Admen must invest in research, data, says Lere Awokoya
Aduralere Awokoya, a quintessential adman and Director at Tripple A Outdoor Limited, has challenged Nigerian advertising agencies to make more investment in research and data in order to keep up with changing consumer behaviour and attitude.
Mr. Awokoya made the remark at the recently concluded Association of Advertising Agencies of Nigeria (AAAN) 46th AGM held at Orchid Hotels in Lagos, where he was conferred with a special recognition award for his outstanding contribution to the growth of the advertising industry in Nigeria.
Speaking on the topic: “The War within, solution for survival”, which was the theme of the AGM, Awokoya noted that admen must be conscious of the changes happening with regards to consumers’ consumption habits. “When the speed of change around you is faster than within you then you are out of loop,” he warned.
He continued: “The question is: Do we as consummate creative minds have the barometric tools to gauge the change at the onslaught before it manifests to assail and accost us? There is usually a cost and an effect. We should be at the vanguard of identifying those causes; be it consumer behaviour and attitude, psychographics, market configuration topography of our clients never-ending agitation and their lust for value.”
Also speaking at the AGM, another veteran Jimi Awoshika urged advertising practitioners to change their perspectives of the industry. The former CEO at Insight Publicis noted that the contemporary thinking in the industry should be how to ‘thrive’, and not how to ‘survive’, as the theme of the AGM suggested. The practice, he insisted, should have gone beyond that, but unfortunately, it is yet to, as evidenced in the present state of the industry.
He argued that the industry is far from realising its potential, a development he would rather attribute to practitioners’ refusal to dare, innovate and move out of their comfort zones.
“You cannot be doing things the same old way and be expecting different results. We must ensure we position ourselves and the business to make us relevant,” the Vice Chairman of Troyka Holdings had stated.
According to him, the advent of technology had disrupted a huge number of processes, including the old habits of doing things, in the industry.
He said today’s consumers were becoming increasingly knowledgeable, sophisticated and insatiable, adding that any brand and brand custodians desirous of earning the respect of such clients and adding value to their businesses must be aware of this development and be abreast of trends across the globe.
“Those born in 1903 never thought it would be possible to fly from one place to the other. But less than thirty years after, the advent of aeroplane had put paid to such belief,” he argued.
According to him, advertising practice has continued to lose its relevance and glamour because practitioners have not really taken the pains to find out how they can really help build businesses.
“As a practice, we have not really taken the time to ask ourselves who we are and what we really mean to businesses. We need to know what we mean to business, since that is the only way we can truly play our role as brand-builders,” he added.
Photo caption: L -R: Mr. Ikechi Odigbo, President, AAAN presenting an award to Mr. Aduralere Awokoya at the 46th AGM held recently in Lagos.
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