DG, ARCON, Lekan Fadolapo

Apex regulatory body in the nation’s advertising industry, the Advertising Regulatory Council of Nigeria (ARCON), has stated that its decision to constitute two major committees, the Brand Nigeria and Gross Domestic Product (GDP) committees, was informed by the need to give teeth to the several issues,  discussed  at the 2022 edition of the National Advertising Conference, held in Abuja, last year.

The Director General of the agency, Dr. Lekan Fadolapo, stated this in Lagos, recently,  at the unveiling of the two major committees:  Brand Nigeria and GDP Committees, that will drive the forthcoming conference.

Fadolapo explained that the two committees were fall-outs of the 2022 National Conference where critical issues surrounding the Nigerian brand, and the need to determine the contributions of the integrated marketing industry to the nation’s GDP. were brought to the fore.

He described the Brand Nigeria  Committee  as an initiative of the industry, aimed at taking Nigeria as a brand, and come up with a campaign that highlights her intrinsic value.

“It is the industry’s efforts at positioning  the Nigerian Brand, among the comity of nations. We know that nobody can do this better than professionals.

“Now what the industry wants to do is part of the National Advertising  Conference 2023. We are going to take a detailed look of all the elements, the DNA of our Brand Nigeria, and come up with a communication,” he stated.

The ARCON boss further explained  that the GDP Multiplier Committee, is mandated to look at the industry, its spent, and contributions to the nation’s GDP,  and the  multiplier effects of those  contributions.

Speaking on the developments, the Chairman of the Event Planning Committee, Mr. Tunji Adeyinka, described the inauguration of the two committees as a way of ensuring that the annual conference is not turned to mere ‘talkshops’.

“It is a way of ensuring that we deliver on some of the highlights, and imperatives for the industry, discussed at the last year’s conference,” he stated.

The Chairman of the Brand Nigeria Committee and President of the Association of Advertising Agencies of Nigeria (AAAN), Mr. Steve Babaeko, explained that the committee has become imperative; since the country still has a lot of values to showcase, despite  going through a trying moment, presently.

The Chairman of the GDP Committee, and President, Media Independent Practitioners Association of Nigeria (MIPAN), Mr. Femi Adelusi, expressed delight at being  part of the committee, saddled with the responsibility of determining the size of the industry’s contribution  to the nation’s GDP and its economy.

He  assured that the committee will deliver the all-important report at the Advertising Conference in Abuja, as mandated by the apex regulatory body in the industry.