Not Yet Dawn

The advertising industry via its regulatory body  Advertisers Practitioners Council of Nigeria (APCON) recently rolled out the drums to celebrate its 20th anniversary. For some the body in its 20 years of existence has recorded very laudable achievements that call for popping Champaign. While to others, there is nothing much to celebrate about the industry, there are yawning gaps to be filled.

Typical of the former’s group is Josef Bel-Molokwu. Please recall that he served as APCON Registrar/CEO between 1994 and 2005. For him “It is the biggest joy for anybody who is an advertising professional to see how APCON has grown over the past 20 years.

To demonstrate this, the figure N60 billion was bandied around so much with relish at the event as the volume of advertising and business. While one may likely take this with a pinch of salt, one cannot but agree that it is a moderate stride in terms of volume of business. Laughable though, some believe this volume of business is attained as a result of the professionalism that APCON has brought to bear on the industry. However, one should remember that Nigeria is a country of over 150 million people!

While not totally swayed by the argument on professionalism and its direct impact on volume of business recorded, I subscribe to APCON’s decision to recognise and honour individuals that were considered instrumental to her attaining legal status. So I agree with the statement that making advertising a profession remains the biggest thing that has happened to APCON. So the people instrumental to the professional status of the body being awarded a fellowship status of the body is very welcome. The three key personalities said to be instrumental to the birth of the APCON on November 13, 1989 include the then Military President Ibrahim Babangida; Prince Tony Momoh as Minister of Information and Culture; and Prince Bola Ajibola, then Attorney-General/Minister of Justice.

Babangida was honoured for signing into law, the Act 55 of 1988 which established APCON while Momoh and Ajibola, who as Minister of Information and Attorney-General/Minister of Justice respectively, for facilitating the promulgation of the APCON law and the birth of the Council.

No grouse that these three gentlemen were recognised for their roles in bringing about a legal backing for the body. But it is expedient to see if the current leadership of the nation buys into the vision of these men and other practitioners across the industry who dared to make advertising what it is today. I mean the likes of I.S Moemeke, Chief Olu Adekoya, Gab Solarin, Segun Adedipe, May Nzeribe, Akin Odunsi, Biodun Sobanjo among others.

True enough every industry has its own fair share low points but the industry seems to be overwhelmed by what seems to have become its lot especially from the government and the supervising ministry. While not holding brief for anybody, issues of national interest have continued to place all practitioners at the lowest rung of the ladder of importance when national issues are being considered. ShopFloor has been consistent in voicing displeasure at this maltreatment of the profession.

We have a number of “distinguished” practitioners in the marketing communications industry who have invested their time and resources to build business empires employing Nigerians of diverse backgrounds. Most of them have gotten to the pinnacles of their careers but unfortunately, none of these people have been accorded any form of national recognition. Is the government invariably telling ad practitioners that they are not in an industry that matters to the society or human development? I ask here again.

 

While the APCON recognizes even the ‘Evil Genius” and others, it is pertinent to ask if the current leadership of the country recognizes what Babangida and his boys saw in APCON and advertising as a profession?

APCON almost lost its potency in a bid by the government of day to pay back its political jobbers. The council of the advertising regulatory agency which has been the exclusive preserve of the industry practitioners almost got sacked unceremoniously. At the time, the council still had one of its 3-year life span to serve, a circular which emanated from the office of the Secretary to the Federal Government had announced a new 7-man council to replace the present council led by Chris Doghudje as Chairman. The SGF had ordered the Minister of the Information & Communications to go ahead and swear in the “new” council despite being informed that the law setting up APCON expressly made it clear that council members must be APCON members and a fellow at that matter for Chairmanship.

Good that the ominous event is now a thing of the past, but it is worrisome that such act could ever have been considered, more worrisome is the fact that the act took place under the current democratic dispensation. I consider this scary because one day the government may revisit and push through this position. Do you say “tu fia kwa”. Can somebody tell me what the industry is doing about this? Which of the other professional bodies could this have taken place but here! My verdict: although APCON is 20 but sorry, it is still not yet morning!

 

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