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Tag: ADVAN

  • ADVAN to deepen industry engagement with ADVAN-X

    ADVAN to deepen industry engagement with ADVAN-X

    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 groundbreaking online brand marketplace that is reshaping the landscape of Nigeria’s marketing industry.

    Making this known to members of the media in an interactive virtual press conference, Mr. Osamede Uwabanwem, President of ADVAN stated that ADVAN-X connects 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.

    “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.”

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    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.

    To celebrate the launch of ADVAN-X, ADVAN will host the ADVAN Partners Innovation Day, an event dedicated to showcasing marketing ingenuity and fostering collaboration among industry stakeholders. Themed ‘Connect, Innovate, Elevate,’ the event is scheduled for Wednesday, November 27, 2024, at Bungalow Hall, Adekunle Fajuyi Way, GRA, Ikeja, Lagos.

    The exhibition will begin at 12:00 PM, followed by a panel session at 2:00 PM. Admission 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.

    A highlight of the event will be a special presentation of Kantar’s Blueprint for Brand Growth, an evidence-based framework that has transformed marketing practices globally.

     Addressing the current challenges posed by ARCON, Osamede Uwubanmwen emphasised 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.”

    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.

  • Brands should offer lower priced, quality alternatives — ADVAN President

    Brands should offer lower priced, quality alternatives — ADVAN President

    The President of the Advertisers Association of Nigeria (ADVAN), Mr. Osamede Uwubanmwen has called on brands to adjust their offerings by making available cheaper and quality alternatives in order to meet consumer needs.

    Acknowledging the challenging times, he said that brands can still offer lower-price alternatives without compromising their quality. “If for instance, a rice company bags only 50kg of rice at N100,000, it is time for them to start bagging in bags of 5kg, 2kg, and even 1kg for those who can no longer afford to buy the 50kg.”

    Speaking with The Nation, the ADVAN executive who emphasized on quality noted that “The economy is not buoyant, things are tough, and now more than ever, knowledge is crucial. If a customer cannot afford a 20 Naira item, create one of 5 Naira. They will buy and the brand will remain top of their mind.

    “There is a cluster in the air-waves, everyone is talking. The challenge for brands is figuring out how to break through and stay on the consumer’s shopping list.”

    To do that, the former Vice President of the World Federation of Advertisers said that brands will have to safely guide their customer base. “At this time, brands will have to re-in-fence their customer base by being there all the time in order not to lose them to competing brands. You must keep them satisfied by meeting their needs. Brands must go out for customer feedback to know what they feel about the brand and how to make them happy.”

    On how brands can stay afloat at these trying times, he said they can use their existing customers to survive the hardship. “You have to make sure to retain them, understand them enough. It is easier to retain an existing customer than to hunt for new ones. You already have a relationship with the existing one, the communication channels are there, you know their wants but for the new customers, you will have to spend money on advertisements, find out how to reach them and their needs etcetera.”

    Speaking on customer service, he said that should not be in doubt. “The services offered to customers should be impeccable. It should not be 100% but 150%. If you miss it once, the person may not come back the second time. It should be given all the time.”

    Uwubanmwen further explained the impact of broader economic issues: “It’s a challenging time. Farmers, for instance, can’t go to their farms due to the threat of being kidnapped or killed. This disrupts the production of economic goods, adding more strain to the economy. In a booming economy, you might get away with minimal marketing, but when times are tough, businesses need to work harder to stay top-of-mind. Consumers are more cautious with their spending and are willing to switch brands to save money.”

    He added that ADVAN is taking steps to help businesses navigate these challenges through capacity building and knowledge sharing.

    The ADVAN President also noted that the Nigerian economic landscape continues to pose significant challenges for businesses, and marketers must adapt to these new realities to survive.

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    Despite the challenges, he pointed out that difficult times present opportunities for seasoned marketers. Given the tough economic conditions, he urged businesses to engage skilled marketers who understand the current environment.

