….At 3rd Advertising Conference Dec 6
The Advertising Regulatory Council of Nigeria (ARCON) is set for the third National Advertising Conference (NAC) in Abuja with the launch of Brand Nigeria campaign.
The event with the theme: ‘Marketing Communications as an enabler for National Transformation is scheduled for December 6th to 8th, 2023 at the International Conference Centre, Abuja.
Disclosing this at a media briefing in Lagos on Monday, the Director General of ARCON, Dr. Olalekan Fadolapo said the 2023 National Advertising Conference is a unique one and the preparation for the conference is a conscious effort in ensuring that the concept is not only insightful and educative but also beneficial to practitioners and the economy in general.
He added that, what the industry wants to do as part of the Conference 2023, is to take a detailed look at all the elements within reach for Brand Nigeria and a committee headed by the President, Association of Advertising Agencies of Nigeria (AAAN), Mr. Steve Babaeko with representatives from other sectorial bodies has been inaugurated.
“The second committee, the GDP multiplier committee, with the President, Media Independent Practitioners Association of Nigeria (MIPAN), Mr. Femi Adelusi as Chairman is to look at the industry. First of all what has the industry spent, secondly, what is the industry’s contribution to GDP, thirdly, what is the multiplier effect of these contributions.
He explained further; “in other climes and markets we say this is advertising spent, we also look at it in terms of multiplier effects to the economy, we are a body, the advertisers, the agencies and the media. Within these ecosystem, we do employment, there is money moving in and out, so we want to take a detailed look at these in and out, if it is impacting the economy positively.”
“It is just for us to sit and interrogate the body of knowledge as well as every other elements that come in, pertaining to the advertising profession.
The committees will present their reports at the conference,” he disclosed.
Presenting highlights of the 2023 Conference, the Chairman Planning Committee, Mr. Tunji Adeyinka said this year’s conference is going to be symbolic with the quality of industry players expected to deliberate on the theme of the event “Marketing Communications As An Enabler For National Transformation”.
He said that the theme for the conference has been strategically selected by the organizing committee made up of marketing communications stakeholders from the different sectorial bodies of the advertising industry.
He explained that the 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.
“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 the national level,” he stated.
He disclosed that day one of the Advertising conference will feature a Fireside Chat with 3 industry bigwigs. The Fireside chat would hold 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 day will feature four breakout sessions that will focus on the professionals and the academia. A breakout session has been created to interface with students within the town meeting the gown setting. Day 3 sessions will conclude with a Town Hall meeting with ARCON. This would be followed with an Industry Dinner and the Advertising Standards Panel (ASP) Compliance Awards.”
Adeyinka added that participants and delegates are assured of a better outing this year as all hands are on deck to make this year’s event, a roller coaster of learning and relearning adding that details about the conference and participation can be found on the conference platform – www.advertisingconference.com.
In his remarks, the President, AAAN, Mr. Steve Babaeko and Chairman Brand Nigeria Committee said Nigerians should be able to speak positivity to this brand call Nigeria in spite of all the challenges facing the country.
“It is important we look at our strength, our weaknesses, the opportunities then identify the positive aspect of it. I think Nigeria is probably the most malign countries in the world for different reasons but despite that we need to make the world know there are still positive aspects.
“Looking at the Afrobeat, Nollywood, I see the resilience of our people and the creativity of the young populace in this country. What we need is how to bring all these together and create a narrative that will bring positivity to our country.”
Mr. Adelusi, President MIPAN and Chairman GDP Multiplier campaign stated at the briefing that it is imperative the advertising sector put number to the work they do and disclose how the industry is contributing to the economy.
He added that the committee will be working with a globally acclaimed consulting company to achieve the desired result and hope to deliver before the conference.
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. The Conference is powered by the sectorial groups – AAAN, MIPAN, BON, EXMAN and OAAN.
Representatives of the Outdoor Advertising Association of Nigeria (OAAN); Broadcasting Organisation of Nigeria (BON) and Experiential Marketers Association of Nigeria (EXMAN) were also present at the event.