2010 – All Eyes on You (V)

Hello there! Sorry for breaking away from our 2010 preview series, All Eyes on You, although not without prior information. Today, I am returning to focus the searchlights on industry associations and what to expect from them in the course of the year.
It is clear that all the associations to be considered here will be professional bodies. Therefore considering the general lull, the associations are expected to ignite the spark that will kindle action to turn around the industry. This is needed to speed up recovery from the aftermath of the global meltdown and/or the overflowing baggage of carryovers before the meltdown bug.

MIPAN and MPS:
The Media Independent Professionals Association of Nigeria (MIPAN) controls the largest chunk of media budgets. The association thrives on research based media planning and buying services as distinct from the earlier purported use of the “rule of the thumb” buying style of the full service agency. Most of these researches are facilitated by the Media Planning Services (MPS). The association and its sub-organ are due to overhaul this research mode. Most marketers in the country now doubt the efficacy of the MPS tools. Continuous research, improved sample sizes and coverage with verifiable results are the rules of the game.
The industry expects something new from Lai Afolabi. This is not being unmindful of the monthly dairy system which is an improvement from the grossly inadequate quarterly format. Also the locations have increased from 3 to 10. These are positive improvements, but interested professionals expect a lot more frequent researches to reflect the highly mobile and change prone nature of Nigeria consumers.
Training is another headache for this association. Alan MaClarty, Managing Director, Initiative Global, was once vibrant in offering training for the industry. Hi Alan! What’s the matter? The industry expects to see a lot more from you and the association in moving the industry forward.
Closely related to this, at least as it concerns the top echelon of Initiative Global, is that the company which once beamed the professional light for the industry, soon after it started, withdrew into its shell.
The company in conjunction with its core client, Unilever Nigeria, instituted a broadcast compliance award. The competition ran for two years producing Brila FM as the first year’s winner, and incidentally, compliance in the media industry shot up. Shortly after the second edition, the media agency and its client ditched the mini-competition. All eyes are on you, Erhabor Emokpae, Chairman, Initiative Global. If this award is outdated, something worthwhile should replace it!
Currently, Tolu Ogunkoya, MD, Media Reach, who directs the affairs of MIPAN, does so in an acting capacity. As one of the longest serving executive committee members, coupled with his professional stature, great turn-around is in the offing as he is expected to progress from acting capacity to substantive president of the association. All eyes are on you to move MIPAN forward in 2010. This is important as was earlier stated; a large chunk of marketing budgets pass through members of this association.

AAAN & Funmi Onabolu:
The Association of Advertising Agencies of Nigeria (AAAN) controls the Advertising Practitioners Council of Nigeria (APCON) with an overwhelming 10 out of the council’s 20 members. Be that as it may, the association has been on a downward slide of late. This predates the current executive council, led by Funmi Onabolu. Perhaps, the association and its leadership are working with a ‘survival before association’ strategy and this seems to be affecting the general wellbeing.
One promise the association has continued to make every year, accompanied by failure, is the establishment of an Advertising School. The kernel was sown during the presidency of Biodun Sobanjo. It has remained a constant factor with the change of batons; from Steve Omojafor, Udeme Ufot, Bola Thomas, Kola Ayanwale, Enyi Odigbo, Lolu Akinwunmi and now Funmi Onabolu. None of them can be said to be less guilty.
The Advertising School, in one form or the other, formed part of the manifestos of these leaders. Despite their promises, most have left with nothing concrete on ground. Now while other things seem to be on hold for the association, Onabolu has re-ignited the Advertising School promise. On this simple but hackneyed promise, all eyes are on the current leadership of the association. This is related to the issue of quality training and manpower development which cannot be over emphasized. Also the reader needs not be bored with this very obvious fact.
Another sore point is the annual AAAN’s Lagos Advertising & Ideas Festival (LAIF) Awards. LAIF has noble goals and ideas as the protagonist wants all to believe. However, a larger portion of the industry has always been skeptical about the results of the awards each year. All eyes are focused on AAAN’s LAIF for better organization, and a proven and verifiable objectivity for the awards. The credibility of the awards needs to be guaranteed as it goes into its fifth edition this year. In the alternative, the “industry’s biggest awards” will continue to witness ebbing numbers of entries, credibility and ultimately, a churn.
All Eyes are on the Onabolu led executive council and LAIF organizing committee.

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