LASAA; still in the eye of the storm

published in the Guardian Newspapers
By; Yemi Olakitan

IT is no longer news that the advent of the Lagos State Signage and Advertising Agency (LASAA) has raised issues among practitioners: knocks keep coming the way of the agency.

Perhaps it is important to take another look at the development, with the aim of delivering better dividends to the outdoor advertising practitioners, clients, citizens and visitors to the state alike in 2010 and in the future.

A visit to some of the big outdoor advertising agencies in Nigeria showed that they are truly a shadow of their past glory. Some of these advertising companies who have enjoyed robust profits and long list of clientele in the past are now faced with low patronage, downsizing and indebtedness. Some have even closed down their operations, an indication that the practitioners' complaints were genuine.

The gloomy business situation of some of the agency should concern any serious government, particularly, a popular government under the administration of Governor Babatunde Fashola.

It was recently reported that UAC, a multinational company took LASAA to court. All these squabbles are avoidable if all parties will embrace constructive dialogue. It will seem that LASAA was set to hunt the operators of the outdoor agencies. However, this is not in line with the aim of the agency, announced when it kicked off in 2006. It stated, among other policies to bring sanity and decency to our environment and ensure that the streets of Lagos are not clustered with all manner of billboards and signboards in a way that does not project orderliness and decorum. Governor Fashola had among other things, embarked on a beautification exercise. All over the state one can see beautiful flowers, lawns and tree that adorn our highways. Outdoor advertising is perhaps an offshoot of the beautification drive of the Lagos state. In fact, one of its avowed objectives is civic beautification.

The Agency, headed by Mr. Makanjuola Alabi went about uprooting numerous signboards and signposts all over the state; religious organizations were not spared. According to the agency the state has become a city of riotous outdoor advertising, which must be cleansed thoroughly and totally.

These activities however have not gone well with many of the practitioners who have not mince words in expressing their grievances: practitioners have found it hard to adjust to the new system, as it seems that their means of livelihood was been taken away.

One of the major advertising agency that did not want its name mentioned, complained that business has not been going on as it should since LASAA stepped in. They have to pay heavy fee to the LASAA. According to a senior officer of the agency who pleaded anonymity, "LASAA has made it hard for them to operate, as salaries are not been paid, staffs are been asked to leave. ''If this can happen to us, as big as our company is in the industry, you can imagine what has happened or will happen to the smaller companies. As it is now, everything is grounded to a halt,'' he said

LASAA has brought out guidelines for the operators: "to provide a system for controlling signage and advertisement displays which is fair, consistent, efficient and responsive to change, with a view to enhancing environmental aesthetics and thereby benefiting the citizenry and visitors alike." Perhaps, the only thing that is permanent in life is change and change can only be brought about through pain. However, pain is not the only route that change can be achieved. If a painless change is possible should we take pleasure in unleashing pain on ourselves? This is the basic question practitioners want LASAAA to answer.

It was reported that LASAA's Director Alabi paid a business visit to the office of the OAAN, Outdoor Advertising Association of Nigeria, after embarking on what was described by one of the practitioners as 'thunder and volcanic eruption' in the sector. According to reports, the billboards and signposts that the agency uprooted were estimated to worth millions of naira. True, The agency had acted with a vision to turn Lagos state into a mega city, majority of the agencies have not recovered from the loss and many are groaning in pains. The visit of Alabi was described as 'medicine after death.' This mean that what the director should have done first was what it is now doing. LASAA should have worked together with the association before it started uprooting the billboards, thereby killing many businesses, as reported.

Makanjuola was reported as saying that there are about 104 registered outdoor practitioners in the state but only about 60 are active members. This should be a course for concern.

Taiwo Ayodeji, CEO of Tee-mark Limited, an integrated marketing company with a focus in general marketing communication services, particularly outdoor advertising stated that the state government should ensure that its rules on outdoor advertising did not make it impossible for agencies to operate in the state, as this would push them to other states. A situation whereby only 60 registered outdoor advertising agencies are operational is not good for Lagos state, he argued and asked: "who will advertise under so much charge imposed when Lagos is not the only market in the federation?" According to Ayodeji, outdoor advertisers will be forced to go to other states. He said the highly proactive agencies would create innovative means of advertising outdoor.

According to him, advertising agencies can make use of channel marketing and this kind of marketing ensures that you create the desired noise for product visibility and popularity. Another area, which could be explored, is events management. He explained: "AGMs can be used to expand one's customers base by creating a continuum of communication to your target customers. You must beat network problems, create ideas and reach your target audiences. These ways, government regulations would not kill one's business. Creativity would take one to the next level and out of the comfort zone. ''About five years ago, we started Tee-mark Advertising. I have about 20 years experience in advertising but as a result of innovative ideas, we have remained in the business."

He however argued in favour of LASAA, noting that the Lagos State government wants to ensure that the streets are orderly and that billboards are not placed haphazardly.

Publisher of Billboard Magazine and Managing Director of Executive Options, an outdoor advertising company Mrs. Maureen Umanah, urged LASAA to go back to its drawing board and create a level playing ground for the falling agencies. According to her, the regulatory body has made it difficult for people to thrive in business. She also reiterated the fact that many companies are no longer doing well.

However, a Managing Director, who prefered anonymity noted that LASAA is accessible and he would rather engage the agency in serious dialogue than allow his business to suffer. According to him, ''no matter our complaints, they are the regulatory body and they are in charge,'' he warned.

In order to create a mega city, LASAA should ensure that it does not create mega problems: it must work in partnership with the practitioners; not to create an oligopoly system where few operators reign in the state. It should ensure that its fee is not too high for the agency to afford. It is only through dialogue that progress can be achieved.