Advertising Is A Key Contributor To Nigeria’s Economy-Ijedi

Emmanuel Daudu

The acting Registrar and Chief Executive, Advertising Practitioners Council of Nigeria (APCON) Mrs. Ijedi Iyoha, has said that Advertising is a key contributor to Nigeria’s Economy, and that Government Partnership at all level with the Advertising industry would go a long way to immeasurable boost the economy.

The Acting Registrar stated this in her welcome address at the National Advertising Conference held at the Federal Capital Territory Abuja in Nigeria.

She noted that Nigeria is a destination to reckon with in investment and that the desired market for every business will require advertising.

Ijedi said that there have also been issues around the regulation of advertising practice in Nigeria. While the role of regulation in stabilizing and raising the professional status and public perception of Advertising has been largely applauded, the processes and framework of the regulation have sometimes been subject of arguments and conflicts.
“This is understandable, given that public interest regulation sometimes does not conduce to the market share and profit objectives of business Organizations. One lingering challenge of the professional regulation of advertising is the long absence of the governing Council of APCON”, she said.

Speaking, The Group CEO, Prima Garnet, Mr. Lolu Akinwunmi, who was the keynote speaker espoused the challenges in the industry, noting that inadequate resources is one major factor that the government should look into for a better performance of the industry.

Mr. Lolu also called on the federal government to reconstitute the Advertising Practitioners Council of Nigeria (APCON), explaining that the council is a gatekeeper saddled with the responsibility of overseeing the activities of the industry within the country. ” The government should appoint the APCON Chairman”, he advised.

Mr. Akinwunmi urged the government on the review of communication policy stating that the policy Nigeria is still using is obsolete, disclosing that the current policy in use was a policy that was constituted far back 1987. He also advised the federal government to establish the ministry of Public Communication, emphasizing that there is need to manage public opinions in the country.

In a closing remark on the second day, the Secretary to the government of the federation, Boss Mustapha, who was represented by DCM Kabir Ademola Lawal said the federal government would continue to ensure growth in the industry,urging advertisers to indulge in carrying out practices’ ethically in other to give the country a wonderful face-lift in the industry.

The National Advertising Conference with the theme ‘Advertising in the Post Digital Age: The Business and Nigeria’s Socio- Economic Development’ aimed at promoting the industry’s continued existence, advancement, as well as the well-being of both the practitioners of advertising and the economy of Nigeria, had reputable speakers and panelists with great experiences in the industry.

Dignitaries who attended the event include, Biodun Shobanjo, Chairman Trokya Group, Frank Aigbogun, Publisher Business Day, Hajia Sa’a Ibrahim, Chairman BON, Tade Adekunle, President, Exman, Emmanuel Ajufo, MD, Opportunity To See LTD, Monday M.Ashibogwu, MD/CEO, The Republic Media Ltd, Ikechi Odigbo, Executive VC, CASER Group, Dr. Ken Onyeali Ikpe, Group CEO, Insight Redefini, Bunmi Adeniba, MD, HomeCare, Unilever.