    The accomplished marketer stressed that brands must adjust their strategies and embrace integrated marketing communications to navigate uncertainties and shrinking consumer spending power. He highlighted several factors contributing to the economic strain, including fluctuating exchange rates, crude oil prices, and insecurity, which has particularly affected sectors like agriculture.

    “Now more than ever, marketers need to be strategic, reading market signals and customer behavior. Brands can no longer afford to throw money around; every naira spent on marketing must bring significant returns. The integrated marketing communications sector must adopt data-driven strategies to weather the storm. I’m not just talking about big data; I’m talking about interpreting data in a way that answers specific questions. Why would a consumer buy your product in this environment? Marketers need to make data-driven decisions that ensure their marketing spend yields maximum returns.”

    To this end, Osamede Uwubanmwen said that the Agency will be putting together training on artificial intelligence soon, “we could do a lot with regards to customers knowledge using marketing analytics which in my view artificial intelligence”

    However, Nigeria’s headline inflation rate dropped to 32.15 percent for the month of August 2024, according to the latest data from the National Bureau of Statistics.

    This represents a 1.25% percentage point decrease from the 33.4 percent recorded in July 2024 and the second consecutive monthly slowdown in inflation after easing in the previous month.

  • ADVAN kicks over ARCON’s Nigeria Stock Image Bank initiative

    ADVAN kicks over ARCON’s Nigeria Stock Image Bank initiative

    The Advertisers Association of Nigeria (ADVAN) has issued a press statement raising concerns on the recent plans by the Advertising Regulatory Council of Nigeria (ARCON) to establish a Nigeria Stock Image Bank (NSIB).

    The statement signed by the executive council of the body comes in response to ARCON’s unveiling of the initiative and the subsequent formation of a committee to lay the groundwork for the NSIB’s establishment.

    In its statement, ADVAN, representing the interests of corporate organisations that utilise marketing and advertising to promote their products and services, raises several critical concerns about the proposed image bank and its potential impact on the advertising industry.

    A primary issue highlighted by ADVAN is the apparent lack of advertiser representation on the committee established by ARCON for the NSIB setup.

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    “ADVAN does not have a representative on the panel. If there is any advertiser on that panel, they are there in their organisational capacity and do not represent or speak on behalf of advertisers.”

    Stressing the importance of a more inclusive approach in developing such a comprehensive system, the association argues that the establishment of a platform intended for commercial interactions and housing proprietary works necessitates the engagement of all relevant regulatory agencies with constitutional oversight.

    This inclusion, ADVAN contends, “is essential to ensure that regulation for the system is appropriately managed by the constitutionally empowered agencies in charge of such matters.” They further note that this approach would “help to forestall new regimes of unwanted multi-level taxation in an already overregulated industry.”

    A cornerstone of ADVAN’s position is the preservation of advertisers’ constitutional rights. The association emphatically states that the establishment of the NSIB should not interfere with advertisers’ rights to choose their own vendors and contractors while conducting legal business activities.

    ADVAN asserts that as organisations with the constitutional right to determine their contractual and partnership structures, they will not accept any system that seeks to restrict these rights.

    The statement also touches on the principles of free market economy, advocating for a system that operates on a ‘free to participate’ basis for both suppliers and buyers. ADVAN warns against any attempt to monopolise commercial activities, but suggests that the image bank system should communicate strong value as a means of attracting participation, rather than resorting to any form of illegal ‘fiat’ or other unconstitutional methods.

  • ADVAN puts Nigeria on global map, wins WFA award

    ADVAN puts Nigeria on global map, wins WFA award

    The Advertisers Association of Nigeria (ADVAN) has put Nigeria on the global map after clinching the Presidential Award of the World Federation of Advertisers (WFA) emerging top 6 out of 100 entries from 60 countries to win the coveted global recognition.

