Lanre Adisa, HASG Chair
By Clifford Amuzuo
Heads of Advertising Sectoral Groups (HASG) has made a strong case for building inter-sectorial collaborations and strategic partnerships within Nigeria’s Marketing Communications sector for the industry to experience positive growth and compete favorably in the global space
The group’s advocacy formed part of overall resolutions from various stakeholders at the fourth edition of the Advertising Industry Colloquium organized by apex regulator, the Advertising Regulatory Council of Nigeria (ARCON).
HASG which is the umbrella body of top Associations leadership in the Marketing Communications industry comprises : the Association of Advertising Agencies of Nigeria (AAAN), Experiential Marketing Association of Nigeria (EXMAN), Media Independents Practitioners Association of Nigeria (MIPAN), Out-Of-Home Advertising Association of Nigeria (OAAN), Advertisers Association of Nigeria (ADVAN) among others.
In their separate presentations made at the AIC 4.0 event gathering, leaders of the various association reached collectively agreements positing that future of Integration Marketing Communications( IMC) in Nigeria would depend largely on conscious deliberate by the industry sectorial groups to forge active alliance, enter into strategic partnerships and collaborations capable of driving Nigeria industry to lofty heights and be able to compete favorably with outer world.
Speaking at the opening of the 4.0 AIC, HASG Chairman and AAAN President, Lanre Adisa stated that the industry’s future could not be built through regulations alone, neither will it be built by advertising agencies and platforms, rather, he said, it would be built through partnerships with the various sectorial groups.
With the industry working together with a shared purpose, he noted, “regulations becomes more effective, innovations becomes more meaningful, and the collective impact becomes something greater than the sum of individual efforts.
According to him “ The future of Nigerian advertising will not be determined by any one Institution. It will be shaped by how well we Collaborate, how well we innovate, and how intentionally we develop our people”
He added “ If we continue to learn together, innovate together and grow together, I have no doubt that our industry will not only keep pace with the world, but it will help shape the future”.
Having this philosophy in mind he said the AAAN had set action in motion recently, entering into a collaboration with Red &Yellow Creative School of Business in South Africa with intention to create access to world class education for professionals across the entire Nigerian advertising industry that can help them compete effectively globally.
“It is a demonstration of our commitment to continuous learning because, if Nigerian advertising is to compete with the very best in the world, we must continuously invest in the knowledge and capabilities of our people which is what we are doing here today as an industry .
Adding voices to the discuss, EXMAN President, Tolu Medebem, President of MIPAN, Dozie Okafor, President of OAAN, Dr Sola Akinsiku all collectively agreed that partnerships and collaborations amongst players is vital to moving the Industry forward.
