ADVAN president calls for industry unity amidst challenges
By Felicia Nwosu
Osamede Uwubanmwen, the President of the Advertisers Association of Nigeria (ADVAN), has emphasized the critical need for greater collaboration within the marketing communications industry, highlighting the need to address pressing issues like industry fragmentation and the impact of economic headwinds.
The experienced marketing professional reiterated the urgent need for industry collaboration and a unified approach to address the challenges and capitalize on the opportunities that lie ahead.
He emphasized that the future of the marketing communications industry in Nigeria depends on its ability to adapt, innovate, and work together to navigate the complexities of the modern business environment.
The industry leader pointed out that brands are increasingly relying on marketers to navigate economic headwinds and maximize returns on investment with limited budgets.
“When things are tough, companies want people that can help them get money or get profit. You need marketers more when things are tough.”
The ADVAN President expressed deep concern over the growing divide within the industry, particularly the lack of collaboration between key stakeholders. He criticized the current state of affairs, where “associations can’t come together to have conversations again.” He pointed out that this fragmentation hinders the industry’s ability to address critical issues, such as the development and implementation of industry standards and best practices.
A key area of concern for the industry leader is the absence of a fully functional regulatory council for the sector. He emphasized the importance of this body in overseeing industry practices, ensuring ethical standards, and addressing emerging challenges.
“If we don’t have a council, and the question I’ve asked a lot of people, I’ve asked myself, who is afraid of the council?” he questioned. “If we, as the body says today, that we want the council. Trust the president, we’ll get it the council.”
The ADVAN President also addressed the issue of indebtedness within the industry, particularly the recent EFCC investigation into media agencies for alleged non-payment of debts to broadcasters. While acknowledging the seriousness of the issue, he emphasized that the problem is more complex than simply agency non-payment. He called for a thorough investigation into the root causes of these issues, including potential payment delays by brands.
Looking ahead, the industry leader highlighted the importance of data-driven decision-making in navigating the evolving media landscape. He stressed that marketers are constantly adapting to the changing consumer landscape, utilizing a scientific approach to media planning and budget allocation.
Emphasizing the industry’s ability to effectively navigate the shift towards digital media while maintaining the value of traditional channels, he affirmed that they are in the right course.
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