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Are IMC practitioners ready for the next level?

Are IMC practitioners ready for the next level?

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In the ever-evolving world of integrated marketing communications (IMC) commitment and consistency more than anything else, determines the success or otherwise of any project. The irony however is that these time-tested philosophies are in short supply today.

Thankfully, the Group CEO, Prima Garnet and former chairman of Advertising Practitioner Council of Nigeria APCON, Lolu Akinwunmi, one man who should know better says it’s time to go back to the drawing board  if the practice of IMC must continue to survive.

To this end, he has urged the federal government to review the current organs of communication in Nigeria to set things right.

He gave this admonition during his keynote address at the 2018 marketing conference of the National Institute of Marketing of Nigeria in Abuja recently.

According to him, “It’s time to review the roles of our NTA, FRCN, NOA and the rest of the lot. Seriously, while they were especially effective during the military era, they have since lost relevance in a totally different world. Most of them don’t even maintain an up to date website! It underscores the need to review our communication policy. Very few trust these organs because they always trumpet mainly the government position as propaganda channels. Their programmes are dull and they don’t inspire. South Africa has a state TV station that does not necessarily trumpet government positions. Ditto the BBC. The truth is that in their present forms, they simply, mostly manage propaganda and not effective communication.”

For better and more consistent funding, the advertising guru said, “Any brand marketing exercise will cost money; it’s never cheap. No government can fund it alone; which is why I have proposed the PPP approach. In addition, it’s not a sprint event. It is long distance. Malaysia has been running its current campaign for over ten years. South Africa did for many years. In Nigeria we want to communicate the essence of a very negative brand after three months of TV, print and OOH campaigns. Its either we are ignorant of what it entails or we are not serious. Or perhaps both!

Playing down on another media campaign, the Prima Garnet boss advocate for a strong social mobilisation and civic responsibility campaign that will touch all Nigerians in all spheres of life which will begin from the kindergarten, and go all the way to the very top that will be a combination of education and reeducation and even a bit of propaganda. “We must change and replace all the negative portions of our values system. No strong brand can emerge without this,” he said.

On the issue of leadership, the IMC expert said, “We have always had leadership issues. When we talk about leadership, many assume it’s just the political. We have religious leaders. What values are they communicating by their way of life? How are they morally impacting on others and the Nigerian brand? Business leaders? What can we say about them? Student union leaders, trade union leaders, civil servants, uniformed organisations etc.? They impact on what becomes the Nigerian brand.

“Without bias and if truth be told, it’s time for the government to consider giving key positions and responsibilities to those trained in the discipline of brand management. Branding and marketing Nigeria is primarily the task for marketing communication and marketing specialists. They have been developing and sustaining world class brands in Nigeria since 1928, and no brand can boast of any success in Nigeria without our involvement. It remains my strong opinion that by deliberate policy, marketing and marketing communication practitioners ought to be given more visible roles in the management of several aspects of brand Nigeria communication and marketing. This is global practice. It is an aberration when non-marketing and marketing communication persons are saddled with a purely marketing/marketing communication role.”

The post Are IMC practitioners ready for the next level? appeared first on The Nation Nigeria.

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