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LASAA Should Protect OOH Investments – MIPAN President

BrandiQ Blog

Femi Adelusi, President of Media Independent Practitioners Association of Nigeria (MIPAN) has urged the Lagos State Signage and Advertisement Agency (LASAA) to ensure they protect the investments of primary assets owners during the execution of the proposed concession of the various major roads in the state towards the attainment of the mega city project plan.

The MIPAN president disclosed this in an interview with a brand and marketing magazine, MARKETING EDGE.

He appreciated the effect of the six pillars agenda theme of Mr. Babajide Sanwo-Olu’s administration and the partnership that has existed among the state’s various agencies all geared towards the smart city dream of the state. The media expert encouraged the regulatory agency to take into cognizance, the interest of the out-of-home practitioners who are the key players directly under LASAA.

Femi said: “For LASAA as a regulator, beyond laying down the policies and guidelines, they should also inspire the industry while setting tone for the agenda that will accelerate the growth of the OOH in Lagos. LASAA  should not allow OOH members to lose the investment that they have made, but ensure they protect the interest of those who have billboards there, if the plan is to improve or upgrade it. Let LASSA kindly give them a chance to also invest and be part of the migration.”

The communication expert noted that attaining a smart city project is beyond billboards and signage. “It is about big data, information access, and how the data can be used to influence other aspects of life like traffic, movement of people, security, as well as the various means of transportation that ply within the state. These are all perspectives that if we are involved from inception, we will add and also thrive to see how it can translate into advertising and revenue opportunities for the entire industry.”

Mr. Adelusi urged the regulatory agency to involve the key stakeholders and practitioners and not just the investors. “We all must be involved, because at the end of the day, we must protect the industry, deliver the services in a manner that is affordable to the advertisers, and add values to the consumers in the long run. We do believe that this journey will be complete when we are all involved in the conversation.”

Credit: Felicia Nwosu

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