National ad confab decides on collaboration, proffers sustainable solutions

To thoroughly represent and communicate the resolutions and recommendations reached at the 2019 National Advertising Conference recently held in the Federal Capital Territory (FCT) Abuja, Nigeria, marketing communications practitioners have issued an official statement that reflects their position and proffers lasting solutions to the troubles bothering their industry. The communiqué made available to MARKETING EDGE encapsulates the spirit and passion with which the practitioners want to propel the industry into remarkable success.

Organised by the Advertising Practitioners Council of Nigeria (APCON) in conjunction with esteemed sectoral groups, the conference, the largest of its kind, witnessed comprehensive as well technical presentations, panel sessions and discussions by various sectoral groups.

The sectoral bodies that made the confab worth its while are: the Association of Advertising Agencies of Nigeria (AAAN), the Advertisers Association of Nigeria (ADVAN), the Broadcasting Organisation of Nigeria (BON), the Media Independent Practitioners Association of Nigeria (MIPAN), Outdoor Advertising Association of Nigeria (OAAN), the Newspaper Proprietors Association of Nigeria (NPAN), as well as significant stakeholders in the advertising industry which include Advertisers’ Forum, the International Advertising Association (IAA) Nigeria Chapter, the Experiential Marketers Association of Nigeria (EXMAN) and the Association of Communication Scholars and Practitioners of Nigeria (ACSPN).

Charting a strategic roadmap for advertising, primed resolutions and viable recommendations were made with the lingering absence of APCON Governing Council taking precedence among other challenges believed to be stunting the growth of the marketing communications industry.

The confab observed that the APCON had been operating without a Governing Council since 2015, and, in that light entreated earnestly, the Federal Government to urgently constitute a Council for the apex body of marketing communications practitioners in accordance with the provisions of the establishing Act to put back on track in discharging its regulatory mandates.

The confab stressed the crucial need to initiate the development of a strategic national communication programme, adding that such programme would purposefully articulate a positive perception of Nigeria in the global space.

“The Federal Government should consider the establishment of a Federal Ministry of Communication to coordinate and manage centrally all government communication with the public,” the confab said.

Highlighting on a sustainable economic course of action, the conference urged the government to make deliberate effort at economic policy stability through extensive stakeholders’ consultation that would include practitioners in the marketing communications industry as a solution to their declining fortunes. It also added that APCON should collaborate with African Development Bank (AfDB) to champion the narration of the continent, and would, by so doing provide business opportunities for practitioners.

“APCON should collaborate with AfDB to champion the continent’s narrative, driven by advertising and marketing communications. Such collaboration will provide more direct and indirect opportunities for practitioners to demonstrate their creative capabilities and get more businesses,” the conference recommended.

The conference specifically prevailed upon marketing communications practitioners to make deliberate efforts at creating succession plans for their agencies by building human resource capacities of their rank-and-file, adding that all professional bodies under the auspices of APCON must synergise and avoid working in silos.

On digitalisation, it was recommended that professionals should make deliberate efforts to improve their capacities, particularly in the areas of digital-driven advertising solutions. It was also resolved that marketing communications practitioners must shift from transactional to value based relationships that would be driven by the good use of technology to enhance acceptance from their prospective and existing clients.

In conclusion, all sectoral groups were encouraged to collaborate with APCON to come up with a workable and committed payment regime that will be shorter, reasonable and sustainable in the industry.


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