AAAN calls for clear national direction through effective communication
On July 9, 2012 ? In Finance

By Princewill Ekwujuru

Arising from its 39th congress Advertising practitioners under the aegis of Association of Advertising Agencies of Nigeria (AAAN) has called for clear national direction as they push for a national agenda driven by effective communication.

With the believe? that such national agenda will contribute to shaping attitudes and behaviours of Nigerians, as obtainable in other nations, Mr. Jimi Awosika, CEO of Insight Communications, who spoke at the 39th congress of AAAN at Ibadan, Oyo State recently, said that as a nation,, Nigeria desperately requires a national agenda.

The national agenda, he said will spell out what Nigeria want to become as a nation and it must be simple, iconic, believable and compelling and as well become the bedrock of policies, legislation and acts of government?.

Speaking on the topic ?engaging the nation constructively: He said that the role of strategic marketing communications, in national governance?, the agenda must therefore inform the adopted communication model, and drive consistent communication of the agenda.

Continuing, Awosika said,?If there is one thing that Nigerians need to rediscover today, it is a sense of national pride and agenda that lifts the spirit. It must be the end result of the proper articulation and engagement of the Nigerian citizenry and it must be delivered across relevant communication channels, and consistently too?.

He said further that? the prevailing thinking among African leaders that they can continue to rule their countries as usual, no longer holds true as communication has always been, and will remain a powerful tool for effective leadership.

The adverting expert said communication itself is a critical organ leadership must employ to engender followership as the?? premise of leadership is actually followership.

To his colleagues in advertising and communication business he challenged them to turn their skills towards aiding the government in building the Nigerian brand.

?This government needs help to inspire the Nigerian Spirit again. Truly we are best positioned and equipped to help the government in this regard and? stop being seen as those who are just publicity men, and nothing more?.

Also speaking, past president of AAAN, Rufai Ladipo, acknowledged that agency role in national development goes beyond offering marketing communication services to the private sector. He said it extends to fully engendering proper understanding of government policies and revealing to the public ways by which they can participate and contribute to the growth of the economy.

He said the critical objective of the association annual meetings is to evolve policies, articulate options and identify strategies for addressing national issues, particularly those that border on marketing communications and Nigerian economy at large.

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