By Princewill Ekwujuru
As a fallout of the Nigerian advertising practitioners yearly meeting under the aegis of Association of Advertising Agencies of Nigeria (AAAN), practitioners have been advised to exhibit local thinking while acting global in their creative.
Charles Okigbo, Professor of Communication at North Dakota State University, Illinois, USA said advertisers can look back on what to tap from indigenous life and media to reach global market, while discussing the topic: Globalising Nigerian advertisers at the 38th yearly meeting of AAAN at Ijebu Ode, Ogun State. He pointed out that advertisers can draw inspiration from old advertising format or communication(s).
Describing globalisation as communities bound together by technology, Okigbo, who is also a visiting professor at the University of Nigeria (UNN), said advertisers could reach a segment of the global market by following the audience of international Nigerian media such as NN24, NTAi and VON.
Okigbo made the advertisers understand that they can lead in creating and servicing regional markets within Africa by following the Noollywood example which has recorded audience and has grown wide in Africa and beyond, while the actors and actresses are respected.
He also said advertising must be seen as more than the technical and mechanical act of producing and placing messages which can be done by anybody.
The communication expert noted that advertising can support re-branding Nigeria, but cautioned that such support should be anchored on certain strengths in Nigeria.
Manwhile, at the annual AAAN meeting, Rufai Ladipo, Chief Executive of STB-McCann Lagos was elected the new president of the association replacing Funmi Onabolu, the immediate past president.
The election for the AAAN president was contested between three big players in the industry; Longley Evru, the incumbent Vice-President and Chief Executive of Angels Communications, Rufai Ladipo, an Ex-Officio and the Chief Executive of STB-McCann Lagos and Erhabor Emokpae, Executive Vice-Chairman, Lowe Lintas.
Ladipo noted that he will concentrate efforts on fundraising, deepening relations with other agencies, tackling media debt and building human capital.