Advertising body tasked on methods to communicate government programmes

The Association of Advertising Agencies of Nigeria, (AAAN) has been challenged by Ibikunle Amosun, governor, Ogun State, to come up with best methods government can employ to effectively communicate its programmes to the people.

Speaking at the association’s 40th annual meeting in Abeokuta last week, the governor said government needs ideas on how it can adequately reach its citizens. At the meeting tagged, “Advertising in Nigeria: 40 years done, the next 40,” Amosun commended the industry, saying that the last 40 years have been years of creative excellence for the profession. He, however, urged the practitioners to brace up for the challenge of globalisation.

The governor promised that the state would continue to contract the services of registered AAAN member agencies for effective communication.

Also speaking, the Chairman of Advertising Practitioners Council of Nigeria (APCON), Lolu Akinwunmi, noted that AAAN has made a great impact in its 40 years of existence.

“Although established as a trade group, it has professionalised the practice while acting as catalyst for trade and commerce. Member agencies have built many brands and partnered governments in numerous social mobilisation campaigns,” he affirmed.

Recently, the leadership of the AAAN said that the advertising industry contributes over $2 billion (over N300 billion) to Nigeria’s economy as it rolls out red carpets in celebration of the association’s 40 years anniversary.

The President of AAAN, Bunmi Oke said while announcing the association’s milestones in the last 40 years that the industry’s contribution to the economy is more in intangible assets.

According to Oke, members of the association has built and championed great brands, stating with confidence that multinationals still strongly rely on Nigerian agencies most of whom are of international standard for brand building.

“All key brands are in Nigeria and it is the advertising industry that has been growing them. An economy is as vibrant as the products and the products are as dynamic as the advertising industry”, she said.

Speaking on Advertising reform, she said the association will continue to support the growth of the industry, promising to continue to work with government to deliver government policies to the extent that every Nigerian will understand them.

Promising that the association will continue to operate open door policy to dialogue with all sectoral groups in arriving at mutual understanding of industry issues, Oke, however, regretted that some advertisers have reneged on the payment of pitch fees. She promised that the industry will continue to create awareness on the need for the advertisers to pay pitching fees.