FG set to reposition advertising industry

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Information and Culture Minister Alhaji Lai Mohammed said the government had approved the implementation of the Advertising Practitioners Council of Nigeria’s reform initiatives to strengthen the industry, encourage a inclusive growth and attracting investment into the ecosystem.

A statement by Mohammed revealed this in Epe, Lagos State on Saturday during the 49th Annual General Meeting of the Association of Advertising Agencies of Nigeria.

“As many of you know, one of the bold and necessary steps we have taken in recent times is the endorsement of the ongoing reform initiatives of the Advertising Practitioners Council of Nigeria (APCON). advertising ecosystem, encourage inclusive growth and attract investment into the industry,” he said.

In his article titled “The New World Order: Digital Transformation in Communication”, the Minister said that advertising and brand marketing were excellent examples of sectors where consumer data was essential, hence the need for leverage technology for direct engagement with audiences.

He said that in a world rapidly changing in its dynamics of opportunity and risk, speaking directly with consumers in a data-driven environment has brought brands and entrepreneurs closer to their consumers than ever before.

“The chances of success or solution to any challenge in this new world order are as high as our regard for the power of digital technology. And the entrepreneurial opportunities that lie in wait at this crossroads between technology and the economy of industries like advertising and brand communications are vast, and you, as industry leaders, must continue to harness a variety of talents and skills to make the most of the opportunities that arise,” said Mohammad.

He said realizing the power of technology in brand communication necessitated the creation of the Departmental Audience Measurement System Task Team to provide a legal and constitutional framework for a national, systemic understanding. , responsible and based on the data of the impact of communication on the consumer. behaviour.

Mohammed further noted that the federal government is committed to exploring all opportunities offered by social networking sites, such as Facebook, Twitter, Instagram and WhatsApp for the benefit of the people, noting that some of the major tech giants have expressed interest in investing. and explore business opportunities in the Nigerian digital space.

In his welcome address, AAAN Chairman, Mr. Steve Babaeko commended the Minister for his tireless efforts in repositioning the advertising ecosystem in Nigeria.

The Minister was accompanied at the event by the Registrar/Managing Director of APCON, Dr. Olalekan Fadolapo, and the Managing Director of the Nigerian Tourism Development Corporation, Mr. Folorunsho Coker.

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