Fidelity bank banner UBA banner
George Thorpe identifies 6 key tasks for research and action in advertising

By News Express on 22/11/2017

Share on facebook Yahoo mail icon Gmail icon Share on Google+

Views: 817

•Marketing communication expert George Thorpe
•Marketing communication expert George Thorpe

Marketing communication entrepreneur and thought leader, Mr George Thorpe, has called on scholars as well as professionals to research and tackle six key emergent challenges facing the advertising and marketing communications industry.

Thorpe was concerned with the impact of “the globalisation of brands”, resulting in centralisation of the creation of adverts as well as the “growing dominance of global agency networks.” The result has been a concentration of advertising spend in “their few local affiliates”.

He said the industry needs to pay attention to the needs of SMEs and the challenge of integrating other segments of the marketing communications mix. He said there are pressures on APCON to go beyond merely limiting foreign ownership of agencies to “limiting the foreign content of adverts” to protect local industry.

Other challenges, according to Thorpe, are:

*Tremendous advancement in the use of audience data for scientific media planning that is now at risk and in urgent need of an even more sophisticated and robust measurement tool

*An Out-of-Home advert industry regulated to a near comatose state by state governments whose interest and focus lies elsewhere.

*The critical role of media monitoring service firms in driving timely collections, securing transparency and accountability and unlocking further values across the media advert value chain

Thorpe spoke while reviewing the book at the presentation of A Trilogy of Advertising: The Profession, The Practice, The Philosophy  authored by Dr Josef Bel-Molokwu, a former Registrar of APCON and Senior Fellow at the School of Media and Communication, Pan Atlantic University, Lagos.

While noting that the author had set a high bar in stimulating thought on advertising, Thorpe called for “A more research and analysis based approach to a book addressing all of the six and more challenges”.

Thorpe is a founding chairman of MediaReach OMD and has had stakeholding in many other firms in the marketing communications. He continues to run MarketSpace Nigeria.

During his review, Thorpe offered generous commendation to the author for the effort. He affirmed that A Trilogy of Advertising “is the most comprehensive and detailed account of the genesis, growth and development of the advertising agency industry and its practitioners in Nigeria. In writing this three-part expose on the fundamental nature of advertising, the actual application of its principles and how its paid operators have fared over the years in Nigeria, the author sought to fill ‘some gaps’ and ‘to stimulate further advanced books on advertising’. He has exceeded all expectations and set a high bar for subsequent debates about the future of advertising in Nigeria.”

In his remarks, Dr Bel-Molokwu called for the formation of an association for individual advertising professionals, in addition to what exists. The existing groups in advertising in Nigeria are the regulator, APCON, that also issues practice licenses and the Association of Advertising Agencies of Nigeria (AAAN) that groups in agencies. Others address companies in various arms of the business including independent media buying.

Former Chairman of OBM Advertising, Chief Olu Falomo, chaired the book presentation that featured many titans of the industry. Distinguished guests were current APCON Chairman, Mr Udeme Ufot; Troyka Holdings Chairman, Mr Biodun Shobanjo; and Mr Steve Omojafor. Others were Mac Ovbiagele; Mr Dele Adetiba, a former Managing Director of Lintas Advertising; and Mr Biodun Jaji, a former Marketing Director of Cadbury Nigeria Plc. Also present were Dr Ikechukwu Obiaya, Dean of the School of Media & Communication, Pan Atlantic University; Prof Ralph Akinfeleye, Head of the Department of Mass Communication, University of Lagos; and Mrs. Bunmi Oke, Managing Director of Ladybird Advertising and former President of AAAN. Others included Mr Georgi Umunna, Mr Emeka Oparah and Mr Chido Nwakanma.

Friends and family of Dr Josef Bel-Molokwu were present in large numbers.

Source News Express

Posted 22/11/2017 2:22:36 PM

 

Share on facebook Yahoo mail icon Gmail icon Share on Google+


 

CLASSIFIED ADS

 

You may also like...
BREAKING: Supreme Court Upholds Yahaya Bello’s Election As...

Dakuku Peterside hails peaceful Rivers APC Congress

Confusion, chaos hit Capitol Hill in wake of...

15 high profile kidnappers in police net

Don’t heat up Abia polity, Gov Ikpeazu's aide...

2015 AAG: Team Nigeria’s first batch to depart...

Police arrest 20 robbery, kidnap suspects in Rivers...

2019: Nigeria needs a job creator as President...

Jonathan’s ex-aide tackles VON DG over Atiku

Mambila crisis: Taraba group heads to ICC •Writes...

Corps members laud Akwa Ibom Speaker on youth...

Gunmen kidnap Pastor, 2 others

 

Latest News Tinubu orders Ambode’s impeachment: Report Boko Haram on rampage in Borno, kills 38 Troops kill wife of Benue militia leader, 12 loyalists Buhari’s men, governors plot Oshiomhole’s downfall IGP asked to account for 56 missing police rifles Paris club loan: Ondo workers threaten showdown with governor Police uncover bodies of Abia pastor, two church members Governor Sani-Bello mourns former CJN Kutigi, says, he was an iconic legal giant Peter The Rock: Atiku made a wise choice picking Peter Obi as running mate for 2019 presidential election, By Ray Ekpu Philanthropist donates N1m, solicits support for Bayelsa flood victims AfDB gives $50m to Fidelity bank for SMEs UBEC’s N51b lying fallow as states fail to access fund

 

Most Read NUDE PHOTO OF OMOTOLA JALADE-EKEINDE surfaces online (408,125 views) Nigerian female sex addict opens up, says ‘I like it with both men and women’ (383,183 views) Shameless Genevieve Nnaji exposes breasts in public (315,557 views) Finally named: The full list of friends of Nigerian female sex addict who prowled Facebook (258,543 views) OLUMBA OLUMBA OBU (the one who called himself God) IS DEAD (238,027 views) Igbo scholar disgraces Femi Fani-Kayode •Demolishes claims on Igbo/Yoruba history with facts and figures (224,763 views) Breaking News: POPULAR REVEREND CONVERTS TO ISLAM in Kaduna (Nigeria) (204,564 views) OBJ’s son reported dead in Lagos plane crash •Names of more victims emerge (185,998 views) My wasted years in Olumba Olumba Obu’s Evil Brotherhood (170,795 views) THE FINAL DISGRACE: Igbo scholar unleashes more facts about Igbo/Yoruba history, finishes off Femi Fani-Kayode with second article (166,162 views) Lagos plane crash: Journalist releases victims’ names (161,824 views) Gunmen kill ASP, 2 other police officers in vain bid to kidnap Rivers PDP chieftain (149,566 views)

 

Categories Advertorials (3) African Press Organisation (81) Art & Literature (69) Business & Economy (3,701) Business Verdict (52) Columnists (949) Complaints & Requests (94) Enterprise & Opportunities (207) Entertainment (560) Features (660) Global Business Monitor (304) International (2,557) Interview (165) Live Commentary (28) Love Matters (145) News (39,795) Opinion (1,126) Pidgin (13) Politics (7,319) Religion (883) Sports (1,737) Stock Watch (35) AMA & Al Jazeera Global Update

 

NLNG Prize for Literature 2018

Zenith Zero Balance

CBN banner

Firstmobile banner

 

 

 

NEWS EXPRESS TV

LIBYA vs NIGERIA 2-3 Goals Highlights

 

APO Group Partner

 

 

CLASSIFIED ADS

GOCOP Accredited Member

GOCOP Accredited member

 

 

Africa Media Agency and Al Jazeera

Advertisement