President of ADVAN, Kola Oyeyemi led a high-powered delegation that comprise of Executive Member, Kachi Onubogu and Executive Secretary, Ediri Ose-Ediale to the recently concluded Global Marketing Week 2015 in Marrakech, Morocco, organised by World Federation of Advertisers and co-hosted by the Moroccan Association of Advertisers (GAM). Advertisers Association of Nigeria (ADVAN) alongside other trade associations in Africa released new research into the state of marketing expertise and opportunity.

According to the Oyeyemi, the new document which seeks to unravel Africa’s marketing challenge was in co-operation with Millward Brown and national advertiser associations in Cameroon (CMA), Kenya (MSK), Morocco (GAM), Nigeria (ADVAN), South Africa (MASA) and Zimbabwe (MAZ).

The report which sought to highlight the key challenge that all brands face in Africa, notably lack of reliable data, media consumption amongst other are based on 82 responses from marketers working for well-known local and global brands at a country or regional level. The local versus global debate also applied to local agency partners, with 58per cent of respondents agreeing that local agencies have a superior understanding of local business issues than international agency brands.

Linking the importance of the conference to the Nigerian market, Oyeyemi, said It was a week of knowledge, new experiences and new insights into the marketing profession especially as it affects measurement of effectiveness in marketing.

Quite insightful to learn from other markets the challenges and proven solutions to key marketing issues, these results are also applicable and automatable for Nigeria. We are back with fresh information to ensure best practice marketing in Nigeria, ADVAN president said.

Onubogu stressed that the GMW 2015 provided the participants the opportunity to gather relevant knowledge and understand the local industry more. Local marketers found the conference useful in many ways and the ripple effect would enhance our operation and add value to what we do.