The Honourable Minister of Information and National Orientation, Mohammed Idris, has charged the Advertisers Association of Nigeria (ADVAN) to embrace the reforms being implemented in the industry by the Advertising Regulatory Commission of Nigeria (ARCON).
The Minister, represented by Dr. Olalekan Fadolapo, the Director General of ARCON, charged the association during the ADVAN Industry Dialogue with the theme “Public-Private Collaboration in the Marketing Industry: The Path to Economic Viability”, held in Lagos recently.
The Honourable Minister emphasised that the reforms are mainly aimed at aligning our conduct in the industry to global best practices.
Speaking on the theme of the dialogue, the Minister said it underscores the crucial role of collaboration in driving innovation, growth, and sustainability within the advertising industry.
He said that public/private partnership holds the key to unlocking new opportunities, overcoming challenges and driving Nigeria’s collective progress. Idris said the collaboration can be achieved by harnessing the complementary strengths, resources, and expertise of both the public and the private sectors.
Idris explained that the advertising industry has played a pivotal role in shaping perceptions, driving consumer behaviour, and ultimately contributing to the economic development of the nation.
According to him, the industry does this with a rapidly evolving global landscape, characterized by technological advancements, changing consumer preferences and competitive pressures, the need for collaboration between the public and private sectors has never been more pressing.
He noted that the industry has already demonstrated remarkable resilience, creativity, and adaptability towards Public Private Partnerships. However, there is still much more we can achieve through strategic collaboration in the development of industry standards. The promotion of ethical practices, or the implementation of collaborative marketing campaigns.
He maintained that the public sector must create a conducive environment for both local and multinational companies to thrive and provide platforms for innovation, investment, and job creation within the advertising industry.
The Minister revealed that the Federal Ministry of Information and National Orientation is also working assiduously with the private sector to implement the first scientifically based Audience Measurement System in the Advertising Industry. This is a crucial step forward in shaping the future of our media and creative industry.
According to him, the Audience Measurement System holds immense importance in ensuring that broadcasting endeavours are not only impactful but also reflective of the diverse preferences and needs of the audience. It is a tool that empowers the industry to understand and respond to the dynamic nature of media consumers, providing valuable insights into their viewing habits, content preferences, and engagement patterns.
He urged ADVAN to partner with the Federal Government towards giving value to money spent on advertising in Nigeria through the Audience Measurement System.
The Minister encouraged all stakeholders within the advertising industry to seize the opportunity and commit to fostering a culture of collaboration and partnership.