Femi Adelusi optimistic about advertising growth
By Felicia Nwosu
Femi Adelusi, Founder/ Group CEO, BrandEye/Mediaplus, and President, Media Independent Practitioners Association of Nigeria (MIPAN) has expressed optimism about the impressive outcome of business activities by advertising professionals in the outgoing year.
The BrandEye/Mediaplus GMD gave this revelation in an exclusive interview with MARKETING EDGE. In a holistic review and comparative analysis of business transactions between last year and the out-going advertising business calendar, the media buying expert said there is a glaring business growth difference which is activated by the fact that business activities are gradually returning to normal due to the easing of COVID 19 lockdown. He pointed out that, this has boosted most advertising activities of various sectors. He argued that the industry has not experienced any major downturn this year compared to the last.
“I think it has been a good year compared to last year in terms of what has been termed, ‘the downturn’. For me, I see more upward swings in the level of activities from the brand management standpoint, even from the public service standpoint and government activities as well.
The media buying/planning agency founder further said: “I don’t see any area or sector where I could say there has been a major unusual level of downturn, I think it is safe to say when you look across the sectors, there is a lot more to celebrate right now than what we have had since last 12 months or prior to now. It is a season of optimism and positivism and things can only get better, hopefully from now on. We just have to make sure that we do the right thing to make sure that, at least ‘the normal’ which is where we live currently, continues to be the order of the day.”
Elated over the introduction of the Advertising Industry Standard of Practice (AISOP), the consummate advertiser maintained that the major transition for the media buying, planning business this year remains the AISOP.
“What I think that will impact us the most right now is the AISOP, the new Advertising Industry Standards of Practice, which has direct impact on every sector of the marketing communications industry. this is because it has a lot of impact on the commerce of the business. Beyond the principles of advertising, it will also affect the business of advertising.”
The MIPAN leader also enumerated other benefits that accrue from the industry reform in terms of growing and keeping agencies healthy and progressive from a business management standpoint and profitability.
“The AISOP guideline will help a lot of agencies to do better business because it addresses cash flow, terms of payment, pitch fees, and everything that helps agencies to do better. If you look at it in details, you will see In the long run, that it acts more in the interest of the clients, advertisers, because you get partners that are strong, and business partners that are doing well”
The industry leader urged clients to understand the importance of well-packaged remuneration in maintaining staff who are great assets to the agencies, noting that this will enable agencies to attract and keep the best brains and talents who will in turn help in managing and building the brands sustainably.
Adelusi also advised practitioners to embrace technology and digitisation for a faster, smarter and easier service delivery. He averred that technology and digitisation are powerful tools that when purposefully deployed will create both strong and positive impact in terms of strategy and decision making.
“Digitisation and technology have huge positive impact on the media business because of the opportunities that it provides. We will like to see data and tools that allow us to make those decisions faster. Also, there is a bit of sophistication which places the demand on us to be ahead of the game in knowing and understanding how these technologies are evolving. A media planner needs to be ahead of the game, he needs to be very current to know how and what is changing and how he needs to take advantage of the new opportunities.”
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