Category: Business

  • Union Assurance’s gross premium rises by 19%

    Union Assurance Company Limited has grown its gross premium by 19.6 per cent over the figure registered at the end 2010 business year.

    The gross premium for the 2011 business year stood at N3.84 billion, against N3.21 billion realised in 2010, showing a difference of N630 million.

    This is contained in the chairman’s statement to shareholders during the 13th Annual General Meeting (AGM) of the firm in Lagos.

    The Chairman, Mrs. Olufunke Osibodu, told shareholders the company recorded another good year, saying the firm’s total assets grew by 4.35 per cent, from N8.65 billion in the preceding year to N9.03 billion in the review year.

    A further analysis of the accounts showed that the underwriting performance improved by 22.9 per cent, from N1.05 billion in 2010 to N1.29 billion in 2011. Claims incurred during the year, rose by 33.7 per cent, from N414.09 million in 2010 to N553.8 million in the review period.

    Also, Profit Before Tax grew by 16.8 per cent, from N125 million in 2010 to N143.69 million in 2011, while Profit After Tax rose from N38.74 million in 2010, to N105.81 million.

    Mrs Osibodu said within the review year, the company’s insurance funds moved significantly from N2.267 billion in 2010 to N2.855 billion in 2011, while the contingency reserve closed at N592.808 million, up from N498.344 million in 2010.

    Despite the good result posted by the company, no dividend was declared for shareholders. She pleaded with the shareholders to bear with the management to enable them complete the capacity building initiative started in 2009.

    She said: “We plead for your support to reinvest our profit for the year towards the completion of our capacity-building initiative which we started in 2009. More funds need to be committed to our business expansion plan to enable you reap better yields subsequently. The board is, therefore, not recommending any dividends for the year.”

    She lamented the low acceptance of insurance in Nigeria, saying the country has one of the least developed insurance markets in Africa

    She expressed optimism that with the rapidly rising youthful population, the ‘catch process’ for the life insurance market is unstoppable, adding that Nigeria’s low penetration, however, provides opportunity for growth which the company was positioning itself to tap into.

    She assured the shareholders that their investment in the company would rebound.

     

  • Pensioners want Pension Taskforce dissolved

    • Protest non-payment of arrears

     

    The Joint Committee of Associations of Federal Pensioners has called for the dissolution of the Pension Task Force, saying it has created more problems for pensioners.

    The body is also seeking the creation of a civilian pensions board.

    The older citizens held a peaceful demonstration recently to protest the non-payment of their pension arrears.

    They staged the protest outside the Office of the Head of Service at the Federal Secretariat. The pensioners blocked major roads leading to the secretariat; this resulted in traffic gridlock in the area.

    The Public Relations Officer of the Pension Reform Task Team, Mr Hassan Salihu, however, said the pensioners did not contact them before embarking on the protest.

    He said pensioners’arrears were being paid in batches after vetting of their claims by the task team.

    He said all genuine pensioners would be paid as the Federal Government had adequate funds to pay them, but the pensioners said the demonstration would not stop until the Federal Government meet their demands.

    The Chairman of the committee, Mr James Bassey, said some pensioners had been short-changed in the payment of their gratuities.

    “Due to wrong calculations of their terminal benefits, using wrong grade levels and steps, some pensioners have yet to be placed on the monthly payroll for their pension allowances since leaving the service,’’ he said.

    Bassey quoted the Director-General of Budget Office of the Federation as saying that funds had not been released to cover the payment of increment in the allowances of pensioners.

    President Goodluck Jonathan in 2010 approved the upward review of allowances of pensioners by 53.4 per cent.

    But Bassey said money for payment of arrears to pensioners had not been released because they are waiting to clear ghost pensioners from the pension payroll.

    “We were told severally that the civil service is trying to sort out the ghost workers in the service; it is not enough reason for the delay in paying salaries and the Jonathan Award,’’ he said.

    Bassey stressed the need for the government to sanitise pension management and administration, adding that it would enhance the welfare and well-being of pensioners in the country.

