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We are building a vibrant, empowered future for ADVAN, says Ani-Mumuney

Folake Ani-Mumuney


Holds awards on Saturday

As part of efforts at repositioning Advertisers Association of Nigeria (ADVAN), the newly elected president, Mrs. Folake Ani-Mumuney, has stated that the association is poised to create a vibrant and empowered future for members over the next two years. While speaking with the press on ADVAN’s agenda during her tenure, she noted that her administration has adopted a four-thematic-pillars strategy of ‘Driving Visionary Thought Leadership,’ ‘Encouraging Knowledge Sharing and Capacity Building,’ ‘Effective Stakeholder Engagement and Facilitating,’ and ‘Procuring Access to Data, Research and Insight’ to take the association to greater heights.
 
With the theme, ‘Proactively Creating an Empowered Future in Marketing Communications Today’, she also noted, “A proactive ADVAN must be the catalyst for the progressive, strategic marketing and thinking demanded by the future. We must be thought-leaders in the industry and as thought-leaders, we must think for today and the future. The future is now and the age of disruption is firmly upon us. As architects of our own fortune, we must disrupt if we are not to be disrupted.
  
“We must remain at the vanguard of driving true value for our members, empowering ourselves through relevant professional empowerment trainings and seminars, effective networking opportunities, knowledge sharing and capacity building initiatives.”

She expressed confidence in the membership train of ADVAN, which she said consists of disciplined specialists within the profession. She, however, said ADVAN would continue to encourage members to grow with the pace of technology, adding, “The fast evolving nature of our current world suggests that whilst we are one thing, we must increasingly consider and be many things. We must shape our future rather than have it shaped for us. We must add value to ourselves and our member organisations in order to add value to our industry and the nation as a whole.”
 
She further stated that ADVAN at the moment was at its rightful place on the table, having a voice that counts in all matters that affects the industry now and in the future, saying, “Effective stakeholder engagement across the entire stakeholder spectrum is therefore an essential cornerstone in building the ADVAN we want. To go further in impacting is to see an ADVAN that is not just invited to the table but one that has laid the table and set the agenda.
  
“Our ADVAN will be one that will continue to deepen the markets and build capacity through the facilitation of data and research for insight-driven marketing and communication. In this data economy, ADVAN’s objective to be at the driving seat, in pursuit of a data-centric industry, must remain a top priority. Relevance is driven through efficient value contribution to the bottom line. Access to and use of data and research provides much needed insight for better informed decision making that impacts return on investment on our industry-wide estimated N150 billion spend per annum.”
 
The president said data was key and must be viewed through the lens of big data and its incredible impact on the marketing industry, and added, “As new models and channels of marketing emerge and become increasingly borderless, we must not be caught napping and must pay the same attention to ad word pricing as we pay to news print ad pricing. Do we have necessary laws and regulation in place to govern and protect practitioners and consumers in this new world? With increasing digital and therefore borderless activity, are we confident jurisdictional laws are in place and adequate?

“Data protection laws, for example, appear to be moving in a direction globally that may well have an impact on our activity locally by May 2018. If adding value is our goal, then we are required to remain ahead of the curve at all times, to anticipate and plan, to focus on value accretion today whilst at the same time, future proofing ADVAN and its members for tomorrow.”

Having only recently emerged from recession, she said ADVAN was still operating in an economy that remains severely challenged, adding, “Our new norm is one of ad-hoc and sometimes arbitrary licensing fees and multiple taxation. We see unprecedented advances in technology driving new business models and creating new markets.”
 
Despite these challenges, however, she stated that the future is exciting with lots of opportunities, adding, “To be primed and positioned to seize the opportunities, we must proactively take the steps today capable of creating sustainable value for today and grow that value into tomorrow.”

While speaking on ADVAN Awards 2017, endorsed by World Federation of Advertisers and billed to take place on Saturday, November 11 in Lagos, she said there would be entries for the first time from other West African countries.

The awards always celebrate hard work and ingenuity in the marketing profession as well as journalists who report the integrated marketing communications industry.

She said winners would be awarded in 11 categories, which include Brand of the Year, Brand Manager of the Year, Campaign of the Year, Consumer Promotion, CSR, Experiential Marketing, New Brand/Brand Extension, Innovation, Digital/Social Media Marketing, Future Leader of Marketing, and Brand Journalist of the Year.

She further mentioned that the 2017 judges include Mrs. Abigail Ogwezzy Ndisika, a professor and Chevening Scholar, Department of Mass Communication, University of Lagos. Dr. Obiaya Ikechukwu, Dean, School of Media and Communication (SMC), Pan- Atlantic University, Mrs Elo Iyayi, Managing Director, ShareMind, Lagos, Mr. Lanre Adisa, Managing Director, Noah’s Ark Communications, Mr. Seni Ogunkola, Head of Marketing, 9Mobile Nigeria, Mr. Kehinde Salami, Chief Executive Officer, Ideas House/President EXMAN and Mr. Olaseni Fawehinmi, Corporates Services Manager UAC Nigeria.



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