    Excited about the win, the association also unveiled a 6-point Roadmap of its newly elected executive plans to embark on for the next two years. This was revealed during the press conference held recently at its secretariat in Lagos.

    Speaking on the awards, the President of ADVAN, Osamede Uwubanmwen said the award is evidence of the association’s contributions to the global advertising and marketing communications landscape through its advocacy, innovative programmes, and initiatives. 

    He explained that ADVAN was given a special award for seeking to tackle one of the most persistent challenges facing marketing around the world, the poor briefing that leads directly to less effective creative output. He pointed out that agencies complain that poor briefs from brands impact the outcome of their creative and campaigns so they proffer solutions to the challenge.

    “Our entry that won is on our training on brief writing. The reason for this is that some of the things we get as a response in marketing are that agencies always complain that the kind of briefs that advertisers send to them are the reasons they do not get the required result. We see brief writing and training as something we needed to do, so we gathered young brand and marketing managers, we trained them and we also gave the outstanding ones award.”

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    He added “This award is for Nigeria and we are happy that as an Exco we are able to put Nigeria on the global map and this is the first time we will receive such an award. We hope to receive another one next year. We understand that the reward of good work is more work and we are pledging to do more.”

    Launched in 2010, the annual Presidents Awards of WFA recognises initiatives run by national industry associations that help advance the marketer’s agenda and contribute to positive change in the marketing industry and society.

    In a statement issued by WFA, the WFA President and Chief Marketing and Communications Officer at Mastercard, Raja Rajamannar disclosed that “Each of these six local initiatives exemplifies the power of collaboration to tackle big issues facing our industry and establish best practices for marketers everywhere. A sincere congratulations to this year’s winners”.

    Reeling out the plans of the new ADVAN executives, Akinrimisi Olabode Samuel, Treasurer ADVAN, said the association is set to make more impact and build on the achievement of successive administrations with its 6-point plans.

    The plans include providing specialised support for marketing professionals, including resources to all members, which will include information on marketing effectiveness, and real-time answers to on-the-job issues via a website poll from members and the WFA network.

    Recall that the association elected new executives during its Annual General Meeting (AGM) held recently. The new executives are Osamede Uwubanmwen, Commercial Director, Biogenerics Nigeria Limited who returned as President for a second term; Yusuf Murtala, Marketing Director, Coca-cola was elected 1st Vice President; OTega Ogra, SSA Digital Engagement, Communications & New Media Strategy emerged 2nd Vice President and the others.

  • ADVAN shines at World Federation of Advertisers Awards

    ADVAN shines at World Federation of Advertisers Awards

    In recognition of its efforts to enhance the marketing industry, the Advertisers Association of Nigeria (ADVAN) has been honoured with a special award for its brief writing Programme during the Global Marketer Week in Toronto, organised by the World Federation of Advertisers (WFA).

    The annual President’s Awards, a prestigious accolade which forms a part of the Global Marketer Week, was launched in 2010 by the WFA to celebrate exceptional initiatives spearheaded by national industry associations that contribute to positive change in the marketing industry and society at large.

    In a statement issued by ADVAN, they noted that this year’s winners were selected from an impressive pool of 27 initiatives submitted by 14 associations from WFA’s expansive 60-strong membership of national associations worldwide, according to the WFA.

    ADVAN’s visionary brief writing training and competition has been singled out for its remarkable impact in addressing one of the most persistent and pervasive challenges confronting the marketing ecosystem – poor briefing, which often leads to ineffective and lackluster creative output.

    The Programme seeks to infuse new and innovative creative methods into the art of brief writing, ultimately elevating the efficiency and effectiveness of marketing campaigns across the nation.

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    Alongside ADVAN’s special recognition, five other outstanding industry initiatives from around the world were honoured at the prestigious event. These included “Oneframe” by Union des marques in France, a standardised and open-source carbon calculation framework for measuring the greenhouse gas footprint of marketing campaigns, “The NMO Listening Survey” by bvA in the Netherlands, a new method of audio audience measurement enabling more targeted audio campaigns; “Campus Marketing” by Sveriges Annonsörer in Sweden, a training platform designed to help marketing teams gain new knowledge and implement strategies.

