Friday, 22 August 2014

Creative ad industry thrives on imaginative, unique,
contemporary and distinctive messages. It must catch
attention to make impact on the brand being promoted.
But, when creative ad firms rely on fallacious
contemporary information to create believable ad
messages, then there is a question mark, not only on
the ad firm but on the whole industry.
For instance, it may not be surprising for ad creative
firms to churn out messages for salt companies trying
to sell their product that bathing with water and salt
could take care of Ebola disease. This is because the
public holds that erroneous view, but the message
questions the credibility of the agency.
This is why the new leadership of Association of
Advertising Agencies of Nigeria (AAAN) has jolted itself
to give stimulus to advertising reform championed by
the Advertising Practitioners Council of Nigeria
(APCON). The reform came into effect last year.
The AAAN is convinced that the reform, in spite of
criticism trailing some of the provisions, will benefit
Kelechi Nwosu, the new president of AAAN, told
BusinessDay recently that the practice of advertising
business by unlicensed individuals was a major
drawback to the industry. “Obviously, there is a lot of
quackery, unlicensed, unregistered agencies. This
manifests in the kind of work they put out there. The
reform is much more about reliable, efficient and
professional people working in the industry,” he said.
According him, the reform is imperative as it is designed
to sanitise the industry and checkmate the activities of
non-professionals whose jobs are sub-standard.
“What the reform is intended to achieve is to limit the
amount of foreign and local unlicensed agencies who
are establishing here. What government should realise
and which we are pushing to them is when there are
unlicensed agencies working with government, they
don’t pay tax in the form of payee and corporate tax. If
government has made a law as APCON is a government
agency, it is therefore time for stakeholders to stamp
their authority to ensure that the reforms work,” he said.
But some stakeholders such as Enyinna Abaribe, a
senator, George Thorpe, advertising practitioner, among
others, have recently found fault in the advertising
reform championed by the APCON, especially the areas
that placed hurdles on the entry of foreign advertising
firms into Nigeria.
George Thorpe, who is the chairman of MediaReach
OMD, rubbished the advertising reform as anti-
competitive practice, which is not capable of bringing
out the best in Nigerian practitioners.
The advertising expert, who shared his views on
“Exploding the myths of the advertising and marketing
services industry in Nigeria” at Marketing Edge forum
recently in Lagos, believed that its harm at the long run
would out number its short-term benefits.
“I believe that the clause that places a level of
restriction on the practice of advertising and marketing
by foreigners in Nigeria is not well defined,” he said.

credit: daniel obi

posted by:@djshyluckjimmy

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