Integrated marketing communication (IMC) is trying to rise above government neglect by stakeholders coming together to push for an improved working environment and relevance for the professionals, writes Senior Correspondent, GODDIE OFOSE.
Nigeria will have a new government at the federal level on May 29. What makes this change interesting is that the All Progressives Congress (APC) will take over from the People Democratic Party (PDP), which has ruled from Abuja for the past 16 years.
Muhammadu Buhari’s incoming administration elicits a lot of expectations. Apart from corruption, which he has promised to fight, many things would have to be put right in the economy.
Stakeholders in the IMC sector have united in the call for his administration to pay attention to the industry the same way Goodluck Jonathan’s administration did for the film industry.
IMC is seen as creative advertising alone but it is far bigger than that.
It includes creative advertising, public relations, marketing and sales, brand management, out-of-home, media independent (media planning), media (print, televisions, radio, and online advertising), and brand activation (experiential marketing).
Government neglect
Analysts describe the IMC industry as the most neglected and ignored sector of the economy by the government at the centre since independence in 1960.
However, the budget of this industry in this country, estimated at over N500 billion per year, is bigger than that some African nations.
Nigerian IMC is the biggest in Africa followed by South Africa.
It is driven by the private sector unlike in Brazil, South Africa, India, China, and Japan among others.
While other countries make laws to protect local and foreign investments, the Nigerian market lacks such powers until recently when the fifth code of advertising was gazetted.
But this only covers creative advertising. What about other segments of the industry?
Stakeholders believe that attention not in grants but enabling environment and legislations that ensure government briefs are handled by certified consultants will prove government’s sincerity in its quest to improve the sector.
Some of the areas the government is found wanting are in appointments to regulatory agencies and choice of minister.
Abuja takes seriously the appointments of those at the helm of the Central Bank of Nigeria (CBN), Security and Exchange Commission (SEC), Nigerian Stock Exchange (NSE), Nigerian Communication Commission (NCC), and others.
But it does not care much about those appointed to head the Advertising Practitioners Council of Nigeria (APCON), Nigerian Institute of Public Relations (NIPR), National Institute of Marketing of Nigeria (NIMN), and Ministry of Information.
Advertising expectations
The Association of Advertising Agencies of Nigeria (AAAN) has advised Buhari to review the national communication architecture as part of efforts to re-ignite the Nigeria spirit and project brand Nigeria positively.
AAAN President Kelechi Nwosu said the association is proposing brand building initiative that would help the country rediscover its essence and compete favourably.
He reiterated that the AAAN has actively promoted a professional agenda for issue based, ethical, smear free campaigning among the political parties.
He said it would be ideal for the new government to engage the professional support of practitioners to project the immense potentials of the Nigerian brand.
Nwosu urged Buhari to re-configure the national communication template to give impetus to a robust economy, promote national re-orientation, inspire innovation, enable entrepreneurship, and create choice.
He recommended that the new government should pursue local content, affirmation policy, and allow experienced professionals to run its communication to avoid the lack of public support for some policies of the outgoing administration.
Nwosu added that the AAAN would wish to propose nation building initiatives such as National Re-orientation Project.
“Nigeria needs a re-orientation project that will build civic pride, promote ethical values and get Nigerians believing in Nigeria and her assets.
“A corollary to this is to ensure that Nigerians begin to appreciate and support made in Nigeria products and brands.”
Brand reporters’ perspective
Brand Journalists’ Association of Nigeria (BJAN) – comprising those who report marketing, advertising, brand management, and communication – urged Buhari to appoint a well rounded minister to pilot the affairs of the Ministry of Information.
According to the BJAN, Buhari should ensure that whoever that will be saddled with the responsibility of the country’s spokesperson should have brand management background.
It charged him to choose someone with brand management experience, be it public relations, advertising, marketing or media.
As part of the change Nigerians want, the Ministry of Information requires a professional with knowledge to manage Nigeria’s image within and outside the country.
BJAN said Nigeria has played significant roles in managing image crises of some African countries like South Africa, Liberia, Lesotho, Seychelles, and others, which places the country in a vantage position over other countries on the continent.
BJAN insisted that the initiative should not be another Brand Nigeria Project, it should put professionals in charge of ministries.
PR standpoint
The Public Relations Consultants Association of Nigeria (PRCAN) also implored Buhari to inaugurate a brand building initiative immediately he is sworn into office.
PRCAN President John Ehiguese said: “We are also excited at the fact that the peaceful conduct of the elections has somewhat redeemed the image of our country, and look forward to Nigeria getting set to reap the huge benefits that will accrue therefrom.
“As the biggest economy in Africa, and arguably the choice investment destination globally, Nigeria now stands on the threshold of history, set to take its rightful place among the leading and fastest growing nations of the world.”
Ehiguese appealed to Buhari to commission a nation-branding campaign that will ride on the goodwill that the country currently enjoys, which is planned and executed by experts in strategic communication.
Growth in view
Stakeholders believe that if Buhari takes the advice of industry experts, particularly in the appointment of minister of information, the industry will see astronomical growth.
