Influx of quacks has become major challenge for our industry— Yomi Olaniwun
By Zion Rufus
Bold Brand Buzz CEO, Yomi Olaniwun has identified the influx of quacks as one of the major challenges facing the marketing communications industry.
“The entry barrier into this profession is low due to the affordable starter pack it requires,” Olaniwun said in an interview with MARKETING EDGE.
“This has given room for the influx of quacks. For you to solve marketing problems, you must have acquired a versed knowledge of marketing and the tools to be deployed. This is not the case at this moment in the industry.”
The issue of quacks in Nigeria’s marketing communications ecosystem is a longstanding conversation that has occasioned several disciplinary actions in a bid to curb their practice.
Speaking at the recently held MIPAN’s 2021 President’s Dinner & Awards, Advertising Icon, Dr. Biodun Shobanjo urged all advertising practitioners to work together to flush out quacks parading themselves as professionals in the industry, even as they move to accommodate more members into the profession.
To crackdown on charlatans and individuals parading themselves as professionals, the Advertising Practitioners Council of Nigeria, (APCON) announced its plans to introduce in April 2022, a new vetting regime which will permit only licensed advertising organisations to apply to the Advertising Standards Panel (ASP) for vetting.
Executive Director and Head of Department of Outdoor Advertisement Signage (DOAS) in the Federal Capital Territory, Dr. Babagana Adams, decried the activities of quacks and unregistered practitioners in the Federal Capital development area. Adams had urged OAAN to spare no efforts in tackling the issue of quacks whose operations continued to give negative impressions about the industry.
The National Institute of Marketing of Nigeria (NIMN) went tough on quacks when it declared its resolve to embark on strict enforcement of provisions of the 2003 legislative Act empowering the institute to regulate marketing profession in Nigeria.
President of PRCAN, John Ehiguese disclosed that PRCAN as a group was also taking steps towards ridding the practice of quacks in the business.
Ehiguese described as an “aberration” the practice in Nigeria where the government employed “just anyone from the media” into PR positions, while expressing regrets that the PR profession had been infiltrated by all sorts of people who believe that PR could be practiced just by carrying a briefcase.
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