Nigeria’s advertising industry, critical in playing inter-mediation role in the growth, perception of companies and governments has suddenly woken up, collectively to compel the attention of government, business leaders and policy makers to the impact and value of advertising especially in emerging economy like Nigeria.
To this end, advertising practitioners in the various specialised practices within the marketing communication industry will therefore converge on Abuja from various parts of Nigeria and the Diaspora for a conference early next week.
The historic conference initiated by Advertising Practitioners Council of Nigeria, APCON which government has left without a chairman for about five years with its operational consequences, is coming when there is impression of indifference in the minds of some business leaders and government officials of the value of the industry.
Often times in Nigeria, companies are quick to cut budgets for marketing communication on the mis-understanding that it is a cost to the organisation while government rarely employs the services of marketing communication industries to promote its activities in the public space.
“The national conference has identified the need to raise the professional standing of advertising practice in Nigeria and compelling the attention of the government, business leaders to the value of advertising”, the CEO of APCON, Ijedi Iyoha who is successfully driving the agency without a board, told BusinessDay.
The conference, she said will provide opportunity for advertising practitioners to take stock, review the prospects and challenges of the profession and chart a course for the further development of the advertising profession in Nigeria.
With a central theme: ‘Advertising in the post-digital age: the profession, the business and Nigeria socio-economic development’, the conference, Iyoha said will provide a networking, peer review and collaboration opportunities for the members of the profession across specialisations and geographic locations.
“Guided by the theme, the conference will take a long-term view of the practice as well as the business of advertising in Nigeria in the light of the digital revolution that has transformed every aspect of life as well as the current challenge of transforming Nigeria’s economy and society”
To give direction to the discussion, Lolu Akinwunmi, Chairman of Prima Garnet Africa and former chairman of both APCON and AAAN will deliver the keynote address while the Vice President, Yomi Osinbajo is expected to declare the conference opened.
