ADVAN’s outgoing exco lists achievement as election beckons

By Felicia Nwosu

It has been a story of remarkable achievements recorded by the Osamede Uwubanmwen-led outgoing executive of the Advertisers Association of Nigeria (ADVAN), as the advertising body prepares to hold new election after the completion of his two year tenure.

Speaking to MARKETING EDGE recently in an exclusive interview, Ediri Ose-Ediale, CEO/ Executive Director of ADVAN, noted that, while receiving the leadership baton during the inaugural ceremony in 2022, the outgoing executive unanimously agreed to re-evaluate the association’s objectives, which they have done successfully.

She said that the outgoing exco had to focuse on creating tangible value for advertisers and ensured that this was adequately communicated to members as well as relevant stakeholders.

She noted that they came well-prepared and strategically outlined their mission and agenda along the lines of establishing strong Public Sector Engagement and Advocacy, Training and Development, Value Based Networking Platforms, Stakeholder Engagement and relevant Collaborations, Provision of Accurate Data and Insight among several others.

According to the renowned association with global relevance, these focal points would serve as the basis of programmes and collaborations throughout their tenure, and the adherence to this outlined agenda would ensure that the association becomes an indispensable part of the life of all advertisers and the marketing communications industry.

Elaborating on the importance for Public Sector Engagement and Advocacy, she said the need for public sector engagement cannot be overemphasized and that ADVAN has a mandate to present and protect the rights and interests of client’s side.

As part of its effort to build the association as a marketing communication force, the new leadership pledged to put its foot down to ensure that advertisers are recognized as significant contributors to the marketing industry and the GDP of Nigeria. This, she stated, is by ensuring that they carry out their fundamental duty in requesting inclusivity, transparency and accountability from regulators.

“We are happy to report that we have had several engagements with the ministry of trade as well as some of their agencies. The objective of these consistent meetings is to be a part of the policy creation stage of the agency. Representatives of the ministry and its agencies have been part of our stakeholder dialogue.

“We have also been in connection with the Ministry of Information. Just last December we met with the minister to articulate a roadmap for the marcomms industry and points of value based collaboration with advertisers. We also used the opportunity to outline some of the challenges currently faced in the industry. The Honourable Minister has invited the ADVAN Exco for a more comprehensive session, which we believe will help provide some resolutions to the issues on ground,” Ediri said.

She continued, “These engagements include NAFDAC-ADVAN meeting, where ADVAN has submitted a proposal to NAFDAC on its new digital regulation policy. The leadership also had to engage ARCON on certain policies that clearly infringe on the rights of private businesses to conduct free commercial activities, to deepen relationship with the state. We had various interactions with the Lagos State government and its relevant parastatals.”

The CEO also listed several partnerships that have provided invaluable global insights for marketing executives to members such as the American Business Council, Manufacturers Association of Nigeria, amongst others.

“Overall, we have kept very close interactions with our various Public Sector agencies in a bid to build a strong profile of ADVAN at these levels. ADVAN has kept very strong relationships with stakeholders in the marketing and business value chain. NESG-ADVAN is now a member of the Nigerian Economic Summit Group and the membership gives advertisers the opportunity to be part of development shaping conversations at the highest levels. WFA-ADVAN and Nigeria remain the most active and resourceful African member of the WFA, a partnership that has provided invaluable global insights for marketing to members.”

“In the bid to ensure value-based networking platforms as well as development of industry talents, ADVAN has hosted several programmes, such as ADVAN Awards for Marketing Excellence, which has gained commendation as the most authentic and transparent awards in the industry, with its entries increased by over 60% from previous editions.

“The leadership has painstakingly ensured that the quality of entries and evaluation process has continued to improve in quality, alongside the caliber and status of its speakers.

“Recounting the journey further, the formidable team has equally hosted two editions of ADVAN Industry Dialogue, which the quality of participation gives strong credence to the fact that our association has secured the status of thought leadership within the marketing communications value chain in Nigeria,” she added.

Other programmes introduced include ADVAN Ignites, an initiative of the excos to provide an evening of fun and networking; Marketing Master Class, ADVAN Fundamentals of marketing series, its SME Business Growth Summit, and several other capacity building programmes.

Recently, the association introduced the Nigerian Marketing Development Team (NMDT). It is a special team of CEOs, CMOs, academia and respected professionals of marketing, under the umbrella of ADVAN with a mandate to provide value for marketing in Nigeria.


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