The Advertising Regulatory Council of Nigeria (ARCON) sponsored second Advertising Industry Colloquium tagged AIC 2.0 recorded an African wide feet as the industry launched the maiden edition of the Journal of Advertising and marketing communications as a panacea for the dearth of academic materials and case studies for the training of marketing and advertising students and future professionals .
Launching the journal at the well attended town and gown industry event in Lagos themed “Harnessing Emerging Technologies for Sustainable Advertising Education and Practice in Nigeria”, dr. Olalekan Fadolapo, Director General of ARCON said the dearth of books and journal as been a major concern to both the academics and professional as it hampers the training of well baked students. The dg therefore, sees that journal as an important tool in ensuring the future of the industry.
The journal, a body of profound works that could be cited in academic papers, thesis and doctoral dissertations, is a comprehensive compilation of insightful and in-depth works contributed by scholars from around the globe. It promises to enhance the body of knowledge within the advertising industry.
Speaking at the event, the Honourable Minister of Information and National Orientation, represented by Mr. Sunny Baba, highlighted the alignment of the theme with President Tinubu’s renewed hope agenda, emphasizing innovation, growth, and sustainable development across all sectors of the economy.
“We are gathered here today to explore how the latest technological advancements can be integrated into our marketing communications, education, and practice. This colloquium is not just a meeting of minds but a convergence of innovation, creativity, and foresight aimed at propelling our industry into the future in line with our nation’s vision for a prosperous and technologically advanced Nigeria”, the minister noted in his message.
Expressing his kind disposition to the colloquium’s objectives which include fostering robust interactions between academia and industry; examining current marketing communication issues; sensitizing students and academics to the demands of a digitized era; and discussing trends in creative advertising, media campaigns, digital marketing, and regulations, the minister noted these are crucial for driving the renewed hope agenda, which seeks to empower youth, create jobs, and ensure sustainable economic growth.
Speaking earlier in his welcome address, the ARCON DG said, “For any profession to thrive and succeed there must be a bridge between the town and gown. If professionals maintain their space and academics and students do the same, the gap will be too vast. This platform is essential for all stakeholders to have a meaningful conversation”.
Expressing satisfaction with the maiden edition which held last year, the DG aptly established the reason behind the theme for AIC 2.0, “In the near future the industry will experience a major shift because technology will continue to disrupt our industry. Today, we are looking at AI and its impact on our market.”
In the same vein, Prof. Rotimi Olatunji, Chairman of the Planning Committee and Editor-in-Chief, Journal of Advertising said, “We aim to produce graduates who will hit the ground running. This is an opportunity for the industry to partner with us to develop quality manpower for the nation. The transformative power of technology in shaping advertising and marketing communications education is phenomenal. From digital marketing to data analytics, emerging technologies offer unprecedented opportunities for growth and innovation.”
Setting the tone for the conversation, Prof. Abigail Ogwezzi of the Department of Mass Communication at the University of Lagos, speaking on “Emerging Technologies and 21st Century Advertising/Integrated Marketing Communication Education in Nigeria: An Insider Perspective,” in a pre-recorded message highlighted the challenges educators face in integrating new technologies.
The university don underscored the need for continuous development for educators to effectively deliver on the curriculum, given the uneven integration of emerging technologies due to limited access to digital tools and poor infrastructure.
Discussing the theme of the conference in a panel session moderated by Hanan Oyebanjo, CEO, Redwood Consulting, marketing communications practitioners across various spheres of the industry gave insights the inherent values the integration of technology bring to the practice.
Starting on the note that this is the age of disruption, measurements is becoming the real issue, sustainability, security and economy are also important, Felix .. an Out-of-home advertising practitioner explained that technology is necessary and useful in these regards submitting that its us will ride on the Internet of things.
Despite the myriad of problems facing the outdoor industry, rapid urbanization is driving growth, hence technological integration can create digital opportunities and enhance the business by solving the challenges of power, Infrastructure and high cost high. ‘Barrier to technology such as – slow adoption must be removed’, he suggested.
‘We have no choice but to embrace technology’, submitted, Tunji Adeyinka, GMD, Republicom Group, noting that in the last few years, digital marketing accounts for about 63% of total marketing budget and the trend is growing. The client, according to him, is looking for efficiency in solving marketing challenges, hence the disclosure that personalisation is driving the new experience experiential marketing. Citing the example of Coca-Cola’s ‘Share a Coke’ campaign, Adeyinka affirmed, ‘technology is doing this in the experiential marketing space. Data is the foundation of personalisation’, he further emphasised.
Yinka Adebayo, group executive director, Omnicom Media Group, a media planning/buying specialist, established that media planning and buying is getting the right message across to the place, in the right dosage, at the right time. In his expert opinion, Adebayo noted that the youth of this generation are radical, they are not any longer loyalty to any particular brand. ‘In the midst of these complexities, huge marketing comms channels, and the huge population, the brand or agency has to work on the consumer, and surprising he confirmed, ‘technology and data provide the way out out of the mesh.
For Kelechi Nwosu, managing director, TBWA/Concept, speaking from a creative perspective, emerging technology and creative business is ability to process the creative ideas through the funnel, and come up with the logic. The Logic is then combined with the magic to deliver creative excellence, he explained.
The creative must understand the various technology tools that will enhance our magic, he highlighted adding that virtual and augmented reality are also critical in discovering how logic interacts best with magic. To be technology/AI compliant as a creative in this era, Kelechi suggested the practitioner or agency must build a tech aptitude – learn it hire an expert; expand product offerings and embrace a culture of innovation
Responding to the panel session, the ARCON DG emphasises that while AI is critical to our business success, it should deployed with caution and responsibly. ‘There is no way we will not have moderation on AI usage. Most of its current content are alien to our market suggesting that there is no room for a ‘plug and play’ mode as it is more than just computer generated images’ Dr. Fadolapo declared.
The event also featured a pitch competition among six universities, making presentations on combating the menace of drug abuse in Nigeria. Covenant University won the top prize of one million naira with their campaign “The High is Never Enough.”
In the first and second runners-up places are the University of Ilorin and Lagos State University winning 750,000 naira and 500,000 naira, respectively. Federal University, Kashere, Ebonyi State University and Rivers State University also got 250,000 consolation prizes.
The pitch jury team was chaired by Yetunde Adesina, CEO, Prima Garnet, Africa. Its members include Emmanuel Agwu, Owolabi Mustapha, Brenda Nwaugwu, and Dr. Oscar Odibo.
