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At 20, APCON strategises for future, confers honorary fellowship on Babangida, others
By Yemi Olakitan,Monday,
Published in the Guardian Newspapers
November 16th,2009

WHEN in 1988, the former Military President of Nigeria, General Ibrahim Badamasi Babangida, signed into law, a decree establishing the Advertising Practitioners Council of Nigeria, he possibly did not know that he was making himself an integral part of the history of advertising practice in Nigeria and Africa as a whole.

He possibly too, did not realise at the time that he had mid-wifed the birth of a child, who would grow to become a great man and also give birth to other great men.

This child is the Advertising Practitioners Council of Nigeria. A council that has since then, taken advertising to a greater height, making it one of the most advanced sectors of the Nigerian economy; yielding billions of naira in revenue every year, employing hundreds of professionals and training a handful of practitioners yearly.

These were some of the reasons for the gathering of stakeholders in the marketing communications sector, guests and Minister of Information and Communication, Prof. Dora Akunyili, at the Civic Centre, Victoria Island Lagos on Thursday, November 12, to celebrate 20 years of robust growth and unprecedented achievements in the advertising sector and to honour those, who have been a part of the success story of APCON such as Badamasi Babangida, past Minister of Justice and Attorney General of the Federation, Prince Bola Ajibola and his counterpart then, Prince Tony Momoh (Information).

APCON was established by Act No 55 of 1988 and revised by Act No 93 of 1992 to regulate advertising practice in Nigeria.

The event, which started with a cocktail and the rendition of the National Anthem by an orchestra of violins, had Prof. Akunyili on the high table with the chairman of the occasion, Chief John Nnia Nwodo Jnr, Prince Ajibola, Alhaji Farouk Usman and Mr. Bayo Atoyade.

The Chairman of APCON, Mr. Christopher Awusa Doghudje, in his welcome address, congratulated the three eminent persons who were conferred with the Honorary Fellowship Awards of the council.

These people, he said were the ones who brought advertising to the forefront in Nigeria. The chairman said without them; APCON would not be celebrating its 20th anniversary. According to him, it was an honour well deserved.

The chairman said the former President, who was represented by Alhaji Bala Adamu Aliyu, ensured that the council had a legal footing by enacting a law that backed it up.

Doghudje, who at an earlier media briefing took stock of the progress recorded over the past 20 years, said APCON, has succeeded immensely in professionalising and regulating the practice of advertising in Nigeria.

Other Nigerians who were also honored included Professor Charles Okigbo, who was the first chairman of the council, Dr. May Nzeribe, who was honoured for being the third chairman and Chief Olu Falomo, for being the second. They were conferred with the APCON Special Recognition Awards.

Falomo, in his remarks, said through the 14 years that he served; he knew that the council would go places. He expressed gratitudes for the honour done him and his colleagues.

He said the awards was not for any individual but for all those who worked as a team to bring APCON to a fine peculiarity with international advertising organisations all over the developed world.

A number of distinguished practitioners also became fellows at the event. They were Mr. Yinka Adepoju, and Mrs. Bunmi Oke, who became the first female practitioner to rise to such a level in the industry. Mr. Rufai Ladipo of Angel Communications and Feyijimi Awosika of Insight Communications were also honoured as fellow.

Speaking at the event, Professor Akunyili enlightened advertising practitioners on relevance of the national re-branding effort of her ministry to national development.

According to her, advertising is a major stakeholder in re-branding Nigeria project. She said the project is about changing the negative image of Nigeria and Nigerians in the international circles.

"We have allowed others to tell our stories for us," she noted. "We are not treated well at airports around the world, once they see the Green Passport, you will be asked to stand aside. This is as a result of our battered image, many foreigners who come to Nigeria have discovered that what they see is far different from what they were told in their countries.ÕÕ

She continued, "when I came to the office as the image-maker of the nation, I felt strongly that the negative image of Nigeria should not be left alone. We studied the situation and came up with the re-branding project. We also came up with a slogan for re-orientation and attitudinal change with the aim of imbibing the spirit of patriotism: ÔNigeria, Good People, Great CountryÕ

"We have people that have excelled in their various fields of endeavour and achieved international acclaim. Nigerians are very hardworking people and honest. Our nation has spearheaded peacekeeping operations in many parts of Africa. We were at the forefront in the struggle against Apartheid. Many Nigerian civil servants donated their salaries to fight the Apartheid regime in South Africa. We have helped in bringing peace and stability to many countries but we have allowed other people to define who we are. We donÕt talk about our contributions to global peace, stability and progress. We have allowed a few criminals to define who we are as a country. We must make a statement and we must make strong impressions that our nation will not continue to be defined in negative information. Nollywood is the second most vibrant film industry in the world. We must say these things loud for all to hear."

She added, "we are working with over 17 millions Nigerians in the Diasporas. We are going to establish units in schools to encourage the spirit of patriotism in young people. Re-branding will complement infrastructure and economic development. It is important to national development it does not stop it."

The celebrations, which started on November 11, at the National Theatre, Iganmu, Lagos, with an advertising career seminar for undergraduates and fresh graduates continued at the Sheraton Hotels and Towers on Friday, of November13.

The event attracted members of the governing council who are from the key stakeholders in the advertising industry and other interests.The stakeholders and interests such as Association of Advertising Agencies of Nigeria, Outdoor Advertisers Association of Nigeria, Broadcasting Organizations of Nigeria, Advertisers Association of Nigeria, Newspaper Proprietors Association of Nigeria, Federal Ministry of Information and Communications, Federal Ministry of Health and Tertiary institutions offering advertising related courses.