Dear Colleuges
Welcome to December!
ARCON News and EXCO Engagement
Reflections on the 2024 National Advertising Conference: Navigating the Shifts in Technology, Culture, and New Business Models
The just-concluded National Advertising Conference (NAC) 2024, held in Abuja, was a landmark event for industry stakeholders, offering thought-provoking insights on this year’s theme, Navigating the Shifts: Technology, Culture, and New Business Models. The conference highlighted the pressing need for adaptability in the ever-evolving advertising landscape.
The opening remarks by the Chairman of the Organizing Committee, our own Mr. Tunji Adeyinka, set the tone for the event. He emphasized the importance of the conference as a platform to reflect on the industry’s progress and challenges while charting a course for sustainable growth in a rapidly changing world. Mr. Adeyinka’s remarks underscored the need for collaboration across sectors to embrace innovation and rethink traditional approaches.
One of the standout sessions featured our very own Mr. Olayiwola Jedegbe of iminndX, who delivered a captivating presentation on Navigating the Shifts in an Experience Economy. He highlighted how shifting consumer expectations demand a deeper focus on creating memorable brand experiences. He urged businesses to leverage technology and cultural insights to craft campaigns that resonate authentically with their audiences.
The Director-General of the Advertising Regulatory Council of Nigeria (ARCON), in his remarks, emphasized the significance of the National Advertising Conference as a critical forum for driving meaningful conversations within the industry. He commended the efforts of the organizing committee and all participants in making the conference a success, urging all stakeholders to embrace transformation and innovation to remain relevant in today’s competitive market.
Contributions from other industry leaders further enriched the discourse. Speakers delved into the impact of emerging technologies, shifts in cultural trends, and the urgency of adopting new business models. A recurring theme throughout the conference was the need for industry players to move away from “business as usual” practices. In today’s world, agility and a forward-thinking mindset are essential to thriving amidst constant change.
As we reflect on the outcomes of this year’s NAC, one thing is clear: the advertising industry must remain dynamic, innovative, and open to change. The conversations and insights from the conference will undoubtedly influence the strategies of agencies and practitioners in the months and years to come.
EXMAN remains proud to have contributed to the success of NAC 2024, and we look forward to continued collaboration with all stakeholders to navigate these shifts together.
EXMAN at the National Assembly: Our Stand on the Chartered Out-of-Home Media Practitioners Bill, 2024
In a significant development for the advertising and marketing communications industry, EXMAN recently made its position known before the National Assembly on the proposed Bill for an Act to Establish Chartered Out-of-Home Media Practitioners of Nigeria, 2024. As a key stakeholder in the industry, EXMAN firmly stands in opposition to this bill, and here’s why.
At the heart of our opposition lies the concern that this bill fragments the existing regulatory framework governing the marketing communications industry. The Advertising Regulatory Council of Nigeria (ARCON) already provides a robust, comprehensive system that promotes standards, ethics, and professionalism across all sectoral groups. Rather than creating a new, standalone regulatory body, we believe that the ARCON framework offers the flexibility needed to address industry-specific challenges while allowing for necessary updates and corrections over time.
Creating another regulatory body solely for out-of-home practitioners would be counterproductive and could dilute the cohesive regulation that ARCON currently ensures. As an association, EXMAN strongly appeals to this esteemed Assembly to encourage collaboration among all stakeholders in advancing the industry rather than adopting fragmented approaches that could hinder progress.
The public hearing on the bill revealed a divided house. Notable opposition came from the Federal Ministry of Information and National Orientation, the Nigerian Press Council, and ARCON. These bodies highlighted the redundancy of creating a new agency and emphasized the risks of complicating an already well-regulated system. The Director-General of ARCON, Olalekan Fadolapo, stressed that such a move would contradict the recommendations of the Steve Oronsaye panel, which the current administration is implementing to streamline government agencies.
However, the proposed legislation also found support from certain stakeholders, including the Advertisers Association of Nigeria (ADVAN) and the Council for the Regulation of Engineering in Nigeria (COREN), who argued for enhanced focus on the out-of-home sector.
Notably, the President of the Association of Advertising Agencies of Nigeria (AAAN), Lanre Adisa, was initially misrepresented as supporting the bill but later clarified that his position aligns with ARCON’s. Adisa pointed out that instead of duplicating regulatory functions, the National Assembly should focus on strengthening the existing ARCON framework to address perceived gaps in its operations or those of other sectoral bodies.
He further noted that granting a chartered status to an out-of-home regulatory body with control over billboard territories would conflict with the constitutional powers of local governments. This would not only create confusion but also disrupt the balance of responsibilities within the industry.
While the interest of outdoor professionals in safeguarding their investments is understandable, EXMAN believes that collaboration under the existing ARCON framework remains the best path forward.
As the debate unfolds, the advertising industry watches keenly to see the final outcome of this legislative process. The drama continues, and we remain engaged in the dialogue, advocating for solutions that strengthen—not splinter—the marketing communications landscape in Nigeria.
Let’s stay tuned to see how it all ends.
Marketing Communication
Celebrating Excellence at WIMCA’s 10th Anniversary and
The Nigerian Marketing Awards 2024
The 10th anniversary of the Women in Marketing and Communications Conference/Awards (WIMCA) was a historic moment, not just for the industry but also for EXMAN as a body. The event, held with grandeur and class, brought together trailblazers from the marketing and communications world to celebrate a decade of empowering women and recognizing outstanding contributions to the industry.
We are proud to announce that three of EXMAN’s very own shone brightly at these prestigious events. Agnes Ailuelohia of First Katalyst Marketing, Nana Milagrosa Utomi A. Biyang of MPXM, and our president, Tolulope Medebem, received well-deserved recognition as part of the Top 50 Most Influential Women in Marketing & Communications.
At another auspicious event, EXP Nigeria was honored as the Experiential Agency of the Year at the Nigerian Marketing Awards.
Their achievements are a testament to the impact EXMAN agencies and members continue to make in shaping the marketing and experiential ecosystem. These awards highlight their dedication, innovation, and excellence in driving growth and breaking boundaries in the industry.
As EXMAN, we remain committed to fostering a culture that supports and celebrates the achievements of all our members making a difference in the field of experiential marketing.
We extend our heartfelt congratulations to these inspiring people and encourage all our members to continue striving for excellence.
Together, let’s keep raising the bar and championing impactful contributions in marketing and communications!
Yours faithfully
Olayiwola Jegede
Publicity Secretary
EXMAN