    Others is “Responsible Retail Media Framework” by ISBA in the UK, a framework to standardise retail media measurement; and “AIMM Diverse Media GrowthFronts” by ANA in the USA, an initiative to gain greater equity in the media space by increasing visibility, access, collaboration, development, and investment in diverse media.

    Speaking on the awards, Raja Rajamannar, WFA president and Chief Marketing and Communications Officer at Mastercard remarks, “Our national associations are doing incredible work on behalf of their brand members – and the broader marketing industry. Each of these six local initiatives exemplifies the power of collaboration to tackle big issues facing our industry and establish best practices for marketers everywhere.”

  • ADVAN, SMC to dialogue on effective PPP

    ADVAN, SMC to dialogue on effective PPP

    The Advertisers Association of Nigeria (ADVAN) through its Nigerian Marketing Development Team is partnering with the prestigious Pan Atlantic University (PAU) School of Media and Communication (SMC) to host a major industry dialogue on May 10, 2024, at the Sheba Centre Mobolaji Bank Anthony Way Maryland, Lagos.

    In a statement made available to The Nation, the organisers said the event is focused on fostering public-private collaboration to drive sustainable economic growth through the marketing and advertising sector.

    Themed “Public/Private Collaboration in the Marketing Industry: The Path to Economic Viability”, the event is expected to bring together key stakeholders from the Nigerian government, multinational corporations, local conglomerates, and the digital marketing industry.

    Lead Speaker for the event is Prof Olufemi Saibu -the Director, of the Quality Assurance and Servicom Unit, and pioneer Director of the Institute of Nigeria China Development Studies at the University of Lagos

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    The upcoming dialogue aims to address recent challenges faced by the marketing industry in terms of regulation and government policy implementation. It will provide a platform to foster collaboration, drive industry innovation, and build trust among all stakeholders.

    In a related development, a research paper that was written by ADVAN’s Nigerian Marketing Development Team in collaboration with PAU’s School of Media and Communication will be presented at the Dialogue. The research paper titled, “Collaboration, Sustainable Businesses, and the Nigerian Experience.

  • ADVAN seeks stakeholders’ intervention over ARCON’s arbitrary policies

    ADVAN seeks stakeholders’ intervention over ARCON’s arbitrary policies

    The Advertisers Association of Nigeria [ADVAN] has called upon the Advertising Regulatory Council of Nigeria [ARCON] to pull the reins on its regime of arbitrary policy initiatives and embark on critical stakeholder dialogue and engagement to foster renewed hope and support for the industry.

    In a statement issued by the executive council members, ADVAN pointed out a lot of loopholes in the 2022 (ARCON) law and asserted that the new law has several provisions that are clearly unconstitutional.

    For ADVAN, a major item that has stood out is that ARCON, according to the law, is allowed to set up a tribunal that would hold ‘trials’ for any persons or organisations that contravene the provisions of the ARCON law.

    According to the Press statement, ADVAN said that this provision is an “extremely concerning development, because Nigeria as a democratic entity has clear separation of powers between the different arms of government.

    “A regulatory body for advertising cannot set up a tribunal with powers to hear, try, deliver judgment and sentence, as such is clearly a violation of the constitution of the nation.”

    Continuing ADVAN noted that “ARCON cannot constitutionally act as both the prosecutor and the judge in relation to matters which they have by themselves, labelled as advertising offences”.

    It said the tribunal constituted by ARCON is merely an appendage of ARCON and it is propagating the agenda of ARCON.

    The body recalled that in January 2024, ARCON issued notices to law abiding organizations in Nigeria on various unclear charges of infractions, with fines up to N1 million per infraction. “It is critical to note that these organisations include multinationals, Indigenous conglomerates and various levels of businesses that serve as the backbone of the Nigerian economy. ARCON has now issued notices to the CEOs of these organisations to face the ARCON ‘Tribunal’ on various claims of infractions.