    He called for the dissolution of the Pension Task Force, saying it had accumulated more problems for the pensioners instead of solving them.

    “We request for the dissolution of this pension task force while immediate consideration is given for the creation of a civilian pensions board.’’

    Also speaking, Mr Ehada Mohammed, who represented the General Secretary of the Nigerian Union of Pensioners (NUP), Mr Actor Zal, said the pensioners were only trying to ensure that their problem was addressed.

    He also said: “We believe that what we are doing is the right thing and this is the only way to address the issue so that we can recover our money fast after all the delay.’’

     

  • ‘Nigeria’s GDP will grow at 7.5% this year’

    FBN Capital Limited has said the nation’s Gross Domestic Product (GDP) will grow at 7.5 per cent this year on the basis of the resilience of the non-oil sector of the economy.

    The firm in a report entitled: Economic Outlook: Riding the larger waves, said though the world will be spared a rapid fall in oil price on the scale of what happened in late 2008, Nigeria cannot escape the global headwinds.

    The firm said it is less confident about the on-going discussions between the Federal Government and the governors to replace the excess crude account with the Sovereign Wealth Fund (SWF) initiative.

    It said the decision of the Monetary Policy Committee (MPC) to strengthen naira is not in tandem with the realities of the global economy.

    “ The fear is that the global downturn feeds into a lower oil price, which upsets Nigeria’s macro balances by fuelling currency depreciation and domestic inflation.

    Our views is that the Central Bank of Nigeria(CBN) favours managed rates, but is not dogmatic about its levels. We see another small adjustment to the midpoint in H2,”it said.

    The firm observed that fiscal policy remains the weakest because it is marked by poor implementation and poor management. It said the government has a tough medium-term policy framework in place till 2015, adding that the government could transform its fiscal stance if it adheres to the policy.

    According to the firm, the government climbed down in part over fuel subsidies in January because Nigerians do not trust its ability to use the proceeds of the subsidies well.

    “This government is not the first in Nigeria to suffer from lack of credibility. It could make good this weakness by providing consumers with regular power for the first time in a generation,” the firm added.

     

  • DG wants NIMASA removed from Civil Service

    The Director-General, Nigerian Maritime Administration and Safety Agency (NIMASA) Mr Patrick Akpobolokemi, has urged the National Assembly to remove the agency from the Civil Service.

    He made the call while receiving members of the Senate Committee on Marine Transport, who were on an oversight visit to the agency in Lagos.

    The DG spoke on the extent to which he had implemented the 2012 budget of the agency, saying that removing the agency from the civil service “will help NIMASA carry out its work faster’’.

    The NIMASA boss told the senators that only seven per cent of the capital expenditures of 2012 budget had been expended. He said this was caused by bureaucracy in government.

    “Because we have to follow due process, it takes time for one file to move from one table to the other. So, it took time for the government to approve the contractors who would carry out the projects,’’he said.

    Akpobolokemi said the agency had made significant progress in the fight against pirates and oil thieves, stressing that many arrests had been made.

    He, however, said the agency had yet to see anyone being prosecuted.

    “It was sad to note that the synergy that ought to have existed between government agencies and NIMASA was weak.

    “You find out that when an arrest is made, few days later, the pirates and sea robbers are released, and they come back and recruit more people,” he said.

    Akpobolokemi urged the committee to help to ensure that those caught should be prosecuted no matter how highly placed as it would serve as deterrent to others.

    He told the senators that the agency had recruited more staff to overcome the manpower challenges facing it.

    “The Nigerian Seafarers Development Programme (NSDP) is very much on course and several youths have been sent out of the country for training,” he said.

    The Chairman of the Committee, Senator Zynab Kure, said they were in Lagos to carry out oversight function on the agency.

    “This is not the first time we are having a meeting with the agency, all in the effort to move it forward.

    He told the director-general to furnish the committee with the number of people recruited, adding: “There is still room for improvement in the implementation of the agency’s budget”.

