Former MIPAN president reflects on tenure, achievements
By Felicia Nwosu
Femi Adelusi, the former President of the Media Independent Practitioners Association of Nigeria (MIPAN) and immediate past Chairman of the Heads of Advertising Sectoral Group (HASG), has reflected on his tenure and the significant strides made in the advertising ecosystem under his leadership.
Speaking in an exclusive interview with MARKETING EDGE, Adelusi expressed deep appreciation for his dedicated team, noting that he had a very strong and committed executive committee, while heads of agencies were also very supportive in driving their
successes.
Highlighting the key achievements during his tenure, Adelusi emphasized the impact on education and capacity building. He also underscored the progress made in technology-enabled media planning and buying.
“We raised the bar with initiatives in training and development programs. The Alphabet Media Academy, for instance, allows individuals from various backgrounds to enter media and marketing communications. The academy offers short-term courses and a comprehensive 24-week program. We invested significantly in scientific planning and audience measurement. With the support of MIPAN members and executives, we advanced our ability to conduct more precise and effective media planning.
“Engagement with key stakeholders was another area of progress. We collaborated closely with the Advertising Regulatory Council of Nigeria and other sectoral bodies. We aligned on regulations, innovation, and technology to ensure the best interests of our industry.”
Beyond core functions, MIPAN under Adelusi’s leadership contributed to broader initiatives, as they played a significant role in determining the GDP multiplier for the Nigerian economy, positioning themselves to influence policies and promote industry growth.
A notable initiative was the establishment of the President’s Dinner, an annual event bringing together CEOs of multinational to share happy moments and chart new path of growth for the industry.
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