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The Media can make or break economy, says Bunmi Oke. President AAAN

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Bunmi Oke is the President of Association of Advertising Agencies of Nigeria (AAAN) and the representative of the industry at the national conference going on in Abuja. Aside all that, she is the Chief Operation Officer/Executive Director of 141 Worldwide, an advertising service company. She recently clocked 50 having put in 28 years in the industry.
In this interview with GODDIE OFOSE and REGINA WHENU in her office in Lagos, Oke speaks on the role of the media in building business and nation, and on how Nigeria will remain one of the most attractive markets for foreign direct investment.

 

With all sense of responsibility and humility, there is a subject called crisis management. And if it wasn’t a difficult situation, it wouldn’t have to be a subject of research on its own. One unfortunate thing about any crisis is that nobody knows how they are going to act because you cannot rehearse or prepare for a crisis.
Some people are experts in crisis management because they’ve managed so many. The reaction and the time must be looked at because it’s a new problem which nobody has encountered before in the history of Nigeria.
I don’t think anybody prepares for crisis in this part of the world. Advanced nations have learnt that they need to prepare for crisis management but we are yet to learn.
There is need for a new level of communication management. Appropriate method of reaction to crisis situations and the communication strategy to handle these periods must be implemented. The National Emergency Management Agency (NEMA) must step up its game by educating Nigerians on how to prepare for crisis management.
An average individual cannot just handle communication crisis. You need a team of professionals to do this. We do not realise how important communication management is during any challenge in the country. Foreign intervention so far, even in terms of measurement of achievement, is not much. But the difference is that they are communicating what they are doing daily.
Look at the Malaysian Airline crash. Nothing has happened since that day, they still have not found even a bicycle spoke, but they’ve managed the emotions of the people, families of victims and everyone around the world because of adequate communication strategy. Now, people are prepared for the worst. Everybody dreads the unforeseen, but it is well managed. That has been communication management.
We are at a level in Nigeria where we’ve got to start doing things professionally. It looks like everybody can do that, but no, you need to have professionals.

How best can the government address insurgency, especially in respect of security information?
We need to be frank and match ourselves with countries that have fast-tracked development, like Dubai, which took a conscious effort. They are now marketing those countries in such a way that would make them attractive. It is driven both by the government and private sector. We must remember that there is collective effort in security in the sense that everybody must be their neighbour’s keeper.
We must not turn a blind eye when things happen. There should be a national re-orientation for citizens and the government at all levels where everybody takes up the responsibility to be informal ambassadors. If people meet, what impression would I create in their minds? You must be an informal ambassador of your country, of yourself, of your local government and of course of your state.
And until we all take up that mantle to say I must play my part, the government cannot do everything. By doing the right thing, the government can also be forced to take responsibility at their own level by the time we take up our own.
You don’t see most foreigners talk negatively about their country, yet their countries are not perfect. You see foreigners coming here on a daily basis. They were all here at the World Economic Forum, which got negative publicity because of insecurity in the country.
The government will do its best, people will come because risk is part of life, but my point is, if it was so bad there must be something good. In every situation, something good will come out of it.
That is why I say the media is powerful. The media has the power to make or break any business or country. The media should embark on a conscious campaign to rebuild Nigeria. Besides, media marketing communications also have a huge role to play. We can write the copy line, media can do the press releases; we can work with government to expose these materials. This conscious effort would produce good result for us instead of waiting for the government all the time.

How close are we to that Nigerian dream?
I have no prophetic capability, so I cannot answer that question categorically. Many things defy the odds. When people say this is how things are done globally, you find out that it defies the odds here.
For instance, it is only in Nigeria that a 36-year-old is still referred to as youth. You will see a man who is 75 years old, who will say he is just starting life when he should be in the departure lounge.
In all sense of responsibility, I think united we stand, divided we fall. When the house is not united, you cannot do anything. I think we should wait and let time tell, because who would have believed that Chibok was going to be a global issue. It has brought out our humanness; it has brought out the importance of the media, the importance of digital technology, and borderless communication, and so many things.
As time goes on, many Nigerians will understand the power of social media, and by the time we get to conclusions, and it is an open discussion, Nigerians will take up the topic they agree with or don’t agree with. Those days when you put things under the table are gone, that is why proceedings are done in the open. Everybody finds out that you are speaking not just for yourself.

