LASAA kicks off 2021 Conference, Exhibition

By Oghale Mafuru

The Lagos State Signage and Advertising Agency (LASAA), today, kicked off its two days conference and exhibition, tagged “Outdoor Advertising Conference and Exhibition”, with focus on repositioning the industry for growth post-COVID-19 pandemic.

The epochal event, with the theme: “Roadmap for the Growth of Signage and Out-of-Home Advertisement Post-COVID-19 in Lagos State”, was held at the prestigious Eko Hotel and Suites in Victoria Island, Lagos.

It had in attendance the crème de la crème of the advertising industry and most importantly the governor of Lagos State, Mr. Babajide Sanwo-Olu who was represented by the Deputy Governor, Dr. Obafemi Hamzat.

Delivering his welcome address, the Honourable Commissioner, Ministry of Environment & Water Resources, Tunji Bello, stated that the two days conference/ exhibition is coming at the right time as the industry is gradually recovering from the devastating impact of the pandemic.

Commending the regulatory agency for all its noteworthy contributions to the development of Lagos State, Mr. Bello said the advertising landscape has taken a dynamic turn following the creation of the agency.

He added that more can still be achieved by the agency through the continued cooperation of stakeholders in the industry.

Presenting a keynote address, the Managing Director of the Lagos State Signage and Advertisement Agency LASAA, Prince Adedamola Docemo reiterated the need for industry players to constantly evolve their operations in response to the new realities occasioned by the pandemic. He also affirmed that the conference was critical to the growth of the industry as it will create an avenue for a robust conversation on how to chart a new path for all stakeholders.

In His words: “As global businesses were affected, advertising was badly hit due to prolonged lockdowns during which advertising contracts were either canceled or reviewed downwards.”

He added that in line with the agency’s cardinal objective of providing enabling environment for businesses to thrive and flourish, it granted 3 months waiver between April and June 2020 among others.

The governor of Lagos State represented by the Deputy Governor, Dr. Obafemi Hamzat, while calling for more stakeholders engagement especially between the public and private sectors revealed efforts of the state government in its drive to accelerate its Smart City agenda.

According to him, the government under His Excellency, Mr. Babajide Sanwo-Olu has invested in the installation of fibre optic infrastructure that will facilitate access to data.

He said: “Agencies should leverage that infrastructure to make sure that we deliver advertising in a smarter way.” He added that the broadband expansion project will “accelerate our plans towards attaining the full status of a 21st century economy and to achieve its vision”.

Other speakers at the event are the Nigeria Country Director, DAI International Development, Managing Director, Bank of Industry, Olukayode Pitan and Special Adviser, Office of Drainage Services, Engr. Joe Igbokwe among others.

The event is expected to continue tomorrow with more discussions on how the industry can navigate through the myriads of challenges in the industry.


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