Advertising Practitioners Council of Nigeria (APCON) Registrar, Alhaji Garba Bello Kankarofi has called on the new Advertiser’s Association of Nigeria (ADVAN) leadership to work towards instilling sanity and order in the marketing communications industry, by encouraging marketing practitioners to play by the rules at all times.
While expressing worries about the increasing cases of professional malpractices by advertisers who ignore APCON regulations in the exercise of marketing duties, Alhaji Kankarofi said he was optimistic that the election of the current ADVAN executives led by Folake Ani-Mumuney will bring about a new beginning for the association, especially in terms of regulations.
ADVAN is the umbrella body for major advertisers in Nigeria, the over 200 member strong body, which occupies the top place in the advertising and marketing value chain in Nigeria, controls a budget of about N150billion annually.
Speaking to MARKETING EDGE during the recently held ADVAN Awards for Marketing Excellence in Lagos, the APCON boss noted that he has already advised Mrs. Ani-Mumuney on the need to set up an ethics committee that will enforce ethical standards among members.
“ADVAN is like a courthouse. One of the issues I discussed with the president is how they can set up an ethics committee so that people who feel aggrieved can approach them to seek redress. That will deal with the issues of flouting the law,” the APCON Chief Executive said.
“When the issue is not about advertising code or the vetting guard lines, then members can always seek redress through ADVAN and I am confident that Folake and her team are capable of handling these issues.”
He also applauded the current leadership for its stakeholder engagement initiatives, adding that she is closing the gaps that created rooms for misunderstandings. “The first thing this current leadership did was to go round and laid down its plans. It is a good plan because when you build bridges it makes it easier to deal with issues. When you don’t reachout to people of course there will be trouble,” he said.
Speaking further he also stressed that the crop of the current ADVAN leaders have been drawn from companies who are corporates heavyweights. “It is encouraging that her deputies are from various companies that truly matter in the industry. And when you have major players taking charge of issues, the smaller players will definitely tag along.”