AAAN AGM: Experts charge APCON to review its newly reformed policy

AAAN

Issues of APCON reform policy topped the discussions at the 42nd Annual General Meeting/Congress of the Association of Advertising Agencies of Nigeria, AAAN as experts called for the review of the new policy.

Parts of the new reform that experts challenged included issues of license to foreign agencies before they could practise and 25 per cent stake to the foreign investors who choose to trade in Nigeria advertising industry while 75 per cent goes to local agency.

The duo of Messrs Dele Anifowoshe, the Marketing Director of Airtel Nigeria and Mr. Lanre Adisa, Chief Executive of Noah’s Ark posited that the country’s advertising industry would need collaboration with the foreign counterpart instead of dictation to move the trade forward.

Speaking on the theme, “Nigeria Advertising, what next? in Oshgbo, Osun State, Adisa said that the idea of foreign agency servicing foreign accounts out of Nigeria is a fallacy.

He proposed 49 per cent to foreign agency instead of 25 per cent and 51 per cent to local agency instead of 75 per cent, adding that the industry today is competitive and if APCON could soften its laws for foreigners, more investors would come to Nigeria.

On issuance of License to foreign agencies before they could practise, Adisa described the policy as a good but lamented the failure of APCON to implement it. He said that many foreign agencies still enter the advertising market in Nigeria without license.

In his comment, Anifowoshe said that the advertising market is being redefined on a daily bases and that there is need for agencies to train and retrain their members of staff.

According to him, clients now recognise speed and they will always want their partners to deliver within the shortest possible time. “We need to leverage on the new technology and act quickly to be a strategic partner in the trade of advertising,” he added.

Reacting, APCON Chairman, Mr. Udeme Ufot confirmed that there had been insinuations that some people were trying to filter the reform, calling on members to report any allegations of misconduct to APCON as soon as possible.

He said that APCON would always do its best to ensure that the practice of advertising is well monitored and regulated with adequate laws.