A prominent marketing strategist and IMC authority, Akin Adeoya, delivered this message during his keynote speech at the Iconic Brands and Legends of Marketing Communications Awards held on Tuesday, December 10, 2024, at the Radisson Blu Hotel in GRA, Ikeja, Lagos.
Adeoya, whose extensive career encompasses all facets of the marketing mix, including advertising, media, public relations, events, and consultancy, addressed the theme: “Marketing Communications Practice in the Last 40 Years: Between Technological Innovation and Human Creativity.”
He pointed out that the significant shifts and advancements in marketing communications began with the introduction of GSM technology in 2002, followed closely by the widespread adoption of the Internet, primarily facilitated by mobile devices.
Citing Baran and Baran, Adeoya remarked, "Whenever significant new media technologies emerge, they disrupt existing media industries, necessitating large-scale and often rapid restructuring."
He emphasized that traditional media, once the primary ally of marketing communications, has faced substantial challenges. The Internet, with its vast resources and capabilities, has effectively pushed other options to a secondary position.
In his view, the situation is one of "align or perish." Adeoya further observed that "The Internet is increasingly assuming many roles traditionally held by mass media, such as advertising, news, and information dissemination."
In this swiftly evolving landscape, alignment is crucial, a strategy that many traditional media organizations have adopted. This trend reflects the inevitable convergence impacting the entire marketing communications landscape and the product marketing mix, as noted by McQuail.
Reflecting on the history of the marketing communications industry, Adeoya remarked, “The journey began in 1928 when a Welsh assistant at the United African Company (UAC) proposed the establishment of a publicity firm that would eventually become West African Publicity Limited (WAP).
As documented in LINTAS: Fifty Years Growing, the early days were marked by significant challenges and frustrations. Lloyd and his pioneering team could only dream of a time when their efforts would be recognized. At that time, the primary client was the United Africa Company (UAC), and there was widespread skepticism about the true commercial value of advertising.
The initial phase of this practice was quite humble compared to the current landscape of advertising in Nigeria. WAP's activities were largely limited to creating signs and posters that were affixed to railway stations and trading posts. Inspection tours were conducted under arduous conditions, often using an old vehicle, on foot, or by canoe, navigating through dust, mud, and perilous rivers.
On one such inspection, Lloyd found himself in a predicament after missing a boat from Cross River to Calabar. With no available accommodations for the weekend, he had to hire a manually paddled canoe, along with his steward and luggage, which took fifteen hours of perilous paddling to reach Calabar. He couldn't help but reflect on whether clients appreciated the extent of the efforts made to ensure their outdoor displays were properly managed.
For Adeoya, the practice has undergone significant transformation over the years, culminating in the digitization of the industry, which has positively influenced market efficiency and speed to market.
Mobile telephony has significantly enhanced reach and accessibility, enabling the conception, development, and execution of a campaign within a single day, potentially reaching an audience of millions. Marketers now have access to sophisticated tools that allow for real-time tracking of campaigns, facilitating more effective allocation of marketing budgets.
Moreover, platforms such as WhatsApp, Telegram, and other messaging services provide opportunities for immediate communication and engagement with customers. Marketers can deliver updates, promotions, and customer service messages instantly, leading to extensive reach, targeted marketing, and enhanced interactivity without barriers.
In his recommendations, Adeoya urged PR professionals to embrace creativity, as social media is rapidly evolving, with individuals of varying educational backgrounds gaining influence through major online platforms like Google and Facebook, which are encroaching on traditional PR roles.
He stated that the press release, as a PR instrument, is struggling to remain relevant and should be phased out in its current form due to its limited effectiveness. For instance, when President Tinubu announced a significant policy change, he did not rely on a press release; instead, he simply declared, "Subsidy is gone," and the message resonated widely. This illustrates the impact of social media and citizen journalism.
As a result, Adeoya emphasized that public relations practice must undergo a fundamental transformation; otherwise, the term and its associated meanings may become obsolete in the near future.
