By Merit Ibe
The Advertisers Association of Nigeria (ADVAN) through its Nigerian Marketing Development team, is partnering with the Pan Atlantic University (PAU) School of Media and Communication (SMC) to host an industry dialogue on May 10, 2024, in Lagos.
ADVAN said the event is focused on fostering public-private collaboration to drive sustainable economic growth through the marketing and advertising sector.
The event which has its theme as, “Public/Private Collaboration in the Marketing Industry: The Path to Economic Viability”, is expected to bring together key stakeholders from the Nigerian government, multinational corporations, local conglomerates and the digital marketing industry.
Lead speaker for the event is Prof. Olufemi Saibu, a Director of the Quality Assurance and Servicom Unit and pioneer Director of the Institute of Nigeria China Development Studies at the University of Lagos.
The upcoming dialogue aims to address recent challenges faced by the marketing industry in terms of regulation and government policy implementation. It will provide a platform to foster collaboration, drive industry innovation and build trust among all stakeholders.
According to the event organisers, the marketing industry plays a vital role in driving economic growth by stimulating demand, encouraging investment, supporting small businesses and promoting trade and exports. However, there has been some discontent within the industry, necessitating the need for this dialogue.
In a related development, a research paper written by ADVAN’s team in collaboration with PAU, will be presented at the dialogue. The research paper is entitled, “Collaboration, Sustainable Businesses and the Nigerian Experience.”
As the umbrella body for advertisers in Nigeria and a member of the World Federation of Advertisers, ADVAN represents a diverse group of corporate entities that utilise advertising and marketing to promote goods and services.