A Fireside Chat to remember: Ajayi, Akinwunmi ignite industry dialogue at ‘Black AT’
By Felicia Nwosu
The atmosphere was electric as industry professionals and enthusiasts gathered for the two-day event, known as the Black AT “The Bigger Picture: This is Lagos’- A Two-Day Celebration of Africa creativity and innovation and excellence.
Among the highly anticipated sessions was the Fireside Chat, moderated by John Ajayi, the CEO and Publisher of MARKETING EDGE, a renowned thought leader and a figure deeply ingrained in the advertising and marketing industry.
From the moment he was announced as the moderator, the audience’s excitement was palpable. Known for his unparalleled insight and dedication to the industry, Ajayi’s reputation precedes him as someone who lives and breathes marketing communications. His ability to tap into the audience’s unspoken questions and address lingering concerns made him the perfect choice for this critical session.
The Fireside Chat saw the publisher engage Lolu Akinwunmi, the Group CEO of Prima Garnet Africa, in a compelling but heart- touching industry conversation. With mutual respect and reverence, the two veterans dissected the challenges and triumphs of the Nigerian advertising and advertising in Nigeria talking about the epochs and the different transformations that have hallmarked each of these epochs.
Ajayi posed thought-provoking questions that resonated with the audience, addressing some of the long-standing queries that many had never had the opportunity to voice. Akinwunmi responded with poise and expertise, unraveling his career journey and showcasing the depth of his industry knowledge. His calm and insightful answers provided clarity and inspiration, giving attendees a rare glimpse into the mind of one of the sector’s most accomplished professionals.
The session unfolded like a masterclass in industry dynamics. Ajayi’s questions demonstrated his deep understanding of the field, while the CEO of Prima Garnet Africa’s answers reflected decades of experience and dedication. Together, they painted a vivid picture of the advertising landscape, leaving the audience in awe of their synergy and depth of insight.
It wasn’t just a discussion; it was a moment of enlightenment that brought the audience closer to understanding the intricacies of their industry, the ‘heart of the matter’, as far as the industry is concerned.
Reflecting on the evolution of Nigerian advertising, Akinwunmi traced its roots to 1928, when Lintas was established as the first advertising agency in the country. He highlighted the impact of the 1972 Indigenization Decree, which shifted ownership of businesses, including advertising agencies, to Nigerians. This law, he explained, allowed indigenous professionals to take control of the industry, ensuring greater local participation and fostering its development.
The advertising icon identified several transformative epochs in Nigerian advertising, noting that despite the absence of extensive regulations in the early years, the industry operated effectively within available structures. He explained that the only formal rules at the time were those provided by the Association of Advertising Practitioners of Nigeria, AAPN, which eventually evolved into the Association of Advertising Agencies of Nigeria, AAAN.
During this period, he noted, the industry adopted standards from the United Kingdom due to the colonial influence. While these standards provided a framework, the lack of comprehensive local regulations meant that agencies relied heavily on the ethical and professional guidelines set by AAPN. Despite these limitations, the industry thrived, showcasing creativity and professionalism that laid the foundation for future growth.
The Prima Garnet Africa boss added that the establishment of the Advertising Practitioners Council of Nigeria, APCON, in 1988 under the Ibrahim Babangida administration marked a significant turning point. He emphasized that APCON’s introduction brought structure and professionalism to the industry, with a focus on ethics, compliance, and the promotion of high standards.
The duo also touched on the impact of global agency affiliations, which the advertising pioneer explained that there has not been much benefits and opportunities recorded from such partnerships while noting that true growth lies in nurturing local talent and creativity rather than relying solely on global networks.
Addressing the erosion of mutual respect between agencies and clients, he attributed this shift to changes in market dynamics and corporate structures. He emphasized the need to rebuild trust and foster collaboration to ensure a healthy industry ecosystem.
Concluding the session, Akinwunmi urged current and future practitioners to prioritize ethics, innovation, and collaboration. He highlighted the importance of leveraging technology, such as artificial intelligence, to remain globally competitive while maintaining a distinctly Nigerian identity in advertising
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