Folake Ani-Mumuney outlines 5-point action plan for ADVAN
About a month ago, Folake Ani-Mumuney, Group Head of Corporate Communications at FirstBank Holdings was voted by her colleagues as President of the Advertisers’ Association of Nigeria (ADVAN). It was a landmark outcome, as it was the first time a female would be leading the organisation whose members control over N100billion in annual marketing spend. Shortly after the election, she spoke with MARKETING EDGE and articulated her strategy for success. The strategy is captured in this five-point action plan that will guide her two-year tenure. In her words:
ADVAN must remain a thought leader in marketing
We must ensure that ADVAN remains the thought leader in the marketing industry. All things that matter to marketing and marketing professionals, ADVAN has to retain its position and even further advance that position as a thought leader in that space.
Creating the right platform for sharing experiences
In addition to that, I believe we need to think about how we add value to our members. When we add value to our members, we add value to the bottomline. We need to do that in a quantifiable way. How do we quantify that value? Whether it is by creating the right platforms for learning, for seminars, for knowledge sharing, for sharing experiences.
Creating the right content
We also need to create the platforms in a way that is easy to take out what they need from it. Nigeria is a blessed country, full of talents, as we have seen happen in the entertainment industry, for instance. All of that is content. That rich content is what I know that is the spirit of Nigeria. I believe that until we have the right platforms, we don’t know that it exists. So in the same way we need to harness the expertise that exists within ADVAN, so that we can better share experiences.
Technology advancement
One of the areas we need to be prepared for is the advancement of technology. This is the cyber age. What does the cyber age portend? What does it offer? And how will it disrupt the industry as we know it? We need to be at the forefront of that conversation. We shouldn’t be reactive. We must be proactive, so that we can articulate a roadmap for ADVAN and to seize the opportunities from what we are seeing in terms of the convergence the opportunities that technology brings.
Public and Private sector collaboration
And finally, I am of the firm opinion that the private and public sector must work closer together. and I believe that when you look at all of our regulators, when you look at all of our stakeholders and our member companies, we need to find a better way of ensuring that our goals and common objectives are harnessed in such a way that it’s a win-win. I want to achieve, but I also know that some of our stakeholders also need to achieve their objectives; so how do we ensure that we collaborate better?
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