Advertising
AAAN Unity Song is a Reminder of Nigeria’s Common Bond – Steve Babaeko
In an exclusive interview, the President of the Association of Advertising Agencies of Nigeria (AAAN), Mr. Steve Babaeko, discusses the inspiration behind the Unity Song, the state of the nation, and future projections for Nigeria
What inspired the Unity Song by AAAN?
The confluence of the 50th anniversary of the Association of Advertising Agencies of Nigeria and the 63rd independence of our beloved nation, Nigeria, within the same year, presented a unique opportunity. The committee entrusted with the task of orchestrating a year-long celebration for the association conceived a multitude of exceptional ideas. Among these, the notion of crafting a theme song to honour Nigeria emerged. Encouraged by the overwhelmingly positive response received from citizens across the country, we take immense pride in having fulfilled our commitment to steadfastly support our nation. In pursuit of this aspiration, we joined forces with the legendary singer and songwriter, Cobhams Asuquo, in this endeavour.
The moment I initiated contact with him to introduce the project, his passion and unwavering enthusiasm proved to be nothing less than inspirational.
What informed the choice of Cobhams as the producer of the track?
Cobhams has been a steadfast collaborator of mine for well over 15 years. Over the course of our extensive partnership, we have undertaken numerous music projects on behalf of various clients. Whenever the need for a truly exceptional touch arises, Cobhams is my unequivocal go-to specialist. His multifaceted talents as a producer, songwriter, and singer equip him with the comprehensive skills required to consistently deliver excellence, a feat he never fails to achieve.
The remarkable quality of the “Naija No Dey Carry Last” song stands as irrefutable evidence that our decision to collaborate with him was indeed the right one.
What does the association hope to achieve with this song?
In the wake of the recent general elections, it is undeniable that our nation has experienced an exacerbated polarization, marked by an unsettling erosion of trust among its diverse regions. The concept behind this song was to craft a unifying anthem, one that can serve as a clarion call, compelling us all to embrace our collective responsibility in nation-building. Furthermore, this song aspires to serve as a poignant reminder of the common virtues that bind us together as a people, redirecting our focus away from our points of divergence.
What are the financial implications of producing and promoting this song?
Let’s begin by discussing the production cost. Given that it’s a Cobhams Asuquo production, it naturally carries a premium. Quality work of this caliber unquestionably comes at a price. It’s worth noting, however, that Cobhams enthusiastically committed to this project and commenced work even before discussing financial figures. We both shared a common understanding that this was a national assignment, driven by a sense of duty rather than a profit motive.
Moving on to promotion, we recognized the need to support the song with a well-structured promotional strategy. This is essential to ensure the song reaches a wide audience and resonates effectively.
How would you describe the current situation of the country?
To be perfectly candid, the state of our nation is in a precarious condition. The economic disparities between the rich and the poor, coupled with the devaluation of the Naira against major global currencies, have compounded the challenges faced by everyday Nigerians. Nevertheless, it is precisely during such trying times that we should find the motivation to transcend these adversities, lift ourselves up, and in doing so, elevate our nation as a whole.
The federal government has called for collaboration and support of the association. How do you think AAAN can contribute more to Nigeria’s socio-economic development?
The Association of Advertising Agencies of Nigeria stands ever-willing to engage and collaborate with the Federal Government when called upon. In this specific case, we took the initiative to proactively develop this project, firmly believing it to be a timely and vital contribution to our beloved nation.
Beyond the scope of this project, our ongoing efforts involve the generation of employment opportunities, with a particular focus on positively impacting the youth population in an area where unemployment rates are most pronounced. Advertising serves as the crucial catalyst that sustains and propels our nation’s economy, and candidly, it merits greater recognition for the role it plays.
What have been the highlights of your AAAN Presidency?
Despite our inauguration occurring during the height of the COVID-19 pandemic, my working relationship with the Executive Board of AAAN has been an immensely rewarding experience. Collectively, we have undertaken a series of innovative projects that have significantly enhanced the Association’s reputation.
Additionally, we have placed a concerted emphasis on addressing gender disparities. In a historic milestone, we appointed a female Director to lead the team, marking the first time in the Association’s 50-year history.
Furthermore, we’ve witnessed the emergence of new, vibrant agencies, predominantly led by a younger generation. In sum, I believe the Association’s trajectory is distinctly upward and promising.
What are your projections for Nigeria in the next four/five years?
I am an unwavering optimist, and my confidence in the future of our nation remains unshaken. Counting Nigeria out is a notion that has proven futile time and again. It’s during the moments that appear most challenging that the indomitable Nigerian spirit rises to the occasion.
