By Afolabi Idowu
Immediately the Major-General Yakubu Gowon administration introduced the Indigenisation Policy in 1973, the business of advertising was one of those affected by the Decree. And to latch on this policy, a group of indigenous advertising practitioners gathered to form a body then called Association of Advertising Practitioners of Nigeria, AAPN, which has since changed its name to Association of Advertising Agencies of Nigeria, AAAN.
Over the last 50 years, the association has remained one of the few professional bodies that do not have splinter groups and there is no brand in Nigeria that is worth its salt either local or international brands that have not worked with at least one member of this association. Such was its importance and relevance to the business and practice of advertising and the whole gamut of brand building and nurturing.
Many have agreed that the business of advertising as it used to be has totally changed due to different areas of the business standing on their own. For instance, media buying, creatives, brand activation, experiential marketing, just to mention a few have since become separate advertising business areas. In fact, some of these have even made attempts to form their own group. Yet, they used to be under the general advertising practice in those days.
Perhaps, it is high time the government bailed out the traditional business of advertising by churning out more businesses to practitioners.
In 2013, when the association was celebrating its 40th anniversary, the then president, Mrs Bunmi Oke, when she was asked about her vision for advertising by the time AAAN would be celebrating its 50th anniversary, she said by 2023 advertising agencies should be the ones working on various federal government campaigns through the ministries and parastatals.
“Vision is that at the federal government level, the president and his ministers whenever they want to do a campaign, the first thing they will have in mind is the fact that “which agency are we using. Just the same way they will ask of the accountants and lawyers, I want it to get to a point where they will realise and recognise the importance of putting think-tanks together to always work on those projects,” she recalled.
Speaking further, she said this should also extend to foreign missions in the country.
“I would like a situation whereby when foreign embassies in Nigeria are doing things, they would look for agencies to work with and promote things in Nigeria, that day, I will know we’ve really come of age as professionals.”
As at today, advertising agencies have not been able to work on 50% of federal government briefs. On the part of agency owners, it is time they increase the rate at which they engage both federal and governments for advertising briefs.
Perhaps, agency heads need to intensify their efforts in lobbying governments for advertising jobs and more advertising professionals need to jostle to occupy more public offices so as to facilitate advertising businesses and above all, Nigeria advertising professionals should market their services.
Apart from working to have more government briefs, advertising professionals should continue to strive to meet the expectations of present sophisticated and technologically savvy customers that easily use multiple devices to talk to themselves.
In terms of combining creative copy writing or brand content creation and publishing to form advertising storytelling to face the emergence of different audiences in the present day digital world, few agencies have gotten there as many still lag behind and stuck at where they were 50 years ago.
Whether the creative industry likes it or not, there is still a need to establish proper advertising vocational schools to train and retrain prospective and potential advertising practitioners in order to make them capable of facing and solving the present and future advertising challenges.
These advertising vocational schools have to take the profession to the next level as far as advertising practice is concerned. Thanks to some Nigerian universities that are now offering advertising exclusively as a course of study.
To the association’s advantage and to the benefits of advertising sector generally, The Advertising Industry Standard of Practice (AISOP) as formulated by the Advertising Regulatory Council of Nigeria (ARCON) is meant to revitalise the advertising sector and grow the Small and Medium Enterprises (SMEs) operating in the space.
It also came to the fore as part of the measures to cushion the effects of the COVID-19 pandemic on businesses in the country.
The AISOP, according to the formulators, was expected to create a standard operating system that would stimulate advertising practice and the Integrated Marketing Communications (IMC) environment as a whole.
This came about as a result of various calls by stakeholders in the advertising space who have been calling for regulation as a result of various malaises, such as audience measurement; debt recovery; pitch fee; payment terms; and others affecting them.
Director General, Advertising Regulatory Council of Nigeria, ARCON , Olalekan Fadolapo, has made it clear during the public presentation of AISOP in Lagos last year that the faithful application of the Advertising Industry Reform in the country would not only grow the business of advertising and marketing communications but will also create well over 100,000 jobs directly and indirectly in the coming years.
The benefits of AISOP as stated by ARCON and others would lead to the development of the advertising space and as the association clocks 50, it must ready to present itself in such a way that the benefits of AISOP do not elude her.
Regardless, 50 is a milestone. There is no way one would not celebrate an individual who clocks 50 unscathed. And the same applies to an organisation.
But one spectacular thing about the advertising professionals is that they have some of the most dynamic minds. As they fight at the pitch tables, they still come out with open minds towards one another. That makes the relationship cordial and by extension the association thick.
That’s why as part of the activities for celebrating the 50th anniversary, the current president of the association, Steve Babaeko, during the unveiling of the 50th anniversary logo said AAAN would be recognising and celebrating its icons, past and present, whose efforts have contributed to making the Nigerian creative industry a force to reckon with, local and internationally.
“This milestone marks half a century of creative excellence and dedication to the advertising industry of Nigeria and we are proud to celebrate with the unveiling of this logo. This logo, designed by one of our talented creative designers, Bashorun Olabayo, represents the growth and evolution of AAAN over the last 50 years. The bold and modern design represents our commitment to stay at the forefront of the industry, while the colours and imagery pay homage to our diverse culture and heritage.
“It represents our commitment to continue to provide services that will enhance development of advertising in Nigeria. This logo will serve as a symbol of our organisation’s achievements and aspirations and would be seen in all our communications.”
Executive Director, AAAN, Kemi Fabusoro said activities lined up for the anniversary include a mini golf tournament for charity, a walk for life health initiative and anniversary documentary chronicling the journey of the association.
The ceremony will also include an anniversary lecture, industry night and will culminate with the AAAN annual general meeting and award/gala night.
As the association members are cutting the cakes, making merry that are consistent with any 50th anniversary celebrations, they should continue to strategise on the improvement of advertising works to meet the global best practices and to continue keeping the unity band tight among members for the benefits of the association.