Marcom industry looks positive in 2023 – Mohammed
By Abimbola Mohammed
In line with other positive predictions on 2023 business outlook, Dipo Mohammed, Brands Marketing and Communications Manager, Inlaks Limited, has said that there are traces of growth for the Nigerian marketing communication industry come 2023, depending on the result of the general elections. Mr. Mohammed, however, noted that the brain drain syndrome will continue to affect the growth of the industry if proper measures are not taken.
In an exclusive interview with MARKETING EDGE, he advised that professionals in the industry should invest more in young talents and also create a framework to improve capacity building.
“There are traces of a positive outlook for the Marcomm industry in 2023 due to the openness of more organizations to marketing trends and efficiency. This will create a good revenue path especially for agencies,” he said.
The young professional, while speaking on prevalent challenges, said: “However, the industry will also face challenges in resources, especially with the brain drain syndrome, hence the need to invest more in young practitioners and create a framework to improve their capacity.”
Expressing his view on how the outcome of the elections will determine and also shape advertising and media spend in the year in review, Mr. Mohammed noted that many organisations will be circumspect with their budget.
“The outcome of the general elections will also play a role in organizational decision making because having a new dispensation will bring some economic changes. Depending on the outcome of the elections, organizations will be more careful with spending,” he said.
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