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Advertising: Stakeholders Seek Collaboration With Advert Practitioners, Academia
Stakeholders in the Marketing Communications industry have called for more collaborations between the academia and practitioners in an effort to bridge the knowledge gap and sustain the industry for the next generations of practitioners.
According to them, the decision was necessary following the revelation of the huge gap between what is taught in schools and what exists on the field.
The stakeholders said this at the maiden Advertising Industry Colloquium (AIC) organised by the Advertising Regulatory Council of Nigeria (ARCON), in Lagos, recently.
The gathering, which had in attendance professionals from the academia and top industry practitioners, provided a meeting point for all players within the sector to interact and chart a way forward for the good of the advertising profession.
Delivering the keynote paper with the theme, “Changing Trends In Advertising Education and Practice In The Era Of Globalization: The Nigerian Perspective”, the Chief Executive Officer, Corporate Shepherds Ltd, and President of the National Institute of Marketing of Nigeria (NIMN), Idoreyen Enang, underlined the need for stakeholders, especially curriculum developers, to prioritize the fundamental knowledge of marketing to concretise the foundation that other capabilities could be built on to ensure lasting growth and develop the industry.
In his presentation on the sub-theme: “Contemporary Media Campaign planning and Execution in the era of digitisation”, the Dozie Okafor, MD, CEO, PHD Nigeria, and Vice President of MIPAN, Dozie Okafor, stated that there was a new shift from the old ways, stressing the need for all to key into the changes.
He noted that Influencer Marketing was getting a lot bigger than radio OAPs that used to be the trend back in the day, “so investments are shifting into the digital space. But, even how we use those influencers should be better educated by data”.
“Firstly, we need to train a new crop of media professionals, to better arm them, away from what is taught in school, and there are different platforms to achieve that.
“Once you have that foundation you are armed with the principles of how the new digital is working and you need to play with the rules and localize it. You are able to get the training and bring it up to speed”, he said.
Kelechi Nwosu, Managing Director, TBWA/Concept, Kelechi Nwosu, insisted that the colloquium was a good avenue to share knowledge among stakeholders in the industry.
“Knowledge is important, refreshing what we know and learning new things is equally important. This is one of the ways.
This platform establishes that opportunity for us to hear and see how to grow things.
“If you hear ID Enang’s speech which is amazing in terms of the depth of it he says the foundation needs to be correct, which is marketing and a lot of people need to correct that.
“I think that we need to show and provide direction for the new trend. There must be continuous learning from the academics and practitioners”, he added.
Echoing similar sentiments, Tolulope Medebem, COO/Lead Consultant, Aster Integrated Marketing Ltd, what the colloquium platform did was a start.
“There is a lot of unbundling that we need to do, it’s a whole lot and not something we can just do in a day. But, the first step has been taken leading to different interactions as witnessed here today.
“In some places we are doing it, but it has to be done collectively and I think a whole lot of information has been exposed here and you can see the young ones soaking all in. I believe it’s something that will work for all of us”, she noted.
On his part, Steve Babaeko, AAAN President and Chief Executive of X3M Ideals said: “Big shout out to the ARCON DG, for putting it together because honestly, there is a big gap between the academia and the industry and that gap God knows that we need to bridge it, if we don’t it’s not doing the academia any good and doing us even more damage as an industry”.
The Lagos State Government has disclosed that 26,592 public school students failed the 2024 West African Senior School Certificate Examination, raising alarm across the state’s education sector.
The state Commissioner for Basic and Secondary Education, Jamiu Alli-Balogun, during a ministerial press briefing yesterday in Alausa, Ikeja, said that “45.7 per cent of the 58,188 students from public schools who sat for the exams did not pass.”.
This failure rate comes despite the state government’s significant financial backing N1.577 billion was paid on behalf of the students to cover WAEC fees.
“Suffice to say that the sum of N1,577,794,000 only was paid by the state government as examination fees for 58,188 students who were captured for the year 2024 WASSCE,” Alli-Balogun announced.
In a bid to tighten accountability and avoid wastage, the Commissioner disclosed that biometric and image registration was carried out to accurately determine eligible students for government sponsorship for the 2025 WASSCE.
