AAAN @ 50: Logo unveiling takes stakeholders into memory

THE recent unveiling of the 50th anniversary logo of the Association of Advertising Agencies of Nigeria (AAAN), in Lagos, undoubtedly marked the start of a one-year Golden Jubilee celebration of a group made up of agencies and individuals whose contributions to the advertising space of the country, have remained unchanged over time.

But in addition to the unveiling of the logo, attended by the crème de la crème of the industry, including some former presidents of the association, the event also provided an opportunity for stakeholders to reminisce and relive how the association, formally known as the Advertising Practitioners Association of Nigeria (APBN) has been able to shape the cause of advertising in Nigeria for the past five decades.

Interestingly enough, the exploits were not in short supply and of huge significance was the revelation of the Association’s role in bringing forward the industry’s main regulatory body, the Advertising Practitioners Council of Nigeria (APCON), now Advertising Regulatory Council of Nigeria (ARCON).

Speaking on the history of advertising in Nigeria, the Chairman of the Board of Trustees, AAAN, Sir Steve Omojafor noted that since its debut in Nigeria in 1928, the advertising practice had evolved through the West African Publicity Ltd, established by the UAC to promote its interests and those of other companies in some English-speaking West African countries.

Also of note is the arrival of Lintas and the agency’s takeover of the West African publicity role, after it left the scene, becoming the first agency to play in the country’s advertising space.

Omojafor was also quick to remind the public that the first batch of advertisements was then in its crudest form, performed by town criers; with products that are physically moved from one community to another.

“However, the advent of radio, television and even print provided an opportunity for those people to take their products to those platforms for exposure,” he said.

However, the need to structure and regulate some of those activities caused some practitioners to get together in 1971 and push for a code and set of laws to guide their activities, he explained.

“It took some of those practitioners, including: Biodun Sanwo, Sam Iyamu, Olu Adekoya and others, two years to come together and form the Association of Advertising Practitioners of Nigeria (AAPN) in 1973,” says Omojafor. also a former president of the association, stated.

While congratulating the association’s current executive members on their ability to improve upon the system their predecessors could have put in place, Omojafor described the golden jubilee as typical of “50 years of order and security.”

Another former President/BOT President of the Association, Mr. Ayo Owoborode, also spoke at the event, explaining how the Association marked the birth of the industry’s premier regulatory body, the Advertising Practitioners Council of Nigeria (APCON), now Advertising Regulatory, made possible. Council of Nigeria (ARCON).

“At the Association’s AGM in 1986, we, the candidates vying for the position of President of the Association, were mandated to tell the House of our agenda for the Association and the industry.

“I told them I would make sure that advertising would have professional status like law, medicine and others. And then what we did was go to Chief Olu Falae, the Secretary of the Federation, who was apparently excited about the idea,” Owoborode stated.

While expressing his joy to be a part of the event, he called on the current executive members of the association to immortalize the forerunners who laid the foundations of advertising in the country today.

The director general of ARCON, Dr. Lekan Fadolapo congratulated the association on its ability to weather the storm of the past five decades.

Fadolapo, who once led the Association as Executive Director/CEO, described his current status as DG of ARCON as one of the achievements of the Association and a testament to the evolution the Association and the industry had undergone over five decades . .

Speaking of the celebrations tagged “50 years young, ready for more,” AAAN President, Steve Babaeko, said that as part of the activities for the celebrations, AAAN will recognize industry icons, past and present, and celebrate whose efforts have contributed to making the Nigerian creative industries a force to be reckoned with, both locally and internationally.

He added that the new logo, designed by one of the talented creative designers in the industry, Bashorun Olabayo, represents AAAN’s growth and evolution over the past 50 years.

He says while the bold and modern design represents the association’s commitment to staying ahead of the industry, the colors and graphics pay homage to its diverse culture and heritage.

“It represents our commitment to continue to provide services that will enhance advertising development in Nigeria. This logo will serve as a symbol of our organization’s achievements and ambitions and will be reflected in all our communications,” he added.

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