In a bid to deepen industry engagement and pioneer further development in the marketing and communications industry, the Advertisers Association of Nigeria (ADVAN) is unveiling ADVAN-X, a ground-breaking online brand marketplace that would reshape the Nigeria’s marketing communication industry landscape.

Making this known in an interactive virtual press conference, Mr. Osamede Uwabanwem, president of ADVAN said ADVAN-X would connect brands, marketing agencies, media platforms, and service providers in an innovative hybrid environment that combines virtual and physical networking opportunities. He added that by fostering continuous engagement, the platform positions itself as an indispensable tool for collaboration and growth in the competitive marketing ecosystem.

Osamede further described the platform as a “transformative space breaking down silos and enabling long-term success across the marketing ecosystem.” Addressing key challenges like fragmented connections and limited access to decision-makers, ADVAN-X is poised to redefine how the marketing industry operates in Nigeria.

Addressing the current challenges posed by ARCON, the ADVAN president emphasized the pressing need for structural reforms. He stated, “Advertisers face daily harassment from an arbitrary regulatory system imposed by ARCON, which is detrimental to the entire marketing ecosystem. ADVAN’s open court case calls for the establishment of a council as stipulated in ARCON’s law. We will continue to push for an equitable and thriving marketing industry that benefits all stakeholders.”

Offering insights on the X project, Maurice Igugu, explained that “ADVAN-X offers a dynamic hub for brands and service providers to form meaningful connections, access cutting-edge marketing solutions, and drive innovation. Featuring advanced tools such as interactive partner profiles, lead generation forms, and a comprehensive analytics dashboard, ADVAN-X empowers brands to enhance their strategies and create impactful partnerships.“

The chief executive officer of ADVAN, Mrs. Ediri Ose-Ediale, had earlier on pointed out that the ADVAN Partners Innovation Day, an event dedicated to showcasing marketing ingenuity and fostering collaboration among industry stakeholders, is the first of its kind and ADVAN is the first association to host it in the ecosystem. With the theme: “Connect, Innovate, Elevate,” the event is scheduled for Wednesday, November 27, 2024, at Bungalow Hall, 9, Adekunle Fajuyi Way, GRA, Ikeja, Lagos. The exhibition will begin at 10:00 AM, followed by a panel discussion and other conversations start 2:00 PM. People that want to showcase what they have to offer of value will have an opportunity to do so. And there will be networking and cocktails.

Admission to the event is free and attendees will have the opportunity to gain insights into innovative marketing strategies, connect with industry professionals, and participate in expert-led sessions.

According to her, the event would be a convergence of the best of marketing and brand building brains in Nigeria. “ADVAN is set to provide that platform where these conversations can happen so that we can do better marketing.

“We want to have a one-on-one interface with our partners in marketing, brand building, media and other support services providers so that we can share latest trends, innovations, insights and developments in technology, digital space, traditional media space and every other brand building activity.

“It would be an opportunity for our partners to showcase what they have to offer as well as an opportunity for brand owners to talk to their partners and bring to table their expectations of their partners for better marketing,” she said.

She revealed that a major highlight of the event would be the presentation of a mind-blowing blueprint by Kantar, the world’s leading research agency, on brand framework that businesses can utilize for brand growth, an evidence-based framework that has transformed marketing practices globally.. She pointed out that the findings are the outcome of 10 years polling of attitudinal data from about 5.4 billion people, touchpoints across 50 markets, Nigeria inclusive.

ADVAN, as the umbrella body for advertisers in Nigeria, represents a wide spectrum of organisations ranging from multinationals to SMEs. It is a member of the World Federation of Advertisers, working tirelessly to enhance Nigeria’s marketing sector through advocacy, global collaboration, and innovation.