My earnest hope is that our President succeeds because the destiny of this great nation rests upon his shoulders. While we may continue to grapple with immediate economic challenges, I firmly believe that, in the medium to long term, our country will navigate through these difficulties. The one indispensable asset we must safeguard now is hope. May God bless the Federal Republic of Nigeria.
Advertising
AAAN @ 50: FG Rally Advertising Industry Support For Renewed Hope Agenda
…As Ugbe, Akinwunmi task practitioners to share African stories, embrace AI
The Honourable Minister, Federal Ministry of Information & National Orientation, Alhaji Mohammed Idris, has urged advertising practitioners to support the Renewed Hope agenda of the President Bola Tinubu administration in a bid to drive sustainable development for Nigeria.
Alhaji Idris made the call while delivering the keynote address at the 50th anniversary conference of the Association of Advertising Agencies of Nigeria (AAAN) through his representative, the Director, Public Communications and National Orientation in the ministry, Mr. Sunny Baba.
In his address, the minister acknowledged the significant contributions of the advertising industry to the growth of the Nigerian economy,
adding that advertising agencies play critical roles in disseminating information which promote national unity and drive positive social change.
“While positive changes could present some challenges, we are encouraged by the knowledge that the outcome will be of immense benefit to the teeming populace. In this direction, we are soliciting for the cooperation of the AAAN in keying into the Renewed Hope Agenda of this Administration and support Government commitment to the value reorientation of citizens.
“We are forthright in our determination to set this nation on a path of growth. Your 50th Anniversary Conference therefore presents an opportunity for all of us to reflect on the past, celebrate our achievements, and chart a course for a brighter future in the advertising industry, viz-a-viz, Nigeria. I look forward to engaging in meaningful discussions, sharing insights, and collaborating with the esteemed members of this association as occasions demand,” the minister said.
Alhaji Idris, who reiterated the President Tinubu led Federal Government’s resolve to collaborate with change agents in the private sector, commended AAAN for spearheading the adoption of ethical and standard advertising practices in the country.
He said, “Over the past five decades, this association has consistently demonstrated a commitment to excellence, professionalism, and ethical standards in the field of advertising. Your dedication has not only propelled the industry forward but has also inspired countless individuals and organizations to strive for greatness.”
Also speaking at the event, the Chairman, House of Representatives Committee on Information, Hon. Olusola Fatoba, on behalf of the House, applauded advertising practitioners for shaping the country’s fortune with their profession. He assured AAAN that he would continue to engage with the leadership of the Advertising Regulatory Council of Nigeria (ARCON) to see to the full implementation of the local content requirements in its new Act.
“I recall, several years back, most of the trending advertisements on television in Nigeria were foreign adverts, with faces that did not look like us and voices that sounded very foreign, marketing products that were both made at home and abroad. This means that if an advert was not produced abroad, then it will not trend and it will not be impactful.
“However, I am impressed with the fight back that came from AAAN and its members. They stepped up their creativity, ingenuity, innovation and investment. Today, the story is different. I travel to some other African countries and I see Nigerian made adverts on their television, side by side, with our movies and our music” Fatoba stated.
In his address as a guest speaker at the event, the Chief Executive Officer at Multichoice Nigeria, Mr. John Ugbe harped on the importance of telling creative and authentic African stories.
Ugbe highlighted how the MultiChoice brand has been able to make significant exploits in marketing the African continent by using Africa Magic channels to share African stories with the world.
“African should learn to tell their own stories. Africans should try to create an enabling environment for its creatives to strengthen its propensity to thrive. Naming your creativity as the best in the world has an impact on the creative and the product of creativity. Also, I must add that localization of creativity helps the growth of a brand within and outside the continent,”
Another speaker, Prof. Mustapha Akinkunmi, a Senior Researcher, CIPS, Fordharm University, who spoke on the place of technology in today’s advertising industry, admonished advertising practitioners to embrace the innovativeness of Artificial intelligence (AI) in a bid to take their creativity to the next level.
The university don submitted that AI is the next advertisement tool. “AI will help improve the already existing advertisement models, making it more appealing to the African people and the rest of the world,” he stated.
In his opening address, the AAAN President, Steve Babaeko, had explained that the theme for the remarkable milestone “50 Years Young, Ready for More,” was chosen to reflect the dynamic changes the association has witnessed, especially the influx of young professionals and agencies into its fold, adding that the body has lived up to the theme.
“Our industry has confronted the dual challenges of macroeconomic headwinds and technological disruption, which have impacted not only our clients’ bottom lines but our own as well. However, even in the midst of these turbulent times, I firmly believe that the future of our industry holds promise. By standing united as members of the same family, we can navigate these challenges and emerge stronger,” Babaeko said.
