16 BUSINESS DAY C002D5556 Tuesday 10 April 2018
Tuesday 10 April 2018 C002D5556 BUSINESS DAY 17 Nigeria’s advertising community tasked to refocus campaigns from sales to social good Stories by Daniel Obi Media Business Editor The need for Nigeria’s advertising community to refocus their adverts from over-concentration on consumption and sales to society good and society enhancement has been underlined by speakers at Noah’s Ark lecture marking the firm’s 10 years in business. Over time, companies and agencies have been entangled in telling stories about their products, most of the messages targeted to- wards consumption and sales for more market share and profit, but the speakers challenged them to create a paradigm shift towards doing social good and enhancing communities The speakers who included Thomas Kolster, a consultant from Denmark; Lanre Adisa, CEO of Noah’s Ark; Ikechukwu Obianya of School of Media and Communication of Pan Atlantic University; Kelechi Nwosu of TBWA and Ahmad Mohles, Airtel’s Chief Commercial Officer, believe that when brands develop, educate and do good for people and the planet it would definitely rub off on the brands. Leading the discussion on ‘goodvertising’, Thomas Kolster said when brands educate people on issues such as climate change and address social challenges, jobs, health issues, sustainability and make other impact in the society, they stand to benefit from such social impact as consumption and sales which is the primary focus now cannot continue to thrive in a chaotic and disordered society. Business is beyond just profit. Business is not only about consumption anymore. There are more ways of looking at business, L-R: Kelechi Nwosu, managing director, IBWA Concept; Ikechukwu Obiaya, dean, school of media and communication, Pan-Atlantic University; Lanre Adisa, managing director, Noak’s Ark Communication; Ahmad Mokhles, chief commercial officers, Airtel Nigeria, and Thomas kolster, keynote speaker, during the 10th year anniversary of Noak’s Ark Communications in Lagos. Pic by Olawale Amoo Thomas told the audience and challenged media and creative agencies to push the clients on ways of building the community as a new way of business. Tasking agencies and advertising companies to think of legacy and avoid short termism in their operations, Thomas who is described as sustainability expert reminded them that when government is failing, brands should take up social challenge of educating and doing social good. In his comment, Mokhles believes that pressure for profitability may be driving firms to overlook their social purpose. He said while companies are looking for profit they should understand the relevance of consumer behaviour. With this understanding, they should create impact and relevance. Also commenting, Ikechukwu Obianya said the brand values should be in tandem with consumers. He also tasked organisations to redefine themselves to understand their purpose. Lanre Adisa said goodvertising is a wakeup call. He said agencies and clients are doing well in telling stories of their brands but beyond that, they should identify their society goals. He said the world today cannot live without brands and this confers some power and responsibility on the brand owners and agencies to use this power to enrich the lives of people beyond just worrying about the bottom line. He agreed that the advertising industry definitely needs to rethink its business models. “We need to open our minds to unlearning some old things”, he said. Chain Reactions restructures, appoints Olugbenga Ojo as COO Chain Reactions Nigeria, one of Nigeria’s foremost public relations/reputation management and integrated communications consulting firms and the Nigeria’s affiliate of Edelman, one of the world’s largest marketing communications firms, has appointed Olugbenga Joseph Ojo, as its Group Business Director/ Chief Operating Officer. A multi-disciplinary professional with more than two decades of work experience, Ojo has served in many strategic positions across multisectors where he played key roles in business growth and turnaround, operational efficiency and marketing amongst others. Olugbenga Joseph Ojo Prior to joining Chain Reactions, he was the Chief Executive Officer, Poise International where he made tremendous contribution to the firm’s quantum success. He was also at various times the General Manager/HBO, Interprods–WA Ltd; Group Marketing Manager, Global Plus Group; Group Marketing Manager, Robert Johnson Holdings Limited; National Sales Manager, Isatong Computer Engineers, and Group Marketing Manager, Interworld Management & Services Limited amongst others. Announcing Ojo’s appointment, Managing Director/Chief Strategist, Chain Reactions Nigeria, Israel Jaiye Opayemi, in a statement welcomed the new GBD/COO onboard and said his appointment was well deserved having emerged the best amongst tens of candidates that pitched for the role. OYSAA advises politicians to respect guidelines on posters for campaigns As politicians gradually jostle for the 2019 elections, Oyo State Signage and Advertisement Agency, OYSAA has advised politicians in the state to ensure adherence to guidelines on use of billboards and posters for their campaigns. Stating this recently in Ibadan, Special Adviser/Director-General, OYSAA, ‘Yinka Adepoju said the guidelines compelled politicians to seek approval and pay for whatever structures they intend to use during their electioneering campaigns as failure to do so will attract appropriate sanctions. The Agency, he said has equally observed with dismay the indiscriminate way posters and banners are being deployed on fence walls, highway-roundabouts, public buildings, monuments and city landmarks. He said the Agency can no longer tolerate this absurdity and urged those involved to stop forthwith as violators will henceforth be severely dealt with. “A strong appeal is here being made to those concerned to contact the Agency before posters and deployment of banners are effected as failure to do this will attract penalties” The governor’s adviser also gave debtors to the agency two weeks, which expires this week to settle all outstanding payments failing which the defaulters’ structures shall be removed and confiscated. OYSAA is the Government Agency established by Law to regulate, control and administer the business of outdoor advertisement across Oyo State. MultiChoice hosts DStv Eutelsat Star Awards in Kampala Government dignitaries, the academic community, scientific world and students will convene on Kampala, Uganda this week when MultiChoice Africa and its partner, Eutelsat, host the 7th edition of the DStv Eutelsat Star Awards to announce continental winners. Uganda, popularly called the “Pearl of Africa”, has produced the most winners since the competition began and it’s hoping to achieve a similar feat by dominating the competition on home soil. MultiChoice and Eutelsat have once collaborated with European Space Agency (ESA) astronaut Paolo Nespoli to lead the continental awards assessment process, which will take place in Kampala on 11 April. Nespoli has an illustrious career spanning stints at the European Astronaut Centre (ESA/EAC) and NASA’s Johnson Space Centre in Houston before being selected as an astronaut by the Italian Space Agency to fly as an ESA astronaut. In 2017, for his third mission in space, named Vita, Nespoli spent 139 days on the International Space Station (ISS) during which he completed more than 60 experiments. Before that, he crewed on the 2007 Discovery shuttle mission and spent over five months in space in 2011 aboard the ISS, where he was responsible for a range of science and technology experiments and educational activities. Nespoli will be assisted by a panel of industry experts that consisting ofFunso Falade, Dean, Faculty of Engineering, University of Lagos; Michael Niyitegeka, Country Manager, ICDL Africa; Patrice Paquot, Deputy Regional Vice-President for Sub-Saharan Africa, Eutelsat; as well as Patricia Kichoncho, Operations Manager, MultiChoice Uganda.