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| Noah's Ark Managing Director, Lanre Adisa |
The Managing Director/ Chief
Executive Officer of Noah’s Ark Communication Mr. Lanre Adisa in an exclusive
interview with OLUWAGBENGA BANKOLE speaks about the recently inaugurated APCON
board, the state of advertising in the country, how clients view their work and
other important issues.
Noah’s Ark has been
in the industry close to a decade now, can you tell us your success story?
It has been a very exciting journey so far in terms of the
fact that we could set out with a dream of making it different and seeing that
grow that we could build for ourselves a brand that people can come to associate
with and we have helped to grow other brands. We could say it has been a
successful venture in that respect and also considering the fact that we have
been able to sustain it for seven years and we can look back and say we have
been able to achieve some things.
How do your clients
view what you do for them?
Our clients
value us as their partner. Like our mission statement says, we see ourselves
as an extension of our clients marketing department. We try to go a much higher
giving them every opportunity and watching out for their interest and adding
value.
Last year Noah’s Ark
came fourth on the medals table of the annual LAIF award. How are you going to
ensure that you surpass your last year performance?
We will keep looking for how to raise the bar. In 2013 we
came second after Insight Communication by the virtue of gold we won on the
night. Definitely we don’t want to rest on our oars and benchmark ourselves
with whatever we obtain locally. I cannot boast that we will be number one it
is left to the judge, but we will want to always be at our best in terms of
what we do for our clients and if as a benefit to that we get to win something then
why not we want to stay at the top.
How
have you been able to cope with competitors?
There is always be competitor like you said but I don’t
think it make sense to keep watching over your shoulders. I think the most
important thing to stay competitive is to invest in yourself and to be sure
that you have something of great value for your clients and your prospective
clients and ensure that you have a team that you keep inspiring. You can watch
out for what your competitors are doing because it will help you to raise
standard. Competition makes you better but you must make sure you don’t lose sight
of what makes you better. It is about remaining competitive, as against scared
of competition.
How have you been
coping with the challenges of the industry?
We work at different levels, the level of you as an agency
and the level of the industry and there are thing that you must rise up to as
an agency. Is it a challenge of getting of talents and retaining them? We all
face and deal with it. There are other challenges in the industry that we
probably need a collective understanding and action in order to confront them which
I believe some of them are meant to be addressed by APCON.
What has been your competitive edge over the years?
Our dream is to have an agency
that can compete anywhere in the world and for that reason we don’t just limit ourself
by the circumstances of our environment. Yes we work within this environment
but we subscribe to standard that are not localize to the environment we play. It
has always been guiding us in everything we do.
What is your opinion about the appointment of Udeme Ufot as APCON
chairman?
It is a welcome development the
fact that government could retreased their step on something we thought was
contravening the law that set up APCON. The law is very explicit in terms of
who should be the chairman of APCON and the fact that the government is
magnanimous enough to step back and say let us follow what the law says is a
good thing. I want to believe that he
will be continuing the task of making sure advertising get back to profitable
space and ensuring that we can keep professionalism alive and people must be
reward for been professional in our field which is the essence of the reform.
What is your message to Udeme Ufot?
We are not expecting APCON to hold
our hands. He should ensure that this business pays and ensure there
is sanity.
How will you assess the ongoing political advertisement considering the
fact that most of the advertisements were not done by advertising agencies?
There
is none of the job that looks like job that is done by professionals. Part of
the roles APCON could play is to ensure we have sanity in terms of letting advertising
practitioners engage in advertising and if people who are representing us in
the political office cannot do that it means there is a problem.
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