The Advertising Practitioners Council of Nigeria (APCON) is spearheading current sustainability initiative by business stakeholders in Nigeria’s Integrated Marketing Communications (IMC) industry in post COVID – 19 pandemic era.
It was to this end that the Council convened recently an industry wide online zoom summit attracting huge participation by stakeholders cutting across the various segments of the IMC practitioners including creative advertising agencies, experiential marketers, media specialists, Out-of-Home and traditional media organizations as well as client companies.
The one day online summit which had as its theme “Marketing Communications Business Sustainability in the Post Covid – 19 Era was addressed by very rich industry resource persons, prominent amongst which was the immediate past chairman of APCON and Group CEO, Prima Garnet Africa, Mr Lolu Akinwumi, the renowned marketing specialist and Chairman, Media Reach OMD Nigeria, Mr George E. Thorpe.
Other discussants at the summit include Dr Onyekachi Onubogu, CEO, Frutta Juice and Services, Mr Emeka Okeke, Founder and Group CEO, Media Fuse Dentsu Aegis Network, Mrs Hannah Oyebanjo, Managing Director, Redwood Consulting Limited and Mrs Ify Onukwuba, Managing Director / CEO, Nigeria Advertising Services Limited.
Dwelling on impacts and implications, post Covid-19 era vis – a – vis IMC industry regulations, Akinwumi viewed that the much expected new governing council of APCON when finally constituted must be anticipatory in approach, while not been restricted to the traditional role of vetting of Radio, TV and Press advertisements but rather ensure it invests massively in areas of new technology.
He maintained that the new Council should be one that is well upgraded to meet current demands and trends and its operations expanded to cover regulation of the new digital technologies.
For George Thorpe, sustainability plans for the industry revolves around two key elements, deep strategic thinking coupled with quality leadership that is capable to thinks through present environmental challenges and arrive at new ideas on how the industry should respond post the COVID -19 era.
According to him, the industry problems presently goes beyond Covid – 19, and to that extent leadership of the industry must develop a strategic resolve in finding answers to questions around what will the environment look like five years away from the present times.
On his own part, Dr OnyeKachi Onubogu challenged marketing communications operatives to identify what are the critical demands for industry’s survival in the face of the pandemic, noting that a major lesson for industry operators is the basic fact that things have changed, and no situation in life is unchallengeable.
Therefore, he insisted Marketing professionals must understand that things can be challenged and consequently re-evaluate their plans over the next months.
“Marketing business and experiences will be challenged and marketing people will have to struggle, he noted, adding, “Things have changed, marketing people must re-align. Marketing place will change and everything we do must be challenge. The next 6 to 12 months will be difficult because we need to survive. Survival must be our first instinct”.
At least, no less than one hundred online participants were registered for the one day zoom business summit.