The 40th Anniversary AGM/Conference of the Association of Advertising
Agencies of Nigeria kicked off today in Abeokuta, the Ogun State
capital. O’Lekan Babatunde was there and reports that it’s a 40-year
of mixed blessings adding that more proactive steps need to be taken
going forward especially in the areas of training, value to members and
improving ethical standards.
Senator Ibikunle Amosu flanked by Bumi Oke, President AAAN and other officials and members of the association
The
Ogun State governor, Senator Ibukunle, his Information & Strategy
Commissioner, Yusuf Olaniyonu and retinue of other state functionaries
were at the Olusegun Obasanjo Presidential Library conference centre to
felicitate with the Association of Advertising Agencies of Nigeria
(AAAN) and its members on its 40th Anniversary congress.
The Governor’s Challenge
The host State governor, Senator Amosu challenged the Association to articulate clear ideas on how the government can effectively communicate its policies to the populace.
Featuring the theme: Advertising in Nigeria: 40 years done, the next 40, the governor acknowledges that it’s been 40 years of creative excellence for the profession and challenged the practitioners to brace up for the challenge of globalization. He promised that the state will continue to contract the services of the registered AAAN member agencies while the state will always be willing to host the association’s events and activities.
Lolu Akinwunmi’s Mixed Bag blessings
Delievering a goodwill message, the Chairman, Advertising Practitioners Council of Nigeria (APCON) Lolu Akinwunmi believes AAAN has made a great impact in its 40 years of existence. “Although established as a trade group, it has professionalise the practice while acting as catalyst for trade and commerce. Member agencies have built many brands and partnered with governments in numerous social mobilization campaigns.
While congratulating the body, the APCON Chairman noted that there challenges bedeviling the industry. These include dearth of professionalism and the onslaught by foreign players to hijack the industry.
Nobody is afraid of foreign agencies
Affiliation has been misconstrued, noted Akinwunmi addressing the gathering. Indigenisation was meant to put ownership in the hands of Nigerians while foreigners can still work in the industry. “Now foreigners are looking to owning controlling share of above 51%”, this he says is the bone of contention. The APCON Chairman is resolved to fight this out!
“Nobody is afraid of foreigners. They must partner with us and not to take over our businesses. As far as advertising is global, where they come in and we do not have expertise, within a stipulated time, they must train and transfer skills to competent Nigerians”, says the APCON boss.
Ayo Owoborode going down memory lane
Forty years is regarded as a landmark in the life of an association or individual. Mr. Owoborode who says “AAAN is not a fool at 40” as it has experienced many milestones, was equally well please with the host state. According to the AAAN board of trustees Chairman, Ogun State has hosted the association AGM/Congress 10 times, the state has also produced 8 out of the association’s 17 presidents.
Going down memory lane, Owoborode acknowledged the role of Prince Bola Ajibola (Ogun State indigene) former Attorney General and minister of Justice who facilitated the 1988 decree that gave professional status to the practice of Advertising in Nigeria. He urged the host governor to put in place deliberate policy to utilize AAAN member agencies to execute campaigns that will attract investors to the state.
Leading lights of Advertising from Ogun State
Some indigenes of Ogun State have played vital roles leading the associationat one time or the other just as Ogun State has hosted the association the most number of times more than any other states in the country. AAAN Presidents with Ogun state roots acknowledged at the congress include Oloye Dotun Okubanjo; Prince Kehinde Adeosun, Senator Akin Odunsi, Mr. Biodun Sobanjo and Lolu Akinwunmi. Others from Ogun State who have led the association are Mrs. Bola Thomas, Mr. Funmi Onabolu and the sitting President, Mrs. Bunmi Oke.
Chris Doghudje on landmarks & Flash-points
No factions, one United Body
For forty years, the AAAN has remained one united body without factions! Since 1973 to date the association has held regular meetings without break. Chris Doghudje, though aging with his hairs gone luscious grey retains his good memory and witty sense of humour. We have been holding meetings as one united AAAN since 1973. Alluding to another association he says “We know some who are closer to us, they are factionalised”.
The Indigenization Decree was a landmark
In perspective, the activities of the fore-fathers of the industry was not just based on patriotic zeal or protecting members’ interest alone it was really to wrest the practice from foreigners who dominated the industry pre 71/72. They did not only achieve this but had advertising to be included in Schedule A of the indigenization Decree of 1972 (Gowon’s regime). The act came into effect in 1974. It ensured that Nigerians owned the agencies.
Independence from the shackles of NPAN
The Newspaper Proprietors Association of Nigeria (NPAN) according to Doghudje at a time arrogated to itself the power to rate and recognize agencies as grade A, B or C with corresponding commissions being 15%, 10% or 5% respectively. Oloye Dotun Okubanjo & Co representing AAAN instituted a legal action against NPAN. Justice Jinadu in his ruling on the case declared that NPAN has no power to control and regulate the agencies. This singular matt took the wind off the sail of NPAN in its bid to control the agencies.
