Mr Lanre Adisa (NOAH’S ARK TOP BOSS) has alleged that foreign agencies are working for Nigerian brands from
abroad in the face of APCON Reform of 2013 that placed limitations on the involvement of foreign agencies in Nigeria’s advertising.
Speaking with a reliable source recently in Lagos Mr Adisa stressed that In spite of the seemingly good intentions of the reform “some foreign agencies are working for some Nigerian
brands from abroad”. He therefore questioned the essence of the reform
if foreign agencies could sit in the comfort of their offices abroad and handle Ad businesses in Nigeria. He mentioned two beverage brands
and a bank (names withheld) that foreign agencies are working for in
Nigeria in the face of the reform.
“The question for me is what is the real meaning of the reform if those foreign agencies are making 100 percent
of what they are paid and uses the money to develop their country’s economy while the brands are here in
Nigeria”.The Noah’s Ark CEO who has spent 25 years in advertising business in Nigeria therefore suggested that
the Nigerian advertising industry needs to move the conversation from the fear of foreign domination to embrace of foreign collaboration.”In the collaboration, we should ensure that we are the party in charge. My proposition is that let the Nigerian agencies have 51
percent equity and let the foreign guys that want to play in the Nigerian economy have 49 percent”.
He specifically picked holes in the provision of the reform that stipulates only 25 percent shareholding for
foreigners that want to play in the Nigeria’s advertising space. Lanre who presented the same position at the annual congress of Association of Advertising Agencies of Nigeria, AAAN in Osogbo recently said the industry
needs to “move from the 25 percent foreign stake to 49 percent where the majority of 51 percent is held by
Nigerians” He endorsed the protection intentions of the reform agreeing that even in South Africa, foreign agencies do not own more than 49 percent equity but believed that the 25 percent as stated in APCON reform is too low for
foreign agencies to fully participate in the economy. According to him, in exerting some controls the Nigerian
adverting industry should be careful in suffocating the environment.Lanre who regretted that Nigeria is yet to win Cannes awards when its peers are clinching the awards said when foreign agencies operate in the country, Nigerian people will get to work with the foreign people and learn some new tricks. “Every day we are recycling talents within the industry without injection of new ideas from other people.
Everybody learns from somebody else and with this the industry grows.Presently Nigerian talents
are limited by scope”.He said the review of the reform in line with his proposal would see to the injection of funds and new thinking in Nigeria’s advertising industry.The review of the reform would also create a more competitive industry, provide grounds to train the next
generation through exposure and confidence building and re-register Nigeria on the global map.He said the industry must up its game to win Cannes award. ”Fifa will not create a new rule for Africa to win the world cup. We must play the game the way it
should be played as there is no short cut to success. It.is for us to look inwards and up our game and be part
of the conversation. If we don’t win, let us be shortlisted instead of clapping for others who show the flag of their countries”. Allaying any possible notion that he might be seeking foreign agency to invest in his business, Lanre said “all I
want is vibrant and competitive
environment for business to grow to satisfy clients who want more
value and creative ideas”.
Additional credits: daniel obi
Edited & posted by: @djshyluckjimmy