By Gift Samuel, The Sight News
ABUJA- Advertisements according to the Advertising Association of the United Kingdom, are messages paid for by those who send them and are intended to inform or influence people who receive them.
As a result of the power of advertisement in influencing those who receive them, it is clear to state that practitioners of advertising must be qualified to carry out such a job which can shape the mind of people.
According to the Advertising Practitioners’ Council of Nigeria (APCON),it is a criminal offence to practice advertising, for gain, without registration by the council.
It is on this background that the new Chairman of the Advertising Practitioners’ Association Abuja Chapter (APAAC), Alhaji Ibrahim Aliyu, called on Ministries, Departments and Agencies to quit patronizing quacks to run their advertising jobs in the name of survivalism.
Alhaji Aliyu in this interview with The Sight News Reporter, said that his administration will work to ensure that all advertisements are brought to APAAC members as there are a lot of professionals with creative idea in APAAC who can do the job.
Aliyu who emerged winner after a keenly contested election on April 11, 2018, is the second chairman of the Association since its inception and will lead the Association for a period of two years.
Here are excerpts from the interview below.
How do you feel being the chairman of APAAC?
Aliyu– With every sense of responsibility and humility, I feel great and I am grateful to Almighty God for making one’s dream to be realised at this point in time of the APAAC history. I am the second Chairman and I was there when it all started and we were the major deciding factor when it commenced and today, the leadership has been bestowed on us. I am really proud of our members the way they came all out to vote for the best so that in the next two years we believe that the programmes we sold to the individuals and members of APAAC will become realistic and then it will move APAAC to an enviable position in the comity of other professional Associations in Nigeria.
Talking about next two years and plans, one of your plan in your manifesto is to grow the brand APAAC, how do you intend doing that?
Aliyu– Really, APAAC is a group of professionals and we have a lot of professionals in our Advertising Practitioners’ Association because when you look at those of us from the television’s marketing traffic departments, from also the marketing departments of print media, outdoor advertising sector, those online and the shopping malls, those in the regulatory systems and of course those in the creative agency and marketing, you will know that this is an expansive body with a lot of members. Many of these members are outside APAAC, even though they are APCON compliant so we want to bring them into APAAC which is formed here. Majorly we work like professionals with best standards of practice and equally, we ensure we observe ethics and code of conduct.
We want to visit all cells, branches and units of all the Media houses, sectoral bodies of APCON existing in FCT and its environs, that is other states, to become our members so we can setup branches as the case may be with their elected leaders so that they can form units nucleus of the larger body and equally too, now APAAC Is stronger in Abuja, we want to also go to some states like Kwara, kogi, Nasarrawa, Niger, Plateau and FCT so that we establish our organisation in all these places. Then, professionally too, we will also be relating with other bodies, we want to put APAAC on the Protocol list of government.
Advertising is not free, it pays and we don’t want people to invest in goodwill, rather we want what we are doing to be understood by people so that they can appreciate and patronise. So we would rather say – invest for people to understand you instead of investing in goodwill.
Government is failing most of the time. in every Ministry, there are budgets set aside for disseminating information,are those information being disseminated accordingly? disseminating information should not just be left for the Journalists to do, the Journalist can take any angle to your story but what is important is that in advertising, you control your own image, you brand your self the way you want and let people know what they should understand about you based on your own understanding so we have a lot to do in growing APAAC.
So, in the area of professionalism, how can you grade the level of Professionalism in advertising in Nigeria and how do you intend to promote Professionalism going forward?
Aliyu– Yes, the good thing is that before you are a member of APAAC, you must be professionalised, registered, recognised and certified by APCON. The moment that is done, then we know that we are dealing with you. we ensure that continuous training is carried out, we do those things that will attract you and make you business like that you will feel like you are missing out of APAAC If you are not there. in doing that, we ensure that professionalism is being adhered to strictly.
Our members control advert marketing departments in virtually all these places, even in the Ministries but there are times people will go out of their way to give adverts to quacks that are not licensed to do it. We want everything to be brought to our members and equally too, we also want member organisations to allow professionals run their adverts and stop using quacks in the name of survivalism.
we have alot of professionals from our membership those with creative ideas and they can do the job.
Okay, let’s look at the area of entrepreneurship, how would you promote entrepreneurship?
Aliyu– This is the in-thing, you must survive and in surviving, you don’t have to be archaic, as a professional body, we must move with trends in the society and in the area of entrepreneurship, we are saying – you have to think outside the box. What do you want to do? how do you want to do it? how cost effective is it? how will it be attractive to your members? how will it generate income to your members? If you are doing that, creating complementary incomes for your members, I assure you that association will grow beyond estimation.
There was this notion that you were not fully active in APAAC activities before the elections, going forward as the Chairman of APAAC how much commitment do you intend giving to your office?
Aliyu– I am 120 per cent committed to APAAC. Being a private individual, I have my time and I am conscious of effective time management and I know that when you create time, you can achieve what you want to do. You can also do a lot through networking . I am not the only person in APAAC, I am just just the arrow head. When we hold meetings, discuss and agree that we are going to take certain issues or project certain programmes, automatically, all those involved will play their roles. I don’t need 100 per cent of the publicity secretary’s time or the vice chairman or the secretary, no. Just give me three or five percent of your time and then we work.
In every organisation, globally 20 per cent of income, 20 per cent of the success, 20 per cent of the thinking,20 per cent of the projection leads to 80 per cent of the achievements. Generation of income, strategic thinking, achievements are all done by only 20 per cent of the people and I always count myself as 20 per cent because you have to strategically think, you have to analyse things, you need to have analytical mind.
So all those questioning if I will have time, I have time for my business, for my family, my friends and for my association APAAC. It is just about how you manage your time and I don’t have to do everything myself because once we agree, what we want is result not efforts so we are out to achieve results and by the grace of God we will get there.
Are there things your predecessor did that you feel you can do better?
Aliyu- You cannot give what you don’t have. I have never worked in a government environment though I relate with those in government. I want to assure you that I will give my time, commitment and everything. Those people gave their time and their commitment to achieve what they have achieved which we commended them but from now, we are going to restrategise and move forward, we are building from where they stopped so that we can achieve more.
Will you be working with other agencies of government to move the advertising industry forward?
Aliyu– Of course. If Lagos is the economic centre of Nigeria, Abuja is the political centre. All the MDAs are located here and we have a lot of members, thousands of them both in the public and the private sector, we are going to network with them, that is the phrase- network.
What advice would you give to your members as the new chairman of APAAC?
Aliyu– I want to appeal to our members, they should look at the success in the new leadership, they elected them, they should own them and when we call them for meetings, they should come and then take APAAC seriously because we can all grow collectively. We can enhance our profession,income and status in the society if we take APAAC seriously.
So I enjoin them, I beg them, l appeal to them that let’s come together, uphold APAAC, work APAAC, talk APAAC, think APAAC and APAAC will be one of the greatest organisation in FCT.
The APAAC Chairman, Mr Ibrahim Aliyu, is the Managing Director/Chief Executive Officer of Rocky Diamonds Resourcery Limited.
This interview first appeared on www.thesightnews.com and is exclusive to The Sight News and should not be reused in whole or part without permission from the Publishers