“The exercise successfully captured and registered 56,134 students as bona fide beneficiaries of the Lagos state government’s sponsorship for the examination,” he added.
However, the Lagos State Government rolled out a bold educational intervention – the Eko Learners’ Support Programme for WASSCE and NECO candidates – aimed at reversing the tide of academic failure in the state’s public schools.
Launched on January 14, 2025, the initiative is part of a broader commitment by the Ministry of Basic and Secondary Education to equip Lagos students with tools for success.
“This forward-thinking initiative was designed to support and empower young scholars in attestation of the ministry’s commitment to advancing interest and management of the educational system in Lagos State,” Alli-Balogun stated.
Ekiti State Government says it has vaccinated 226,429 eligible girls in the State against the Human Papilloma Virus, an infection believed to be a leading cause of cervical cancer.
The wife of the Ekiti State Governor, Dr Olayemi Oyebanji, said the HPV immunization exercise, which she flagged off in the State in May 2025 was a great success, noting that it reached targeted communities and protected children against cervical cancer.
The governor’s wife made the disclosure in Ado Ekiti yesterday during a one-day stakeholders’ sensitisation meeting on the introduction of Measles Rubella vaccines in Ekiti State.
She said, “The introduction of Measles Rubella Vaccines is a very crucial step towards protecting Ekiti children particularly the target age group of nine to 14 years from diseases.
“I urge all women in the State to regularly scan their breasts. This can be done with the aid of the Mammography machine which is available at Ekiti State University Teaching Hospital, Ado Ekiti”.
The state Commissioner for Health, Dr Oyebanji Filani, noted that the Measles Rubella vaccines would be rolled out nationally in October, 2025.
Filani said that the State was taking proactive steps to sensitise residents of the State before the date to ensure adequate awareness on the vaccines by citizens.
The Acting Ochimba of Ogida in Etche Local Government Area of Rivers State, Eze Ndudiri Azuatalam, says peace remains paramount in the socio-economic development of Etche land.
Eze Azuatalam, however, called on his people to embrace and eschew violence at all times.
The Onwa Nagbara Oha made the call during the official commissioning of his palace at Ogida recently.
The epoch-making ceremony held at his palace saw the attendance of members of the Etche Supreme Council of Traditional Rulers and Chiefs; the academia; the political class; the clergy ; women as well relevant stakeholders within and outside Etche land.
The Ngbaragida of Azuafor re-emphasised the essence of peace and social harmony which he said open the window for meaningful development to take place.
He also sought the support and collaboration of his people to achieve the desired goals of development, progress and prosperity.
He noted that the peace being witnessed in the area must be sustained through collective effort, saying, contributions and sacrifices need to be made by all concerned to live in peace.
Eze Azuatalam said his aim towards building a better Ogida cannot be compromised as he and his people have no other place called home.
The Acting Ochimba said as part of efforts to build a better Ogida, he has instituted a number of development projects, adding that some of his kinsmen have been empowered through his hard-earned money and resources, saying, he will continue to assist the less- privileged around him.
He reaffirmed his desire to impact positively on the lives of his people as the engagement of the youths will help to reduce social vices in the area.
He thanked members of the Etche Supreme Council of Traditional Rulers and Chiefs for honouring his invitation.
He specifically thanked the Onyi Ishi Etche and Ochie of Etcheland, His Eminence E mmanuel Opurum for leading Etche on the path of prosperity, and described the revered King as a role model to the younger generation.
He said his fatherly role has been a source of hope and inspiration to his subjects.
The palace was unveiled by His Eminence with the assistance of Ochimba of Abara, Eze Jonah Nwala and other prominent Etche traditional rulers and chiefs while the Onyi Ishi Etche was represented by Eze Ken Nwala, Onyi Ishi Agwuru, Ulakwo/ Umuselem Clan.
The Onyi Ishi Etche urged other prominent sons of Etche to emulate the kind gesture of Eze Ndudiri Azuatalam as his magnanimity is being seen and appreciated by his people.
Eze Azuatalam also applauded the efforts of Prof Mekuri Ndimele, former Vice Chancellor of the Ignatius Ajuru University of Education in the growth of Etche land.
According to him, during Ndimele’ s tenure, a lot of development projects were sited at the institution, including the development of Etcheland and empowerment of Etche people.