Fidelity bank banner UBA banner
George Thorpe identifies 6 key tasks for research and action in advertising

By News Express on 22/11/2017

Share on facebook Yahoo mail icon Gmail icon Share on Google+

Views: 886

•Marketing communication expert George Thorpe
•Marketing communication expert George Thorpe

Marketing communication entrepreneur and thought leader, Mr George Thorpe, has called on scholars as well as professionals to research and tackle six key emergent challenges facing the advertising and marketing communications industry.

Thorpe was concerned with the impact of “the globalisation of brands”, resulting in centralisation of the creation of adverts as well as the “growing dominance of global agency networks.” The result has been a concentration of advertising spend in “their few local affiliates”.

He said the industry needs to pay attention to the needs of SMEs and the challenge of integrating other segments of the marketing communications mix. He said there are pressures on APCON to go beyond merely limiting foreign ownership of agencies to “limiting the foreign content of adverts” to protect local industry.

Other challenges, according to Thorpe, are:

*Tremendous advancement in the use of audience data for scientific media planning that is now at risk and in urgent need of an even more sophisticated and robust measurement tool

*An Out-of-Home advert industry regulated to a near comatose state by state governments whose interest and focus lies elsewhere.

*The critical role of media monitoring service firms in driving timely collections, securing transparency and accountability and unlocking further values across the media advert value chain

Thorpe spoke while reviewing the book at the presentation of A Trilogy of Advertising: The Profession, The Practice, The Philosophy  authored by Dr Josef Bel-Molokwu, a former Registrar of APCON and Senior Fellow at the School of Media and Communication, Pan Atlantic University, Lagos.

While noting that the author had set a high bar in stimulating thought on advertising, Thorpe called for “A more research and analysis based approach to a book addressing all of the six and more challenges”.

Thorpe is a founding chairman of MediaReach OMD and has had stakeholding in many other firms in the marketing communications. He continues to run MarketSpace Nigeria.

During his review, Thorpe offered generous commendation to the author for the effort. He affirmed that A Trilogy of Advertising “is the most comprehensive and detailed account of the genesis, growth and development of the advertising agency industry and its practitioners in Nigeria. In writing this three-part expose on the fundamental nature of advertising, the actual application of its principles and how its paid operators have fared over the years in Nigeria, the author sought to fill ‘some gaps’ and ‘to stimulate further advanced books on advertising’. He has exceeded all expectations and set a high bar for subsequent debates about the future of advertising in Nigeria.”

In his remarks, Dr Bel-Molokwu called for the formation of an association for individual advertising professionals, in addition to what exists. The existing groups in advertising in Nigeria are the regulator, APCON, that also issues practice licenses and the Association of Advertising Agencies of Nigeria (AAAN) that groups in agencies. Others address companies in various arms of the business including independent media buying.

Former Chairman of OBM Advertising, Chief Olu Falomo, chaired the book presentation that featured many titans of the industry. Distinguished guests were current APCON Chairman, Mr Udeme Ufot; Troyka Holdings Chairman, Mr Biodun Shobanjo; and Mr Steve Omojafor. Others were Mac Ovbiagele; Mr Dele Adetiba, a former Managing Director of Lintas Advertising; and Mr Biodun Jaji, a former Marketing Director of Cadbury Nigeria Plc. Also present were Dr Ikechukwu Obiaya, Dean of the School of Media & Communication, Pan Atlantic University; Prof Ralph Akinfeleye, Head of the Department of Mass Communication, University of Lagos; and Mrs. Bunmi Oke, Managing Director of Ladybird Advertising and former President of AAAN. Others included Mr Georgi Umunna, Mr Emeka Oparah and Mr Chido Nwakanma.

Friends and family of Dr Josef Bel-Molokwu were present in large numbers.

Source News Express

Posted 22/11/2017 2:22:36 PM

 

Share on facebook Yahoo mail icon Gmail icon Share on Google+


 

CLASSIFIED ADS

 

You may also like...
Coca-Cola pulls offensive ad, but the damage is...

ICPC arraigns ex-banker over N78.5m fraud

Kaduna Assembly passes N214bn 2017 Budget

Ekwueme: Nigeria has lost a great leader —...

CBN injects $210m into forex market

Yobe man converts 13-year-old daughter to a suicide...

Anambra’s new Police Commissioner unfolds agenda

Stormy session at MTN AGM; shareholders unleash questions...

Trump, US Union Leader at war

The best way to tackle Niger Delta crisis:...

Rains likely today except in the North, says...

Exclude US from MSF Hospital probe panel, Ex-MDCAN...

 

Latest News 2019: Buhari floors Atiku in UK poll PDP loses all elections held on Saturday SERAP asks INEC to probe ‘campaign spending by Saraki, other contributions’ Atiku/Obi Advocacy Group flays Buhari over ‘despotic and totalitarian’ statement 2019: Don’t vote for any APGA candidate, Uwazuruike tells BIM-MASSOB members Nigerians want proper agenda not propaganda, Atiku tells Buhari Fire destroys 77 shops in Kano market 2019: The irony of a Buhari’s second term as campaign begins, By Rev. Fr. Evaristus Bassey Hypocrisy of Western countries on MTN $8.1 billion fine, by Femi Falana Unidentified gunmen kill Gov. Bello’s aide in Okene Crisis trails INEC listing of Imo SDP guber candidate Nigeria may become desert, NCF warns

 

Most Read NUDE PHOTO OF OMOTOLA JALADE-EKEINDE surfaces online (422,014 views) Nigerian female sex addict opens up, says ‘I like it with both men and women’ (390,429 views) Shameless Genevieve Nnaji exposes breasts in public (323,474 views) Finally named: The full list of friends of Nigerian female sex addict who prowled Facebook (271,923 views) OLUMBA OLUMBA OBU (the one who called himself God) IS DEAD (244,490 views) Igbo scholar disgraces Femi Fani-Kayode •Demolishes claims on Igbo/Yoruba history with facts and figures (227,640 views) Breaking News: POPULAR REVEREND CONVERTS TO ISLAM in Kaduna (Nigeria) (209,336 views) OBJ’s son reported dead in Lagos plane crash •Names of more victims emerge (190,896 views) My wasted years in Olumba Olumba Obu’s Evil Brotherhood (176,163 views) THE FINAL DISGRACE: Igbo scholar unleashes more facts about Igbo/Yoruba history, finishes off Femi Fani-Kayode with second article (168,736 views) Lagos plane crash: Journalist releases victims’ names (165,301 views) Gunmen kill ASP, 2 other police officers in vain bid to kidnap Rivers PDP chieftain (152,162 views)

 

Zenith Zero Balance First Bank chat banking

 

Categories Advertorials (3) African Press Organisation (81) Art & Literature (74) Business & Economy (3,798) Business Verdict (54) Columnists (964) Complaints & Requests (94) Enterprise & Opportunities (208) Entertainment (567) Features (669) Global Business Monitor (310) International (2,694) Interview (167) Live Commentary (28) Love Matters (146) Maggie's Blog (38) News (40,637) Opinion (1,144) Pidgin (13) Politics (7,780) Religion (901) Sports (1,780) Stock Watch (35) AMA & Al Jazeera Global Update

 

 

 

 

APO Group Partner

 

 

CLASSIFIED ADS

GOCOP Accredited Member

GOCOP Accredited member

 

 

Africa Media Agency and Al Jazeera