The Advertising Regulatory Council of Nigeria (ARCON) has taken significant strides in anticipation of its National Advertising Conference scheduled for December 6th to 8th, 2023, in Abuja.
With a keen focus on ensuring that this event is both enlightening and beneficial to practitioners and the economy, ARCON inaugurated two pivotal committees: The Brand Nigeria Committee, led by the distinguished Advertising legend and President of the Association of Advertising Agencies of Nigeria (AAAN), Steve Babaeko, and The GDP Multiplier Committee, chaired by Femi Adelusi, the current President of the Media Independent Practitioners Association of Nigeria (MIPAN).
The inauguration of these committees took place during a press conference held at L’eola Hotel in Maryland, Lagos, on October 2nd, 2023. The event was graced by prominent figures from various sectors within the Nigerian Advertising Industry, including Steve Babaeko, President of AAAN; Tunji Adeyinka, Chairman of the Planning Committee NAC; Femi Adelusi, President of MIPAN; Tolulope Medebem, President of EXMAN (represented by Angela Makinwa, Director of Client Engagement, Strategy & Creative at EXP Marketing Nigeria); and Mr. Joe-Eugene Onuorah, rpa, Director of Registration at NAC, along with members and representatives from various media organizations.
Lekan Fadolapo, the Director General of ARCON, shed light on the purpose of the Brand Nigeria Committee. This initiative aims to analyze Nigeria as a brand and devise a campaign aimed at enhancing the country’s image on the international stage.
Fadolapo stated, “This is our industry’s endeavor to position Nigeria’s brand accurately among the committee of nations. We recognize that professionals are best suited for this task. As part of the National Advertising Conference for 2023, we will meticulously assess all elements of our brand Nigeria and create a compelling communication strategy.”
Steve Babaeko, the Chair of the Brand Nigeria committee, emphasized the committee’s dedication to ensuring that the advertising industry upholds high standards and practices that contribute to a more positive image for Nigeria through the promotion of key initiatives and winning powers that make Nigeria and Nigerians stand out such as the entertainment industry, the movie industry, the advertising industry, and many more.
Babaeko asserted, “The reason for the concerns and complaints about our beloved country is our awareness that we can do better, driven by our profound love for Nigeria. This is our only home, regardless of where else we may go. We believe the Brand Nigeria committee will address key challenges and factors affecting the industry.”
The second committee, the GDP Multiplier Committee, has been entrusted with a comprehensive examination of the industry’s activities, including its contribution to the GDP, public perception, operational activities, and the multiplier effect of this contribution on the economy.
Fadolapo explained, “In other markets and times, advertising spend is also evaluated in terms of its positive impact on the economy. We have three key components: advertisers, agencies, and the media. Within this ecosystem, employment is generated, and money flows in and out. We aim to scrutinize these aspects and how they positively influence the economy. Our objective is to delve into the collective knowledge and all elements contributing to the advertising profession.”
Both committees are tasked with presenting their findings and recommendations at a later date.
As ARCON forges ahead with these committees, the advertising industry in Nigeria anticipates a conference that not only enriches professional knowledge but also contributes to the enhancement of Nigeria’s image and economic prosperity.