The Advertising Regulatory Council of Nigeria (ARCON) is gearing up for the much-anticipated third edition of the National Advertising Conference (NAC), scheduled to take place from December 6th to 8th, 2023, at the esteemed International Conference Centre in Abuja. This announcement was made during a press briefing held at the L’eola Hotel in Ikeja, Maryland Lagos, on the auspicious date of Monday, October 2nd.
The organizers are pulling out all the stops to
ensure that this year's conference is not just another event but a
transformative experience, one that will be both informative and beneficial to
industry practitioners and the nation's economy. With the theme of
"Marketing Communication As An Enabler Of National Transformation,"
the conference is set to address vital issues that resonate with the current
administration and the transfer of power that occurred earlier this year.
Mr. Tunji Adeyinka, Chairman of the Planning
Committee, expressed the significance of this year's theme. He outlined three
critical topics derived from the last National Advertising Conference:
'determining the size of the industry,' 'the contribution to GDP,' and 'the
multiplier effect.' The "multiplier effect" concept is particularly
noteworthy, signifying that every unit of currency spent on advertising
translates into a certain amount in the broader economy. To delve deeper into
these matters, a dedicated committee has been established, tasked with
examining the industry's contributions through employment and value addition, utilizing
a formula to gauge its impact on economic growth.
In his welcoming address, Dr. Lekan Fadolapo,
Director-General of ARCON, emphasized the collaborative nature of the
conference, stating, "Today's event is not about just ARCON; it is about
the entire industry." Consequently, two pivotal committees have been
inaugurated: 'The Brand Nigeria Committee' led by Steve Babaeko, President of
the Association of Advertising Agencies of Nigeria (AAAN), and 'The GDP
Multiplier Committee' led by Femi Adelusi, President of the Media Independent
Practitioners Association of Nigeria (MIPAN).
The 'Brand Nigeria Committee' aims to cultivate
positive communication that highlights the nation's many strengths. As Steve
Babaeko noted, every country faces challenges, but what sets them apart is their
willingness to address these issues openly. Nigerians are known for their
openness, and this committee seeks to emphasize the country's positive
attributes consciously. Branding, as Steve explained, is an ongoing journey
rather than a final destination, and this initiative seeks to actively
communicate all the positive aspects of Nigeria.
On the other hand, the 'GDP Multiplier
Committee' will dive into industry spending, its contribution to GDP, and the
broader impact of this contribution on the economy. This comprehensive approach
aims to uncover every aspect that contributes to the advertising profession.
Dr. Fadolapo highlighted that these committees
signify the industry's collective endeavor to position Brand Nigeria favorably
among the community of nations. The strategy will be developed as part of the
National Advertising Conference, focusing on evaluating all elements of
Nigeria's brand and devising a communication strategy.
Addressing concerns about advert law violations,
Femi Adelusi, President of MIPAN and Chairman of the GDP Multiplier Committee,
clarified that the advertising industry is subject to regulation, primarily the
Nigerian Code of Advertising. Adherence to these regulations is paramount, and
the industry is actively monitoring advertisements from various sources. Those
found in violation will be taken before the Advertising Offences Tribunal for
necessary action. This endeavor is not solely a government initiative; it is an
industry-led effort involving critical stakeholders and government agencies.
The emphasis is on a grassroots-oriented approach that resonates with all
stakeholders and the wider population.
In terms of execution, the involvement of all
industry players is essential. Collaboration will extend to all media houses,
including print and new media, ensuring everyone is on board. This industry-led
initiative, with government and stakeholders actively participating, aims to
achieve the best possible outcomes. The presentation of these efforts will take
place during the upcoming advertising event, symbolizing the commitment to
drive positive change in Nigeria's advertising landscape.
An analysis of the rundown of the event flow is
as seen below:
DAY 1 of the Advertising conference will feature
a Fireside Chat with 3 industry bigwigs. The Fireside chat would hold at
Johnwood Hotel Abuja.
DAY 2 will feature the official opening ceremony
followed by the Economic session on the GDP Multiplier campaign. This will be
followed by the Brand Nigeria Session at the International Conference Centre,
Abuja.
DAY 3 will have 4 breakout sessions focused on
the professionals and the academia. A breakout session has been created to
interface with students within the town meeting the gown setting. Day 3
sessions will be rounded up with a Town Hall meeting with ARCON. This would be
followed up with an Industry Dinner and the Advertising Standards Panel (ASP) Compliance
Awards.
The Advertising conference was born out of the
need to create a unifying platform for all stakeholders in the advertising
industry for learning and unlearning, networking, evaluation of the industry's
growth pattern, discussion of prevalent issues bothering practitioners,
industry and clients, exchange of ideas on ways to overcome the challenges and
make the industry a haven of positive growth for all stakeholders and the
nation's economy at large is powered by the sectorial groups – AAAN, MIPAN, BON, EXMAN and OAAN.
Participants/ delegates are assured of a better
outing this year as all hands are on deck to make this year’s converge, a
roller coaster of learning and relearning. Details about the conference and
participation can be found on the conference platform – www.advertisingconference.com
In conclusion, the National Advertising
Conference 2023 promises to be a pivotal event that not only celebrates the
advertising industry but also seeks to harness its potential for the betterment
of Nigeria. With a focus on national transformation, positive branding, and
strict adherence to advertising regulations, this conference symbolizes unity
and determination to drive growth and innovation in the Nigerian advertising
sector.
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