ORGANIZERS of the annual Consumer Value Awards explained that the decision to introduce the Awards into the country’s integrated marketing communications space arose out of a need to give brands and keepers more responsibility to their consumers.

The Chairman of Consumers Value Broadcasting, Chief Adedayo Ojo, noted that the Awards had become imperative as the average Nigerian consumer is always plagued by too much hype, publicity and promotions, most of which are usually not approved by the relevant regulatory bodies.

“It is therefore our mission to provide the required guiding light and deliver value that makes brands, products and services more responsible to consumers,” he said.

According to him, one of the unique selling points of the awards remains the fact that the 25 brands that emerged as winners during the event were chosen by consumers in different sectors of the national economy, while the role of the organizers was only to between products, services, brands and consumers.

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In his goodwill message at the event, the Director General of the recently rebranded Advertising Regulatory Council of Nigeria (ARCON), Dr. Lekan Fadolapo, the need for brand promises to always match consumers’ experiences with such brands.

He therefore commended the organizers of the Awards for providing a feedback platform for brand custodians, service providers and manufacturers.


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