The Advertising Regulatory Council of Nigeria (ARCON) has announced veteran marketing leader and seasoned professional, Dr. Emmanuel Agu, as the new Chairman of the Advertising Standards Panel (ASP) panel, effective July 3, 2024.
The announcement, made by Winifred Akpan, Head of Corporate Affairs for ARCON, marks a new chapter for the regulatory body as it seeks to uphold and enhance advertising standards across Nigeria.
Dr. Agu, who takes over from Mrs. Omowunmi Owodunni, brings a wealth of academic and professional experience to the role. He holds a Ph.D. in Marketing with a specialization in Marketing Communication from Babcock University, Ilishan Remo, Ogun State. His academic credentials also include an M.Sc. in Media & Marketing Communication from Pan-Atlantic University, an MBA in Marketing Management from Lagos State University, and a B.Tech (Hons.) in Agricultural Economics & Extension from the Federal University of Technology (FUTO), Owerri, Imo State.
The Advertising Standards Panel, established by Section 55 of the Advertising Regulatory Council of Nigeria Act No. 23 of 2022, plays a crucial role in ensuring that advertisements conform with the prevailing laws of the Federation and adhere to the Code of ethics of the advertising profession. Dr. Agu’s appointment is expected to bring fresh perspectives and strengthen the panel’s efforts in maintaining high standards in the Nigerian advertising landscape.
The announcement also listed 17 other stakeholders with representatives on the ASP, including various advertising associations, media bodies, and government agencies. Each of the 17 bodies is to be represented by one person with Dr Agu as Chair to perform the responsibility of advertising clearing house in line with the law.
Industry insiders have welcomed Dr. Agu’s appointment, citing his extensive experience in the marketing space as a valuable asset for the panel. Many believe that his leadership will help position the ASP to better uphold the ethics and standards of the Council and advertising industry in general. This transition comes at a time when the advertising industry in Nigeria is experiencing rapid changes due to digital transformation and evolving consumer behaviors.
Throughout his career, Dr. Agu has demonstrated expertise in managing and directing well-known brands in the Nigerian market. His portfolio includes work on popular beverages such as Goldberg, Life Beer, “33” Export & More Lager, Stout (Legend Extra Stout, Turbo King & Williams), Lager (Gulder, Life Beer, “33” Export & More Lager), Stout (Legend Extra Stout, Turbo King & Williams), La Casera Apple drink, Smoov Chapman, Bold Franchise, Nirvana Range of Water (Premium Table Water, Soda Water and Tonic Water), among others.
With about two decades experience across Consulting, Banking and FMCGs (, Dr. Agu is a well-rounded Business and Commercial Leader with strong track record in business strategy, brand communication/experiential strategy, portfolio commercialization, insight generation that has delivered strong ROI on cutting-edge innovations, and high performing team leadership. Skilled in regional and national communication and local insight generation to deliver strong brand growth. Vast experience in cause marketing. Very knowledgeable about the Nigerian/African consumer space, their habits and attitudes towards brands
Emmanuel started his career with Ernst and Young (A firm of Chartered Accountants) as a staff Accountant and from there moved to the defunct ACB International Bank Plc where he had a stint in Banking Operations. He later moved to Guinness Nigeria Plc (A Diageo Company) as a Management Trainee in 2002 and grew through the ranks to Senior Management position (Marketing Manager) managing Lager (Harp and Satzenbrau) and Malt (Malta Guinness & Malta Guinness Low Sugar) portfolio for the business.
In search of new challenges, he joined Nigerian Breweries Plc in 2013 as Marketing Manager – Gulder, Legend Extra Stout and Life Continental Lager Beer. In 2015 Emmanuel Agu was appointed to lead an expanded Mainstream lager and Stout Portfolio as Portfolio Marketing Manager (Goldberg, Life Continental Lager Beer, ‘’33’’ Export, More Lager Beer, Legend Extra Stout, Turbo King and Williams Dark Ale) for Nigerian Breweries Plc
In 2018, Emmanuel was appointed to lead the Marketing team of Jotna Nigeria Limited made up of TLCC (The La Casera Company – Carbonated Soft Drinks and Water), Prima Corporation Limited ( Preforms and Caps ), EngeePet Manufacturing Company Nigeria Limited ( Pet Resins ) and Gilon Distribution Limited. Responsible for a broad portfolio of brands including La Casera Apple drink, Smoov Chapman, Bold Bitter Lemon, Nirvana Range of Water ( Premium Table Water, Soda Water and Tonic Water). Leading teams of talented Marketers to develop and build iconic brands and deliver high growth plans against key priorities. He will go on to rise to the enviable position of Group Marketing Director for the JOTNA Group before leaving to pursue other interests.
Emmanuel’s Legendary work on Mainstream Lager Brands, Premium Malt brands, Mainstream Stout brands and Carbonated Soft Drinks and Water in Guinness Nigeria Plc, Nigerian Breweries Plc and Jotna Nigeria Limited is a strong testament to his wealth of experience and knowledge of the Nigerian beverage industry and have earned him a prestigious place in the body of fellows with the National Institute of Marketing of Nigeria (NIMN) and the Institute of Management Consultants (IMC).