In a bid to achieve a mutually rewarding outdoor advertising practice in the Federal Capital Territory, Department of Outdoor Advertisement and Signage (DOAS) in partnership with Daniel Phritnol Nigeria Limited (DPNL) organized a two-day workshop entitled: Profitable Outdoor Advertising Practice in the Federal Capital Territory.
The event with the theme: ‘Towards Productive and Profitable OOH Practice in the FCT’ took place in Abuja between 23rd and 24th August, 2023 had in attendance professionals in the Out-of-Home advertising and officials of the signage and advertisement departments.
Welcoming guests to the event, the Managing Director, Daniel Phritnol Nigeria Limited, Mr. Bankole Ebisemiju said the aim of the two-day training was to take participants through a well thought out programme of how to engender mutually rewarding outdoor advertising practice in the Federal Capital Territory in ways that will make them achieve their different organisations’ set objectives effortlessly.
According to him, the workshop became necessary when it was noticed that some issues pertaining to practice needed to be addressed “and we came to the conclusion that it is because there was no understanding of what they need to do to practice effectively.
“A lot of people complain and it is because they do not know the rules so we decided that let’s sit down and look at all these things and see how we can support the sector as well as DOAS, so that they will understand the terrain.

He added that with what participants were able to learn from the workshop and following due process in doing their business in the FCT, their aim of doing business which is profitability will be achieve.
“I will also urge them to be professional and take cognizance of the fact that it is better to self-regulate yourself than to be regulated by outsiders, if they can go by this they will not have problem in doing business,” he stated.
In his welcome address, the Director General, Department of Outdoor Advertisement and Signage (DOAS), Dr. Babagana Adam commended the turnout of participants at the workshop, adding that with whatever they learn from the workshop and by sticking to the rules of doing business in Abuja, they will enjoy their jobs as well as achieve their aim of doing business.

Speaking on the topic: ‘The FCT Environment and OOH Practice, Dr. Adam took participants through what they need to know as practitioners in FCT.
He emphasized on the need to keep to the rule of landscaping in the FCT as well as to the need to keep the environment neat especially areas where they have their boards.

“We need to professionalize, we need to stick to the rules and then we will enjoy the job because in Abuja, we want to live outdoor, we want to breathe outdoor, we want to do outdoor in a proper way which will be mutually beneficial.
Also speaking at the workshop, the Director General, Advertising Regulatory Council of Nigeria, (ARCON), Dr. Olalekan Fadolapo enlightened participants on the strategies of out-of-home.

The DG who spoke on the topic: ‘The ARCON Law: Interpretation for implementation in the Federal Capital Territory’ said there is the need for practitioners to understand the strategy of what they do.
“Advertising is not a passion but a practice, it’s not just an industry, it is a regulated industry, now for everyone that is going to practice in the out -of -home sector, there are two levels of certification they must study. It has to do with individual practitioner, you must be registered and certified by ARCON, so for you to say you are an advertising practitioner, you must get the license by ARCON to practice advertising, he said.

“I want to also appeal to us, first of all if you have got the proper documentation to practice, please do. We should also know we hold a strategic place in Nigeria’s economy and security architecture and whatever we are doing, let us do it professionally and ethically,” he added.
Fadolapo advised further that advertising practitioners should realized they work in a strategic position in the communication landscape of Nigeria; “therefore it is expected of us to be highly professional.

“We are professionals and we should just look at it from the aspect of advertising.
Communication is the key to national peace, if we display anything anywhere it may affect national peace and the recent material displayed is one of them, it is not eyes on the judiciary now, all eyes are on the advertising practitioners,” he said.
The President, Outdoor Advertising Association of Nigeria (OAAN), Chief Emmanuel Ajufo commended the organizer adding that the training is apt and it is coming at the right time especially with negative comments on the issue of an advert exposed recently in Abuja.
The OAAN President who spoke on the topic: The Place of OAAN in Profitable Outdoor Advertising Practice in the FCT, said there was the need for every practitioner to join OAAN because there are certain things the Association takes care of in the area of discipline, training and rules of the profession especially in guiding against what happened recently in Abuja.

He however said for every negativity, there is also some positives and so what has happened in Abuja recently, “also told us that our platform should not be taking for granted, that whatever we do, people are seeing us.
From that nonsense, we have seen some sense. I plead with us that we should not allow it to repeat itself because we are in the eyes of everybody now.”

He commended DOAS for its efforts to make business conducive for members adding that what happened in Kaduna where many boards were destroyed showed many people do not understand the business of out-of-home but in the case of DOAS DG, he has learnt so many things about the outdoor business even having to enroll with ARCON and becoming a full-fledged professional.
He enjoined practitioners in the FCT, to obey rules and follow due process in doing business and they will enjoy it.

Other speakers include: President, Advertisers Association of Nigeria (ADVAN), Mr. Osamede Uwunbabwen who spoke on the topic: ‘Advertisers’ Perspectives on Profitable OOH Engagement.
He spoke extensively on payment terms and debt recovery in advertising business.

Engineer Dozie Mbanefo, Managing Director, New Crystal Communications Limited, who was represented by Mr. Felix Ehikhuemen, Managing Director Airpower Limited spoke on ‘The OOH Standard Quality Procedure and Control Applicable in the FCT.
Dr. T.O.E Ekechi, Chairman Marketing+Media Limited, presented a paper on: “Towards Productive and Profitable OOH practice while Mr. Jude Odia representing Media Independent Association of Nigeria (MIPAN) spoke on Understanding and maximizing the peculiar OOH Audience in the FCT.”
The law aspect was taken by Barrister Charles Odenigbo who presented a paper on Basic and Relevant Legal and Regulatory Dimension of the Practice in the FCT.
He urged participants on the need to know, consult their lawyer, sanctity of contracts, study the FCT Guidelines on outdoor practice and be familiar with Area Councils and their bye laws.
He however said approach to regulating outdoor practice in the FCT, arresting outdoor personnel, removing boards, destroying or even vandalizing sites need change in significant ways. DOAS and the Area Councils cannot simply be regulating outdoor practice but must in addition set agenda in line with the new ARCON ACT, 1999 constitution to promote legality and equity.
BV.