Kingsley James, Managing Director and Chief Executive Officer of Indoor Design and Concept Limited (IDCLNG), projected a bold new direction for Nigeria’s marketing and advertising industry, stressing the urgent need for industry reforms, stronger local production, and the development of skilled talent to meet evolving client demands.

Observing a Rapid Transformation

In an exclusive interview with MARKETING EDGE ONTV, James observed that the nation’s marketing space is rapidly transforming, with brands increasingly seeking holistic solutions that deliver compelling experiences and position them distinctively in the marketplace.

He noted that this shift is prompting agencies to broaden their service offerings and embrace innovation, but it has also exposed deep-rooted challenges, particularly in human capacity and financing.

Addressing the Talent Gap

Speaking on the talent gap, James emphasized that many graduates entering the workforce lack the practical skills required to perform effectively in the industry.

He attributed this to a disconnect between academic training and the actual demands of the job, pointing out that agencies often invest significant time and resources in retraining new hires to bridge the gap.

He also underscored the need for a more aligned approach between academia and industry players.

“The knowledge taught in schools and the knowledge required in the workplace are not the same.”

Identifying Capital Access Challenges

He further identified access to capital as another major obstacle, especially for integrated agencies like IDCLNG, which operate across multiple production areas, including welding, printing, and fabrication.

According to him, running such a broad service portfolio demands heavy capital investment, yet financial institutions often fail to understand the nature and requirements of the business.

This, he said, limits growth potential and operational efficiency.

Recognising the Value of Professional Bodies

James also shared his evolving perspective on professional bodies in the marketing communications sector.

While he initially questioned the value of membership, he now acknowledges that these organisations provide vital opportunities for networking, knowledge exchange, and collective advocacy.

Such platforms, he noted, are crucial in pushing for reforms that can strengthen the industry and improve standards.

Setting a Strategic Vision for IDCLNG

Looking ahead, the IDCLNG boss revealed his ambition to position the company as Nigeria’s first fully integrated 360-degree production outfit.

This vision, he explained, would allow clients to enjoy consistency in quality, cost-effectiveness, and speed of delivery, eliminating the need to engage multiple vendors for different aspects of a campaign.

Advocating for Local Production

Meanwhile, drawing from his extensive travels and business experiences, James stressed that Nigeria must urgently prioritize local production to reduce reliance on imported raw materials.

He warned that the country’s dependence on foreign supplies, coupled with high import duties, continues to stifle the growth of small and medium-sized enterprises.

Encouraging local manufacturing, he argued, would not only drive economic stability but also create more jobs and strengthen the marketing ecosystem.

Reiterating the Path to Growth

James concluded by reiterating that while Nigeria’s marketing industry has immense potential, its future growth will depend on addressing its structural challenges, fostering innovation, and embracing homegrown solutions.

ALSO WATCH MARKETING EDGE ONTV