The recently elected leadership of the Advertisers’ Association of Nigeria (ADVAN) has laid out plans to drive professionalism and growth in the brands and marketing industry by prioritizing knowledge sharing through research and effective data management.
Research and data gathering are at the top of ADVAN’s road map which detailed a four-point action plan for the new executive led by ADVAN President and FirstBank’s Group Head, Marketing and Corporate Communications, Mrs. Folake Ani-Mumuney. She stressed that the focus on the acquisition of big data will facilitate knowledge sharing, peer review possibilities and, more importantly, deepen the market.
A press conference which was held at the White House Hotel, Lagos on Wednesday, the first by the new executive which was elected into office about a month ago, lived up to the expectation of industry watchers who are optimistic that given the track record and combined experience of the new ADVAN leadership, they will not shy away from confronting knotty issues that have for long undermined real growth and development in the industry.
“The primary challenge is really encapsulated in what we said about deepening capacity and we’ll do that through knowledge sharing and data research and insight,” the ADVAN President said.
Continuing, she said, “knowledge sharing, capacity building, deepening the market, through data research and insight, those are some of the biggest challenges that face us today. And why does that face us today? It’s because of the current operating environment – the macro economy which we are in at the moment shows that we must do more with less.
“So, our member organisations need to be equipped. They must have the competence to do more with less and then demonstrate that value using figures to show that they are adding value to the bottom-line.”
The need to take the bull by the horn by providing visionary thought leadership for the integrated marketing communications industry was also paramount on the agenda of the new executives. Ani-mumuney noted that since advertisers occupy the top of the marketing value chain, it is important for the industry to get more involved in initiatives that will add value to advertising and marketing practice.
The advertisers body also plans to pay serious attention to stakeholder engagement, an opportunity that was not adequately explored during the previous leadership. Ani-Mumuney and her team have already taken the first step in this regard following their recent visit to John Momoh in his capacity both as owner of Channels TV and Chairman Broadcasting Organisation of Nigeria (BON).
The visit to Momoh offered the team insights into some of the challenges the industry faces, especially issues like media debt which has perennially ruffled the relationship between agencies and media owners.
Having laid out the plan, stakeholders are watching to see how far Ani-Mumuney and her team can take ADVAN. And their first chance to prove their mettle comes a few weeks from now during the ADVAN Awards for Marketing Excellence, an event which has been planned to coincide with the commencement of a year-long Silver Jubilee anniversary celebration of the association.