In a bid to provide the missing links in critical areas of branding and determine the multiplier effect of the creative, branding, and allied industries on Nigeria’s national economy, the 2023 National Advertising Conference led by ARCON has saddled Steve Babaeko, President, AAAN and Femi Adelusi, President, MIPAN with the onerous tasks of providing the missing links to create relevance for the industry and its practitioners.
These were part of the highlights of the media briefing for the third National Advertising Conference scheduled for 6th – 8th December, at the International Conference Centre, Abuja.
The Director-General, Advertising Council of Nigeria, ARCON, Dr. Olalekan Fadolapo, inaugurated the two special Committees – The Brand Nigeria Committee, headed Babaeko, President, AAAN and the GDP Multiplier Committee, headed by Femi Adelusi, President, Media Independent Association of Nigeria (MIPAN) with the tasks of adding critical values to the industry.
According to the Director General, the event is not about ARCON, but about the industry noting that the Brand Nigeria Campaign Committee is an initiative of the industry to take a look at Nigeria as a brand and come up with a campaign.
“We are going to take a detailed look at all the elements, the DNA, and come up with a communication for it. This is our own industry’s effort aimed at positioning the country’s brand in its right place among the comity of nations. We know that nobody can do this better than professionals”, he said.
Dr. Fadolapo also specifically challenged the GDP Multiplier committee on its task when he said, “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.”
Announcing the theme for the conference in Lagos, Tunji Adeyinka, Chairman, organizing committee said, the theme: “Marketing Communications As An Enabler For National Transformation” has been strategically selected to be deliberated upon at this year’s conference.
The conference, according to the Chairman, “is going to be symbolic with the quality of industry players pulled from the different sectorial bodies of the nation’s advertising industry to deliberate on the theme of the event”
“Its aim is to meet the demands of the present economy and communicate for a positive change in the brand world and in the business goals of clients thereby, giving a boost to the dwindling national economy.
According to the Chairman, “In an ever-evolving global landscape, the role of marketing communications in fostering national transformation has become increasingly vital. Today, we stand on the precipice of progress, and harnessing the power of strategic marketing communications is imperative for driving positive change at a national level.
Breaking down the components of the 3-day event, Adeyinka reveals as follows:
The first day of the Advertising conference will feature a Fireside Chat with 3 industry bigwigs. The Fireside chat will be held at Johnwood Hotel Abuja.
The second day will feature the official opening ceremony followed by the Economic session on the GDP Multiplier campaign. This will be followed by the Brand Nigeria Session at the International Conference Centre, Abuja.
The third and final day of the conference will have four breakout sessions focused on the professionals and the academia. A breakout session has been created to interface with students within the town meeting the gown setting. The day three sessions will be rounded off with a Town Hall meeting with ARCON. This would be followed up with an Industry Dinner and the Advertising Standards Panel (ASP) Compliance Awards.
While making his comments, Babaeko, who is also the Group CEO of Awards-winning X3M Ideas, expressed optimism on the challenge entrusted upon his committee noting the importance of the task at hand for the industry, the nation, and her citizenry.
“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.”
Similarly, Femi Adelusi who heads the GDP Multiplier Committee explained that his committee will undertake 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, contrary to the belief that there are no data, said the data are sitting on some computers the assignment to aggregate them and make available for use and in a timely fashion too.
The Advertising conference was born out of the need to create a unifying platform for all stakeholders in the advertising industry for learning and unlearning, networking, evaluation of the industry’s growth pattern, discussion of prevalent issues bothering practitioners, industry and clients, exchange of ideas on ways to overcome the challenges and make the industry a haven of positive growth for all stakeholders and the nation’s economy at large is powered by the sectorial groups – AAAN, MIPAN, BON, EXMAN and OAAN.
Participants/ delegates are assured of a better outing this year as all hands are on deck to make this year’s converge, a roller coaster of learning and relearning. Details about the conference and participation can be found on the conference platform – www.advertisingconference.com