Nigeria ahead of the Europe, America
Nigeria is the only country in the world where the advertising is granted legal backing and recognition by the law. Today, fake practitioners can be taken to court for violating Act 5 section 5 Decree of 1988. In this regard, Nigeria is said to be ahead developed nations like Britain, America, Japan and so on
AAAN facilitated deregulation of Broadcasting
The AAAN exco in 1993 according to Doghudje paid a courtesy call to General Babangida in Abuja shortly after Okar coup forced him out of Lagos. AAAN became the first group to visit the General with a written request for broadcasting to be privatized. Having explained what it meant to deregulate the broadcasting industry, Babangida’s response was “I will like to go down in history as the 1st president that approved private broadcasting”, says Dr. Doghudje.
The Downsides of a 40-Year Association
The association despite few outstanding achievements, a lot more people agreed that the there are real down sides which atimes seem to weight down the association with so much intense.
Where are the 23 fore-runner agencies?
Chris Doghudje recalled that there were 23 agencies at the inception of the AAAN in 1973. These include agencies like Rod Publicity, Adsell, OBM, PAL, Admark, Intermark, Orient, Novelty and Lintas among others. None of the 23 is in existence except Lintas! Why are we not able to build enduring businesses? Why did all of them die barely 30 years into the life of the association? Is it that something is wrong our practitioners and their business model? Is the indigenization policy wrong or wrongly executed? or is it the succession planning by the agencies in this clime that are wrongly applied? Questions! Questions and questions.
What does the Association bring to the table for members?
Another issue that practitioners tend to agree on is the lingering question of what does the association bring to the table for its members. The younger agencies are peeved by this singular question which the association is yet to find an answer to. Year in year out especially when the dues are to be paid, they asked “What benefit do we derive from being members of the association. In the course of the time many agencies have died, some are now “limping about to die”, what is AAAN doing about this? This case is most gripping as the number of agencies have plummeted so seriously in recent times. A 40 year old association should as a matter of fact have a strong brand promise or else it’s just marking time.
The Advertising Academy still in the pipeline
The Advertising academy intended to provide the much needed vocational training for practitioners and would be practitioner has “been in the pipeline” for too long. Yet there is no respite in sight. Discerning practitioners are dead scared for lack of suitable training and the inherent dearth of talents. For Lanre Adisa, it goes beyond the academy. He says, it is in our interest to have arrangement with some Universities and centres where we can share our experiences as professionals with the students. They can come out with good Master degrees in Advertising. He laments a situation in the country where no one single institution offers Advertising as a degree course”. The academy will come handy as a vocational training school as it promises to be a good start to tame the dearth of talents in the industry.
It is really a mixed bag of blessing, proactive steps are needed to get the profession forward and offers real value to members. ACAPA led by APCON will help in areas of improving professionalism, raising ethical standards and gaining the client’s respect. However, the tenure of the current APCON Chairman gradually grinding to a halt, ACAPA dreams might be held up in the pipeline.
The Governor’s Challenge
The host State governor, Senator Amosu challenged the Association to articulate clear ideas on how the government can effectively communicate its policies to the populace.
Featuring the theme: Advertising in Nigeria: 40 years done, the next 40, the governor acknowledges that it’s been 40 years of creative excellence for the profession and challenged the practitioners to brace up for the challenge of globalization. He promised that the state will continue to contract the services of the registered AAAN member agencies while the state will always be willing to host the association’s events and activities.
Lolu Akinwunmi’s Mixed Bag blessings
Delievering a goodwill message, the Chairman, Advertising Practitioners Council of Nigeria (APCON) Lolu Akinwunmi believes AAAN has made a great impact in its 40 years of existence. “Although established as a trade group, it has professionalise the practice while acting as catalyst for trade and commerce. Member agencies have built many brands and partnered with governments in numerous social mobilization campaigns.
While congratulating the body, the APCON Chairman noted that there challenges bedeviling the industry. These include dearth of professionalism and the onslaught by foreign players to hijack the industry.
Nobody is afraid of foreign agencies
Affiliation has been misconstrued, noted Akinwunmi addressing the gathering. Indigenisation was meant to put ownership in the hands of Nigerians while foreigners can still work in the industry. “Now foreigners are looking to owning controlling share of above 51%”, this he says is the bone of contention. The APCON Chairman is resolved to fight this out!
“Nobody is afraid of foreigners. They must partner with us and not to take over our businesses. As far as advertising is global, where they come in and we do not have expertise, within a stipulated time, they must train and transfer skills to competent Nigerians”, says the APCON boss.
Ayo Owoborode going down memory lane
Forty years is regarded as a landmark in the life of an association or individual. Mr. Owoborode who says “AAAN is not a fool at 40” as it has experienced many milestones, was equally well please with the host state. According to the AAAN board of trustees Chairman, Ogun State has hosted the association AGM/Congress 10 times, the state has also produced 8 out of the association’s 17 presidents.
Going down memory lane, Owoborode acknowledged the role of Prince Bola Ajibola (Ogun State indigene) former Attorney General and minister of Justice who facilitated the 1988 decree that gave professional status to the practice of Advertising in Nigeria. He urged the host governor to put in place deliberate policy to utilize AAAN member agencies to execute campaigns that will attract investors to the state.