  • ‘2013 budget may fail fiscal consolidation tests’

    ‘2013 budget may fail fiscal consolidation tests’

    There are possibilities that the proposed 2013 budget may not achieve its fiscal consolidation and growth objectives, the managing director, Financial Directives Company Limited, Bismark Rewane has said.

    Speaking at the October Business Bi monthly Economic Report for October, he said President Goodluck Jonathan may be compelled to submit to the wishes of the legislators and increase the benchmark oil price to $80.

    By this, spending will increase and should oil price drop, savings obtained from crude oil sales would reduce and external reserves accretion. This he said, would be negatively affected, making it difficult for the government to respond adequately to an economic crisis.

    In addition, he said the proposed oil production level of 2.53 million barrel per day mpbd for 2013 is too optimistic considering the level attained so far in 2012. “Production is currently about 2.16 mbpd and it is not likely to increase if the problems of oil theft and pipeline leakages are not addressed. Besides, revenue would be adversely affected if weakness in the global economy causes disruption in output levels. In that case, the deficit gap is expected to be larger and domestic borrowing would increase,” he said.

    It said the proposed 2013 budget seems promising in its quest to promote fiscal consolidation and growth. Nevertheless, the poor performance of previous budgets makes it difficult to believe that the proposed 2013 budget would be any different.

    The budget highlights showed aggregate expenditure is estimated at N4.92 trillion, an increase of 4.7 per cent from the 2012 expenditure of N4.7 trillion, and total revenue is put at N3.89 trillion, an increase of 9.3 per cent from the 2012 revenue of N3.56 trillion. Noticeably, aggregate expenditure is greater than revenue which implies that the government intends to run a deficit budget.

    Rewane explained that the percentage of aggregate expenditure spent on capital expenditures increased from 28.53 per cent in 2012 to 31.34 per cent while that spent on recurrent expenditures decreased from 71.47 per cent in 2012 to 68.66 per cent.

    Indicators in the proposed 2013 budget that demonstrate the commitment to fiscal prudence are the reduction in fiscal deficit to 2.17 per cent of Gross Domestic Product (GDP) from 2.85 per cent to N1.15 trillion in 2012, which is within the threshold stipulated by the Fiscal Responsibility Act, 2007.

    Also, the reduction in domestic borrowing by 2.3 per cent to N727 billion, from N744 billion in 2012, is to ensure that debt stock remains at a sustainable level.

    Government said it would repay maturing debt obligations through the establishment of a sinking fund of N100 billion . It also increased the benchmark oil price to $75 for 2013 from $72 in 2012

  • Flooding: Insurers urged on policy

    Operators have been urged to capitalise on the flood ravaging many parts of the country to drum support for related policy, the President, Chartered Insurance Institute of Nigeria (CIIN), Dr Wole Adetimehin, has said.

    In a statement by the institute’s Director of Corporate Communication, Joseph Obah, Adetimehin said insurance penetration in Nigeria was a result of several factors, ranging from lack of awareness to the average citizen’s scale of preference.

    He said: “In many ways, Insurance remains an essential index for measurement of national development although lacking in its expected degree of presence in individual and national consciousness, especially in developing countries like Nigeria.

    “Recent flooding of parts of Nigeria and cases of related environmental hazards make insurance the way to go for Nigerians. The insurance sub-sector must seize this as the needed opportunity to drive home its age-long message.”

     

  • Investors stake N16b on equities

    Investors stake N16b on equities

    THE Nigerian stock market recorded a turnover of 1.859 billion shares valued at N16.35 billion exchanged hands in 28,383 deals last week, indicating a show down from turnover of 2.184 billion shares valued at N17.495 billion tradedin 27,786 deals two weeks ago.

    The Financial Services sector dominated the activity chart recording the highest trading volume of 1.422 billion units of shares valued at N10.579 billion in 17,662, representing 76.50 per cent, 64.70 per cent and 62.23 per cent, of the volume, value and number of deals executed on the stock market during the week.

    The conglomerates sector followed with 120.099 million shares valued at N271.453 million in 911 deals. The top two sectors accounted for 1.542 billion shares valued at N10.850 billion in 18, 573 deals, thus accounting for 82.96 per cent, 66.36 per cent and 65.442 per cent of the volume, value and number of deals respectively.