Why are there no mergers and acquisitions in advertising when banking, oil and gas, manufacturing and other sectors thrive on them?
We shouldn’t take any industry in isolation of its growth chart. Just like in marketing. Look at the life cycle of advertising in Nigeria, let’s face it, a lot of the pioneer advertising have been individuals. They are entrepreneurs who have paid their dues. Therefore if you build something, it’s unlikely that you want to let it go just like that. It’s the sentiment.
In other countries the life cycles of the companies are different. They’ve come to a point when they realise that united we stand, divided we fall. They’ve realised that a one man-business normally dies with that person. That’s why you find out that a lot of the multinationals have passed from two or three generations to what they are today. They are not in the first generation of the owners, so to speak. The life cycle of different countries reflect on that type of thinking.
As we all get to the middle age and start moving up, the thinking is going to change. In digital technology, we are going to see a new crop of thinking that might be totally different. Things are going to change. There are still going to be multinational and local industries that require the services of marketing communications consultants.

How has marketing communication faired in the past three decades?
I started my career in Grant advertising at 22, and if I’m going to be 50, that means one way or another I’ve been in the industry for 28 years. I only took a break, a biological break when I had my children. I have always been in media and marketing communications.
One thing I have learnt is that our industry is very much dynamic. You have to always change with the time to remain competitive. The education you have today is only going to be valid for two years, not to talk of now with digital technology. The point I’m bringing out is that I learnt two things. Always try and anticipate the need to develop yourself at any point so that you can be relevant. You must be consistent with what goes on. The body will age, but the brain does not have to age. So to keep the brain youthful, you have to keep in touch with reality. Dynamism is what determines this industry.
The second thing I discover is that if you want to play, I always like the idea of playing at the international level but with local knowledge. And that has been a personal dream. I want to be able to go to anywhere in the world and fit in. This means that I have to keep myself abreast of communication language.
The other part I also discovered is that you need very much to be a good team player to be able to evolve. I have had the opportunity to work with different people and discovered that everybody has individual skills that are harnessed when the strength is brought together. If somebody is a good copywriter and doesn’t have a product to sell, he will languish in the dark.

Is the advertising industry immune to falling standards?
We have to be careful, because standard can be misconstrued. In marketing communication, we must evolve communication plans that help to project the businesses, services and products that have a brand issue or a communication issue at hand. Don’t forget that businesses are also evolving. When you say falling, it could be relative and that is why I find it very difficult to answer your question.
For instance, more people attend school now in Nigeria; but in terms of quality, written and spoken English, three decades ago, if somebody finished Standard Six in Nigeria, they would write very good English. Now you have people who are leaving university who cannot construct good sentences in English. And they would say more people are now getting tertiary education.
I have my personal standards, but that does not mean it is something that must come across the board. For example, I do not like to use fingers to eat food like eba and amala, and it’s not a matter of being posh. I just don’t want the thing to get stuck in my fingers because I keep long nails.
Professionalism is what I like to measure against world class standard. That is in terms of delivery, turn-around time and ability to solve problems. It doesn’t mean that the materials that come from the UK are necessarily the material that would fly here. But we can meet some certain basic standards.

What is the industry’s position at the confab?
For now, what we are trying to do is let the government understand the need to use marketing communication services to market Nigeria for greater development, and that starts by using the mixture of both professionals and those who work in communication mix to come together and reposition Nigeria. Without it, there is nothing we would do.
Whatever the government comes out with, I still believe it is critical to have an organ of government that has established marketing communication. For instance, every embassy should be a marketing outlet for Nigeria, and we must also have a unified structure there. Even our orientation campaign should be internally generated.
So there is a lot of work to be done, but professionally. Let’s borrow a leaf from what the multinationals do when they are launching a new product, they see it as a business which must bring in returns. Why can’t we see Nigeria as a business, and do everything to re-position it so that it can bring in the much-needed returns?

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Court reschedules hearing in Ganduje bribery case

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The Kano State High Court in Kano, North-west Nigeria, on Thursday, fixed 15 April to hear objections to the charges pending against a former governor of the state, Abdullahi Ganduje, who is the current national chairperson of the All Progressives Congress (APC).

The Cable reports that, in the case, the Kano State Government charged Mr Ganduje; his wife, Hafsat; son, Umar Abdullahi Umar; and five others, with eight counts of bribery, misappropriation, and diversion of public funds.

