Unless urgent steps are taken to reform and properly regulate the advertising industry, Nigeria will lose the economic benefits of the industry to other countries whose nationals are gradually taking over the practice in Nigeria.
This view was expressed by Mr. Udeme Ufot, the Managing Director of SO & U Saatchi & Saatchi while receiving a team of APCON officials on a familiarisation visit to the agency.
Mr. Ufot said that even if the country will open up to foreign investments in the industry, it should take steps to preserve the indigenous practice so that Nigeria will reap the full benefits of the sector brought about by the growing attractiveness of the African Market. He said the global attraction and interest in African markets has given rise to a second phase of the scramble for Africa.
The advertising official commended the efforts of the APCON Committee on Advertising Practice Reforms (ACAPR), but urged them to speed up their plans and activities to create the right atmosphere for business to thrive as African markets open up for global businesses.
Responding, Mr. Joe-Eugene Onuorah, Head of Planning, Registration and Career Matters, APCON, commended the managing director for leading SO & U in the right direction by complying with the APCON rules of clearing advertisements and obtaining certificate of approval before exposure to the public. He said that the compliance level of the agency has demonstrated Ufot’s professionalism and experiences.
He therefore urged the agency to desist from employing unregistered persons to perform advertising functions since it down grades the credibility of advertising as a profession. Mr. Onuorah who led the APCON team during the visit canvassed that even if agencies employ qualified but unregistered persons, they should ensure that they commence their process of registration immediately they engage them.