EXMAN backs corporate licensing in advertising industry
The Experiential Marketing Association of Nigeria (EXMAN) has declared its support for the corporate licensing policy which was recently introduced to the industry by the Advertising Practitioners Council of Nigeria (APCON).
The association said it would give its total backing for successful implementation of the policy in so far as it’s meant for good governance of the industry, adding that the group would direct its member agencies to give compliance to the rule, once it secured APCON’s certification as a sectorial group.
Giving indications to this effect recently was the President of EXMAN, Tade Adekunle while speaking during an exclusive interview with MARKETING EDGE in Lagos.
The corporate licensing policy stipulates that “All categories of advertising organisations as listed in the APCON Code that engage in the business and practice of advertising for the purpose of gains/project shall be licensed by APCON (with the exclusion of advertisers) and will have to apply for and obtain practice license from the regulatory body to legalise the operations of the agency or organisation in question. Without the license, the business of the agency will become illegal and the license shall be renewable every three years.
“That is the law and we really do not have any objection to it. There are levels of operations in APCON and that is the law, that is what they asked to be done and if EXMAN becomes a member of APCON we have to fall in line with the rules,” said Adekunle.
According to the EXMAN boss who doubles as Project Consultant to keskese, frontline experiential marketing agency, the organisation had for long been working towards attaining APCON recognition as a separate and distinct sectorial body in the advertising industry, but added that the group’s efforts had been stalled by the absence of the governing council of APCON.
Highlighting on the various challenges of the industry including among other things, lack of infrastructural development, multiple taxation and the 120 days payment terms by advertiser companies, the EXMAN leader said the orgnisation would work closely with like-minded regulatory bodies in the industry with a view to addressing the challenges.
He added that the leadership of the group would focus on building advocacy to enlighten the public on the operations and functions of experiential marketers as well as intensify on human capacity development for the industry.
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