Emmanuel Agu appointed as new chair of Advertising Standards Panel

By Felicia Nwosu

In a series of rapid developments shaking the advertising landscape, the Advertising Regulatory Council of Nigeria (ARCON) has appointed Dr. Emmanuel Agu as the new Chairman of the Advertising Standards Panel (ASP), effective July 3, 2024.

This announcement which came in a swift succession after the withdrawal of membership by the Advertisers Association of Nigeria, ADVAN, from Heads of Advertising Sectoral Group, HASG, was made by Winifred Akpan, Head of Corporate Affairs for ARCON.

These swift changes raise questions about the future direction of the industry.

Recall that since the introduction of the Advertising Industry Standards of Practice (AISOP), two years ago, the advertising sector has been marked by disagreements between ADVAN and ARCON.

Dr. Agu took over from Mrs. Omowunmi Owodunni, the first Chairperson of the ASP, a panel tasked with ensuring advertisements comply with Nigerian laws and the Advertising Code of Ethics.

Dr. Agu’s appointment is seen as a strategic move to enhance ARCON’s regulatory functions and service delivery.

Armed with a Ph.D. in Marketing specializing in Marketing Communication from Babcock University, Dr. Agu also holds an M.Sc. in Media & Marketing Communication from Pan-Atlantic University, an MBA in Marketing Management from Lagos State University, and a B.Tech (Hons.) in Agricultural Economics & Extension from the Federal University of Technology, Owerri.

With over two decades of experience in consulting, banking, and FMCGs, Dr. Agu has demonstrated exceptional skill in managing top brands like Goldberg, Life Beer, “33” Export, Legend Extra Stout, La Casera Apple Drink, Smoov Chapman, and Nirvana Water. His career began at Ernst and Young, followed by roles at ACB International Bank Plc and Guinness Nigeria Plc, where he advanced to senior marketing positions. In 2013, he joined Nigerian Breweries Plc, overseeing major portfolios before leading the marketing team at Jotna Nigeria Limited in 2018.

Dr. Agu’s innovative strategies have consistently driven strong ROI and brand growth, earning him recognition from the National Institute of Marketing of Nigeria (NIMN) and the Institute of Management Consultants (IMC). His deep understanding of the Nigerian and African consumer markets positions him well to navigate the complexities of the current advertising landscape.

As these transformative changes unfold, the industry is left to consider the implications: What does this mean for the future of advertising in Nigeria? With Dr. Agu at the helm of the ASP amid ongoing disputes between ADVAN and ARCON, stakeholders are watching closely to see how these developments will shape the industry. Expectations are high for ARCON to effectively manage these changes and uphold the high standards of Nigerian advertising