Creating A Competitive IMC Industry Will Neutralize The Challenges Of Talent Retention, Says Lanre Adisa

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The president of the Association of Advertising Agencies of Nigeria (AAAN)  Mr Lanre Adisa has said that one of the solutions to talent retention challenges faced by the marketing communications landscape in the country is creating a competitive industry that will attract well nurtured talents.

He revealed this in an exclusive chat with Brand Communicator recently while speaking on how to tackle talent retention challenges facing the industry.

The CEO of Noah’s Ark Communications said, “One of the problems with talent retention is that we don’t have enough good hands, so what happened is that the good hands we have moved from point A to points B, C and D at the end of the day, these few talents acquire some false value. Leaving this agency to the next one with a promise of more money, then are priced out of the market without necessarily adding enough value.”

He however emphasized that one of the ways to solving this menace is to create a highly competitive environment in  the industry by attracting more talents and giving them the best opportunities to learn and grow through quality and practical trainings.

His words, “I think the solution to the talent retention problem is that we encourage new talents into the industry. We do this at our agency. And few agencies are attracting young talents and grooming them. We have one or two other agencies and I know we do that at Noah’s Ark as well. 

“We have this programme we call the animal farm where we get young people onboard and they go through a particular training programme, when they finish the programme we then spread them around our group and they do fantastically well. Some of them even read other courses and decided to go into marketing communications.”

The AAAN president who is passionate about knowledge sharing  said that this is one of the thing the association under his leadership will be focusing on. He also noted that knowledge is very important and the only way the new comers in the industry could learn practically about brand building.

He said, “We need to encourage knowledge, which is what is needed for brand building we are talking about. Our focus at AAAN will be on training and training because knowledge is important. We will be rolling out a couple of things in that direction, we have something we’re working on, which we will share with the public very soon.”

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