Nigeria’s advertising ecosystem has undergone a paradigm shift – Tunde Adedoyin
By Felicia Nwosu
Immediate past president of the Outdoor Advertising Association of Nigeria (OAAN), Tunde Adedoyin has averred that the Nigerian advertising ecosystem has undergone a paradigm shift, which he noted, has propelled many advertising agencies to map up with the changes in the pacey industry.
According to Adedoyin, the shift has been accelerated and endorsed by digital disruption, which has given birth to the strong and healthy competition amongst the agencies, leading to the massive growth of the industry. He commended the leadership of the Media Independent Practitioners Association of Nigeria (MIPAN), for bestowing honour on some of the founding fathers in the industry with various awards of recognition and for a successful outing during their President’s Dinner, held recently in Lagos.
The former sectoral head also applauded MIPAN for the unity of purpose among its members.
He hailed various sectors that have taken out time in their various awards to recognize the founding fathers in the advertising industry.
He submitted: “It is the right thing to do, recognizing the founding fathers in the advertising space for their immense contributions to the growth and expansion of the industry. We must be supporting one another in the various sectors of the advertising industry and that is how it grows. I appreciate the kind of improvement that is happening today in terms of media buying and planning. I commend their ability to bring together all the media independent agencies and I also acknowledged how their association is looking out for its members’ welfare in relation to debt as well regulation.”
The outdoor advertising expert while comparing how advertising has evolved over the years stated that, “In the past when the agencies were together, it made the whole agencies looks very big and robust, but since specialization came, we have the units and sectors standing on their own. It is equally improving in terms of technology driven and this idea of bringing clients from the overseas is reducing because we now realize the power of locals. Today, we can dictate how advertising business should be run with new guideline for all advertising practitioners. There is a huge and noticeable improvement.”
The seasoned brand manager pointed that every functional economy is built by brands, and that advertising can only record growth when the economy is well structured for businesses to thrive. He expressed optimism for an improved economy to enable a sustainable advertising growth in Nigeria
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