    Similarly, the banking sub sector was the most active with 1.262 billion shares. Activity in the sub sector was mostly driven by shares of UBA Plc, First Bank of Nigeria Plc and Zenith Bank Plc which accounted for 481.427 million shares, representing 38.16 per cent, 33.85 per cent and 25.90 per cent of the turnover recorded by the sub sector, sector and total volume for the week.

    Also traded during the week were 4,700 units of NewGold Exchange Traded Funds (ETFs) valued at N12.488 million traded in 12 deals in contrast to a total of 2,200 units valued at N5.959 million.

    The NSE All-Share Index swapped in eight deals penultimate week, which opened the week at 27,287.85 closed at 27,296.35, thereby appreciating 8.50points or 0.03 per cent. Market capitalisation of equities increased by N 2.710 billion (0.03 per cent) to close at N8.698 trillion.

    Also, the Bloomberg NSE Consumer Goods and NSE-Lotus II Indices appreciated by 0.46 per cent and 3.54 per cent, respectively, while Bloomberg NSE 30, Bloomberg NSE Banking, Bloomberg NSE Insurance and Bloomberg NSE Oil and Gas indices declined by 0.07 per cent (+40.03 per cent YTD), 0.57 per cent ), 3.95 per cent and 3.20 per cent.

  • CBN issues mobile money license to firm

    CBN issues mobile money license to firm

    Cellullant Nigeria Limited, a leading mobile commerce network operator, has joined the league of organisations operating mobile money services in the country having successfully secured a licence by the Central Bank of Nigeria (CBN).

    The firm was issued the licence last September.

    The apex bank issued the first set of mobile payments licences in 2011 to several firms in a move to make Nigerians access payments services through their mobile phones.

    The Managing Director, Cellulant Corporation, Mr. Goke Akinboro, who expressed delight at the award of the licence, assured that his firm would offer its customers value for their money.

    “Our firm is very excited that the CBN has considered us worthy to be granted a mobile payment services licence. We view this as a challenge to us to give Nigerians very reliable and customer-friendly services,” said an elated Akinboro, adding: “We have already proven our expertise in various mobile wireless applications and solutions that we provide across various segments of the Nigeria economy and it is our intention to do the same in the mobile payments services segment.”

  • Loan, not constitutional right – AMCON boss

    Loan, not constitutional right – AMCON boss

    Mr. Mustapha Chike-Obi, Managing Director/Chief Executive Officer of Asset Management Corporation of Nigeria (AMCON), a debt recovery vehicle set up by the Federal Government about one-and-half years ago to clean up the toxic loans in the banks, has been in the news in recent times. In this interview with Ibrahim Apekhade Yusuf, Chike-Obi, who doesn’t suffer fools gladly, speaks on the raging controversy over the N141billion settlements to the corporation by business mogul, Femi Otedola, and also takes us through the activities of the corporation in the last 18 months or so vis-à-vis its challenges and prospects

    Could you respond to the raging controversy involving the N141 billion settlements made by Femi Otedola to AMCON in view of the nine-man committee set up by the Reps to probe the deal?

    I have a number of things to say about this whole drama from the House of Reps. First, I don’t like that it is called a deal. It is a normal settlement agreement that we had. I understand that the National Assembly has the responsibility to account to the people.

    But people look at this transaction and say all sorts of things. I only wish that the National Assembly had invited me to come and make presentation about the transaction in a closed briefing session. And if after that briefing, they were uncomfortable and had other questions, they should have made their queries known before people started making all kinds of insinuations about secrecy and all of that.

    Hopefully, I know they want to be informed, they want to ask question, but the words I’m hearing, “secrecy”, “unauthorised”, and so on, are unnecessary. As far as I’m concerned, we’re all different arms of government who are trying to do the same job. So, there is really no need for rancour of any sort. But if they want information about these transactions, we’re happy to share it anytime, any day.

