ARCON DG enjoins practitioners to leverage airport advertising
By Felicia Nwosu
Dr. Lekan Fadolapo, Director-General o of the Advertising Regulatory Agency of Nigeria (ARCON), has enjoined advertising professionals to embrace and leverage the manifold and diverse opportunities inherent in out-of-home airport advertising ecosystem. The ARCON DG also explained that the airspace platform is controlled by ARCON and the Federal Airports Authority of Nigeria (FAAN), respectively.
According to him, while FAAN basically takes responsibility for the facility and advertising opportunity at the airport, ARCON regulates the communication leg of the facility. He stated this during a stakeholders’ workshop, organised by Airpower Limited, with the theme: “Optimising Consumer and Brand Engagement”. The workshop was recently at the Radisson Blu Hotel, Ikeja GRA, Lagos.
Dr. Fadolapo expressed ARCON’s readiness to partner with FAAN to promote cordial and symbiotic relationship between the two agencies.
“I know that the two agencies established by the federal government are expected to work together. Our aim and what we are pushing for is how to grow the Nigerian advertising space. Everything we’ve been doing in recent times is looking at the opportunity of growing the advertising space. I had a conversation with some senior practitioners at the conference, and I am also repeating it here. One of the challenges we have as an industry is that we are not really deep in the public sector. There are huge opportunities in government businesses. My plea to our people is to take maximum advantage of these opportunities,” he said.
He pointed out that documentation remains one of the challenges inhibiting the professionals from taking advantage of various opportunities that accrue from government space.
“The Bureau for Public Procurement will insist that you have before XYZ you can be registered with them. I have been on the agency side, so I know for sure one of our major challenges has always been documentation. We need to regularize our recording,” he said.
Dr. Fadolapo reaffirmed government’s commitment to ensuring that the airport environment is redefined to meet global taste.
“Let us also look at the government space like FAAN is offering us. We, as the regulator of the advertising space, will continue to collaborate with FAAN in order to ensure that the infrastructure available is developed and that they are of world standard. One of the few things I am aware that the government is doing is how to turn our airports around.
“We are also looking at creating an ecosystem around our own airport, too. So, advertisers, agencies, and outdoor owners, please, ensure that you take maximum advantage of this opportunity. It is in the best interest of our economy,” the ARCON boss said.
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