Brace up for challenges, AAAN boss charges practitioners

Advertising practitioners have been charged to brace up for challenges which technology,  the new media and the increasing sophistication of the consumers’ taste might pose in the nearest future.

Making these remarks at a business seminar, organised by the Association of Advertising Agencies of Nigeria, (AAAN), its president, Mr. Funmi Onabolu, stressed the need for practitioners to be abreast of unfolding trends in the industry, and devise a plan to be in tune with such trends in order to survive in the changing  advertising terrain.

Mr. Onabolu predicted that the changes that would be witnessed in the next three years would be radically different from what had been witnessed in the industry in over one and a half decades ago.

“The average consumer is becoming increasingly sophisticated since the internet has exposed him to global trends, so he can no longer be deceived. Meanwhile, advertisers too are becoming more demanding. This, therefore, puts a lot of pressure  on practitioners,” he stated.

He counselled practitioners on the need to adopt a radical approach such as building new capabilities in order to meet clients’  ever-increasing expectations.

In his remarks, the chairman of Advertising Practitioners’ Council of Nigeria (APCON), Mr. Lolu Akinwunmi, noted that advertising practitioners in the country were being left with no choice than to embrace change since the industry was changing globally.

He noted that what should be of paramount importance to practitio-ners is how to position themselves to be able to enjoy the benefits of globalisation.

‘We should be able to manage the changing profiles of today’s consumers,  the changing profile of advertisement itself and the changing profile of the media. And until we are able to devise a means of managing these key elements, we may not be able to play in the business in the nearest future’, he concluded.

Source : Tribune