The newly elected President of Advertisers Association of Nigeria, Mrs. Folake Ani-Mumuney has said the biggest reason marketing campaigns fail is the wrong application of data in planning and execution of campaigns.
Ani-Mumuney, who was elected President of the advertisers’ association to replace David Okeme stated this at the 2017 ADVAN Marketing Day, emphasied that data tells businesses what their customers like, what wins them businesses and what causes them to lose valuable opportunities.
Stressing the importance of data to businesses, she said that “Data presents a very interesting conundrum for us going forward; it provides the insight to make informed decisions. And ultimately, if you do not make informed decision, marketing will not be effective and if it is not effective our return on investments will be challenged and questioned by our chief financial officers.”
Warning that data, riding on the speed and ubiquity of the internet has come to significantly challenge traditional marketing beliefs and practices, Ani-Mumuney challenged marketers to scale on the skills needed tor emain relevant and profitable in the new age.
“Giving that we are in the cyber age where the internet operates and artificial intelligence has come to disrupt what we know as traditional marketing, big data and policies that govern what we do with big data will become more important as time goes on and that will be a key area ADVAN will focus on,” she said.
On what ADVAN will focus on during her leadership, she said, beyond data, the Association will also focus on knowledge sharing and the creation of the right atmosphere among stakeholders to deepen the market.
She committed her Executive committee to scaling ADVAN to its next level, especially in the area of stakeholder engagement, industry collaboration and maximizing values for the owners of the businesses.
“We will achieve our objectives because there is a core objective of ADVAN and that is to ensure that we are coalition builders. We will sustain collaboration among our various stakeholder groups – media, regulators and other sectoral groups,”she stated.
Apart from Ani-Mumuney, who was elected the president, other members of the new regime include: Mr. Babarinde Abiona of Coscharis Group , Ex-officio; Mrs. Nkiru Olumide-Ojo of Stanbic IBTC Bank, 2nd Vice President; Mrs. Nnenna Osi-Anugwa of Unilever Nigeria, Treasurer and Mr. Onome Asagbara of Dufil Prima Foods, Publicity Secretary.
Speaking after the inauguration on the new executives Ani-Mumumey expressed delight for being chosen by the Association to manage its affiars.
“It is extremely rewarding to be deemed fit to run this office by an association I have been part of for a long time. To that end, I am humbled. I will ensure that the period I have to serve as the ADVAN President will see positive changes, collaboration and partnership. We will build capacity in the industry and create more value for members.
Ani-Mumuney, a seasoned marketer and communicator, heads the marketing and corporate communications function for FBN Holdings Plc. She has gained a wealth of experience across Banking, Aviation, fast moving consumer goods (FMCG), Manufacturing and Oil and Gas Industry sectors for over 20 years.
During this period she has held varied roles, leading strategy and business planning, process reengineering, new business development and marketing, and served as Manager Brands, Policies and Communications Europe and Africa, British Airways Plc; Chief Marketing and Communications Officer, Dangote Group and Group Head, Marketing and Corporate Communications, FirstBank.