IMC practitioners celebrate Nigeria’s Independence Day amidst uncertainty
By Felicia Nwosu
As Nigeria marked her 61st Independence Day anniversary, industry thought leaders in the Integrated Marketing Communications have expressed their expectations with hope towards the future of the country, while calling on the government for a more improved economy and enabling environment for businesses to thrive.
They made this request during an interview with MARKETING EDGE, when the Nigeria’s foremost magazine went to feel their pulse in respect of the anniversary.
Kemi Fabusoro, the Director/Executive Secretary of the Association of Advertising Agencies of Nigeria (AAAN), congratulated Nigerians for celebrating the country’s 61st independence in unity amidst various challenges and agitations confronting the country. She restated the fact that the advertising sector has evolved with a tremendous growth over the years, in terms of innovation and improvements, especially in the area of digital and technology. She pointed out that there has been more internet penetration and digital innovation though at a slow pace, compared to the accessibility and penetration in a lot of developed markets.
She called on the government to fasten its pace in constituting the apex regulatory body of the advertising industry, which is APCON Council.
“As we continue to grow as a country, it is important that the government continue to support the industry. One of the good ways the government can support is by first of all, constitute the APCON Council to enable the industry to be able to carry out its regulatory functions by sanitizing the industry for it to move forward. The importance of the APCON Council cannot be over-emphasised.”
The AAAN Executive Secretary, like Oliver Twist, appealed for more from the government. Her words: “Another part is the APCON Code, and we believe that there will be proper structure and appropriate standard of practice into the industry as they sign up the APCON Code. We believe it will help purge and sanitize the industry from all the impediments restricting its growth and development of the industry.”
Mrs. Fabusoro charged the government for an enabling environment that supports easy of doing business that will translate to the growth of the industry and the nation’s GDP.”
Reacting from the perspective of Out-of-Home, Emmanuel Ajufo, President, Outdoor Advertising Association of Nigeria (OAAN), expressed indifference over the celebration, noting that OAAN as an association is not different from the members of the public, and therefore, shares in the adverse effect of the economy as well.
Hear him: “Nigeria means to OAAN what it means to other citizens. We are not so happy about the country, but we are hoping that things will be better for us. Let us keep hope alive, believing that they will improve every aspect of the economy.”
He added: “The security challenges are affecting OAAN members as they can hardly travel from one place to the other to transact business with clients. Cost of materials to carry out our jobs for clients is very expensive. Let them effect positive change on every fabric of our economy. The government should tackle and eradicate all forms of challenges whether it is political, socio-economic and all diverse problems confronting the growth of the country. ”
Mr. Femi Adelusi, president, Media Independent Practitioners Association of Nigeria (MIPAN), on his part, congratulated Nigerians, particularly the youths. He encouraged them to remain focused in the midst of all the challenges bedeviling the country, adding that huge opportunities abound, especially in terms of digital technology and innovation.
“As we celebrate the Independence Day, my message is primarily to the Nigerian youth. The Nigerian youths are at the centre of the economic transformation of Nigeria based on their involvement in technology. I think the digital economy will continue to centre around the youths because the differences and the changes that will transform the marketing communications industry will sit largely on the opportunity that digital platforms offer and the Internet of Things (IoT) in general.”
He predicted a great and promising future for the IMC, all revolving around the technological creativity of Nigerian youths. “The youths will have huge impact on the digital economy and the transformation of Nigerian economy at large, if they can get leadership from an economic point of view of technology. I believe it is a matter of time before that will transform into political leadership.”
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