Fadolapo Advocates Adherence to Professionalism

Chief Executive Officer, Advertising Practitioners Council of Nigeria (APCON), Dr. Lekan Fadolapo, has said that only strict adherence to professionalism would strengthen the country’s advertising space despite the global competition and single market competition.

Fadolapo, who made this comment while delivering a keynote speech on the topic “Strengthening the Nigerian Advertising Space Through Governance and Professionalism,” on the final day of Dentsu Summit held in Lagos, frowned at the unethical practice by some advertising agencies, adding that such unwholesome practice puts the nation’s economy at risk.

He noted that flouting ideal of advertising practice exposes the nation to, “less possibility for developing our economy. If you want to create an ad it takes the whole village to do an ad. You need a body, because you need a body, you need a consumer, you need make-up artist, you need a crew. You need all these things and these things sometimes cost as much as N500 million.”

Fadolapo added: “That money is going to your economy, you are not giving to a local television. let’s say NTA. You are not saying take this flash drive this is my commercial; I want you to play it for 3 months now. You need to build me meaning that whatever you expose between January and March you will bring me in April. However, I am giving you 120 days or 180 days payment for this meaning, that if you expose this material between January and March. You will not send me the invoice in April because we are doing a 120 days or 140 days payment policy. You will not come back like 4 months or 5 months after or six months for me to pay you.”

In his address, Group Chief Executive Officer of MediafuseDentsu Nigeria, Emeka Chris Okeke, said: “At Dentsu Africa, we understand the complexities and nuances of the Sub-Saharan African market. We have a long-standing commitment to the region, with a deep understanding of its diverse cultures, consumer preferences, and media landscape. Our global network and expertise, combined with our local knowledge and agility, empower us to deliver unparalleled marketing solutions tailored to specific needs.”