “you are seized of the recognition that we are more than agents, but alchemists transmuting clients’ efforts at creating products into distinct and relevant experiences to consumers. This demands that our practice now plays an upstream role in effecting the guidance of clients on how to create products and services that bring dignity and meaning to people, rather than our current perceived limited role of being invariably mere agents that inform consumers on price, place and promotion.”

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In his speech, the Advertising Practitioners Council of Nigeria’s (APCON) Registrar/ Chief Executive Officer, Dr. Olalekan Fadolapo, advised professionals to uphold ethical values, stressing that basic understanding of ethical practice and principles could help influence the approach to work and skill required for executing responsibilities that come along with the practice.

While congratulating the graduates and candidates for induction, he also insisted that capacity building is key, adding that APCON recognises the importance of continuous training and constant engagement with young professionals in the industry, especially at the formative stage in practice.

“We encourage you to consider our training programmes a priority for your personal development and to participate in them regularly,” he advised.

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While expressing the council’s regrets for not holding the graduation earlier, stressed that the transitory absence of Governing Council led to the circumstances which elicited the intervention of the Minister of Information and Culture, Alhaji Lai Mohammed, to ensure the graduands’ successful passage into the profession.

“That is why we are putting together all the graduands of the time past, to the most recent people that have graduated from our programme,” he said.

He also said that APCON has set up a Code Review Committee for the purpose of reviewing the fifth edition of the Nigerian Code of Advertising Practice, Sales Promotion and other Rights and Restriction on Practice. He expressed optimism that the review would bring the Code up to date and at par with what is obtainable in other countries and in line with international best practices.

Meanwhile, Guinness Nigeria Plc has pledged an improved collaboration with APCON. The move is in furtherance of its commitment to developing the advertising ecosystem, adherence to regulatory framework and compliance with APCON laws.

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The Marketing Director of Guinness Nigeria Plc, Mrs. Adenike Adesola, who recently led the marketing team of the company on a courtesy visit to the council, further stated that the company is partnering with some government agencies on responsible drinking and other CSR initiatives as part of its global CSR project.

Adesola noted that the company is engaged in several corporate social responsibility activities to reinforce its position that it is not only about the bottom-line but also the engagement of stakeholders and the society at large on responsible drinking habit.

She reiterated Guinness’ position for zero tolerance for violations and infractions of APCON and other regulatory laws.

Fadolapo advised the company to reach out to the Beer Sectional Group (BSG) to urgently participate and make productive contributions as the fifth edition of the Nigerian Code of Advertising Practice, sales promotion and other rights/restrictions on practice is undergoing review.

He further enjoined the team to take advantage of the council’s training programmes while reiterating that the council will continue to engage stakeholders on ways to improve the advertising practice in particular and the marketing communication industry in general.

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