Work commences on 1st competency mapping platform for Nigeria’s marketing communications industry
Photo: HR managers from marketing communications services agencies at the Talent Competency Framework Mapping workshop held in Lagos, recently.
Work has commenced on the development of the first peer-reviewed competency framework mapping platform for Nigeria’s marketing communications industry.
The Nigeria Marcoms Competency Framework Platform is an initiative of Dr. Rotimi Olaniyan, with the active support of CEOs from 10 leading specialist marketing services agencies across Advertising and Creative, Experiential, Events and Sales Activation, Digital Marketing as well as Media Planning and Buying services. The programme aims to map the knowledge, skills, and behaviours required for all major competency levels within key roles in the Nigerian marketing communications industry, and ultimately establish industry competency standards, benchmarks, and an operating toolkit for evolved agency talent management.
Dr Rotimi Olaniyan who serves as Principal Consultant for Apex Marketing UK is a leading marketing consultant and former VP of the National Institute of Marketing of Nigeria as well as a former President of EXMAN. He currently serves on the faculty of the Nottingham Business School in the UK.
He explains that “talent sits at the heart of all marketing service provision and competency mapping frameworks are critical for communities of practice to define, measure and develop talent competencies to achieve industry standards and benchmarks. Unfortunately, as a community of practice, members of the Nigerian marketing communications industry are yet to develop and deploy a unified competency framework that will enable the industry better to professionalise itself and stem the unprecedented levels of talent attrition currently being witnessed within the industry. We aim to help change this as our contribution to the growth of the industry.
The project started off with a preliminary mapping and requirements gathering workshop attended by select HR managers from agencies such as Noah’s Ark, Brand Eye, Outer space, Lilverage, Connect Marketing, 1st Katalyst, Ideas House, Proximity, TBWA, Bloow Invents, and Nitro 121 to name a few. The next stage of the exercise will involve a comprehensive data-gathering exercise across a wider group of agencies, and firms to calibrate the framework and populate the benchmark.
According to Dr Olaniyan, “It is our intention to have a fully functional online platform, bespoke to the requirements of the Nigerian marketing communications services industry deployed within 100 days, for the benefit of all ecosystem stakeholders including the clients of the participating agencies.”
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