    Otedola’s companies were among the 131 companies blacklisted by the CBN from taking further credits from banks due to their indebtedness. I think people are curious that the issue of Otedola’s settlement to AMCON came up just after the CBN directive…

    One thing I need to say is that this settlement with Femi Otedola had nothing to do with the CBN directive. We have been engaging with him for at least nine months. We had to value the assets and that takes time.

    We had to get different sets of valuers to value the assets. Then, we had board decisions; we had exco meetings, then board meetings. It was just a coincidence. If people are imputing that the settlements had something to do with the CBN directive, they are incorrect.

    It is just unfortunate that people are insinuating that these settlements had something to do with the CBN announcement. That’s not true.

    What I can tell you, however, is that there are people who have now approached us because of the CBN directive and that process will take anywhere from three to six months. I wish it was that easy to recover debts. He (Otedola) had court injunctions, we had to negotiate. So, it is a complicated matter. We had to negotiate, we got lawyers involved. But it is a changing list because people perform. And if they convince AMCON that they can pay, then we’ll write the CBN. And if the CBN agrees with AMCON’s recommendations, then only they can remove the person from the list. Bu the CBN doesn’t necessarily have to agree with AMCON.

    So, it is not an AMCON regulation. The purpose of the CBN directive, I must emphasise, is to prevent a bad situation from occurring again. So, we’re certain that if people that have demonstrated that they cannot pay are disallowed from the accessing credit, the banking system would be protected. That’s the objective. Nobody said let’s do this so that we can pay AMCON, no. They did it so that they can protect the banking system because we know these people brought the banking system to its knees and we need to be careful before we let them in again. So, it’s not about AMCON, we are well ahead of our projections.

    Besides Otedola, could you let us in on the other companies that have made efforts to clear their debts?

    (Laughs)…Nice try.

    It has been argued in some quarters that the CBN’s decision to cut off credit to debtors is an attempt to criminalise debts. What’s your view on that?

    Criminalise is the wrong word because nobody is pursuing anybody criminally and criminalising anybody. Having said that, what people have to understand is that there is no constitutional right to borrow money from the banks. If the banks decide to give you money, pay it. Most importantly, they have to consider that you can pay back that loan.

    Now, in other countries, they have something they call credit scores and if your credit score is below a certain amount, you cannot borrow from the banks anymore, whether as an individual or an institution.

    So, the notion that somebody who has demonstrated that they are unable to pay deserves further credit is absolutely wrong.

    In fact, all those debts that AMCON bought, the banks have been trying to recover them in the last two to three years or more. So, somebody who has demonstrated that he does not have the ability to pay up his debts, I think it is wise in order to avoid the crisis to not let them borrow more money so that they don’t create further problems down the road.

    So, this is a CBN prudential regulatory decision and we at AMCON supports it because we do not want a situation whereby five years down the road, there is another issue that somebody has to rescue a bank. We have said that the problem of toxic loans in the banks is over. But part of it is to ensure that the people that created the problems are watched carefully to make sure they don’t borrow more money. So, if somebody owes a bank, it is wise for the bank to say you owe us money that you have not paid, and therefore you cannot borrow more since you haven’t demonstrated the ability that you can pay. So, nobody is criminalising anything.

    Also tied to the issue of bankruptcy is the problem of the escalating rate which many borrowers are contending with. I think this is a major hurdle..

    I don’t know what point you’re trying to make. But if you don’t have enough resources as a business, the best thing to do is to increase your equity. I think this is a problem with most Nigerian businesses; most of them rely on debts to fund their businesses. At some point, it may become a problem to pay such debts. If you can’t pay back a loan, there is no need taking it in the first place.

    The facility is usually subject to going rates, no doubt. But you should plan your business and take decisions based on wise calculation of the risk involved.

    So, I’ll not be so quick to blame it on the banks and so on. The CBN in the last two years has made it clear that it will ensure price and exchange rate stability possible and in a predictable manner because it is only when inflation comes down that interest rates can also come down.

    You talked about credit rating earlier. We don’t have too many of these around apart from Augustus and co and so on. Is it that there are no opportunities available in credit rating?