He expressed concern that the decline of print media is imminent due to the rapid spread of news and information via mobile devices, coupled with the shift of marketing budgets from traditional print and broadcast media to emerging digital platforms such as Facebook and Google.
This trend is further exacerbated by the decreasing readership of physical publications. He urged advertising professionals to reassess what constitutes value in their work, noting that a generation of creatives focused on crafting compelling copy and producing visually stunning campaigns may need to yield to a new wave of talent capable of producing video advertisements using simple, cost-effective applications from the comfort of their homes.
In this evolving landscape, he highlighted that having an office or the traditional tools of an agency is no longer necessary. “All you need is your imagination and a clear vision,” he stated emphatically.
Adeoya also noted that the outdoor advertising sector appears to be resilient against the challenges posed by the internet, maintaining its relevance as a foundational platform.
He urged ARCON, the overarching regulatory body for advertising professionals, to navigate this new era with care to avoid losing its credibility. “Choosing battles wisely is essential. Knowledge is paramount,” he advised.
He emphasized that the leading regulatory authority should stay informed about global best practices, ensuring that its decisions serve as a guiding standard for the industry. He criticized the poorly executed lawsuit against Facebook, which was withdrawn after two years of inactivity, describing it as an unfortunate episode that indicated a hasty response from the regulatory body.
Can we start developing something based on that? Technology will take care of the rest in a few years! It has already begun,” he remarked.
Supporting Adeoya’s viewpoint, Kayode Olagesin, CEO of Town Criers, stated that the industry has progressed significantly due to technological advancements.
“One constant in our industry is change. While many aspects have transformed, the core objective remains the same: to convey information and influence behavior regarding ideas or products.
The methods employed over the years in Nigeria have evolved. We began with postal services, transitioned to radio and television, and then to streaming. Along the way, experiential marketing, public relations, and other strategies emerged, showcasing visible changes in the environment.
Highlighting the market's growth driven by telecommunications innovations, Olagesin noted, “MTN and Airtel initially led the industry, but when Globacom entered, they introduced a game-changing proposition centered on per-second billing. Despite being a latecomer, they quickly caught up with the competition by offering a strong Nigeria-centric approach.
“New brands will continue to emerge, and as long as they develop the right strategies and effectively communicate their messages, they will succeed.
“Just as day follows night, we can expect new brands to enter the market and make a significant impact,” he assured.
Daniel Obi, a seasoned brand journalist and Chairman of the Brand Journalists Association of Nigeria (BJAN), expressed a differing opinion, arguing that print media will not diminish but will continue to meet specific market needs.
The print media is poised to maintain its significance despite the rise of digital platforms. It is important to remember that similar concerns were raised about radio and television, both of which continue to thrive and serve their audiences, he noted.
"We cannot escape the reality of living in a technological era; our play and work are now fundamentally intertwined with technology," stated Muyiwa Akande, Group Head of Corporate Communications at Sifax Group.
He emphasized that as industry professionals, we must adapt our strategies to align with contemporary technological advancements, rather than relying on outdated methods to achieve modern outcomes.
"Our sector must invest in research and leverage available tools, as this is crucial for our survival. Failing to do so could result in our obsolescence and a grim future," he warned.
The event gathered key players from the marketing communications sector to honor industry legends for their invaluable contributions to its development.
Samuel Ajayi, a veteran journalist and the organizer of the Iconic Brands and Legends of Marketing Communications Award, explained that the event was created to recognize the influential figures within the marketing communications field.
He pointed out that while many are familiar with brands and iconic campaigns, the individuals behind them often remain unknown. Thus, the event aims to shine a light on these key contributors.
Among those honored were Lolu Akinwunmi, Group CEO of Prima Garnet Africa; Jimi Awosika, Vice Chairman of The Troyka Group; Udeme Ufot, Managing Director of Saatchi and Saatchi; and Funmi Onabolu, CEO of Cosee TTL, who received Lifetime Achievement Awards.