ADVAN holds maiden Partners Innovation Day, unveils Advan-X
ADVAN holds maiden Partners Innovation Day, unveils Advan-X
By Adeola Layi-Adeloye
The Advertising Association of Nigeria has held the maiden edition of Advan Partners Innovation Day. The event themed: “Connect, Innovate, Elevate”, held in Lagos, featured top Chief Marketing officers from diverse industries.
The conference also saw the unveiling of the ADVAN-X website, a platform that would allow the integration of advertising and marketing stakeholders and inevitably bring development to the industry.
ADVAN President, Osamede Uwabanwem, during the conference described ADVAN-X as platform offering both virtual and physical networking opportunities. He also noted that the platform will be AI optimized and would have an analytics dashboard where stakeholders can monitor the audience viewing their content. Moreover, he highlighted that content contributions would be another key feature of the platform, hence stakeholders can publish articles and reports to enhance industry visibility.
The event also featured a panelist session themed “Unleashing the power of innovation for marketing effectiveness.” Top marketing and advertising experts like; Maureen Ifada, Marketing Director of FrieslandCampina; Stanislaus Martins, President of the Association of Digital Marketing Professionals in Nigeria (ADMARP); Maurice Igugu, Chief Marketing Officer of Sterling Bank; and Elo Umeh, Founder and CEO of Terragon Group, led the conversation, where they shared insights on key marketing trends as well as the integration of artificial intelligence into the marketing industry.
In addition, several brands were featured and given the platform to speak about their products. One of such was a special presentation of Kantar’s Blueprint for Brand Growth by Akinola Afere, Director, Client services Kantar (Insight Division), who shared an evidence-based framework that has transformed marketing practices globally.
“In Nigeria, tough times are impacting consumer confidence but there is still growth to be found. This is why brands need to optimise marketing investments in customer journey, range, distribution, pack, pricing, promotions and other activities that convert consumer predisposition and capture choices from other brands.”
Afere further highlighted five cogent points that marketing experts should look out for when they seek to put themselves at leverage with their audience.
“Factor difference into your brand positioning and strategy. Use meaningful difference to convince the board to invest in brand, measure and optimise your source and degree of difference, have a holistic view of difference and destructiveness and think strategically.”
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