MARKETING COMMUNICATION DIGEST

The duo of Kola Ayanwale, Executive Vice Chairman, Centrespread Advertising, and Jimi Awosika, Managing Director, Troyka Holdings are reportedly in the final run-in for the vacant position of Council Chairman of the Advertising Practitioners Council of Nigeria (APCON). Information gathered by this medium sated that the Information Ministry has already sent in the names of Ayanwale and Awosika to the President for final selection. Kola Ayanwale The announcement of APCON Chairman, which, we learnt, will be made any time soon, will end the leadership vacuum created by the absence of a Council Chairman for the advertising regulator for over a year now. Jimi Awosika Mr Udeme Ufot, Managing Director of SO&U had been appointed to Chair the Council by the former President Goodluck Jonathan administration shortly before the elections and handing over of 2015, but he was removed from office when the then new government of Muhammadu Buhari dissolved the boards of agencies...

Let me be clear upfront, it’s not me that thinks so; I am a firm believer in the power of advertising, more so, good advertising rather than the pedestrian communications you see so much of this day. No, it’s not me thinking so, but the many businesses that advertise and the agencies that help them to do so. Of course, there should be howls of protest at this from the advertising industry. Who in their right mind would say that the N97.9b Nigerian advertisers spent in 2015 would be spent if they thought advertising made no difference? Well, first let’s not assume that I am right. Second, let me start to count the reasons why, and please if I have missed any, feel free to include it in the list. So here we go: ·          Very few people, agencies and clients set marketing and communication objectives for the activity they undertake. Except for a sales result, marketing matrix do not seem to matter. And interestingly enough, over th...