AISOP, panacea to marketing communication practice – Tade Adekunle

By Felicia Nwosu

Tade Adekunle, the Project Consultant, Keskese Limited and the immediate past president of Experiential Marketers Association of Nigeria (EXMAN), has expressed his unflinching support for the Advertising Industry Standards of Practice (AISOP) instituted by Advertising Practitioners Council of Nigeria (APCON) recently, while noting that the move was necessary for the growth and protection of marketing communications practice in Nigeria.

Speaking in an exclusive interview with MARKETING EDGE, the agency boss stated that the introduction of the new reform will redefine and transform the practice of advertising in Nigeria, and put the industry at par with global best practices. He applauded APCON for living up to its statutory regulatory duties which he pointed out, will help to regulate the advertising industry, making it a win-win for all.

“In my own opinion, the introduction of AISOP is simply trying to put things in perspective, for us to align with international standards. What the reform is requesting is not something abnormal and I don’t think there is any aberration to what the law says. Some of the multinational companies are already adhering 100% to the regulation, except a few who are yet to, but we are saying that is how we operate. APCON is like Central Bank of Nigeria (CBN) and any other regulatory body. I don’t see it affecting businesses drastically. Clients will still want to connect and interact with their consumers out there. They are not obnoxious laws that cannot be conformed with. It is only interpreting what the law says, which is: ‘Let’s standardize the system’.”

The immediate past EXMAN president, queried the reason why companies chose to owe or delay agencies’ payment for services rendered. However, he empathised with the clients on the devastating effect of Covid-19 pandemic on their business activities.

“But why do you want to owe an agency for 120 or 150 days? How will such agency survive? The 120 days sometimes begin after the agency has executed the project and issued invoice. APCON is on the right track; most SMEs in IMC organisations and associations such as MIPAN, OAAN, AAAN, and even EXMAN where I belong are the ones who wear the shoe and therefore know where it pinches. All of them have supported the reform, and it is good for our industry.”

The experiential expert, while responding to Advertisers Association of Nigeria (ADVAN’s) reaction to the newly introduced reform said: “In my opinion, what AISOP has said also favours ADVAN, if we look at it from all perspectives. The law is only demanding for professionalism in its practice. When you call a pitch, be fair to all. It is not even all pitches that you pay for – where you check credentials, you don’t pay. But where people submit their creative materials, you need to pay retention fee. So no need for you to call 100 agencies to come and pitch, you can limit it to three or five.”

Mr. Adekunle restated that APCON as a regulatory body has been mandated to regulate the industry and enjoined all to adhere.

Hear him: “APCON has not said pay free money to any agency, it only says, for this industry, let there be a contract, which I think is fair, and which also protects the interest of ADVAN especially when dealing with the professionals and not quacks. It says if you are working with professionals, then pay within a particular time frame and also, if there are issues with any agency, since we operate in a licensed regime, if any agency defaults, or fall short of expectation, if need be, withdraw their corporate license. Like I said, it is a win-win situation. So, AISOP also protects the interest of ADVAN and the interests of all the agencies.”


Leave a Reply

Your email address will not be published. Required fields are marked *


    No comments found.