Rebuilding the Nigerian Brand

With the federal government’s acknowledgement of the advertising industry’s contribution to the national development and the call on members of the Association of Advertising Agencies of Nigeria to key into the Renewed Hope Agenda of the present administration, Raheem Akingbolu reckons that the 50-year-old association has thus begun another journey of great expectation

The modern-day Nigeria, both in the private and public sectors is fast waking up to the place of marketing and strategic communications in nation building. In particular, the federal government appears to be paying more attention to the happenings in the marketing communications sub-sector of the economy and how registered agencies and practitioners in the field could be drafted in, to help in value orientation and repositioning of the brand Nigeria. Of course, many pundits have argued that the trend is expected under the current administration because of the private sector backgrounds of the two drivers at the helm of affairs; the President and the Vice President.

How best could this be confirmed than through the statements and endorsements dropped at the 50th year anniversary conference and Annual General Meeting of the Association of Advertising Agencies of Nigeria (AAAN) by two high ranking officers of the National Executive Council and National Assembly respectively?

Anniversary theme and import

The anniversary theme; “50 Years Young, Ready for More,” could be said to have logically summarised the history and set a goal for the association. 

Before and after Nigeria’s independence in 1960, a few Nigerians who by design or accident ventured into the business of advertising struggled hard for recognition but their voice was not heard. Of course, the challenges had since been attributed to various factors, including the nebulous origin of the profession, foreign dominance and nonchalant attitude of the government. But in 1973, the Major-General Yakubu Gowon administration’s indigenisation Policy became the opportunity the few practitioners were waiting for to put their feet on the ground and assert authority.  Thus, the decree encouraged those in the business of advertising to form a body then called Association of Advertising Practitioners of Nigeria (AAPN), which has since changed its name to Association of Advertising Agencies of Nigeria (AAAN).

Looking back into the last 50 years, Nigeria’s advertising business has witnessed tremendous growth especially in recent times. Seen from the view point of agency billings, proliferation of advertising agencies and contribution to brand building, the industry is indeed experiencing the best of times. Obviously, there is no brand in Nigeria that is worth its salt, either local or international brand, that has not worked with at least one member of this association. Such was its importance and relevance to the business and practice of advertising and the whole gamut of brand building and nurturing.

AAAN President, Steve Babaeko, while welcoming the guests to the conference, stated that going by the dynamic changes the industry has witnessed, especially the influx of young professionals and agencies, the association could confidently assert that it is living up to the theme.

He noted: “Our industry has confronted the dual challenges of macroeconomic headwinds and technological disruption, which have impacted not only our clients’ bottom lines, but our own as well. However, even amid these turbulent times, I firmly believe that there is a promising future for our industry. By standing united as members of the same family, we can navigate these challenges and emerge stronger.

The Chairman of the opening session at the conference, Mr. Udeme Ufot, himself a former President of the association, while corroborating the position of the president, took guests through the memory lane and how the association had impacted the country positively for 50 years, through creativity and strategic communications. 

He said, “This event is significant in the sense that it is not just an Annual General Meeting, but is part of the 50th Anniversary celebrations of the association. In the lives of humans, attaining 50 years is regarded as reaching the proverbial Golden age. It is the age at which we feel we have reached the first half of our period of existence on earth, that is, if we consider, as it is commonly assumed, the belief that every human being should live to attain the centenary age of 100.”

Speaking on the theme of the conference – “50 Years Young, Ready for More”, the chairman said it was apt because as an association of professionals, the theme afforded them the opportunity to take stock of their journey so far, look back in the last half of a century to ask themselves some salient questions and try to find answers to them.

“What was the dream of the founding fathers of the profession of advertising in Nigeria? What were the objectives for founding the Association of Advertising Practitioners of Nigeria (AAPN), the forerunner to what we have today as AAAN? To what extent have those objectives been achieved? What more do we need to do to ensure we achieve those objectives?  In my view, we have achieved a lot of successes and milestones over the past 50 years, both as individual agencies and as an association of agencies,” Ufot stated.

FG’s endorsement, proposition

If there is anything members of the association achieved with the just concluded 50th anniversary AGM/conference, it was the fact that for the first time, it got the Federal Government’s express declaration of the importance of marketing in national development and extension of hands of fellowship from the current administration.

