As a step toward revolutionizing the marketing communications industry and fostering the growth of the advertising sub-sector, agencies have been advised to prioritize the development of robust relationships among themselves. This emphasis is based on fostering trust and a genuine desire to establish a network characterized by unparalleled expertise and a unified approach.
During the Fireside chat on the first day of the National Advertising Conference in Abuja, industry icons Seni Adetu, Managing Director of Algorithm Media; Lolu Akinwunmi, Group Managing Director of Prima Garnet Africa; and Ify Onukwuba, Managing Director of Nigeria Advertising Service, stressed the necessity for stronger relationships among agencies and adherence to regulatory compliance to bolster the advertising industry’s growth.
Seni Adetu emphasized the industry’s fragmentation, advocating for consolidation to establish a more robust and unified entity that can’t easily fall victim to clients’ exploitation. He highlighted the need for the Advertising Regulatory Council of Nigeria (ARCON) to enforce regulatory standards by imposing sanctions on non-compliant practitioners, urging agencies to collaborate with regulatory bodies for industry progress.
He said: “The industry today is set up for failure. We are too highly fragmented as an industry. Anything that has this level of fragmentation lent itself to exploitation by the man who pays the bill and therefore, it is extremely easy for the client to take advantage of this industry as it is set up today. What is lacking in this industry is what is called Scale.
“Consolidation does not mean that people run out of business. It is the most powerful way to have a voice in anything that you do.
“Another thing lacking here is consequence management. You are as strong as your weakest link. If there are ten people in that link and there is one person that is breeching and creating compliance issues, that is how bad the industry is. So I will like to see them do one or two sanctioning of agencies that breech so that others will know that this is not word of mouth thing”.
Lolu Akinwunmi underscored the importance of agencies enhancing their capabilities to match the swiftly evolving marketing landscape. He emphasized that agencies should position themselves as problem solvers for clients, asserting that agencies must drive and maintain strong client relationships through continuous improvement and problem-solving abilities.
“Clients are moving faster than we are doing. The only reason client will come to you is that they believe that you are a problem solver. The moment the client get the sense that you are lacking in that area, then a big essense of that relationship is gone.
“The agency is supposed to drive that relationship” he added.
Discussing ARCON’s regulatory role, Lolu stressed the need for practitioners to adhere to ethical standards, noting that the industry’s improvement hinges on collective adherence to best practices.
“ARCON actually disciplines erring practitioners. What happens is that it is never publicized. When I was APCON Chairman, our two agencies were made to pay a fine and people said you are APCON Chairman, why didn’t you stop it? The strength must come from us. The more we do what is right, the better the industry”.
Ify Onukwuba urged agencies to consider outdoor media owners as partners rather than just intermediaries in the advertising process. She emphasized the need for mutual respect and partnership between agencies and outdoor practitioners to achieve clients’ marketing objectives effectively.
Furthermore, Ify highlighted the challenges faced when outdoor media practitioners aren’t viewed as partners, stressing the importance of accountability within the industry. She encouraged agencies to report members who fail to meet obligations after receiving payment to ensure accountability and discipline.
“We used to get our briefs direct from clients. Agencies came up and briefs started going through them and for a long time, we started having difficulties with agencies because agencies always made bogus incentives to their clients which dovetailed down to us and if it keeps happening that way, we won’t be able to render the services you want is to render.
“If you don’t see outdoor practitioners as partners, as an extension of your office, there will be chaos. Right now, I am seeing it as a master servant relationship and you won’t get the best from us. I am saying this because of how we need to beg to be paid”.
The National Advertising Conference continues today with discussions aimed at reshaping the advertising industry in Nigeria, featuring speakers like Mr. Taiwo Oyedele and Mr. Segun Awolowo. The unveiling of the rebrand Nigeria campaign and a detailed presentation on the economic impact of advertising in Nigeria are expected as well.