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    The body said it vehemently opposes the harassment of its members (which are corporate entities that utilize advertising and marketing to promote their goods and services).

    It said the harassment and threats of criminal trials of CEOs of both local and multi-nationals is antithetical to the reforms being proposed by the Federal Government through the Presidential Enabling Business Environment Council on Ease of Doing Business (PEBEC), and the need to remove all forms of bottlenecks in driving the Nigerian economy.

    ARCON has severally insisted that its reforms are targeted at enthroning transparency, equitable practices and growth of the Nigerian advertising industry. For the tribunal, the government declares that it is an independent specialized judicial body established to ensure equity and openness in all disputes allegedly committed under the Act.

    ADVAN also denied that it made contributions to the Advertising Industry Standard of Practice (AISOP) midwifed by the then Advertising Practitioners Council of Nigeria (APCON), now ARCON.

    According to ADVAN, “It is worthy to note that while the leadership of APCON, now ARCON claimed that it invited all critical stakeholders to deliberate on the AISOP: “The truth is that ADVAN has clearly stated on several occasions, both in private with the Registrar of APCON Dr Lekan Fadolapo and in many public fora, that not a single contribution presented by ADVAN was included in the AISOP.”

  • ADVAN to host 12th African awards for marketing excellence, unveils jury

    ADVAN to host 12th African awards for marketing excellence, unveils jury

    The Advertisers Association of Nigeria (ADVAN) has revealed it has concluded all arrangements to host the 12th edition of the ADVAN African Awards for Marketing Excellence, an event that stands as a pinnacle of recognition within Nigeria’s Marketing Community and is revered for its prestige and significance.

    The association made this known recently, during a parley with members of the press at its office. According to the association, the awards dinner is scheduled for Sunday, the 26th of November 2023, and will take place at the Civic Centre, Ozumba Mbadiwe Avenue, Lagos.

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    According to the President of ADVAN, Mr. Osamede Uwubanmwen, this year’s awards promise to showcase an impressive array of categories, stating that ADVAN African Awards for Marketing Excellence are bestowed upon entities and marketing professionals who have achieved remarkable success through innovative and efficacious marketing initiatives in the course of the year.

    Speaking on what is new for the awards ceremony this year, Yusuf Murtala Marketing Director Coca-cola Nigeria and distinguished Chairman of the ADVAN Awards planning Committee revealed that this year’s edition introduces several exciting developments, including an expansion to the The Future Leader of Marketing Category which now has two parts: one for undergraduates and one for young marketing managers.

  • ADVAN challenges constitutionality of ARCON law in court

    ADVAN challenges constitutionality of ARCON law in court

    The Advertisers Association of Nigeria (ADVAN) under the leadership of Mr. Osamede Uwubanmwen, the President, has officially gone to court to challenge the constitutionality of the amended Advertising Practitioners Council of Nigeria (ARCON) law.

    The Ministry of Information as the oversight ministry has also been included in the suit.

    Making this disclosure at a press conference held at the association’s office in Lagos at the weekend, Mr Osamede revealed that the move comes after a thorough and deliberate consideration of the law’s implications for the advertising industry and its members.

    He added that ADVAN views this legal action as an essential response to safeguard the interests of its members and the integrity of the marketing profession in Nigeria. The decision to challenge the ARCON law is rooted in the organisation’s unwavering commitment to upholding the Nigerian constitution and ensuring the rule of law prevails in the country.

    He stated, “We do not take this matter lightly because we are law-abiding brands that hold the Nigerian constitution in the highest esteem. The ARCON Law, as it stands, has raised concerns that need to be addressed. We have engaged in numerous dialogues and consultations, and we want to clarify that while there were discussions suggesting that ADVAN had already gone to court, that was not official. We can now confirm that we have indeed taken the matter to court to challenge the constitutionality of the law.

