Media Independent Practitioners Association of Nigeria (MIPAN), the umbrella body of the media planning and buying agencies in Nigeria, is set to hold its annual Business Outlook Session (BOS) on Thursday, 8 December, 2022.

The event, with the theme: “2023 Nigerian Economic Trajectories: Can Digital Marketing Brave the Storm? will start by 10:00am at Marriott hotel, Ikeja GRA, Lagos.

This year’s event will have Taiwo Oyedele, Africa Tax and Fiscal Policy Leader, PricewaterhouseCoopers Nigeria, as the keynote speaker, while Femi Adelusi, President of the association will be the host, and Dozie Okafor the moderator.

According to Adelusi, industry professionals will dissect how digital marketing and technology can bring solutions to the Nigeria economy, while exploring how clients and agencies can find easy ways of doing business.

Explaining that the exchange rate has impacted negatively on the Nigerian economy, Adelusi said: “In the last quarter so much has happened in the Nigerian economy, primarily the exchange rate of naira and its impact on businesses and in our everyday lifestyle. Nigeria is a dependent country and the variable is so wide; the exchange rate is not stable and it has an impact on everything. We already have issues with our forest and in our oil and gas sector, with the crude not bringing in as much as it used to.

“Globally, all oil producing economies are making more money because of what happened in Ukraine but in Nigeria that is not the case, our local manufactures and production is not where it should be. So we are still importing, we can see the price of diesel, price of crude and so our economic indicators are not looking very good and that is what is informing our theme.

“If our clients’ businesses are impacted, agencies’ business would be impacted as well. What are the trajectories we should be looking at in various segments, what are the opportunities, what can digital marketing, technology and what solution can it bring to the Nigerian economy and our business?” he asked.

According to MIPAN, more information on the Business Outlook session will be communicated before the event.

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