Lekan Fadolapo, director-general, Advertising Regulatory Council of Nigeria(ARCON) says the industry in the country is shortchanged by global advertising players.

Mr Fadolapo said this at the Dentsu 2024 Regional Africa Summit with the theme: “NOW”.

Dentsu is a multinational media and digital marketing communications company that help brands predict and plan for disruptive future opportunities and create new paths in growing sustainable economy.

The ARCON boss explained that the country and its citizens were not getting the best from foreign advertising practitioners as expected when compared to the nation’s population and Gross Domestic Product (GDP).

Mr Fadolapo emphasised the need for foreign advertising practitioners to incorporate more Nigerian local content into their campaigns to better serve the country’s market.

He pointed out that greater utilisation of indigenous skills and content within advertising campaigns could benefit both the citizens and the country as a whole by creating more employment opportunities within the industry.

Mr Fadolapo said: “The voice over artistes, modelling agencies, among other players in the industry should use our local creative elements and create employment for our people.

“Following our large population and growing GDP, we are supposed to be getting the best and benefitting more from advertising.

“Unfortunately, we have a situation where people and organisations would be engaging foreign advertising agencies when they want to do advert and neglect our local operators.

“These global players go abroad to produce the advertorial content, using the element of production over there, thereby contributing to the GDP of such foreign country and then return here with the content for media publication.

“So, what happens to Nigeria, are we just here for you to come, sell your product and disappear? Localisation within globalisation is very important,” he said. 

Mr Fadolapo reiterated the government’s commitment, through ARCON, to safeguard Nigerian local content and promote the use of local skills in advertising, marketing, and communication services.

Mr Fadolapo said firm regulations and adherence to guidelines in the advertising and marketing communications sector were essential for industry practitioners.

He emphasised the importance of proper engagement, credit policies, and disengagement protocols in advertising practices.

“ARCON would esure that all advertisements exposed and directed at the Nigerian market are legal, decent, honest, truthful, respectful, and mindful of the Nigerian culture constitutional tenets,” he said.

In his welcome address, Emeka Chris Okeke, group chief executive officer (CEO), MediaFuse-Dentsu Nigeria said that the conference co-incides with MediaFuse-Dentsu Nigeria’s 10 years anniversary.

Mr Okeke said that it has been a decade of transformation and innovation for anorganisation which had recorded giant strides in the last 10 years.

He stated that the theme, NOW, was chosen for the summit because it underscores Dentsu’s unwavering commitment to shaping the future of African marketing communications.

According to him, the world is at a pivotal moment where technology is rapidly evolving, audiences are diversifying, and the global marketing landscape is undergoing a seismic shift.

“At Dentsu Africa, we understand the complexities and nuances of the Sub-Saharan African market.

“We have a long-standing commitment to the region, with a deep understanding of its diverse cultures, consumer preferences, and media landscape.

“Our global network and expertise, combined with our local knowledge and agility, has empowered us to deliver unparalleled marketing solutions tailored to specific needs,” he said.

According to Mr Okeke, as the company celebrate its past, it is embracing the future with confidence through investment in human resources, technology, and data to chart a new path in customer and brand experience.

The Group CEO said innovation, integrity, and client-centricity would continue to be the firm’s guiding principles without reneging on ethical practices and responsible advertising.

“We hope we can continue to count on your support as we embark on this journey,” he said.

Also, chief executive officer, Dentsu Africa, Dawn Rowlands, said that the summit is organised annually in different countries to bring industries leaders together for borderline collaboration and more success for Dentsu.

Ms Rowland stated that the advertising company had discovered massive opportunities in the gaming industry in Africa, as much as the creative industry and would be harnessing the potential in it.

She charged Nigerians to be proud of what they have and what they can do, noting, “the country and its citizens are endowed”.

“Don’t be followers, be leaders. You have so much to offer, be confident that you can deliver them,” she said.

The summit was attended by leading integrated marketing communications experts from Europe, the Middle East and Africa, including gurus from Google, TikTok and Meta, among others.

(NAN)