Investments in brands, 2023 election campaigns will drive growth this year – Adelusi

By Abimbola Mohammed

Media expert Femi Adelusi, Founder/ Group CEO, BrandEye/Mediaplus, and President of Media Independent Practitioners Association of Nigeria (MIPAN), has reinstated his belief in Nigerian agencies and the growth level they will attain this year.

He made this known during an interview with MARKETING EDGE while speaking on MIPAN projection for the year 2022. The media expert projected an increase in this year’s investment being a year before the election.

“This year, the investment behind brands and marketing is going to grow, considering it’s a year before election. Before now, brands pulled back from investing because of the pandemic. But now that we can say, to a large extent, that the time is over, brands have seen the need to invest. We believe they will also like to do it before the presidential election of 2023,” he said.

According to Mr. Adelusi, the year 2022 provides a unique opportunity to catch up with post-COVID losses and also for a pre-election year for brand investment.

“Our projection is that investment will grow, also because of the audience measurement system and the efforts by government to provide data for audience tracking – this will encourage advertisers. So, we hope to grow in double digits this financial year and if that happens, it means all our members will increase.”

Speaking on how to increase the number of new members for the association, Mr. Adelusi said the activeness of APCON will help drive more members to MIPAN and other sectoral bodies as it will also prepare the ground for much more collaboration and growth in membership.

“APCON’s guideline as published in AISOP addresses  many important areas in the ‘business’ of advertising. This, I believe, will help drive professionalism and will, by extension, encourage increased membership of MIPAN and other  sectoral bodies.”


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