In a revolutionary move set to usher in a new era for the advertising industry, the Advertising Regulatory Council of Nigeria (ARCON) has appointed Dr. Emmanuel Agu as the Chairman of the Advertising Standards Panel (ASP), effective July 3, 2024.
This significant announcement, made in a statement by Winifred Akpan, Head of Corporate Affairs for ARCON, marks a pivotal chapter for the regulatory body as it strives to uphold and enhance advertising standards across Nigeria.
Dr. Agu, succeeding Mrs. Omowunmi Owodunni who has been Chair since 2022, brings a remarkable blend of academic and professional expertise to the role. He holds a Ph.D. in Marketing with a specialization in Marketing Communication from Babcock University, Ilishan Remo, Ogun State. His academic credentials also include an M.Sc. in Media & Marketing Communication from Pan-Atlantic University, an MBA in Marketing Management from Lagos State University, and a B.Tech (Hons.) in Agricultural Economics & Extension from the Federal University of Technology (FUTO), Owerri, Imo State.
The announcement also highlighted the inclusion of 17 other stakeholders with representatives on the ASP, encompassing various advertising associations, media bodies, and government agencies. Each of these 17 entities will be represented by one individual, with Dr. Agu serving as Chair to oversee the responsibilities of the advertising clearinghouse in line with the law. This collaborative approach aims to ensure a diverse range of perspectives and expertise, thereby strengthening the ASP’s capability to uphold stringent advertising standards across Nigeria.
With nearly two decades of experience across consulting, banking, and FMCGs, Dr. Agu is a well-rounded business and commercial leader with a distinguished track record in business strategy, brand communication, experiential strategy, portfolio commercialization, and insight generation. His efforts have consistently delivered strong ROI through cutting-edge innovations and high-performing team leadership. Skilled in both regional and national communication, he has successfully generated local insights to drive robust brand growth. Dr. Agu also boasts extensive experience in cause marketing and possesses deep knowledge of the Nigerian and African consumer landscape, including their habits and attitudes towards brands.
Dr. Agu’s illustrious career began at Ernst and Young, where he started as a staff accountant. He then transitioned to ACB International Bank Plc, where he gained valuable experience in banking operations. In 2002, Dr. Agu joined Guinness Nigeria Plc, a Diageo company, as a management trainee. His exceptional skills and dedication saw him quickly rise through the ranks to senior management, where he successfully managed the Lager (Harp and Satzenbrau) and Malt (Malta Guinness & Malta Guinness Low Sugar) portfolios, leaving a lasting impact on the company.
In 2013, seeking new challenges, he joined Nigerian Breweries Plc as Marketing Manager for Gulder, Legend Extra Stout, and Life Continental Lager Beer. In 2015, he was appointed to lead an expanded mainstream lager and stout portfolio as Portfolio Marketing Manager for Nigerian Breweries Plc, managing brands such as Goldberg, Life Continental Lager Beer, ”33” Export, More Lager Beer, Legend Extra Stout, Turbo King, and Williams Dark Ale.
In 2018, Dr. Agu was appointed to lead the marketing team of Jotna Nigeria Limited, overseeing a broad portfolio of brands including La Casera Apple Drink, Smoov Chapman, Bold Bitter Lemon, and the Nirvana range of water products. He led teams of talented marketers to develop and build iconic brands, delivering high-growth plans against key priorities. He rose to the position of Group Marketing Director for the Jotna Group before leaving to pursue other interests.
His contributions to marketing and brand management have earned him a prestigious place in the body of Fellows with the National Institute of Marketing of Nigeria (NIMN) and the Institute of Management Consultants (IMC
The Advertising Standards Panel, established by Section 55 of the Advertising Regulatory Council of Nigeria Act No. 23 of 2022, plays a crucial role in ensuring that advertisements conform with the prevailing laws of the Federation and adhere to the Code of ethics of the advertising profession. Dr.
Agu’s appointment is expected to bring fresh perspectives and strengthen the panel’s efforts in maintaining high standards in the Nigerian advertising landscape.