Leading lights of Advertising from Ogun State
Some indigenes of Ogun State have played vital roles leading the associationat one time or the other just as Ogun State has hosted the association the most number of times more than any other states in the country. AAAN Presidents with Ogun state roots acknowledged at the congress include Oloye Dotun Okubanjo; Prince Kehinde Adeosun, Senator Akin Odunsi, Mr. Biodun Sobanjo and Lolu Akinwunmi. Others from Ogun State who have led the association are Mrs. Bola Thomas, Mr. Funmi Onabolu and the sitting President, Mrs. Bunmi Oke.
Chris Doghudje on landmarks & Flash-points
No factions, one United Body
For forty years, the AAAN has remained one united body without factions! Since 1973 to date the association has held regular meetings without break. Chris Doghudje, though aging with his hairs gone luscious grey retains his good memory and witty sense of humour. We have been holding meetings as one united AAAN since 1973. Alluding to another association he says “We know some who are closer to us, they are factionalised”.
The Indigenization Decree was a landmark
In perspective, the activities of the fore-fathers of the industry was not just based on patriotic zeal or protecting members’ interest alone it was really to wrest the practice from foreigners who dominated the industry pre 71/72. They did not only achieve this but had advertising to be included in Schedule A of the indigenization Decree of 1972 (Gowon’s regime). The act came into effect in 1974. It ensured that Nigerians owned the agencies.
From (Right) Lanre Adisa, MD, Noah's Ark, Bola Thomas, Ex- AAAN President (Back) Kayode Oluwasona, MD, Rosabel
The Newspaper Proprietors Association of Nigeria (NPAN) according to Doghudje at a time arrogated to itself the power to rate and recognize agencies as grade A, B or C with corresponding commissions being 15%, 10% or 5% respectively. Oloye Dotun Okubanjo & Co representing AAAN instituted a legal action against NPAN. Justice Jinadu in his ruling on the case declared that NPAN has no power to control and regulate the agencies. This singular matt took the wind off the sail of NPAN in its bid to control the agencies.
Nigeria ahead of the Europe, America
Nigeria is the only country in the world where the advertising is granted legal backing and recognition by the law. Today, fake practitioners can be taken to court for violating Act 5 section 5 Decree of 1988. In this regard, Nigeria is said to be ahead developed nations like Britain, America, Japan and so on
AAAN facilitated deregulation of Broadcasting
The AAAN exco in 1993 according to Doghudje paid a courtesy call to General Babangida in Abuja shortly after Okar coup forced him out of Lagos. AAAN became the first group to visit the General with a written request for broadcasting to be privatized. Having explained what it meant to deregulate the broadcasting industry, Babangida’s response was “I will like to go down in history as the 1st president that approved private broadcasting”, says Dr. Doghudje.
The Downsides of a 40-Year Association
The association despite few outstanding achievements, a lot more people agreed that the there are real down sides which atimes seem to weight down the association with so much intense.
Where are the 23 fore-runner agencies?
Chris Doghudje recalled that there were 23 agencies at the inception of the AAAN in 1973. These include agencies like Rod Publicity, Adsell, OBM, PAL, Admark, Intermark, Orient, Novelty and Lintas among others. None of the 23 is in existence except Lintas! Why are we not able to build enduring businesses? Why did all of them die barely 30 years into the life of the association? Is it that something is wrong our practitioners and their business model? Is the indigenization policy wrong or wrongly executed? or is it the succession planning by the agencies in this clime that are wrongly applied? Questions! Questions and questions.
What does the Association bring to the table for members?
Another issue that practitioners tend to agree on is the lingering question of what does the association bring to the table for its members. The younger agencies are peeved by this singular question which the association is yet to find an answer to. Year in year out especially when the dues are to be paid, they asked “What benefit do we derive from being members of the association. In the course of the time many agencies have died, some are now “limping about to die”, what is AAAN doing about this? This case is most gripping as the number of agencies have plummeted so seriously in recent times. A 40 year old association should as a matter of fact have a strong brand promise or else it’s just marking time.
The Advertising Academy still in the pipeline
The Advertising academy intended to provide the much needed vocational training for practitioners and would be practitioner has “been in the pipeline” for too long. Yet there is no respite in sight. Discerning practitioners are dead scared for lack of suitable training and the inherent dearth of talents. For Lanre Adisa, it goes beyond the academy. He says, it is in our interest to have arrangement with some Universities and centres where we can share our experiences as professionals with the students. They can come out with good Master degrees in Advertising. He laments a situation in the country where no one single institution offers Advertising as a degree course”. The academy will come handy as a vocational training school as it promises to be a good start to tame the dearth of talents in the industry.
It is really a mixed bag of blessing, proactive steps are needed to get the profession forward and offers real value to members. ACAPA led by APCON will help in areas of improving professionalism, raising ethical standards and gaining the client’s respect. However, the tenure of the current APCON Chairman gradually grinding to a halt, ACAPA dreams might be held up in the pipeline.
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