    It is still developing in the country. It’s one step at a time. Credit agencies require some expertise, some investments and we have to have enough people that would be on ground. So, I think they’re developing. But I think that five years from now, credit agencies will become renowned in the country.

    Having said that, to what extent do you think credit rating agencies would help stabilise the financial sector?

    They would provide information that a prospective lender would use in making their lending decision. That I believe will ensure that the banks know the customers’ financial habits, his lifestyle, among others. Yes, credit rating agencies will help you make lending decisions but the banks are not supposed to rely on them completely. The banks would need to use other variables to reach a final decision.

    Still on knowing your customers, there have been cases where relationship managers of most banks hardly know their customers. Don’t you think this dereliction of duty by this category of bank staff is partly responsible for the crisis in the banking sector?

    AMCON’s job is clearly spelt out. So, when you talk about behaviour of bankers, that’s not our core, it’s more a matter for the CBN. We’re not a regulator. Much as I agree with you that the banks need to really know their customers, I think it’s the CBN that can do something about it. So, AMCON cannot tell the banks to know their customers better.

    But we can tell the CBN, that part of the problem we noticed with ABC is so and so, do something about it as a regulator.

    I know you have recovered over 500 loans. But could you bring our readers up to speed on the activities of your corporation in the last one and half years?

    Our work was in three stages. The first and immediate thing we had to do was to take out the nonperforming loans from the banks. The reason why we did that was because when banks have a high percentage of nonperforming loans, they cannot focus on their real business.

    So, we took out the nonperforming loans because capital was trapped in those loans. That was the first thing.

    The second thing is having taken out the non-performing loans, there was a need for capital in most of those banks.

    As far as we are concerned, no bank has more than five per cent of those debts.

    We needed to capitalise the bank because after they took the loans the bank recorded a lot of losses. Most of them were having negative capital. I really need to explain to the public what it means when a bank has a negative capital. It means that their assets are not enough to pay their liabilities. And the first liability that a bank must pay is the depositors. So, when you have a bank with negative capital, it means you can’t pay the depositors and if you can’t pay the depositors, then every other liability is legally extinguished. Because if you cannot pay the depositors then you certainly cannot pay the staff salaries, gratuities, can’t pay shareholders and you cannot pay anybody.

    So, everybody from the depositors was already wiped out. So when people complain and shout I just wonder.

    What AMCON did by recapitalising those banks from zero was to pay the depositors. AMCON’s legal obligation is to make sure a depositor must not lose money. So, we recapitalised those banks to ensure that when people get to the banks they can get their money back.

    The third and last stage is to manage all the assets that AMCON has now acquired, the properties, non-performing loans, in such a manner that we would make maximum resources in order to satisfy our obligations.

    So, now, we have become really what our name is, an asset management corporation. And our objective is to make sure that we have enough assets at the end of a period of time to pay every liability without taxpayers’ money.

    On the last point you made about taxpayers’ money, it is the view of some people out there that the corporation is being heavily funded through taxpayers’ fund. What is your take on that?

    It keeps amazing me that people talk about taxpayers’ money. The only taxpayers’ fund in AMCON was the statutory, budgeted expenditure of N10billion which was used as take-off grant for AMCON. When you’re talking of the obligation of N5trillion debts that we have, you’ll see that the N10billion is a very small amount. So, it always amazes me when people keep talking about taxpayers’ money. This country should not and does not have N5trillion to give AMCON.

    But what the government had done is to provide guarantee so that AMCON can realise money from the assets so that at the end of time, AMCON can have a way of paying back its obligations without spending taxpayers’ money. It has always been the plan and the plan is still on course.

    I’m aware that AMCON has recovered over 500 loans out of about 12,000 loans. What measures has AMCON put in place to recover the rest?

    We have recovered for restructuring about 500 loans. Now keep in mind that the top 1000 loans represent about 90 per cent of the obligation. The balances are smaller. So, when you say 500 loans, those loans represent about two thirds of all our outstanding.

    How would you assess AMCON’s loan recovery drive thus far?

