The Minister of Information and National Orientation, Mohammed Idris, FNIPR, has commended the Advertisers Association of Nigeria (ADVAN) for its sustained advocacy and engagements with critical stakeholders towards the advancement of the interest of the advertising industry in Nigeria since its formation in 1992.
The Minister made the commendation at the Association’s 2024 Industry Dialogue with the theme: Public/Private Collaboration in the Marketing Industry: The Path to Economic Viability”, held in Lagos recently.
In his opening remarks at the event, the Minister who was represented by the Director General of the Advertising Regulatory Council of Nigeria, ARCON, Dr. Olalekan Fadolapo, said the event underscored the crucial role of collaboration in driving innovation, growth, and sustainability within our industry.
“Public-private collaboration holds the key to unlocking new opportunities, overcoming challenges, and driving collective progress. This can be achieved by harnessing the complementary strengths, resources, and expertise of both the public and the private sectors.”
He recognised the role that the advertising industry play in shaping perceptions, driving consumer behavior, and ultimately contributing to the economic development of the nation, and explained that “in a rapidly evolving global landscape, characterized by technological advancements, changing consumer preferences, and competitive pressures, the need for collaboration between the public and private sectors has never been more pressing.”
Idris said he was pleased to note that the Nigeria advertising industry has already demonstrated remarkable resilience, creativity, and adaptability towards Public Private Partnerships. However, there is still much more we can achieve through strategic collaboration either in the development of industry standards. the promotion of ethical practices, or the implementation of collaborative marketing campaigns.
While enumerating the achievements of the President Bola Tinubu-led government, he extolled the benefits of the Media Audience Measurement which is another public/private collaborative initiative.
“The Audience Measurement System holds immense importance in ensuring that our broadcasting endeavors are not only impactful but also reflective of the diverse preferences and needs of our audience. It is a tool that empowers us to understand and respond to the dynamic nature of our media consumers, providing valuable insights into their viewing habits, content preferences, and engagement patterns.”
The Minister urged ADVAN to support the initiative as well as the on-going reforms in the sector. “Let me at this juncture use this platform to call on ADVAN to embrace the reforms being implemented in the industry by the Advertising Regulatory Commission of Nigeria (ARCON), which are mainly aimed at aligning our conduct in the industry to global best practices.”
He further urged stakeholders in the marketing communications ecosystem to commit to fostering a culture of collaboration and partnership. “Let us work together to identify common goals, explore innovative solutions, and forge mutually beneficial relationships that will propel our industry and our nation toward greater economic viability and prosperity,” he said.
Among the major highlights at the 2024 ADVAN Industry Dialogue include the keynote address delivered by Professor Olufemi M. Saibu, Director, Quality Assurance, University of Lagos, presentation of research findings on by the School of Media & Communication of the Pan Atlantic University, the highly engaging panel discussion and thought-provoking questions and answers, among others
