By PROVIDENCE OBUH

Marketing Communications Practitioner, Mr. Biodun Shobanjo, Chairman of Troyka Group  has said that trends in marketing communications in Nigeria have changed as the practice are no longer ordinary commercials.

Shobanjo who is the Chairman of Troyka Holdings said this while giving a keynote address during the School of Media Communication (SMC) of the Pan African University 2012 marketing communication forum titled “the future of integrated marketing communication in Nigeria,” in Lagos.

“Marketing communications is about connecting people and brands, is about doing something educative, entertaining and useful for people and also about tapping into the human element, it is not just about making 30 seconds commercials.”

He stated that the digital revolution has ensured that people are no longer just consumers, but participates in the creation of ideas and product, production and distribution as much as any marketing communications agency.

According to him, “the implication of this is inherent in the fact that the homogenous brand messages built to make and deliver on behalf of clients are being increasingly ignored because people have better things to do.”

He recalled the Chief Executive of WPP, Sir Martin Sorrell recently announced the trading result of the world’s largest marketing communications group for 2011, saying, “$72 billion was given as the group’s turnover, revenue was $16 billion, profit stood at $1.92 billion.”