The rest of the defendants are Abubakar Bawuro, Jibrilla Muhammad, Lamash Properties Limited, Safari Textiles Limited, and Lasage General Enterprises Limited.

Based on defence lawyers’ request on Thursday, trial judge Amina Adamu-Aliyu rescheduled proceedings for the hearing of the notices of preliminary objection filed against the charges by the defendants.
Earlier at the proceedings on Thursday, the prosecution led by Adeola Adedipe, told the court that he was ready for the hearing of the defendants’ notices of preliminary objection.

Mr Ganduje’s lawyer, Lydia Oluwakemi-Oyewo, similarly expressed readiness for the hearing of the applications.

However, Adekunle Taiye-Falola, the counsel for the 3rd and 7th defendant, said he was not ready to move his preliminary objection.

He said he needed to first regularise his client’s processes filed out of time.

On the other hand, Sunusi Musa, the fifth defendant’s lawyer noted that he had also filed a motion on notice for extension of time since 7 January. He urged the court to grant the application.

The sixth defendant’s lawyer, Abubakar Ahmed, said he filed a notice of preliminary objection as far back as 9 September 2024, and was ready to proceed.

Also, the eighth defendant’s lawyer, Ibrahim Aliyu-Nasarawa, told the court he was not ready to move his application, adding that he intended to file and reply on points of law.

Following this scenario, the trial judge granted all the applications for extension of time and postponed the matter to 15 April for hearing of all pending preliminary objections.

The Kano State Government accused Mr Ganduje in the charges of collecting $210,000 bribe from “people and entities seeking or holding the execution of Kano State Government contract and or project for the remodelling of Kantin Kwari textile market as a bribe through one of the contractors (agent)”.

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Alleged N12 billion Fraud: EFCC demands Otudeko’s physical presence in court

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The counsel in the case of alleged fraud charge brought against the Chairman of Honeywell Group, Oba Otudeko, on Thursday, filed several preliminary objections to the suit before the Federal High Court in Lagos.

The preliminary objections from the accused were contested in court Thursday just as the Economic and Financial Crimes Commission (EFCC) demanded Mr Oba Otudeko’s physical presence in court at the next hearing.

The applications included those challenging the court’s jurisdiction to entertain the case, those asking for stay of arraignment, and those seeking quashing of the charge.

The EFCC had preferred a 13-count charge against Mr Otudeko and a former Managing Director of First Bank Plc., Olabisi Onasanya.

Also charged is a former member of the board of Honeywell Group, Soji Akintayo, and a firm, Anchorage Leisure Ltd.

The N6.2 billion fraud charge is marked FHC/L/20C/2025 and before Justice Chukwujekwu Aneke.

The case was scheduled for arraignment on 20 January, but the defendants were absent on the grounds that the EFCC had not served them with the charge.

Their counsel had argued that they only got “wind” of the case on the pages of newspapers.

The court consequently directed service of the charge by substituted means, and adjourned the case.

On Thursday, Rotimi Oyedepo (SAN) announced appearance for the EFCC and Wole Olanipekun (SAN) announced appearance for Mr Otudeko, while Olasupo Shashore (SAN) appeared for Mr Onasanya.

Kehinde Ogunwumiju (SAN) appeared for Akintayo, while Ade Adedeji (SAN) aanounced appearance for Anchorage Leisure Ltd.

Babajide Koku (SAN) announced appearance for the nominal complainant, First Bank of Nigeria.

Mr Olanipekun informed the court of an application he filed on behalf of Mr Otudeko and dated 28 January which he said was served on the EFCC on 29 January.

He also told the court that there was an affidavit dated 1st February which gave details of Mr Otudeko’s absence in court.

Other defence counsel briefly introduced their applications before the court.

In response, EFCC counsel told the court that he had complied with the court’s directive on substituted service of the charge on the first, third and fourth defendants and had attached a proof of service.

He also told the court that he received processes from Mr Olanipekun confirming that Mr Otudeko was not within the court’s jurisdiction.

Mr Oyedepo added that he received a “harvest of motions” from defence counsel in the suit, objecting to the suit.

He said it was important to know when the parties could return to the court for arraignment of the defendants since the first defendant was absent.

In response, Mr Olanipekun informed the court that he had served an application on the prosecution on behalf of Mr Otudeko, adding that the EFCC had seven days to reply.

