FOR stakeholders, hoping for a speedy resolution to the crisis rocking the nation’s marketing space, it might be a long wait before such desires come into fruition. The two main actors, the National Institute of Marketing of Nigeria (NIMN), and the Marketing Edge, a frontline marketing publication, are not in a hurry to sheathe their swords.
Genesis of the crisis
The crisis started towards the last quarter of 2023, with a public notice from the marketing institute, accusing the publication of making ‘rating-based claims’ in its journal from November 4, 2023, across the social media and other media outlets. And since then, it has continued to spread like a wildfire during the Harmattan.
For instance, while the NIMN had described the publication’s ‘rating-based claims’ as a clear breach of the enabling NIMN Act No 25 of 2023, and insisted that the Act established and also empowers it ‘to regulate and control the practice of the marketing profession, and for the matters connected forthwith’, Marketing Edge, on its part, sees the institute’s claim as absurd and defamatory, and would therefore want an apology from the institute for such ‘an affront’.
Police summons
But, instead of an apology, the institute maintained its stance, insisting the publication must respond to some of the issues it raised in the publication. Speaking at the National Advertising Conference, organized by the Advertising Regulatory Council of Nigeria (ARCON) in Abuja, in December, last year, the President of the institute, Mr. IdorenyenEnang, stated that the institute would continue to insist on those questions being answered before peace would reign in the industry.
To make good his threat, the publisher of the publication, also a fellow of the institute, Mr. John Ajayi, and practitioners profiled by the publication, are being served with police summons. The police claim to be investigating a case of ‘Criminal impersonation, Unlawful Practice and Conduct Likely to Cause Breach of Public Peace’.
For instance, in a letter dated 23rd January, 2024, and addressed to the Publisher of the magazine, John Ajayi, the police said it was embarking on a fact-finding mission, and the letter, in consequence, stemmed from the need to obtain some clarifications from the Marketing Edge’s boss.
Jitters over police summons
But while the ME Publisher was said to have honoured the invitation, Brands & Marketing learnt that some of the marketing professionals, profiled by the publication, seem to be confused about the sudden turn of events.
One of them, who showed his letter to Brands & Marketing, expressed strong reservations of being caught in the crossfire between these two warring stakeholders in the nation’s marketing community.
The obviously-shaken, young marketing professional wonders why he and some others should be dragged into a crisis, they should not, ordinarily be part of. He argued that the accusation of him practising the profession illegally, does not hold water, since he is eminently qualified to practice the profession.
More stakeholders may be involved
Unfortunately, if not quickly resolved, more stakeholders are likely to be dragged into the crisis, Brands & Marketing learnt.
For instance, a source confirmed to the reporter that the Advertisers Association of Nigeria (ADVAN) has expressed its reservations about such indiscriminate summons of some of those marketing professionals, who happen to be its members, by the police, and may not want to leave them to their fate.
Resorting to legal instruments
The source also hinted on the likelihood of Marketing Edge going to court to seek redress.
“I can tell you that papers are being processed, and it is likely Marketing Edge seek redress, using legal instruments,” the source stated.
One of the strong reasons for the publication’s resort to the court, the correspondent learnt, is for the protection of the young marketing professionals, likely to be the proverbial grass that will suffer as the crisis, induced by the two elephants, escalates.
The need for elders’ intervention
But as the crisis continues to rub the name of the profession in the mud, the question on the lips of many is: where are the elders of the marketing community? A time like this, they believe, may require men and women, with substantial clout in the industry to intervene.
“Honestly, this is an ill-wind that blows nobody any good”, a practitioner, who would not want his name in print, stated.
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