Ongoing Reforms In APCON To Drive New Investments – Minister

FG Strengthening APCON to Boost Investments in Sector, Says Lai Mohammed –  THISDAYLIVE

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.

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