LASAA 2021 Conference: Prince Docemo Charts Course For Increased Collaboration, Investment In OOH Advertising

The Managing Director of Lagos State Signage and Advertising Agency (LASAA), Prince Adedamola Docemo has tasked advertising practitioners to collaborate, rethink and reshape their business model  in line with global best practices.

Docemo said this at the Out-Of-Home Conference & Exhibition 2021 held at the Eko Hotel and Suites on Victoria Island in Lagos. The theme of this year’s conference is : “Roadmap for the Growth of Signage and Out-of-Home Advertisement Post Covid-19 in Lagos.” He also advised players to embark on huge investments in the Out-of-Home (OOH) advertising in the interest of growing the industry.

The event had in attendance the crème de la crème of the advertising industry and the political circle which included the governor of Lagos State, Babajide Sanwo-Olu who was represented by the Deputy Governor, Dr. Obafemi Hamzat. Also in attendance was the Honourable Commissioner, Ministry of Environment & Water Resources, Tunji Bello, among others notable personalities.

The Deputy Governor urged OOH practitioners to tap into the smart city agenda of the state and they has to be more public and private sector collaboration to grow the advertising landscape. He added that the creation of LASAA has actually helped to eliminate the cases of multiple taxation in the state.

On his part, Bello, while welcoming guests  said the regulatory agency has contributed to the development of the state, adding that more can still be achieved through the continued cooperation of stakeholders in the industry.

Presenting his  roadmap for the Growth of Signage and Out-of-Home Advertising, Docemo said The entire strategic plan from LASAA was in line with the  smart city agenda of the Governor, Babajide Sanwo-Olu, adding that they are all committed to innovative and interactive advertising formats, noting that under the environment, LED structures are not just going to be videos on the street but they will also engage citizens.

“The agency will continue to work its fingers to the bone to achieve more for the government, ensuring continuous removal of illegal advertising structures capable of defacing the aesthetics of our environment and work more effectively on the smooth path of our mandate in fulfilment of our Vision to be The above, and many more efforts inform our direction for the new roadmap,” he said.

Reeling out the roadmap of the agency further, he said, “Our new roadmap is such that we are driving efficiency and stimulating investment and capital for the industry and the sector to grow. We are using investment to stimulate sectoral growth; developing new routes for outdoor advertising and engaging better long term investment for outdoor advertising infrastructure that investors will be willing to put their money into for a long term.

“We are not looking for a mass market; we are also expecting collaborations among practitioners to build big outdoor businesses that can compete effectively with the new opportunities that are available in Lagos,” Docemo said.