ARCON to strengthen partnership between IMC, academic institutions

By , Lagos

The Advertising Regulatory Council of Nigeria (ARCON) and advertising practitioners from across Nigeria and various sectoral affiliations have resolved to collaborate with academic institutions and industry experts to bridge the knowledge gap in the Integrated Marketing Communications (IMC) industry.

This was contained in a communique issued after a 3-day national advertising conference organised by the Advertising Regulatory Council of Nigeria (ARCON) and signed by Mr. Tunji Adeyinka, Chairman, Organising Committee and the Director-General of ARCON, Dr. Olalekan Fadolapo.

In the communique, the group resolved that in partnership with academic institutions and other industry experts, they will develop and implement a revised curriculum for the Integrated Marketing Communications (IMC) industry.

It further resolved to facilitate And strengthen partnerships between the IMC industry and academic institutions.

The conference also urged for the strengthening of financial governance, enhancing the tax system by eliminating multiplicity of informal taxes, harmonising tax administration, and leveraging technology and big data.

“Prioritize spending on basic needs for addressing multidimensional poverty, and reclassify budgeting based on human capital development, infrastructure, and overheads.

On the economic impact of advertising in the economy, the conference resolved to foster increased collaboration and synergy among professionals leveraging the diverse value contributed across sectors with the objective of achieving a national goal of $2 trillion by 2030.

The conference agreed on the and therefore resolved to initiate a nationwide storytelling campaign that would encourage ordinary Nigerians to share their personal stories that reflect the positive aspects of the Nigerian identity and to utilize various platforms to create a groundswell of authentic narratives.

The conference highlighted the need to develop a streamlined process for advertisers to obtain approvals that are valid across multiple AfCFTA member countries as well as collaborate with other African countries to share best practices and insights on effective advertising regulation, fostering  a community of learning and cooperation.

The conference agreed on the need for an acceptable Out of Home audience measurement metrics and increased use of data to explain the past, understand the present and predict the future