Joseph Bakare
The Minister of Information and Culture, Alhaji Lai Mohammed, has expressed optimism that the approval for the implementation of reform
initiatives of the Advertising Practitioners Council of Nigeria
(APCON) would strengthen the advertising ecosystem, encourage
inclusive growth as well as attract investment to the industry.
The Minister disclosed this in Lagos State, at the
49th Annual General Meeting of the Association of Advertising Agencies
of Nigeria (AAAN) at the weekend.
“As many of you are aware, one of the bold and necessary steps we have
taken in recent times is the approval of the ongoing reform
initiatives of the Advertising Practitioners Council of Nigeria
(APCON). The reform is aimed at strengthening the advertising
ecosystem, encouraging inclusive growth as well as attracting
investment to the industry,” he said.
In his paper, entitled “The New World Order: Digital Transformation in
Communication,” the Minister said advertising and brand marketing are
prime examples of sectors where consumer data is critical, hence the
need to leverage technology for direct engagement with the audiences.
He said in a world rapidly changing in its dynamics of opportunity and
risks, talking directly with consumers in a data-enabled environment
has taken brands and entrepreneurs closer to their consumers more than
ever before.
“The odds of success or solution to any challenge in this new world
order is as high as our regard for the power of digital technology.
And the entrepreneurial opportunities lying in wait at
that crossroad between technology and the economy of sectors like
advertising and brand communication is vast and you, as industry
leaders, must continue to harness a variety of talents and competences
to take maximum advantage of the opportunities presented,” Alhaji
Mohamed said.
He said the realization of the power of technology in brand
communication necessitated the setting up of the Ministerial Task Team
on Audience Measurement System to give legal and constitutional
framework to a national, systemic, accountable and data-driven
understanding of the impact of
communication on consumer behaviour.
The Minister expressed the desire that all the relevant parties in the
Ministerial Task Team are able to complete the tasks in order to
initiate the legislative processes necessary for the implementation of
the audience measurement before the end of this administration.
He, however, advised AAAN to be wary of the potent impact of
deliberate fake news, orchestrated disinformation and demarketing by
unscrupulous and faceless purveyors online, which present huge risks
to brand communication as they undermine the most critical ingredient
to successful consumer engagement, which is trust.
“We need you, as seasoned communicators and critical stakeholders, to
also consider the roll-on effect of fake news and disinformation on
the economy of advertising and brand marketing, both in the short and
long term. It lays ambush on every brand promise and every potential
argument you make to the benefit of your products and services,”
Alhaji Mohammed said.
He said the Federal Government is committed to exploring all the
opportunities offered by the social networking sites, such as
Facebook, Twitter, Instagram and WhatsApp, for the benefit of the
people, noting that some of the major tech giants have shown interest
in investing and exploring business opportunities in the Nigerian
digital space.
In his address of welcome, the President of AAAN, Mr. Steve Babaeko,
commended the Minister for his untiring efforts towards repositioning
the advertising ecosystem in Nigeria.
The Minister was accompanied to the event by the Registrar/Chief
Executive of APCON, Dr. Olalekan Fadolapo, and the Director General of
the Nigerian Tourism Development Corporation, Mr. Falorinso Coker.
