Keyword : Advertising Agencies, Transition History, Affiliation
Author(s) : NWORISA Aloysius Nnanna, PhD
Abstract :
This study x-rays the history of advertising in Nigeria with the aim of examining the influence of West Africa Publicity Company Limited, the first advertising agency in Nigeria on the development and growth of the Nigerian advertising industry from the early days to 2020. The population of the study is 88 officially registered advertising agencies, including the local agencies that are affiliated with international advertising agencies. Using a simple random sampling (SRS), the study arrived at a sample size of 12 advertising agencies, six are drawn from those that are affiliated to global agencies, while six are drawn from the local agencies that have no foreign affiliations. The use of SRS in the study is based on the fact that there is a sample frame in the population. The study used two instruments, namely in-depth oral interviews and document analysis. The data generated were analyzed qualitatively. The study revealed that West Africa Publicity Company influenced the development and growth of the advertising industry in Nigeria. It was found that the earliest agency was a breeding ground for the earliest Nigerian advertising practitioners and influenced the industry; that many advertising giants in Nigeria today had their training, either in it or Lintas before veering into another industry or establishing their own outfits, that the first generation agencies fall between 1928-1970, second-generation agencies between 1971-1989, the third generation agencies fall between 1990-1999 and the fourth agencies 2000-2020. The study also revealed that agency affiliations have existed for over 93yrs, but there is a huge movement towards
affiliations in the 1990s till date. The study, therefore, concludes that so much will be earned by advertising agencies that take the lead in redefining the cultural, creative, and intellectual context of advertising as well as the need for conventional historians to treat advertising as a separate field. The study, therefore, recommends that members of the professional advertising community should take an active role in fostering an accurate and influential history.
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