The Advertising Regulatory Council of Nigeria (ARCON) has disclosed plans to flag off the Brand Nigeria campaign at its national advertising conference slated for December in Abuja.
The Director-General of the council, Dr Lekan Fadolapo, stated this in Lagos recently, at the unveiling of the two major committees: Brand Nigeria and GDP committees that will drive the forthcoming conference.
Fadolapo explained that the two committees were fall-outs of the 2022 national conference where critical issues surrounding the Nigerian brand and the need to determine the contributions of the integrated marketing industry to the nation’s GDP were brought to the fore.
He described the Brand Nigeria committee as an initiative of the industry aimed at taking Nigeria as a brand and coming up with a campaign that highlights its intrinsic value.
“It is the industry’s efforts at positioning the Nigerian brand among the comity of nations. We know that nobody can do this better than professionals.
“What the industry wants to do is part of the national advertising conference 2023. We are going to take a detailed look at all the elements, the DNA of our Brand Nigeria and come up with a communication,” he stated.
The ARCON boss further explained that the GDP multiplier committee is mandated to look at the industry, its spent and contributions to the nation’s GDP and the multiplier effects of those contributions.
Speaking on the developments, the chairman of the event planning committee, Mr Tunji Adeyinka, described the inauguration of the two committees is to ensure that the annual conference is not turned to mere ‘talkshops.’
“It is a way of ensuring that we deliver on some of the highlights and imperatives for the industry discussed at the last year’s conference,” Adeyinka stated.
The chairman of the Brand Nigeria committee and President of the Association of Advertising Agencies of Nigeria (AAAN), Mr Steve Babaeko, explained that the committee has become imperative since the country still has a lot of values to showcase despite currently going through trying moments.
The chairman of the GDP committee and President, Media Independent Practitioners Association of Nigeria (MIPAN), Mr Femi Adelusi, expressed delight at being part of the committee saddled with the responsibility of determining the size of the industry’s contribution to the nation’s GDP and its economy.
He assured that the committee will deliver the all-important report at the advertising conference in Abuja as mandated by the apex regulatory body in the industry.
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