In recognition of its pivotal role in nation-building and potential to instill a transformative mindset among Nigerians, the Advertising Regulatory Council of Nigeria, ARCON is set to unveil a new Nigeria Campaign and to establish frameworks for the economic revitalization of the country at the 2023 edition of its National Advertising Conference slated to hold in Abuja.
Speaking during a press conference held recently, the Director General of the apex advertising regulatory agency, Dr. Olaleken Fadolapo while unveiling plans for the Conference with the theme: “Marketing Communications as an enabler for National Transformation”, stated that two key committees were established to drive the Conference’s objectives; the Brand Nigeria Campaign Committee, led by Steve Babaeko, President of the Association of Advertising Agencies of Nigeria, aims to reshape Nigeria’s image perception through a strategic communication campaign and the GDP Multiplier Committee, headed by Femi Adelusi, President of the Media Independent Practitioners Association of Nigeria, which will assess the industry’s contributions to the GDP and its broader economic impact.
The key themes for this year’s annual event which is billed to hold from December 6th to 8th is built upon the insights gained from the 2022 edition of the conference, during which stakeholders emphasized the importance of harnessing professional expertise to reshape a more positive narrative for the country.
“We are going to take a detailed look at the elements, the DNA and come up with a communication for it. This is our own industry’s effort aimed at positioning the country’s brand in its right place among the comity of nations. We know that nobody can do this better than professionals” ARCON boss said.
“First of all, what is the industry spend? Secondly what is industry’s contribution to GDP? Thirdly, what is the multiplying effect of this contribution? In other climes and markets, there are existing answers to these questions. We are tripod-the advertiser, the agency and the media. Within this ecosystem, we provide employment. Within this ecosystem, there is money moving in and out. So, we want to take a detailed look at this and how this is impacting the economy positively. So, it is for us to sit down to interrogate the body of knowledge as well as other elements that contribute to this profession will call advertising”.
Chairman of the Planning Committee and Past President of the Experiential Marketers Association of Nigeria, EXMAN, Mr. Tunji Adeyinka, highlighted the conference’s focus on addressing crucial takeaways from the 2022 edition. He outlined the event’s agenda, which includes in-depth discussions on topics such as the African Continental Free Trade Area, Nigerian Content Revolution, and Unlocking Marketing Communications for SMEs. Additionally, the conference will feature breakout sessions, covering industry developments, academic initiatives, and engaging students from Abuja schools.
Speaking further, the past EXMAN President revealed that the brand Nigeria campaign initiative is aim to leverage the professional expertise of professionals to awaken a new consciousness of patriotism driven by effective reputation management.
“We decided as an industry to look at launching a campaign that represents Brand Nigeria from citizens point of view, from Nigerians point of view and the industry point of view. We believe that there are certain things in this country that are not going the way we want them to go; we also believe there is a greater reason for us as Nigerians to celebrate certain things that make us Nigerians. And therefore, there is a committee that has been set up to work on Brand Nigeria campaign”.
The conference will kick off with a Fireside Chat on December 6th, featuring industry legends discussing their experiences as it will provide a valuable networking opportunity for professionals.
Furthermore, this year’s conference will include a town hall meeting, a gala night ceremony and the presentation of the ASP Compliance Award, well curated to enhance interaction and collaboration between the regulatory body and professionals in the industry.
