ADVAN to intensify sustainability initiatives this year

By Oghale Mafuru

The Advertisers Association of Nigeria (ADVAN) has announced strategic plans to align with World Federation of Advertisers (WFA), the global body to strengthen the drive for sustainability in Nigeria this year. This is in line with the sustainability agenda of the WFA, which is designed to put marketers at the forefront of leading brands’ response to climate change.

In a statement signed by the President of ADVAN, Osamede Uwubanmwen, who is also the Regional Vice-President Africa, WFA,  the body disclosed that it will be introducing programmes to encourage members to amplify efforts on sustainability within their organizations and harness the power of marketing communications to advocate for eco-friendly and sustainable consumer behaviours.

The WFA launched the Planet Pledge initiative to encourage Chief Marketing Officers, CMOs to champion the global Race to Zero campaign both internally within their organizations as well as encourage value chain partners to do the same.

The national advertisers’ body also added that it will be launching Global Alliance for Responsible Media (GARM), this year to support the advocacy for responsible journalism.

“The media space, especially online, has become a very unsafe space for both brands and people. Advertisers have come together to work with platforms to ensure that their online spaces are safe and accountable. ADVAN will launch GARM in Nigeria this year,” the statement said.

The statement further revealed that ADVAN will set up two committees this year, the ADVAN Patrons Forum which will comprise Past Presidents/ Senior Excos of the association who will be responsible for providing support through advocacy and engagement with key stakeholders, particularly the public sector. The second committee has over forty leading CMOs and senior managers which will be saddled with the responsibility of developing business insights on trends for effective deployment of marketing goals and objectives which will accelerate the growth of the industry.

The President, who commended professionals for the level of resilience demonstrated last year despite the economic challenges, urged them to maintain the spirit of excellence and doggedness through deliberate use of reliable data and insights for effective decision making on brand management.

“Advertisers have a lot to be thankful for. We have been able to successfully navigate our brands though the Covid-19 pandemic. We had to devise various ways to survive the challenging economic situations our brands were faced with. The micro and macro environment have not been what we wished for, but we are the best at what we do, and have proven beyond reasonable doubt that we have the expertise and required knowledge to grow our brands in good and bad times,” he said.


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