Lagos State Governor, Mr. Babajide Sanwo-Olu, has urged advertisers and marketers under the aegis of the Advertisers Association of Nigeria, (ADVAN) to join the campaign on diversification of the nation’s economy from a mono-culture towards exploring the abundant opportunities available in the agriculture sector.
This charge was given on Sunday during the 10th ADVAN Awards for Marketing Excellence West Africa, held at the Shell Hall, Muson Centre, Onikan, Lagos.
The Governor, who was represented by the Commissioner for the Environment and Water Resources, Mr. Tunji Bello, noted that agriculture and natural resources served as Nigeria’s economic mainstay before the discovery of crude oil in commercial quantities changed the narrative of the national economic vision and focus.
According to him: “It is the duty of the advertisers and marketers to promote the image of Nigeria with the potentials available in economic diversity in order to encourage foreign and direct investments, which will impact positively on the growth of the economy. The essence of nation-building is to maintain a strategic advantage in the comity of nations with a view to promoting economic growth”.
While noting that there are positive and negative perceptions about any country and its people, which is formed by experience or observation, Sanwo-Olu urged everyone to work together to project a positive global perception of the country in place of the negative narrative that is being promoted with ignominy.
He stressed that all citizens are brand ambassadors of Nigeria and whatever they say or project into public consciousness carries a lot of weight, especially in the international fora and the unregulated social media.
“Let us leverage on the gains recorded by our dynamic entertainment sector, which has firmly placed its foot on the world stage, especially with the global focus on Nigeria when one of our own; Burna Boy was nominated and eventually won the Grammy Award as a musical artiste,” he said.
The Governor observed that since the inception of ADVAN Awards a decade ago, it has provided a credible platform for promoting professionalism, brand awareness, loyalty and consumer retention in a competitive market.
He further stated that the efforts of ADVAN, as the major trade association representing the interests of advertisers and marketers in Nigeria, has not gone unnoticed on the global stage.
His words: “The nomination of ADVAN into the Executive Council of the World Federation of Advertisers is commendable and it equally connotes that the Association needs to upscale its activities and ensure quality control becomes a by-word in the industry”.
The Governor congratulated all the nominees for the privilege availed them in a pool of incredibly talented personnel and organisations in an era that is rapidly being transformed by artificial intelligence and technology.
Maintaining that nomination of the awardees is reflective of their contributions to the growth of the advertising and marketing sector, Bello advised that the award should motivate them to raise the bar of performance in the industry, among their peers and younger professionals in the industry.
He exemplified branding as a national entity whose sum total of creativity, design and narratives identifies or differentiates one country from the other.