•Practitioners decry unrestricted government regulation, taxation
Despite the fact that the ninth Outdoor Advertising Association of Nigeria (OAAN) Poster Awards had the highest number of entries, from fewer than 70 in previous editions to over 110 this year, creativity was at a low point in most entries.
The standard was so low in two categories, Information Communication Technology (ICT) and Electronic & Electrical, that no award was given.
Another challenge faced by the panel of judges was the lack of knowledge by some advertising agencies of what it takes to create out-of-home copies. Several entries could simply pass for press advertisements.
Even though some entries met international standards, it was disappointing that after eight editions, “agencies are yet to understand the difference between creating advertisement to meet the communication objective of the out-of-home and that of other channels,” said Lampe Omoleye, Chairman of the panel of judges.
“We are yet to see the difference from those entries. It is either the agencies are not taking the award seriously or they are not ready to raise the standard in the out of home creative.”
Great awareness, low standard
OAAN has raised awareness for the awards, evident in the number of entries this year.
“I am particularly happy that the industry also believes in our conviction, which explains why we have a haul of entries, the highest in a long while. We had over 110 entries. We had fewer than 70 last year,” OAAN President, Charles Chijide, confirmed.
But an industry expert, Ofonima Umoren, insisted that the best of the posters may not make Cannes’ shortlist.
Industry challenges
Outdoor practitioners in Nigeria identify unrestricted government regulation and multiple taxation as major hindrances to the out-of-home business.
Apart from that, Chijide wants stakeholders to assist in resolving inter-sectoral indebtedness to ensure members meet obligations to suppliers, staff, and the government.
He reiterated the commitment of OAAN to ethical standards and to make the practice better in a way that will fulfil the desires and expectations of clients.
Regulatory intervention
Chijide lauded the effort of members in innovation and creativity, and said OAAN is doing all it can to improve their skills to meet the needs of clients and international best practices.
He pledged that members would not relent in investing, knowing the role of outdoor advertising in the success of marketing communications.
His words: “It is one that can always easily adapt to prevailing trends. It has consistently been influenced by, and has benefitted tremendously from, prevailing technological advancements.
“Outdoor advertising has also helped to light up and beautify our environment. It makes the skyline of our cities more beautiful. Above all, outdoor advertising is the most viewer-friendly platform compared with other media platforms.”
OAAN said the Advertising Practitioners Council of Nigeria (APCON) should formulate policies on outdoor advertising, especially concerning environmental issues.
On its own, OAAN wants to seek legal interpretation of the constitutional provisions on outdoor advertising in view of the creation of signage agencies by states, besides ensuring that its code of practice takes cognizance of all criticisms.
It also wants to collaborate with APCON to ensure the power to regulate outdoor advertising resides with one body.
Winners and losers
There were 13 categories of awards, but two, Electronics and ICT, had no winners because of poor performance.
Nonetheless, Omoyele commended the participants for the number of entries, expressing delight that interest has heightened.
The biggest winners were Insight Communication with five awards, DDB Lagos (one), SO&U (one); and Blue Bird, Media Fuse, and Lowe Lintas (one each).
Conoil won the Oil and Gas category as well as the Grand Poster category.
Nigerian Breweries’ Starlite entry won the Alcoholic Drinks category.
Other winners include Pepsi (Non-Alcoholic Drink), P&G’s Ariel (Household Products), MTN’s ‘Be Better’ (Telecoms), and Toyota’ Yaris (Automobiles/Accessories).
There were also special awards for corporate and individuals.
Surprise appearance
One of the surprise guests was former Lagos State Signage and Advertising Agency (LASAA) Managing Director, Makanjuola Alabi, fondly called Mako.
His presence brought back memories.
The pioneer LASAA boss pulled down billboards of OAAN members worth billions of naira on the streets of Lagos as part of the reform programme of the agency. Some practitioners never recovered from the shock.
Though many believe that Mako repositioned outdoor advertising in Lagos and enhanced its fortunes, those who bore the brunt of the reform would rather ask those giving such kudos to tell that to the Marines.
Kudos to the motivator
If anyone deserves commendation for the ‘revival’ of the Poster Awards, it is the Chief Executive Officer of Billboard World Magazine, Maureen Umanah, wife of former Akwa Ibom State Information Commissioner, Aniekan Umanah.
The Poster Awards could have been consigned to the garbage of history if not for the increasing popularity of another award in the sector, the ‘Brand As King Award’, which debuted in 2008 as ‘Big Ads Award’, organised by Umanah.
Introduction of the reward initiative into the outdoor firmament met resistance from her immediate ‘constituency’, OAAN, and it was a sanctionable offence for any member to openly identify with it.
Many believe that the resilience of Umanah and the acceptance of Brand As King Award on and outside the shores of Nigeria compelled the revival of the Poster Awards.
The last edition held in Accra, Ghana attracted the leadership of various regulatory bodies from Nigeria and Ghana.