Akinwunmi Ambode, governor of Lagos State has expressed concern over the degradation of nation’s social values largely through what he linked to inappropriate interpretation of products and services’ campaign strategies by the impressionable market audience.
To therefore re-direct the minds of Nigerians especially the youth towards national pride and social values, Ambode who spoke at the Association of Advertising Agencies of Nigeria, AAAN 44th congress in Lagos advised advertising creative agencies to emphasis ethical standards in the development of advert concepts.
“We have to consider the impact of culture in the development of advert campaigns. The evolution of ‘Global Village’ concept does not translate to equality of moral codes acceptable to African and Western cultures. Let us promote our social and moral ethos and preserve our culture for the benefit of generations unborn”
Ambode who was represented by his commissioner for Information and Strategy, Steve Ayorinde at the congress with the theme: Fresh thinking, said the advertising sector represents immense opportunities to showcase the creative talents of Nigerian youth. “These talents can be channeled to promote our heritage by celebrating our languages, arts and culture”, he said. He also urged AAAN members to continue to show understanding with the government in the effort to ensure orderliness in the practice of adverting profession particularly in Lagos as the relevant laws and regulations are meant to align advertisement with Lagos regional and urban planning laws as well as global best practices in modern cities.
Also speaking , the CEO of Advertising Practitioners Council of Nigeria, APCON, Bello Kankarofi said the council is interested in the stability, cohesion and growth of AAAN and the success of its members.
Looking at the theme of the congress, he said at a time like this, Fresh Thinking is required in large dose to overcome obvious constraints and drive businesses to stability and profitability.
The president of the association, Kayode Oluwasona, said fresh thinking equates to innovation as he said that as groups and nation “we need to think differently to get better results”
Delivering lecture on the topic, Bayo Adekanbi of MTN and David Okeme, president of Advertising Association of Nigeria, ADVAN underscored the competitive dynamism which is getting stronger, largely driven by consumers and the youth.
Citing examples of how companies are reducing cost and repackaging products to meet consumer demands through fresh thinking, Adekanbi canvassed for agency consolidation and local alliances to align strengths in order to reduce costs.