By Prince Ekwujuru
Arising from its 36th Annual General Meeting, the Association of Advertising Agencies of Nigeria (AAAN), has denied claims by the Newspaper Proprietors’ Association of Nigeria (NPAN), members on its indebtedness to it, stating that AAAN members are owing NPAN about N600 million as against the N8 billion claimed.
This, was contained in a statement issued by the newly-elected Publicity Secretary of the association, Mr. Tunde Thani, after the just-concluded AGM/congress in Enugu.
The association had commended the efforts of the Advertising Practitioners Council of Nigeria (APCON) through APCON Special Committee on Media Debt Issues (ASCOMDI), in ensuring the resolution of the industry debt.
AAAN noted that the claims against AAAN member-agencies during the six years under review is about N600 million as against the N8bn claimed by media owners in several media reports.
The association has , however, urged media owners to take advantage of the opportunity to iron out any outstanding issues through ASCOMDI, as it had earlier recommended.
On Media Commission Reduction, the statement noted that the associationâ€™s earlier position on the unilateral reduction of media commission by some media houses stays.
While it noted that the reduction of media commission from 20 to 15 per cent represents 25 per cent of agency increase being eroded by media owners and said it is not acceptable.
The association also agreed that member-agencies should boycott any media house (s) that reduces the media commission from 20 to 15 per cent.
On Pitch Fee Regime, the association commended the Advertisers Association of Nigeria (ADVAN) and ADVAN memberâ€™s support of the pitch fee regime.
It further enjoined all AAAN member-agencies to adhere to the pitch fee regime as it will bring honour and respectability to the profession.
The association said it will continue to collaborate with other sectoral organisations and foster viable relationship with all stakeholders.
The statement stated that AAAN will promote the establishment of the Nigeria Academy of Advertising.
The Academy, the association said, shall be a first class leadership and skill development institute. It will be a one stop centre for skill acquisition and leadership training for professionals in the field of Marketing Communications.
In another development, AAAN said it is giving her support to the Re-branding Nigeria project embarked upon by the federal Government, but stated that the success of the project can only be achieved when the fixing of some aspects of the nationâ€™s national life is touched. These, AAAN stated should include leadership, and infrastructure development.
The communique also stated that AAAN agreed on the need to improve the image of the country through the re-branding exercise, but believes that greater buy-in from Nigerians including corporate entities will be achieved when it is supported by fixing some aspects of our national life.
The Association said it will soonl forward a position paper from the deliberations at the conference to the Honourable Minister Information and Communications as a contribution to the resource base of the project. The Association assured the government that it will continue to be available for contributions and consultations.
On Media rate increases, the Association noted with concern the incessant Advert rates increases by media owners. But resolved to collaborate with the Advertisers Association of Nigeria (ADVAN) and Media Independent Practitioners Association of Nigeria (MIPAN) on the issue.