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”.
Rivers State University and the Otonti Nduka Foundation for Values Education jointly hosted a two-day National Conference on 8 and 9 May 2026 to examine the state of values in Nigeria.
The two days conference held at Rivers State University convocation arena brought together academics, policymakers, legal experts and education leaders under the theme _“Trends and Challenges in Upholding Values in Nigeria.”_
The gathering focused on policy gaps, curriculum reform, and the role of ethics in public service and education.
The event opened on Friday with remarks from Vice Chancellor Prof. Chief Isaac Zeb-Obipi, who stressed the need to address declining moral and civic values across Nigeria’s education and public sectors. A book of abstracts for the plenary sessions was also presented to participants.
Key speakers included former Attorney General Chief Dr Kanu Agabi, SAN; NERDC Executive Secretary Prof. Shehu Salisu; Prof. Hauwa Imam, FNAE, of the University of Abuja; former Rivers SUBEB Chairman Ven Dr Fyneface Akah, ; former NIMASA DG Dr Hon. Dakuku Adol-Peterside; and RSU Director of ICT Prof. Sunny Orike.
Discussions centered on integrating values education into schools, tertiary institutions and public institutions, alongside the impact of technology on moral development among young Nigerians. Panel and plenary sessions produced practical recommendations for curriculum and policy reform.
On Saturday, the foundation marked its centenary with the unveiling of the book _Otonti Nduka in History_, launched by Chief Engr. Grant Offor, FNSE. The Nigerian Academy of Education held a ceremonial procession led by its President Prof. Olu Jegede and the Ikwerre Professors Forum.
In a communiqué, participants called for stronger collaboration between government, civil society and academia to mainstream values education nationwide. They recommended reviewing teacher training curricula and expanding digital platforms to promote ethical civic engagement, with the foundation pledging to share the outcomes with education authorities for implementation.
Dignitaries present included Ogbakor Ikwerre Worldwide as Chief Host, Prof. Emeritus Chief T. Uzodimma Nwala, the Ikenga 1 of Mbaise and first philosophy student of the late Prof. Otonti Nduka, alongside scholars and community leaders.
Rivers state Deputy Governor Professor Ngozi Nma Odu has commended “The Port Harcourt City One Love,”a Port Harcourt based humanitarian orgnisation For it’s commitment towards alleviating the sufferings of the poor and vulnerable in the society.
Professor Ngozi Nma Odu said this while speaking at this year’s edition of “operation feed the needy” a yearly outreach program of “The Port Harcourt City One Love ” in Port Harcourt.
The Deputy Governor said by feeding more than sixty thousands hungry people within the past six years, the Port Harcourt City One Love Movement has distinguished itself as a club that cares for the less privilege in the society.
She commended the , organization for listing eleven thousand persons to be fed in the current exercise.
Meanwhile The Port Harcourt City One Love has planned a permanent solution to the problem of feeding the poor in the state.
The leader of the group Mr Idaere Gogo Ogan who said this in an interview with newsmen during the distribution of food items to the poor and vulnerables in Port Harcourt said the organization is planning a permanent food kitchen where poor and vulnerable persons can work in anytime and get fed.
Idaere Gogo Ogan said more than sixty thousands poor and vulnerable persons across Port Harcourt City and environs have been fed since the inception of “The operation feed the needy” program six years ago,adding that so far sixty thousands poor and vulnerable persons have beneffited.
He described the group as a platform to promote friendship, brotherhood, community development empathy and feeding the less privilege and hungry people
“That’s what we are doing today here,so we started the exercise six years ago”.he said.
Ogan said the effort was a private sector driven initiative but added “it also involves people in Government because the platform does not recognize any division,we bring everybody together in unity , friendship and brotherhood”he said.
He said the effort will go along way in alleviating hunger especially following the prevailing hunger in the country.
According to him “you know the country is very tough, people are hungry people are starving, there is a whole lot of economic hardship,so for us, this is just our own way of reaching out, our own social contribution to what is very difficult”he said.
Over eleven thousand persons were fed in the just concluded exercise.
Areas of coverage include, Isaac Boro park, Port Harcourt prison/Macoba, Borokiri/Enugu waterside Bundu areas Waterlines and others.
Some of the beneficiaries including an 80 years old widow commended the movement for the annual programm and urged other organizations to emulate them
John Bibor,/Esuuk Oyet/Suotor Memoye /Jeremiah Hannah
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