Advertisers Identifies Transparent Evaluation, Global Best Practices for Awards

Raheem Akingbolu
The Advertisers Association of Nigeria, (ADVAN) has reacted to the unbridled manner at which stakeholders in the marketing communications industry and called for adherence to global best practices and transparency in the Nigeria’s award and recognition system.

The Executive Secretary of ADVAN, Mrs. Ediri Ose-Ediale, who gave the advice during the recently held 2021 annual award of the sectoral body argued that dishing out awards indiscriminately to brands and marketing practitioners, can only ridicule the sector and turn the country’s business community to a laughing stock.

To this end, Ose-Ediale argued that the industry would be rated higher in global rating if evaluation and selection process are transparent and meet global best practice and standard that can be accepted anywhere in the world.

She said, “Simply being listed as nominees for an award should be able to improve brand awareness and promote nominees’ businesses to new customers. In the same way, winning an award should be able to open doors to new business and new contacts. In an ideal situation, employees of an awarding company feel better when the company they work on attract recognition. Also staff morale and motivation often improve when a company wins a business award.

“A business award win, short-listing or nomination can act as a 3rd party endorsement for businesses. A win can give a seal of approval to the activities of the company and is a sign of quality for potential customers, so can form part of the organisation’s sales pitch. It can also help with relationships with suppliers. It’s a great way of differentiating a winning company from competitors and this will send out positive signals to customers,”

Speaking on the need to base judgment on laid down best practice parameters, the Executive Director listed; length of service, excellence in performance, leadership qualities, personal accomplishments, team accomplishments and milestones crossed, as some of the qualities to consider white conceptualising awards.

While calling on laurel awarding institutions in Nigeria to follow the exceptional route created by ADVAN, she pointed out that the organisation’s award has become the most celebrated event in the nation’s marketing communications industry because those awarded are only presented after a transparent exercise based on laid down best practice parameters.

“The Judging Panel comprises the most respected members of the marketing communications profession. An ADVAN award is not just given, it is earned”, she said.
The theme for this year’s ADVAN Awards for Marketing Excellence West Africa is “Future Fit Marketing.”

The keynote speaker for the 2021 awards ceremony is Adia Sowho, Chief Marketing Officer MTN Nigeria while Tokologo Phetla -Creator ‘Christopher’ Artificial Intelligence Software will serve as Special Contributor.

Mrs. Ose-Ediale who announced some of the new categories to include the Indigenous Brand of the year, Legacy Brand of the Year as well as the Marketing Professional of the Year.

According to her, the ADVAN Awards have evolved over the years in response to new developments in marketing theory and practice to reflect the growing appreciation of the critical role of marketing as the vital source of value creation for a business.

“Through the awards, ADVAN promises to highlight the fundamental position marketing holds in business and wealth creation,” she added.

She explained that besides being designed to celebrate the brains behind some of the most sought-after brands in Africa, various awards in Nigeria should be able to showcase the huge potential of the African brands to the rest of the world.