The three-day event, held at Golden Tulip Hotel, Ibadan, Oyo
State.
At the dinner/ceremony, the quartet of Chief Ayo Owoborode
of PAL Advertising, Nnenna Onyewuchi, co-founder, Yellow Brick Road, Messrs
Kelechi Nwosu of TBWA and former AAAN President, Henry Akpede, Country Manager
and Chief Creative Officer of Oglivy Africa, received awards.
Owoborode and Nwosu were honoured with the Lifetime
Achievement and Special Recognition Awards respectively, while Akpede and
Onyewuchi received Trailblazer Award.
Akpede was present to receive his award. The others had
their awards received on their behalf.
The AGM/Congress, which had as theme, “Doom, Gloom, Doom!
Where Do We Sit, examined the practice and business of advertising, especially
with Covid-19 ripping through finances and evolution of the consumer.
In his opening remarks, President of the association, Mr.
Steve Babaeko, noted that advertising agencies will be well positioned to,
despite the slide in the business occasioned by the contracting economy, take
advantage of the boom that lies ahead if they collaborate.
Michel Elegbe, CEO of
Interswitch, who presented a paper that assessed advertising from the
outsider’s perspective, noted that business is being taken from agencies
because of the ease with which consultants in other fields go into the
industry. He advised agencies to focus more on technology as a way of clawing
back the advantage lost.
Also speaking, Mr. Abubakar Suleiman, Managing Director of
Sterling Bank, observed that agencies are losing their hegemony because of the
skill gap in technology and the tendency of their clients to poach talents in
their employ. He advised agencies to
rethink their operations as a means to taking advantage of the potential boom.
In his presentation, Mr. Iyiola Aboyeji, Founder, Futures
Africa, also urged a rethink of the advertising practice and advised that
agencies should collaborate more. He also advised that agencies that want to
play in the finacial technology sector need to develop familiarity with the area
to understand the needs of clients in the sector as well as specialise.
The 48th AGM/Congress was the first since the new leadership
of the association came into office.
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