Following the recent election of new EXCOs at the 19th Annual General Meeting of the Advertisers Association of Nigeria, ADVAN, led by the Commercial Director of Biogenerics Limited, Osamede Uwubanmwen in the capacity of President, leaders in the Nigerian marketing communications sector have passed a vote of confidence on the newly elected leadership of the association.
Despite reports from a segment of the media in the industry that key member- organisations of ADVAN including multinationals as well as top professionals in the association shunned the elections, Brand Communicator can report authoritatively that the 2022 election elicited greater interest with fifteen members vying for the ten available positions, than the previous elections.
Speaking on this, Ediri Ose-Ediale, the newly rarified Chief Executive Officer/Executive Director of ADVAN said that each year, ADVAN Elections elicit growing interest from members, as they look forward to an opportunity to serve in various capacities. She stressed that the just concluded AGM was a testament to this, as “we saw double the number of candidates we have ever had from the previous elections taking part.”
To her, this gives credence to fact that advertisers in Nigeria have embraced the value and capabilities of its umbrella association to effectively support its interest, as well as foster development for the industry. She added, “In terms of organization of the election the process was simple and straightforward. The various online platforms allowed for a seamless structure.”
The new executives of the association cut across different sectors with some operating at the top echelon of the “marketing tree” for their organisations. Top marketing players in the new exco include Category and Marketing Manager of Nestle Nigeria, Nwando Ajene as 1st Vice President; Marketing Director of Mastercard, Yosola Atere as 2nd Vice President, High End Planning & Execution Manager for ABInBev, Obum Okoli who is returning as Treasurer while Group Digital Brand Manager of Tolaram, Kenneth Iruonagbe serves as Publicity Secretary.
For the Ex-Officio position, the five statutory slots are occupied by Group Head, Corporate Communications for BUA, O’tega Ogra; Group Head, Retail Marketing & Analytics for Access Bank, Chioma Afe; Head of Marketing for Mouka, Tolulope Olanipekun; Omolara Banjoko of FrieslandCampina WAMCO and Seni Ogunkola of 9mobile.
Speaking exclusively to Brand Communicator, industry leaders have expressed optimism on the new generation of leaders that have emerged to steer the affairs of ADVAN for the next two years. Dr. Olalekan Fadolapo who is the Registrar/Chief Executive of the Advertising Practitioners Council of Nigeria, APCON is optimistic about working collaboratively with the new leadership in moving the industry forward. “I look forward to working with the new ADVAN EXCO to build a strong and healthier industry,” he shared.
While congratulating the new EXCO of ADVAN, Femi Adelusi, President of the Media Independence Practitioners Association of Nigeria, MIPAN and Chairman of the Heads of Advertising Sectoral Groups expressed confidence in the new crop of leaders at ADVAN. Adelusi noted that the new team spearheading affairs at the advertising body are distinguished marketing professionals.
He also added, “many of them have served in previous industry initiatives before and are not new to the challenges and opportunities that exist. The new President, Mr. Osadebe is not new to the industry and has been very much involved in many industry conversations prior to now. Some have also been on the agency side at some point in their career journeys,” he noted.
Also congratulating the new EXCOs, Tunji Adeyinka, President of the Experiential Marketers Association of Nigeria, EXMAN, has the following words: “We are excited with the new leadership, as we were with the last leadership. We see this as an opportunity to work together to move the marketing practice forward. It is a new leadership, and we are very open to collaborate with this new leadership.”
Reacting to concerns in certain quarters that the new leadership is made up more of younger professionals, the veteran countered, “I think those concerns are unfounded in my own opinion because in the first instance, ADVAN is a professional body and they had an election and members picked the executives that they thought will be able to carry the flag.
“When did the youth become a liability? Youthfulness, I think, is an asset. I think being young is an asset not a liability. Age should not be a determinant of quality of leadership. I think those days are gone where you must be 70 years old before you can do certain things,” Adeyinka opined.
In the same vein and reacting to the ‘reported absence of CMOs’ from the EXCO, Ediri similarly noted that ADVAN has always commanded a good mix of seasoned professionals at the helm of the association’s affairs, from Marketing Directors to Heads of the various marketing functions at ADVAN member organizations. “Aside the Executive Council leadership, the working committees also boast a robust mix of professionals from various industries, as well as levels within their organizational structures. The focus of an ADVAN Executive Team, is creating a group that will effectively promote the association’s objectives per time, so whoever is capable is always welcome to serve.
“The newly elected council continues this valuable legacy, as you can clearly find a group of some of the best brains in the industry, from the top brands in Nigeria both local and multinational. As well as from the different Marketing functions and levels in the respective organizations,” she said.
Comfort Nwankwo, Chairman of the flagship Lagos Chapter of the Nigerian Institute of Public Relations, NIPR has some words of advice for the new leadership: “When you are in a leadership position, you’ve got to give it your all. Recognize that no one has the monopoly of ideas or knowledge, consult widely and look out for new trends that will benefit the industry. Carry others as you move along. Whether you are young or old, once it is your turn, you just get the work done.
“We at Lagos NIPR wish them well and congratulate the new ADVAN leadership. It is certainly progress for the wider marketing communications industry. I wish them new strides, more strides in their tenure,” she said.
Towing a similar part, Clara Okoro, Chairman of the Brand Journalists Association of Nigeria, BJAN, set an agenda for the new EXCO, calling on them to be more deliberate in engaging consumers as an association.
“Apparently, what we are witnessing now is that there is a transition generally from advertising to branding. There should be a lot more empathy on how brands are relating with the consumer.
“Anyone who hasn’t come to the realization that consumers are much more enlightened, educated and have more access to information about their brands, is going to have a lot of problem in the current dispensation. This means that brand drivers would have to constantly adjust the communication model they have been used to reach their consumers.
“I will advise that the new leadership cultivate the media and they will need to be more visible in the media and in the most possible positive light. So, they will need to see the media as stakeholders and as the bridge between them and the consumers. In doing this, when we write, when we communicate to the consumer, we will be shaping the perception they want to communicate to their consumers,” she concluded.
Its barely weeks into the tenure of the new EXCOs. And as the Hausas across West Africa will say, “ga fili, mai doki” which is transliterated as “here is the field and here is the horse, rider.” This means situation are conducive for the act proposed unless one has suddenly developed cold feet. A rider on the horseback is offered the field, which has enough space for him to gallop, and is expected to go ahead and ride without hesitation. This implies that the stage has been propped for the new leaders of ADVAN and all is set for them to give it their very best. As a well-known maxim posits, whether they think they can or they can’t, they are absolutely right. For the growth of advertising, the elevation of branding and for the advancement of the industry, we pray they can.
