By Izuchukwu Ewa
The Servant on a horse
In the good books, one of the wisest men in history, King Solomon, painted a vivid picture: a prince trekking while his servant rode upon a horse. This image, according to Solomon, represents an error, an anomaly under the sun. A prince, traditionally, should be the one riding on a horse, while servants walk on foot. Yet, within the Advertising Association of Nigeria (ADVAN), this very anomaly unfolds, with its Chief Executive Officer, Mrs. Ediri Ose-Ediale, assuming the position of riding in the saddle while the Executive Committee of ADVAN takes on the role of dutifully walking by the horse.
Perhaps, having a foresight on something like this happening, MarketingEdge, a trusted authority in the coverage of this market, had previously warned that the new ADVAN executives might not wield as much power as expected. This cautionary note was sounded immediately after the association’s 19th Annual General Meeting at the Marriot Hotel in Ikeja GRA Lagos, last year.
The emergence of Osamede Uwubanmwen, General Manager of Biogenerics Nigeria Limited, as President, along with Nwando Ajene, Category and Marketing Manager at Nestle, as the 1st Vice President, Yosola Atere, Marketing Director at MasterCard, as the 2nd Vice President, and the appointments of Obum Okoli and Kenneth Iruonagbe as Treasurer and Publicity Secretary, respectively, and Otega Ogra of BUA, Chioma Afe formerly of Access Bank, Tolulope Olanipekun of Mouka Foam, Omolara Banjoko of FrieslandCampina WAMCO and Seni Ogunkola of 9mobile as Ex-Officios, marked a significant shift in ADVAN’s leadership.
MarketingEdge further revealed that some Chief Marketing Officers (CMOs) of prominent multinational companies, including Nigerian Breweries, Guinness Nigerian PLC, and Coca-Cola, have chosen to distance themselves from ADVAN’s executive leadership election. The lack of interest from these notable CMOs, attributed to their busy schedules and the non-competitive nature of the contest, raises concerns about the overall strength and effectiveness of ADVAN’s leadership.
In the past, the advertisers group’s leadership positions were hotly contested and won by chief marketing officers of multinational corporations. However, the gradual retreat of these influential figures from frontline positions within ADVAN may have far-reaching consequences; one of them is the anomaly in the ADVAN leadership structure, one which industry observers bel[ieve may have been orchestrated.
A crucial detail emerged during the 19th Annual General Meeting that set the stage for a significant shift in the association’s structure. Ediri, who had previously served as the Secretary for ADVAN, was ratified as the association’s “Chief Executive Officer/Executive Director.” While it is uncommon for associations to have CEOs, it is not unprecedented, and the functions of a CEO within an association are distinct.
According to an online source, a CEO appointed within an association is responsible for implementing the work of the Executive Committee (EXCO). Their role encompasses various aspects, including governance, operations management, finances, lobbying, advocacy, membership, and serving as a conduit between the EXCO and the association’s staff. The CEO reports to and works for the EXCO, executing their strategy and decisions.
However, industry observers note that within ADVAN, the dynamics appear to be reversed. Instead of the EXCOs overseeing the CEO’s work, there is a perception that the Uwubanmwen-led EXCOs work for Ediri, the CEO. This shift raises questions about the actual power dynamics and decision-making processes within ADVAN.
A clear-cut example of this is that on various occasions, the CEO, Ediri, delivers opening speeches at ADVAN events while her employers, represented by the association’s President, Uwubanmwen, give the vote of thanks. This striking reversal of roles raises questions about the true authority within the organization.
Before Uwubanmwen’s ascension as President, Bunmi Adeniba served as the Acting President following the departure of the elected Firstbank representative. Despite being appointed as the Regional Vice-President for Africa by the World Federation of Advertisers, Adeniba remained in an acting capacity until the end of her tenure. Information suggests that bureaucratic obstacles were deliberately placed in her path by the ADVAN secretariat, hindering her confirmation. This maneuvering can be linked to observers’ claims that Adeniba’s refusal to be intimidated by Ediri and her unwavering assertion of her position and authority challenged the dynamics within the secretariat.
With Adeniba out of the way, it is alleged that Ediri’s path to the CEO position was paved, facilitating her ratification as the Chief Executive Officer and Uwubanmwen’s ascent to the presidency. This sequence of events further highlights the complex power struggles and maneuvering taking place within ADVAN’s inner workings.