    The record for recovering non-performing loans that we are aware of is the Malaysian model, which is about 54 percent. So far, we are averaging over 100 per cent. We recognise that easy loans are easy to recover. So, naturally, you do the easy ones first. But overtime, we will be able to get around the 100 per cent.

    But again, as I said, the best in the world, which is 54 per cent that we know about, is by Danaharta in Malaysia. So, we don’t want to blow any trumpet yet; we want to keep working hard. But our plan is for 70 per cent, that’s what we projected and the balance will come from the banks. But so far, we’re doing very well. But time will tell.

    What is the lifespan of AMCON? And if it does have a lifespan, what is the exit plan?

    AMCON does not have a lifespan. But AMCON, as I described it is a self-reducing organisation. We’re planning that this whole process should take up to 10 or 15 years. That’s our plan. In the best case, it could be 10 years but in the worse case 15years depending on how things work out. We hope to get smaller and smaller. But it’s useful to have an organisation that has a law and a body even if it’s one or 10 employees so that if there is any need to resuscitate AMCON, it will be easy. But it is a wise decision that AMCON does not have a terminal date. We’re planning this rescue operation; this phase will be almost finished or very small.

    On a lighter note, I know part of your brief is to go after debtors and all of that. If you’re not chasing after debtors, how do you unwind?

    (Laughs). My job is a fulltime one. My brief is to ensure that Nigerian banks are rescued from incidents of bad debts and all of that. And we’re working round the clock to ensure that this is achieved.

  • Advertising quality standard

    Advertising quality standard

    PERHAPS there is a need for us to re-iterate the mission of MC&A DIGEST, which is: to contribute towards upholding those practice values expected of advertising practice, based on the ethics of the profession, to the extent that there remain a population of practitioners (no matter how small in size) that will carry on from the past and out-going practitioners, based on the grand rules, for the good of all. We at MC&A DIGEST are committed to protecting the profession and practice of advertising from hunger, intellectual laziness, inordinate ambition, disregard for ethical standard, lack of commitment and such other compromises owing to inadequate training and experience preparatory to acceptable practice standard.

    In pursuit of our mission, we have been consistent in stating and restating those fundamentals in the practice of advertising (brands management, marketing communication and advertising), in the last eighteen months of our publication. We have been challenged to continually remind practitioners of the duties, roles and responsibilities of advertising. Advertising is a service requiring of careful application of peculiar skills and abilities, towards people-information, enlightenment and guidance; it is a delicate application of identifiable variables for purposes of influencing the mind. It is about information management – gathering, processing, analysis and dissemination. Advertising is highly influential in the process of decision-making.

    Advertising practice is highly demanding of intellectual and mental engagement. Practitioners toil to add value in so many ways; they are most often cut out to live for others. What with the trouble of gathering and processing information in form of research and (strategic) planning, competitive analysis, creative planning and interpretation of research findings…the process of generating advertising products is tedious, elaborate, critical and expressive.

    Functionally, therefore, adverts and/or campaigns are tied to clearly identifiable objectives, namely:

    1. AWARENESS GENERATION/GROWTH. As basic necessity, brands need to create and send out information for and about their selves to exist, starting from market entry/introduction to rebirth, repositioning and for tactical reasons such as sales activation, promotion and announcement. At this point, the campaign (and indeed the marketing) objective is to MAKE-KNOWN the brand person, value offer and essence.

    2. IMPROVE (D) MARKET PERFORMANCE. Marketing is about taking advantage of opportunities to drive for competitive advantage – at the market place. Therefore, research findings, at some point, suggests the need for brand information communication for purposes of either taking advantage of a particular opening or correcting a prevalent perception of a given brand among target market, considered a wrong representation of a rather true situation that should be to the brand’s advantage if presented differently, to improve on the brand’s performance in the market. Sometimes, the resultant gain could be qualified in terms of value or volume.

    When such needs are identified, the campaigns to address them are so-classified by the challenges they are to address.

