Nigeria IMC ecosystem has recorded significant progress
By Abimbola Mohammed
Experts in Nigeria’s Integrated Marketing Communications (IMC) sub-sector have stated that a significant amount of progress has been recorded in the last few years. They added that though the pandemic caused a lot of challenges in the industry, the sector is now recording a significant amount of progress in the last few months.
Femi Adelusi, CEO, Brandeye Media and President, Media Independent Practitioners Association of Nigeria (MIPAN), who made this known in an interview with MARKETING EDGE, noted that even though 2020 was a turbulent year as a result of the pandemic, a high level of expertise was demonstrated in delivering value to clients which gave room for new ways of doing business in 2021and 2022 receptively.
“The IMC industry in Nigeria is progressive, and is gradually coming out of the challenges of the last two years and, of course, the COVID-19 pandemic primarily. The fact is that a lot of advertisers have had to rethink their force in view of what the pandemic brings and the challenges that comes with it,” he said.
He added that the way planning and buying is done now has changed completely from what it used to be before the pandemic and is finding ways to add more growth to the economy.
“We are back to all the things that we need to do to make sure that our profession rises up to the next level which is aimed at relooking in a scientific way, through the use of technology. This aids in our media buying and planning business.
“We are also looking at how we can contribute to the growth of the economy and also take our position in the economy as the leading sector beyond advertising. We ensure that this contribution impacts on our job and also on the people. This development, processes and contribution to the economy must also be evident like what we see in the creative industry or Nigerian movie industry,” he noted.
Mr. Adelusi concluded by saying: “It is confident to say that we are up to a good time in the IMC industry.”
In the same development, Rotimi Bankole, CEO, SBI Stagwell said the IMC has seen a lot of progress from agency-client collaboration, digital solutions standpoint, as well as performance even though more effort can still be made in terms of improved outputs.
“Evidently, significant progress has been seen in the industry. From the approach to creativity, to agency-client collaborations, as well as platforms and channels, we have been keeping pace with the rest of the world, especially as our practices have embraced digital solutions. Of course, this progress does not mean there isn’t much left to be done to advance the business,” he said.
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