ARCON commits to capacity building in talent industry

By Oghale Mafuru

Ahead of the full implementation of the series of regulations by the apex advertising regulatory agency mandating the use of local talent for advertising and marketing communications in the country, the Advertising Regulatory Council of Nigeria, ARCON has revealed that as part of efforts to support the growth of the talent industry, it has concluded plans to commence a continuous training program to make it globally competitive.

In an exclusive interview with MARKETING EDGE, the Director General of the regulatory agency, Dr. Olalekan Fadolapo disclosed that, “What we have done in the immediate, is that we have commenced capacity building. Capacity building is a continuous thing. The relevant associations have come together to organize a continuous capacity building program. We are also bringing international elements and flavor into it to ensure that we reposition the modelling and voice-over industry so that they can compete globally”.

He stated that the apex regulatory agency will be implementing most of the regulations introduced last year in line with its mandate as stipulated in the new ARCON law which seeks to reposition the advertising industry for growth.

Recall that the apex advertising regulatory agency had announced that effective from January 1st 2023, it will commence implementation of the policy to ensure a minimum of 75% cumulative local content of all advertising and marketing communications in the country.

Speaking in a statement, the ARCON boss had stated that while models and voice-over artistes shall be Nigerian citizens, production of advertising, advertisement and marketing communications materials must be done in Nigeria adding that the ambience should reflect Nigeria as much as possible, production crew may involve foreigners, but Nigerians and Nigerian organizations must partake in the production, as post production may be done at any location within or outside Nigeria.


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