    3. BRAND, TRADE & CONSUMER REWARD PROMOTION. When campaign objective is to promote a given brand, it is often times related with new offer price, better or improved consumer service in terms of improved distribution network or channel expansion, introduction of new product pack and other such need to communicate relative change in the brand person to the target market for clear competitive advantage. Sometimes, such promos are designed to reward trade and/or consumer, for their loyalty and support over a period. Such promos are also used to recruit new users, check the activities of competing brands or frustrate new (brands) entrants.

    4. (CONSUMER) EDUCATION. In some rare cases, the peculiarity of some brands necessitates some form of consumer education on how-to-use, and some other reasons. In the course of practice, one has had to develop such campaign for a brand of analgesic pain-killer and a medicated and antiseptic soap. Brands gain immensely from such efforts because if wrongly used, such brands deliver negatively on their value-essence and promise, resulting in negative consumer experience and ultimate consumer rejection. So it is imperative for brands requiring of peculiar usage pattern to ensure adequate awareness of how-to-use among their target users, to optimize their competitive advantages. Some campaigns are designed for this purpose.

    By extension, however, some educational campaigns are targeted for long term attitude change among the critical mass in a given market segment for purposes of creating the enabling environment for the introduction of a new and hitherto unfamiliar variant of a product category.

    5. BRAND PROTECTION. There have been times when brands have had to protect themselves against legal issues, perception or a reckless competitor. Such information could be sent in form of public announcement, infomercial or commercial. So, at some point, Panadol had to so warn “if e nor bi Panadol,…!

    From the profiling thus far, it is clear how important advert messages are, in respect to their functions and the role they play as communication tools. We also imagine it is by reason of this importance that the regulators took time to establish the necessary quality and ethical standard to guard against abuse or wrongful application. For this and other regulatory related purposes, the ADVERTISING PRACTITIONERS’ COUNCIL of NIGERIA – APCON – was established.

    For the purpose of this article, we like to also mention other related agencies and government departments here, to include: Association of Advertising Agencies of Nigeria (AAAN), National Agency For Food & Drugs Administration (NAFDAC), National Lottery Regulatory Commission and the Consumer Protection Council. Together, all of the above-listed are challenged by the common goal of protecting the public from wrong and misleading information about brands and products on offer at the market place, ensure acceptable quality standard in the production and dissemination of advert messages and uphold top-end ethical standard in advertising and marketing communication practice. Expressly stated, please see the mission of the AAAN:

    “AAAN SHALL seek to regulate the practice of advertising, among member-agencies towards improving standards, corporate responsibility, profitability and knowledge; encourage symbiotic relationships among practitioners and other related sectoral bodies, in order to enhance the business environment in which WE operate, thereby strengthening the contribution of advertising to the nation’s development”

    Please note that the emphasis on WE above is mine.

    Of all contained in the AAAN MS as above, our concern is on (a) regulation… and (b) strengthening the contribution of advertising to…. Readers should please deduce the importance of the duties of the other agencies and departments we listed above, from the mission statement of AAAN, in relation to the objective of ensuring acceptable standard advertising and the protection of consumers against brand/product offering and advert messages that are capable of misleading the public.

    Given the narration so far, we at MC&A DIGEST like to, on behalf of the general (consumer) public, ask the following questions:

    1. Are advert messages being generated and broadcast by advertising agencies and their clients truly vetted with the objective of protecting the consumer-public against misleading information in mind?

    2. Can the offer and promo promises being made by some brands in the market today be taken as truly actionable and redeemed as promised

    3. Is it true that consumers in Nigeria will become so individually powerful to be able to pick up 50kg weight with the left hand and still be so strong to leisurely do carpet hover, just by drinking (what measure of) milk a day?

    4. How do we ascertain that the new variant of Panadol on offer is 5 times more powerful than the one previously offered?

    Hmm! We shall stop the story at this point.

    But we like to report, as practitioners in brands management, that the regulators have plenty of work to do, because so many of the product campaign and promo messages on parade are not sincere. Consequently, “consumer” apathy is growing, the quality of practice is dropping aggressively and the consumer is being compromised.

    We rest our case!

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