Nation
Advertising: Stakeholders Seek Collaboration With Advert Practitioners, Academia
Stakeholders in the Marketing Communications industry have called for more collaborations between the academia and practitioners in an effort to bridge the knowledge gap and sustain the industry for the next generations of practitioners.
According to them, the decision was necessary following the revelation of the huge gap between what is taught in schools and what exists on the field.
The stakeholders said this at the maiden Advertising Industry Colloquium (AIC) organised by the Advertising Regulatory Council of Nigeria (ARCON), in Lagos, recently.
The gathering, which had in attendance professionals from the academia and top industry practitioners, provided a meeting point for all players within the sector to interact and chart a way forward for the good of the advertising profession.
Delivering the keynote paper with the theme, “Changing Trends In Advertising Education and Practice In The Era Of Globalization: The Nigerian Perspective”, the Chief Executive Officer, Corporate Shepherds Ltd, and President of the National Institute of Marketing of Nigeria (NIMN), Idoreyen Enang, underlined the need for stakeholders, especially curriculum developers, to prioritize the fundamental knowledge of marketing to concretise the foundation that other capabilities could be built on to ensure lasting growth and develop the industry.
In his presentation on the sub-theme: “Contemporary Media Campaign planning and Execution in the era of digitisation”, the Dozie Okafor, MD, CEO, PHD Nigeria, and Vice President of MIPAN, Dozie Okafor, stated that there was a new shift from the old ways, stressing the need for all to key into the changes.
He noted that Influencer Marketing was getting a lot bigger than radio OAPs that used to be the trend back in the day, “so investments are shifting into the digital space. But, even how we use those influencers should be better educated by data”.
“Firstly, we need to train a new crop of media professionals, to better arm them, away from what is taught in school, and there are different platforms to achieve that.
“Once you have that foundation you are armed with the principles of how the new digital is working and you need to play with the rules and localize it. You are able to get the training and bring it up to speed”, he said.
Kelechi Nwosu, Managing Director, TBWA/Concept, Kelechi Nwosu, insisted that the colloquium was a good avenue to share knowledge among stakeholders in the industry.
“Knowledge is important, refreshing what we know and learning new things is equally important. This is one of the ways.
This platform establishes that opportunity for us to hear and see how to grow things.
“If you hear ID Enang’s speech which is amazing in terms of the depth of it he says the foundation needs to be correct, which is marketing and a lot of people need to correct that.
“I think that we need to show and provide direction for the new trend. There must be continuous learning from the academics and practitioners”, he added.
Echoing similar sentiments, Tolulope Medebem, COO/Lead Consultant, Aster Integrated Marketing Ltd, what the colloquium platform did was a start.
“There is a lot of unbundling that we need to do, it’s a whole lot and not something we can just do in a day. But, the first step has been taken leading to different interactions as witnessed here today.
“In some places we are doing it, but it has to be done collectively and I think a whole lot of information has been exposed here and you can see the young ones soaking all in. I believe it’s something that will work for all of us”, she noted.
On his part, Steve Babaeko, AAAN President and Chief Executive of X3M Ideals said: “Big shout out to the ARCON DG, for putting it together because honestly, there is a big gap between the academia and the industry and that gap God knows that we need to bridge it, if we don’t it’s not doing the academia any good and doing us even more damage as an industry”.
The Alliance Française Port Harcourt in conjunction with the Embassy of France Nigeria over the weekend joined the globe to campaign against the 2025 gender- based violence (GBV) with the theme: “16 Days of Activism Against Gender- Based Voice”
The event which took place at the event Hall of the Alliance Française Port Harcourt was in collaboration with the Female in Gaming Network, ( FIGN) and partnership with Nexal a body that seeks to promote online safety and responsible digital behaviour.
The Tide reports that the project which was aimed at promoting digital safety and girls inclusion in Gaming, with the initiative tagged ‘Gameover Gender- Base Violence’was part of the global campaign against gender- based Violence.
The activity which experienced a flavour of festivity was full of fun and excitements as participants took part in tournaments on popular digital games such as Mario kart and EAFC 25, with an intent to creating safer and more inclusive digital spaces.
The Director of the Alliance Française Port Harcourt, Mrs Marina Lacal said that these activities were designed to encourage inclusion of girls, team work and fair play on online gaming spaces, saying that the gaming world reflects these inequalities, where female players are often under represented.
According to her the main objectives of the initiative was to provide a supportive environment for girls and female in gaming network.
“GameOverGBV” is a project created to reshape this landscape by offering an innovative inclusiveness of girls on online digital Gaming community and digital environments that provide opportunities for creativity, learning and connection, but also fight against Gender-Based Violence Digital Gaming,”she said
She however, explained that the Digital Game, sport competitions, was launched to strengthen social and digital skills through games, workshops, and raise awareness among all young participants about respect, equality and digital citizenship.
The Tide News reports that in Port Harcourt, the competition brought together 100 young participants from three major universities: University of Port Harcourt, ( UNIPORT),Ignatius Ajuru University of Education(IAUE) and Rivers State University (RSU)as well as students from four selected secondary schools, Oginigba comprehensive Secondary.School, Vine lnternational, Virgo predicanda lnternational, and Excellent Montessori Secondary school.
“This is an approach where girls and boys can learn, play and collaborate in a more respectful and safe space for young women, while ensuring a safe, enjoyable and respectful digital environment. It also expose young women to cyberbullying, exclusion, sexist comments and online hate,” Mrs. Lacal said.
Earlier, a game developer Sophia Nei and her. team had engaged participants in an interactive session with the theme: “Can Video Games Be Safe Spaces For Girls?”
However, Mrs Nei and her team educated the girls on the benefits and violence on online digital gaming and urged them ( participants)to learn to say ‘No’ to Online hate, sexist and cyber bullying, while encouraging them(students) to stand up for themselves by reporting such issues to the appropriate authority.
Highlight of the competition was the awarding of prizes to winners by the Director of Alliance Française, Mrs Marina Lacal.
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