Advertising practitioners in Nigeria have been urged to remodel their businesses in order to remain relevant in the changing marketing communication world, this they pointed can be achieved through ethical conduct, collaboration and offering business solutions to enterprises.
The Stakeholders at the Association of Advertising Agencies of Nigeria (AAAN) 45th Annual General Meeting/Congress held at Park Inn Radisson Blu Hotel, Abeokuta at the weekend said such gestures will help boost the country’s economy. The theme of the event was “Growing the Economic Pot: The Role of Advertising”
The Acting Registrar of Advertising Practitioners Council Of Nigeria (APCON), Ijedi Iyoha, who congratulated AAAN for contributing meaningfully to the economy through series of campaigns launched by its members advised advertising agencies to continue to submit their advert for APCON’s vetting in order to ensure that ethical and quality ad campaigns are put out which at the same time generate revenue for the country. She,therefore, called on all agencies that have not registered with the council to do so immediately.
Speaking on Political Campaigns, as the 2019 election approaches, she advised agencies on ethical campaigns, avoidance of hate speeches in their creatives among others practices in the interest of ensuring a political safe and stable country.
On Collaboration, Lanre Adisa, MD, Noah’s Ark and jury member at the 2018 edition of Cannes Lions stated that most of the awards winning works at Cannes Lions were won by agencies that collaborated, pointing that same can be done in the country for the industry to grow stronger.
In addition, he said agencies should acquire the set skills for them to be able to compete favourably with the rest of the world.
Meanwhile, Kelechi Nwosu, Managing Director, TBWA\CONCEPT, also well known for his agency’s campaign on “Proudly Made-in-Aba” urged agencies to be more enterprising for them to contribute meaningfully to the Gross Democratic Product (GDP) of the country.
Uwosu, therefore, called for research and innovation, asking the question “How many invest enough money on research and innovation? He is optimistic that if agencies invest in these, it will invariably contribute to the well beings of citizens and the country at large.
For Steve Omanufeme, Publisher, AM Business, he tasked agencies to support the growth of Small and Medium Enterprises (SMEs) through partnership and collaboration. He explained that the survival of any economy depends heavily on the growth of its SMEs, adding that by offering services to the group, agencies will also be growing the creative industry.