He argued that a court had to, first, decide whether it had jurisdiction to entertain the case.

He urged the court to give a date for hearing of the defendants’ applications.

In response, Mr Oyedepo argued that the arraignment of the defendants ought to be taken first before any applications.

He cited the Court of Appeal’s decision in the case of Yahaya Bello as well as the provisions of Section 396(2) of the Administration of Criminal Justice Act (ACJA), 2015.

He submitted that the court should adjourn the case for arraignment of the defendants.

In further response, Mr Olanipekun argued that it was important for the parties to refrain from “pulling cases by a strand of hair”.

Citing judicial authorities decided after the enactment of the ACJA, including Federal Republic of Nigeria (FRN) versus Idahosa and Shema Ibrahim versus FRN, he argued that the court dispensed with the appearance of the defendants in both cases.

On his part, counsel to the third defendant, Mr Ogunwumiju, also argued that it was important for the court to first take the objection by the defence in the interest of justice.

Citing the provisions of Edet versus State as well as Section 412(3) of the ACJA, he submitted that arraigning the defendants before hearing their objections would be prejudicial.

In the same vein, counsel to the second defendant, Mr Shashore, urged the court to hear the applications of defence.

According to him, the fourth defendant seeks an application staying arraignment, and another quashing the charge.

He argued that it would be unfair to insist that the court take the defendants’ pleas to a charge that might eventually be quashed.

He added that it was important for the court to first decide whether there was merit in doing same.

Counsel to the fourth defendant, Mr Adedeji, argued on the authority of Nwadike versus FRN that court processes must not be made to oppress citizens.

He argued that the case of Yahaya Bello as cited by the prosecution was not relevant to the suit, neither was the provisions of Section 396(3) of ACJA.

Mr Adedeji said the defendants ought not to face fraud trial for a civil transaction.

In reply, Mr Oyedepo said the cases cited by defence counsel were out of context and did not reflect the charge.

He urged the court to make an order directing Mr Otudeko to be present in court on the next adjourned date.

At this point, Mr Olanipekun informed the court that Mr Otudeko was under medical review and was advised to remain in the United Kingdom until a comprehensive review and medical advice.

He urged the court not to make such an order but to adjourn the case for hearing of the applications.

The judge adjourned the case until March 17 for ruling on the arguments.

(NAN)

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14 escape death in Third Mainland Bridge auto crash

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No fewer than 14 commuters escaped death in an accident that involved a commercial bus and a private car along the Third Mainland Bridge on Thursday.

We learnt from a statement by the Director of Public Affairs and Enlightenment Department of the Lagos StateTraffic Management Authority, Adebayo Taofiq, that the accident occurred at the Iyana-Oworonshoki area of the bridge when the commercial bus rammed into the private car.

Taofiq blamed the cause of the accident on excessive speeding by the commercial driver which led to a loss of control and the eventual collision.

He said, “The Lagos State Traffic Management Authority has again demonstrated its unwavering commitment to public safety by swiftly rescuing 14 accident victims following a devastating road crash at Ilaje, inward Iyana-Oworonshoki, along the Third Mainland Bridge.

“The incident involving a Mazda commercial bus (XN 997 KTU) was triggered by reckless speeding, resulting in the driver losing control and forcefully colliding with a moving Toyota Yaris (11150 DLA). The impact led to multiple casualties, necessitating an immediate emergency response.

“LASTMA officers, in collaboration with the Lagos State Ambulance Service, acted with commendable urgency, extricating 14 individuals, including the commercial bus driver, from the wreckage.”

He added that the victims who sustained some injuries were rescued at the Gbagada General Hospital by the Lagos ambulance team.

Reacting to the incident, the LASTMA General Manager, Olalekan Bakare-Oki, extended sympathies to the injured victims while stressing the need for speed limit compliance among drivers.

“Upon successful evacuation, the rescued victims were promptly handed over to LASAMBUS personnel, who swiftly transported them to Gbagada General Hospital for immediate medical attention.

“General Manager of LASTMA, Mr Olalekan Bakare-Oki, underscored the pressing need for both commercial and private motorists to comply with officially sanctioned speed limits to avert needless road fatalities.

“He extended his deepest sympathies to the injured and wished them a swift and complete recovery,” Taofiq concluded.

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