NAC 2023: Day 2 identifies transformative change in IMC industry
By Abimbola Mohammed
Industry stakeholders at the ongoing National Advertising Conference 2023 have identified challenges, opportunities and solutions that will transform the advertising ecosystem in Nigeria.
The one of its kind conference with the theme: “Marketing Communication as an Enabler for National Transformation” is in line with the vital role that the industry plays to the country’s Gross Domestic Products (GDP).
Speaking during the event, Dr. Lekan Fadolapo, Director General, Advertising Regulatory Council of Nigeria (ARCON), noted that the objective of the conference is to evolve policies, articulate options and identify strategies for addressing national issues, particularly those that border on the Nigerian economy at large.
His words: “Research has shown that marketing communication as an economic activity is strategic to the growth and development of our nation’s economy. It is the driver of a healthy and thriving society. Scaling up the advertising regulatory framework to stimulate economic development, inclusive growth, wealth creation and development of local talents has been a major priority of ARCON. These policies are up for debate and discussion during the relevant sessions at the conference.
“You will agree with me that the theme requires thorough interrogation by stakeholders and the marketing communications community. As professionals, we will be taking a detailed look at our practice as an economic enabler with the view of coming up with suggestions and recommendations that will impact our industry positively and the Nigerian economy at large.”
In the same development, the Honourable Minister of Information and National Orientation, Mohammed Idris, who is the guest speaker at the conference, urged integrated marketing communication professionals to help amplify government policies to Nigerians using their professional skill set and reach.
“As marketing communications professionals, you wield an immense amount of power and influence over the minds and opinions of the populace. This power is one that as you all know comes with great responsibility. To whom much is given, it is said, much is expected. It is against this backdrop that I am expressing my delight that this year’s theme is focused on the role of marketing communications as an enabler of national transformation. It is a direct acknowledgement of the power and responsibility of your professional calling to facilitate the transformation that Nigeria requires and deserves.”
The minister, who was represented by Lanre Issa-Onilu, Director-General, National Orientation Agency (NOA), added that the present administration has lots of plans for the country and also the MSMEs but would strongly relay on the communicators to help push out the information to the right audience that need the information. He added that they are prepare to make information accessible for the professional to put out to the publics.
“I have always said that as Minister of Information and National Orientation, I will strive to do my work with utmost openness and integrity. As we make the information available with transparency and credibility, I ask that you as communications professionals rally around to help us convey that information without sensationalism or distortion. Help us to take the messages of hope, sacrifice, opportunity and patience to every nook and cranny of the country. Help us amplify the message that, while some policy decisions may be painful in the short-term, they will yield economic rewards and prosperity over time.”
On his part, Mr. Tunji Adeyinka, Chairman, Organizing Committee of the National Advertising Conference, said: “We decided that the National Advertising Conference would not become another talk-shop. One of the greatest learnings of Covid-19 was to take up every opportunity to make a difference, no matter what the situation may be. Therefore, as we rose from the last conference, two key issues were paramount. The first one was to work towards determining the size of the Marketing Communications industry, understanding the contribution of the sector to GDP and framing the discussion around the multiplier effect of every naira spent on marcoms on the real sector. The second issue was to change the narrative and develop a Brand Nigeria campaign from the industry perspective. Such a big challenge, especially in an age of great cynicism.”
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