Advertising
LASAA launches 2023 mobile advert stickers for branded vehicles
…promises improved and efficient process
Lagos, Nigeria, December 4th, 2022: Lagos State Signage and Advertisement Agency (LASAA), the agency saddled with the mandate to regulate advertisement displays in Lagos State, has announced the release of its 2023 mobile advert stickers for branded vehicles in the state.
Managing Director of LASAA, Prince Adedamola Docemo, in a statement in Ikeja yesterday, stated that the new and improved mobile advert e-sticker will be in force effective from the 1st of January 2023, a development that will render the 2022 sticker invalid.
He reiterated that, just like last year, the agency has fully deviated from the yearly tradition of launching the stickers with pomp and would rather focus on improving the efficiency of the new process.
He explained that the new e-sticker, which was introduced last year, has attracted a lot of commendation from stakeholders. He said LASAA has continuously reviewed and improved the mobile advert e-sticker product throughout the year to assess the process and fix all barriers for better and efficient performance.
Prince Docemo disclosed that the 2023 e-sticker continues to experience constant upgrades with a Quick Response (QR) code scanner application, which is readable with a simple smartphone.
He said, “The e-sticker has been enhanced with internal control mechanism, which comes with specialised bar codes and embedded details, including vehicle particulars and serial numbers for authentication.”
He explained that the new e-sticker comes with new improved security features such as anti-counterfeit properties and authentication system against fraud.
Prince Docemo emphasised that the level of security implemented for ease of confirmation has improved the process of compliance for the agency’s clients. He stressed that all branded vehicles state-wide will be effectively captured on a mobile advert database, thereby making the agency’s ability to monitor compliance and enforcement to work efficiently.
He noted that the incidence of fraud has been hugely minimised, adding that non-compliant vehicles will be impounded and grounded. He assured clients that upon registration, the e-stickers will be available to them within 48 hours.
According to him, LASAA continues to monitor the activities of unscrupulous persons parading themselves as staff of the Agency as well as those working to frustrate it’s efforts by selling mobile advert stickers belonging to other States. This act LASAA believes is an attempt to cause confusion and conflict within Lagos territory. He added that LASAA has already taken bold steps to reverse this anomaly.
He, however, assured that LASAA is always a step ahead in ensuring that all vehicles branded with logos and adverts are properly registered in Lagos State. He warned that the agency would arrest those who fail to comply.
He also warned clients and customers who are in the habit of patronising touts to desist from such act because LASAA’s operation is fully automated and any forged registration will be easily detected.
He urged all registered clients to install the LASAA verifier app on their smart devices to verify the status of registration of their branded vehicles.
The LASAA e-sticker Verification App is a reliable platform that allows LASAA field officers or law enforcement agencies to verify the authenticity of brand publications on automobiles in the state.
With the verifier app, all information regarding the organisation or individual name, plate number (where applicable), brand type, vehicle type and branding type will be displayed seamlessly to verify the authenticity of the sticker.
The platform has been developed to ensure that branded automobiles have authorised stickers and to eradicate any occurrence of falsified brand information
Prince Docemo expressed appreciation to Governor Babajide Sanwo-Olu for his immense support towards the agency’s initiatives while also stressing that clients’ satisfaction is at the heart of the agency’s business.
The Association of Advertising Agencies of Nigeria (AAAN) has renewed the tenure of members of its Executive Board for a fresh two-year term.
The members were returned at the 49th Annual General Meeting/Congress of the association, which held in Epe, Lagos State, on Saturday.
With the election, Messrs Steve Babaeko, AAAN President; Jenkins Alumona, Vice President; Mrs. Tope Jemerigbe, Publicity Secretary, Mrs Tola Obi, Assistant Publicity Secretary; and Mr. Kayode Ebatamehi, Treasurer, will remain in office for two additional years.
The same gesture was also extended to Dr. Tunji Olugbodi, Mr Onuora Molokwu, Mr. Lanre Adisa and Mrs. Biodun Adefila, who returned as ex-officio members.
Earlier on Saturday, Minister of Information and Culture, Alhaji Lai Mohammed, delivered a keynote address at the congress, themed “The New World Order: Technology as a Game Changer”.
In his address, Mohammed noted that success in advertising will be based on technology, adding that the opportunities technology provides for the enhancement of advertising are vast.
The minister called on agencies to harness talents and competencies in digital technology and also urged them to pay attention to the menace of fake news, as it negatively affects brand promise.
Appreciating Betara’s Rare Leadership Disposition*By Ali Adamu
Lagos Lawmakers Seek Collaboration To End Food Insecurity
Jubilation in Sokoto as Bandits’ Nemesis Matawalle Arrives to Encourage Troops on War