ADVAN: Ediri & Family Limited
Not less than five former employees of ADVAN were reached in writing this piece. These individuals, who have chosen to remain anonymous, left their positions after struggling to adapt to the modus operandi of the association under the management of Ediri, and her husband. Yes, you read right. Shockingly, it appears that ADVAN has transformed into a family enterprise, with Ediri’s spouse assuming a significant position of authority within the secretariat, despite not being an employee of the association.
The former employees revealed that Ediri’s husband wields considerable power within the ADVAN Secretariat, exerting influence over various aspects of office operations, he has seemingly assumed the position of de facto Group CEO (GCEO) of ADVAN, wielding significant influence at the secretariat despite not being an employee of the association.- One employee disclosed, “For someone who is not a member of the association or employed by the Executives of the Association, Mrs. Ediri’s husband wields a lot of power at the secretariat. Whenever he is around, he influences a lot of things around the office.”
Furthermore, it has come to light that most contracts issued by ADVAN and related engagements are awarded to and executed by Ediri’s husband. Former employees maintain that ADVAN has effectively become a family enterprise, exploited for the financial gain of Ediri and her husband. One former employee, driven by a commitment to ethical conduct, decided to leave due to constant conflicts with Mrs. Ediri. The person remarked, “They have both made ADVAN a family enterprise where they have for years exploited the association for their pecuniary needs. I got tired of the entire shenanigans of that family and had to throw in the towel since I am a stickler for doing the right thing, and since my sensitive position was always putting me at loggerheads with Mrs. Ediri. Since I left, I never looked back.”
Another disconcerting observation made by former employees relates to the ADVAN Award events. Those who were directly employed by members of the Executive Committee experienced limited access and decision-making authority compared to Ediri’s husband. His control over contracts and vendors created an anomalous situation where personal interests seemed to take precedence over the association’s best interests.
The Marketing Excellence Awards: A Prize for the highest bidder?
The ADVAN Marketing Excellence Awards, renowned as one of the most transparent award platforms in the Nigerian market, has recently come under scrutiny regarding its credibility. While the awards are known for their rigorous evaluation process, concerns have been raised by certain anonymous ADVAN members regarding potential interference from the secretariat in the final compilation of the awards.
Accusations have surfaced, suggesting that some awards may be “sold” to the highest bidders, casting doubt on the integrity of the selection process. According to allegations, Ediri, as a key figure within the ADVAN Secretariat, has been involved in helping certain members secure awards by manipulating the compilation of results and arranging the final winners for announcement.
While the platform boasts a panel of jurors who are changed annually, responsible for conducting thorough evaluations, the alleged interference of the secretariat raises concerns about potential biases and compromises in the final outcome.
The presence of such claims not only undermines the reputation of ADVAN as a respected industry association but also casts doubt on the authenticity and credibility of the awards platform itself. The integrity of any award platform is paramount, as it plays a vital role in recognizing and celebrating outstanding achievements within the industry, while also setting a benchmark for excellence.
As industry professionals and stakeholders grapple with these revelations, it becomes imperative to address the elephants in the room and thoroughly investigate the allegations surrounding the ADVAN Marketing Excellence Awards.
This is not a witch hunt
It is crucial to emphasize that the purpose of this article is not to bring Ediri and her husband down, but rather to shed light on the alleged excesses and potential ethical concerns surrounding their roles within the ADVAN secretariat. While it is important to address these issues, it is equally essential to recognize and appreciate the contributions Ediri has made to the association and the marketing communications industry as a whole.
During her tenure as ADVAN Executive Secretary, several notable initiatives, including the first ADVAN Awards for Marketing Excellence, the first ADVAN Marketers Conference, and the first ADVAN Industry Dialogue were successfully launched. These programmes have continued to provide significant value to Nigeria’s Marcomms industry to this day.
Furthermore, Ediri’s efforts led to ADVAN becoming a member of the World Federation of Advertisers, an esteemed body representing global brands and national advertisers’ associations in over 60 countries. As the National Representative on the Executive Board, ADVAN’s presence in this international network highlights Ediri’s commitment to expanding the association’s reach and influence.
While this ‘commentary’ has focused on highlighting the concerns raised by former employees and industry observers, it is essential to recognize that Ediri possesses valuable skills and expertise that can positively impact ADVAN and the industry. By addressing the alleged excesses and promoting transparency, Ediri has the opportunity to elevate her leadership and ensure that ADVAN operates with the utmost integrity, within the confines of her office.
Izuchukwa Ewa is a public affairs analyst, a marketing communications professional and a political commentator. He can be reached by email at ewaizuchukwu@gmail.com
*All views expressed in this article are solely that of the author and do not represent Core News.
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