APCON Conference: Expert Seeks Ministries Merger To Enhance Professionalism

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……….Wants APCON Council Reconstituted 

The keynote speaker  at the Advertising Practitioners in Nigeria’s conference and Group Chief Executive Officer, Prima-Garnet, Mr. Lolu Akinwunmi has proposed the merger of the ministries of Information and Culture and Communication to Public Communication.

He stated this at the opening ceremony of the conference themed: Advertising in the Post Digital Age: The Profession, The Business and Nigeria’s Socio- Economic Development held at the Transcorp Hilton, Abuja on Tuesday.

He added that if the ministries are merged it will not only help Advertising Practitioners but will also shape public communication that will intensify trade and commerce which can lead to national development.

“It is important government look into this idea of merging because of its limitless opportunities and will also help to reach more people through the digital means.”

Akinwunmi added that this will also lead to financial liquidation for the ministries to work better, efficiency drive, enhance human capacity and better focus of government messages which will as well help advertising profession in the country.

Delving more on the profession, the keynote speaker listed challenges to include poor economy, inadequate government policies, poor and inadequate human resources, lack of research, corruption, poor capitalization and ethical issues.

Saying that though the economy has taken a toll on the business of advertising which leads to these challenges, Mr. Akinwunmi however said that there are many things professionals can do through APCON.

He therefore called on the government to reconstitute the APCON council which has been without a chairman for some years now.

“APCON plays a major role in the advertising profession even in higher institution curriculum and government should see it as such and do the needful very urgently,” he said.

Earlier in her welcome address, the Acting Registrar, APCON, Mrs. Ijedi Iyoha said the advertising profession has been and continues to be a key contributor to Nigeria’s economy.

“The profession’s activities bring positive balance and helpful social effects in our every dealing with one another, our relationship as a nation with other nations and in our existence as a people.

She added that the prominence of the domestic investment, the ability to persuade and retain foreign investors and the acceptance of the market in the international community cannot be archived and sustain without the advertising industry.

Iyoha however disclosed that the industry is undergoing a fair share of her own challenges which they hope to address and consequently chart a healthier and harmonious course for the improvement of the profession and for the progress of the nation.

“The advertising profession is an essential bridge which requires no dichotomy between the public sector and the private sector to exist.

“Therefore intensification of promotional policies by government for this profession will translate to immeasurable boost in the economy,” she explained.

Speaking at the conference, the minister of Information and Culture, Alhji Lai Mohammed represented by the permanent secretary of the ministry Deaconess Grace Khepe said the Federal Government is making investment in all areas of the sector which has led to more products and services and for which advertising profession is crucial.

“That is why advertising issues should not be taking lightly. We are special people and our diversity is our strength and should be used in a manner that will benefit us all.

The chairman of the occasion and second APCON Chairman, Chief Olu Falomo said the advertising industry standard is going higher therefore there’s the need to do more for the industry both by the practitioners and on the part of the government.

“I will like to see more of government advertising but done through professionals and with style that will boost the image of the economy.

The 2019 National Advertising Conference was organised by APCON in conjunction with sectoral groups and first in bringing together professionals from the various specialisation of the marketing communication practice to share perspectives on the sustained development of the profession as well as chart common grounds in confronting some of the challenges as it continues to evolve.

BV.

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