ADVAN President Advocates for Internal Dialogue to Resolve Industry Challenges
Osamede Uwubanmwen, the President of the Advertisers Association of Nigeria (ADVAN), has issued a compelling call for comprehensive dialogue among all stakeholders to propel the advertising industry forward. Speaking at the prestigious ADVAN African Awards for Marketing Excellence, which was recently held in Lagos, Uwubanmwen stressed the urgent necessity for internal conversations to address prevailing issues.
Urgent Need for Industry Correction
"We need to have conversations with ourselves. We need to put the industry right. We need to do what is right," Uwubanmwen declared emphatically during his address. He described ADVAN as the brain and wallet of the industry, highlighting its critical roles in strategy formulation, thoughtful planning, and budgetary oversight. The president underscored that these functions are essential for navigating the complex landscape of modern advertising.
Addressing Misgivings and Regulatory Awareness
Uwubanmwen pointed out that there is a significant amount of misgivings within the industry and affirmed that ADVAN will continue to fight to resolve these concerns. He emphasized the importance of all stakeholders familiarizing themselves with the Advertisers Regulatory Council of Nigeria (ARCON) Act, suggesting that a lack of understanding contributes to ongoing challenges. "ADVAN is a trade union," he noted, clarifying that small and medium enterprises are automatically considered members without requiring subscription fees, thereby fostering inclusivity and support for emerging businesses.
Insights from Industry Leaders on Evolving Marketing
In a related keynote address, Obafemi Banigbe, Chief Executive Officer of T2Mobile, presented a forward-looking perspective on the industry's evolution. He asserted that culture is the new infrastructure, marking a paradigm shift in marketing approaches. "Marketing has changed completely," Banigbe explained. "With the rise of social media, control has now become fragmented. We need to build for creators and not only for consumers, knowing that creators will push the brand."
He further predicted that the brands poised for success in the coming decade will be those that focus on building community rather than just launching campaigns. According to Banigbe, active participation in shaping culture, rather than mere observation, will be crucial for sustained relevance and impact.
International and Local Judging Panels Introduced
The awards ceremony marked a historic milestone with the introduction of a panel of three international judges, enhancing the event's global credibility. The international panel included:
- Mounir Jazouli, Chief Communications and Institutional Relations Officer at Bank of Africa, Morocco
- Brian Yuyi, Chief Executive Officer of the Marketing Association of South Africa
- Emmanuela Milne, Research Consultant at Revelator Research Inc., USA
Complementing this international expertise, the local jury comprised distinguished professionals such as:
- Prof. Bolajoko Nkemdinim Dixon-Ogbechi, Professor of Marketing & Decision Sciences
- Aderemi Victor Ademilua of Covenant University's Business Management Department
- Abidemi Junaid, Director & Lead, Creative Domain at Kantar
- Toruka Osadunkwu, Director at Marketing Heritage Limited
- Zion Rufus, Vice President, Communications & Events at the Association of Digital Marketing Professionals (ADMARP)
This blend of local and international perspectives underscored the awards' commitment to recognizing excellence across diverse marketing landscapes, fostering a collaborative environment for industry advancement.