    “The Nigerian constitution is a revered document, and any amendments to it must adhere to a stringent process that involves approval by two-thirds of the Senate and the House of Assembly in Nigeria. After a thorough examination, ADVAN has identified certain aspects of the ARCON Law that appear to be in conflict with the constitution. This includes the handling of marketing and advertising within the constitution and the regulation of contractual agreements between two parties. The organisation believes that such agreements should not be legislated upon but should remain within the realm of enforceable legal contracts.”

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    Mr. Uwubanmwen further explained, “The purpose of regulating communication is to ensure that harmful content is not displayed, and when it transforms into a revenue-generating mechanism, it contradicts the essence of regulation. This is especially concerning for corporate entities operating in Nigeria.”

    He also pointed out that the law could potentially have detrimental effects, including the ability to jail Managing Directors for six months and the authority to open notebooks.

    ADVAN believes it is its duty to seek legal clarification on these matters to protect the interests and rights of its members. “ADVAN has taken a proactive approach by engaging in over a year of dialogue and consultations with relevant stakeholders. The decision to take the matter to court is seen as the next logical step in resolving the concerns raised by its members.”

    Mr. Uwubanmwen concluded, “We are the leaders in our industry, the most trained and experienced. Our members have insisted that we explore all avenues of dialogue. As an organisation committed to upholding the rule of law, we now turn to the court for guidance. We hope that the court will carefully examine the aspects of the law in question and determine whether they are consistent with the Nigerian constitution. We believe in the wisdom of the court, and we have taken this step in the best interest of our industry and our members.”

  • ADVAN partners institutions to lift marketing education

    ADVAN partners institutions to lift marketing education

    The Advertisers Association of Nigeria (ADVAN) has embarked on a pioneering partnership with prominent business schools and higher education institutions to reshape marketing education.

     According to ADVAN, this initiative seeks to bridge the gap between perception and reality in the field of marketing, enhance marketing students’ employability and advocate for contemporary and value-driven curricula, aligning academic learning with the dynamic needs of the industry.

     The collaboration also aims at achieving key objectives including enhanced employability by dispelling myths and providing students with real-world insights as well as equipping them with practical skills that boost their employability in the competitive job market; promoting the integration of value-based and relevant curricula in higher education institutions.

     It is also designed to ensure that students receive education aligned with the demands of the ever-evolving marketing industry and cultivating marketing careers that contribute to organisational sustainability and growth, shaping the next generation of marketing leaders.

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     The inaugural edition of this collaborative initiative is scheduled for today, at the University of Lagos (UNILAG), to be hosted at the Tayo Adenirokun Hall within the Faculty of Management Sciences. The event will cater to the postgraduate students of the Department of Business, featuring engaging discussions and insights.

     Notable industry figures and thought leaders are slated to speak at the event as keynote speakers, including Osamede Uwabanmwen, President of ADVAN; Dr. Omotola Bamigbaiye-Elatuyi, Marketing Director, Sub Saharan Africa, Pladis Global; Prof. Bolajoko Nkemdinin Dixon-Ogbechi, distinguished Professor of Marketing & Decision Sciences, as well as the Head of the Department of Business Administration at the University of Lagos.

     ADVAN, being a thought leader in marketing and marketing communications, acknowledges its pivotal role in ensuring the sustainability of the marketing profession and practice within Nigeria.

     It is the only national body for ‘advertisers’ i.e. client side organsations that engage in high level marketing activities to build their brands.

     The association was founded in 1992, to advance the interest of the marketing Industry in Nigeria by spearheading and ensuring global best practices as well as facilitating collaborative partnerships with relevant stakeholders.

     Today, ADVAN is a strong voice of over 100 of the biggest organisations in Nigeria, representing over 300 brands with an annual marketing spend of well over N300 billion.