“Cross-functions” among agencies should be addressed – ADVAN
By Felicia Nwosu
Osamede Uwubanmwen, President, Advertisers Association of Nigeria (ADVAN), has expressed concern and displeasure over what he termed as cross-functions among agencies in Nigeria. The president noted this while speaking with MARKETING EDGE in an exclusive interview.
According to him, there are agencies that are crossing functions among sectors of the industry with member agencies of one sectoral group picking contracts from another sectoral group whereas they are not part of that group.
“Are the regulators making sure it does not happen? Are these not things we have to look into? Can the regulator say something about it? There are a lot of things to fix in the industry, so we don’t have to quarrel,” he said.
Speaking further on the challenges of agencies crossing functions, the ADVAN boss said: “It is about value and transparency. You can’t say you are my agency, and I sit with you knowing full well that there is another agency that belongs to the same organization that is having to tap from me, that there is no firewall between you and the next agency, that you are working for me as a pharmaceutical company with another name in the same building,” he said.
Reacting further, the ADVAN leader demanded for a more symbiotic and understanding relationship between agencies and clients for the growth of the industry.
“Agencies are built on revenues; we belong to brands and want to save our brands. We are brand owners and are passionate about our brands. Agencies see brands as our cash-outs; I have a feeling that when you chase money for money sake, you lose focus,” he said.
The brand builder and marketing maverick challenged agencies to ensure they pay all those involved in the jobs executed and paid for to avoid giving a dog a bad name to hang it.
“They get paid, and for months they have not paid those that worked for them, including staff; they think we don’t hear that? So, we have a lot of issues with them. The issue is that we want to be partners; they should establish a level of partnership that when you speak about my brand, my brand strategy is in your head, when you defend my brand, my passion is your passion. When I get you paid, please pay everybody that worked for you because they won’t know I have paid you; they will think that it is the brand that owes them,” he advised.
Corroborating ADVAN leader’s submission, Oti Ukubeyinje, President of the Association of Digital Marketing Professionals (ADMARP) and Vice President, Product Marketing and Growth, Terragon Group, agreed that there is need for mutual relationship between clients and agencies.
“I could tell the pain he was speaking from. If someone tells me that brand guys are still feeling like that in 2022, I will think it is a lie. It is a call out to agencies that brand people want to do good work with you but are not getting the level of confidence they expect.
“Maybe when they cement their relationship as expected, and then there will be that trust to give one another a chance. Let’s put all the money and everything aside; I am your guy, how can we help each other? Everything works better when there is friendship in the mix. It is not all business, but good relationship as well,” the ADMARP boss said.
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