By Ntia Usukuma
If there were assumptions from any quarter that, after he was appointed Registrar/ CEO of Advertising Practitioners Council of Nigeria (APCON), Dr. Lekan Fadolapo would settle with those drab presentations of written speeches popular among government appointees, such thought must have disappeared after Fadolapo’s presentation at Ibadan AAAN conference last Saturday.
Speaking off-hand for almost 45 minutes, the APCON Registrar who also wore two caps as the representative of the Honourable Minister of Information, explained flawlessly what his agency is working on to ensure that the advertising industry takes it rightful place in Nigeria’s business community.
One issue he acknowledged consistently was that advertising was under serious threat and was almost becoming endangered.
“While the practice might be making some progress, the business area has remained largely under-developed,” Fadolapo stressed.
Committee on Standard of Practice
This, the APCON chief explained was the reason his organisation created a committee on Standard of Practice to look critically at the current level of the industry, how is the business of advertising is done in other climes, and dissect the different regulatory models that exist globally.
“In Nigeria, we still act sometimes as if we are confused. The business leg of the advertising profession has been left largely under-developed. So the Committee on Standard of Practice was established to look at our industry and what we can learn from what is dome to bring it to standard in other climes” Fadulapo explained.
The committee, he noted is looking holistically at the business of advertising that is clearly a threat and has already come up with some interesting points of action as they have submitted an interim report that covers a lot of issues.
For instance, he noted that in some climes, just to ensure that the industry that serves them with quality creative works does not go into extinction, some advertisers came together to agree that during the lockdown and after, they would be making 50 percent upfront payments on any job, and as soon as invoices are dropped on completion, full payment would be done within 15 days.
Dr. Fadulapo stated that the committee will guide all stakeholders to draw up an inclusive and acceptable term of engagement.
His words: “This why APCON, the regulator is getting involved, to bring everyone, all stakeholders. to the table, including all the groups like AAAN, etc We will need to agree on the terms of engagement, on the issue of pitch fee, and what should be the standard. We will not hide behind the absence of a governing council to keep silent, and not fulfill our mandate to the industry.
“What should be the pitch fee, the procedure in changing agencies, and the credit base as an industry? We will not just bring whatever happens in South Africa or Kenya into Nigeria as the cost of capital, inflation rate, and availability of funding from the government are not the same. We cannot just pick things hook, line and sinker”.
Industry Reforms
The CEO of APCON also revealed that the Minister of Information has approved the request that the industry reforms proposed earlier, should now be implemented in full. He explained that it will settle the issue of in-house agencies set up by clients.
“That uncomfortable trend that clients will consistently stroll in to poach agency staff with effortless ease will soon be tackled. In three months a new standard will be unveiled.
“It will streamline the issues and procedures, for pitches, changing agencies, and other issues affecting ad practice” he explained.
Taxation
Mr. Fadulapo also had a meeting with the Executive Chairman of the Federal Inland Revenue Services. (FIRS) to sort out challenging issues relating to tax applications in the industry. In the words of the registrar, “FIRS and APCON created a committee to interface on this issue and they have promised to set aside an exclusive tax desk for the industry in their offices. Any agency with tax-related issues would receive express attention on that desk”.
The Registrar also stated that from time, stakeholders will need to interface to come out with policies that will grow different segments of the industry
For instance, Dr. Fadulapo opines that if the issue of local content is enforced in areas like supplies, voice-over artists, modeling agencies etc it will enhance the ecosystem in different segments. With things changing fast like the outdoor level now that has reached the interactive level, we need to interface to ensure that we are fully on the ground.
Amendment of APCON law
Concerning the proposed amendments to APCON Laws with the National assembly, Mr. Fadulapo explains that the law has passed through its first and second reading as well as the public hearing. “We are in touch with the senate and the house of reps committee on information and we believe the final reading would be successful and in our favour so that the reforms in the bill can be promptly signed into law,” he explained.