Brand strategists in Africa converge on Lagos November

Managers in brand communication in Africa will next month converge on Lagos to brainstorm on the emerging paradigm shift from integrated marketing communication to integrated brand promotion.

The gathering will be at the instance of Advertising Practitioners Council of Nigeria (APCON), in partnership with North Dakota State University, USA, and ValueFronteira Limited, a Lagos-based consulting firm.

Ralph Anyacho, assistant director, planning, research and strategy at APCON, says the aim of the workshop is to expose expected participants from various sectors of the economy to evolving transformations from integrated marketing communication to integrated brand promotion. This will come with emphasis on relevant strategies, tactics, research, process, analytical skills and exemplary case studies from different sectors and world regions.

According to Anyacho, the two-day workshop, which comes up on November 5 and 6, is designed to meet the needs of practitioners in advertising, public relations, marketing and government information and communication.

In a statement, Martin Oluba, CEO of ValueFronteira Limitd, says “companies need to adopt a strategy that can stand the future and present competition, create a robust approach and focus on the integral components that determine purchase decision and affinity in the occurrence of market shift.”

Some of the resource persons include Charles Okigbo, a professor of advertising communication, North Dakota University; his colleague, Nan Yu, a communication expert; Enyi Odigbo, managing director, DDB Lagos; Udeme Ufot, managing director, SO&U, and Lolu Akinwunmi, group managing director, Prima Garnet, Africa.

On his own, Bello Kankarofi says the workshop is an initiative of the council to provide world-class professional development exposure to top hierarchy of the marketing communication industry.