The Minister of Information and National Orientation, Mohammed Idris, himself a communication expert, demonstrated that he was aware of the rigorous work the practitioners have done to build and sustain many Nigerian brands. He could not hide his excitement as he acknowledged the pivotal role played by the advertising sub-sector of the economy in shaping public perception, driving economic growth, and fostering creativity and innovation in Nigeria.

Delivering his keynote address, the minister, who was represented by the Director, Public Communications and National Orientation in the ministry, Mr. Sunny Baba, said Government recognised the critical importance of effective communication and the role that advertising agencies play in disseminating information, promoting national unity, and driving positive social change.

He commended the unwavering commitment of the association to promoting ethical advertising practices and contributing to the growth and development of Nigeria.

 He said, “Over the past five decades, this association has consistently demonstrated a commitment to excellence, professionalism, and ethical standards in the field of advertising. Your dedication has not only propelled the industry forward but has also inspired countless individuals and organisations to strive for greatness.”

While calling on members of the association and other experts in the Marketing Communications eco-system to join hands with the federal government to set Nigeria on a higher pedestal, he pointed out that the Tinubu administration needs the support of all veritable change agents in the formal, informal and the private sector to move the country in the direction of sustainable growth in all frontiers of our economy.

“While positive changes could present some challenges, we are encouraged by the knowledge that the outcome will be of immense benefit to the teeming populace. In this direction, we are soliciting for the cooperation of the AAAN in keying into the Renewed Hope Agenda of this administration and support government commitment to the value reorientation of citizens. We are forthright in our determination to set this nation on a path of growth. Your 50th Anniversary Conference therefore presents an opportunity for all of us to reflect on the past, celebrate our achievements, and chart a course for a brighter future in the advertising industry, viz-a-viz, Nigeria. I look forward to engaging in meaningful discussions, sharing insights, and collaborating with the esteemed members of this association as occasions demand,” the minister said.

Also, in what looks like a legislative backing for the industry and in particular AAAN, the National Assembly threw its weight behind the Advertising Regulatory Council of Nigeria (ARCON), at the event, on various policies being championed by the council to protect and improve the ethical advertising business environment and practice in Nigeria.

 Delivering his keynote address, the Chairman, House of Representatives Committee on Information, Hon. Olusola Fatoba, commended the players in the advertising industry for their constant commitment to position Nigeria and give her a voice, despite all odds.

While assuring Ad practitioners of unbridled support of the parliament, in whatever way necessary, he said he would engage with the leadership of the Advertising Regulatory Council of Nigeria to see to the full implementation of the local content requirements in its new Act.

He commended AAAN members for the effort they have made over the years to impact the country through their creative ingenuity.

 “I recall, several years back, most of the trending advertisements on television in Nigeria were foreign adverts, with faces that did not look like us and voices that sounded very foreign, marketing products that were both made at home and abroad. This means that if an advert was not produced abroad, then it will not trend and it will not be impactful.

“However, I am impressed with the fight back that came from AAAN and its members. They stepped up their creativity, ingenuity, innovation and investment. Today, the story is different. I travel to some other African countries and I see Nigerian made adverts on their television, side by side, with our movies and our music,” Fatoba stated. 

The way forward

It’s no more news that previous attempts to rebrand Nigeria had eluded the registered marketing practitioners. The consistent appeal made to help in managing the ‘project Nigeria’ brand hasn’t been given the expected approval by the federal government. Another noticeable flaw on the part of the government is poor recognition and patronage for the industry. In 2013, when the association was celebrating its 40th anniversary, the then president, Mrs Bunmi Oke, promised that by 2023 advertising agencies should be the ones working on various federal government campaigns through the ministries and parastatals. It started and ended in a dream.

As at today, advertising agencies have not been able to work on 50 per cent of federal government briefs. Some experts who spoke at the sideline of the conference, asked agency owners on the need to increase the rate at which they engage both federal and state governments for advertising briefs.

They called on Babaeko and his team not to rest on their oars. “I can see that a lot was put into this conference to attract those high-ranking officials of the federal government in attendance. Now, AAAN leadership and agency heads need to intensify their efforts in lobbying governments for advertising jobs and more advertising professionals need to jostle to occupy more public offices so as to facilitate a robust positioning strategy for the country. Nobody does destination branding and positioning better than professional marketing in any advanced country, ” communication expert and consultant on communications to the Federal Ministry of Finance, Ibrahim Muhammed said.