Distruptive Innovation Crucial to Future of PR Practice – Toronto Modupe
The Chairman and Lead Consultant of TPT International, Mr. Adetokunbo Modupe has expounded that disruptive innovation remains the critical life support that will define the future of Public Relations (PR) practice in Nigeria.
Modupe, one of the leading lights in Nigeria’s PR practice, and a key note speaker at the 2019 edition of Brandcommfest in Onikan-Lagos on Thursday, explained that “the future will be service driven as no one will own anything.”
In no distant future, Modupe who spoke on Digital Disruption and the Future of Public Relations Practice, noted material possession will have a little significance in today’s global market as real-time lending equips us with the many benefits of ownership.
“Uber doesn’t own any vehicle, Airbnb doesn’t own any real estate. Facebook, as the world’s most popular social platform, almost creates no content. Ali baba, as the world’s most valuable retailer, has no inventory,” he said.
Quoting Clayton Christensen who described disruptive innovation as a technology or concept whose application significantly affects traditional market or industry functions, Modupe maintained that Disruptive innovation is like a virus which does not happen suddenly, but surely will change the ways things are done.
“An example is how the internet as a disruptive innovation has caused the remodelling of the book selling industry.
All the big book selling chains market share have been swallowed by Amazon because without having to own brick and mortar stores, it can display its inventory,” he said.
He also pointed out other dimensions of Disruptive innovation to include a process by which a product, service or culture takes root slowly and is sometimes ignored but relentlessly climb up to displace tradition, citing the local example of Cowbell versus Peak Milk.
According to him, the future of Public Relations practice will be anchored on three C’s of Culture, Concept and Content.
While emphasising that the world is now divided into two – The Physical and The Digital, Modupe explained that culture remains the willingness to unlearned traditional ways of doing things, learning to adjust to global culture, which is driven by technology cannot be over emphasized.
He added that Concept can be deliberate, accidental or a fall out of conversation mood. “With the cultural adjustment and alignment, comes the challenge of idea generation. What will differentiate successful practitioners will definitely be how big and compelling your ideas are. If your agency is known for great ideas you will remain relevant,” Modupe noted.
While reminding the gathering that substantial part of PR business is storytelling – creating content, managing content and leveraging content, the TPT Lead strategist emphasised that the world has moved from traditional media to new media and now to every media.
“Until recent times, content consumption was predictably from established media platforms. But not anymore as the number of smart phone users may equal the number of publishers. What will determine who and how your content is received is the content itself,” he told the appreciative audience.
His paper was thereafter dissected by a panel of discussants made up of seasoned practitioners such as Uche Ajene, Managing Consultant, Quadrant MSL; Amaechi Okobi, Group Head, Corporate Communication, Access Bank and Bolaji Okusaga, Managing Director, Precise Communication.
Others include Ayeni Adekunle, Founder, BHM; Adebola Wiliams, CEO, Red Media and O’tega Ogra, Group Head, Corporate Communications, BUA Group.
The Panellists agreed with Modupe that strategic innovation holds the key to the future of PR and marketing communication industry in Nigeria and enjoined practitioners to brace up for the challenges of the ever changing world.
Mouka Celebrates Nigerian Children, Reinforces UN’s Declaration of Rights of Child in Commemoration of Children’s Day
Mouka Limited, Nigeria’s foremost manufacturer of foam and mattresses is felicitating with Nigerian children ahead of the Children’s Day celebration.
Mouka believes that the occasion is a reminder that the rights of the child must be upheld in totality at all times and has therefore pledged its resolve to uphold the recognition that mankind owes to the childthe best that it has to give, a premise upon which the adopted United Nations Declaration of the Rights of the Child was based.
Considering this, the management ofMouka aligns its belief with the UNDeclaration of Rights of the Child; that the child must be given the means requisite for normal development, both materially and spiritually.
As part of activities to celebrate the 2019 Children’s Day, Mouka is co-sponsoring a Children’s Day event, Future Leaders Fiesta organised byOurkraft Ventures, a leading event and activation company. This year’s event which is themed “Happier Children in a Greater Lagos” is scheduled to run from Friday, May 24 to Monday, May 27 at the NdubuisiKanu Park in Alausa, Ikeja.
Also in line with ensuring the welfare of the child as it concerns quality sleep, Mouka also commits itself tothe continuedproduction of the Dreamtime mattress which is specially designed with children in mind. The Dreamtime mattress is made with a special fabric that is water resistant which prevents water from soaking the foam. Sleeping on mackintosh often makes a child uncomfortable due to the texture and heat produced during sleep. Dreamtime on the other hand is covered with a soft and breathable fabric which keeps the body cool at night.
This is Mouka’s way of supporting children by ensuring that their health and academic performance are not jeopardised due to lack of quality sleep which is at the root of many diseases and ailments.
In the spirit of Children’s Day Celebration, Mouka enjoins families and governments alike to prioritise the welfare of the child in personal and national planning.
Mouka, Adding comfort to lives of Nigerian Children!
FBRA Encourages Waste Recycling, Launches Buy-back Initiative at Orile CCommunity
The Food and Beverage Recycling Alliance (FBRA) has called on citizens of Lagos State to imbibe the culture of recycling. This is as it reinstated its unwavering commitment to a cleaner environment through its buy-back campaign on recyclable waste launched at Orile community, Lagoson Saturday, May 25, 2019.
On that day, FBRA, the Producer Responsibility Organisation (PRO) of companies in the food and beverage sector will embark on reward-for-waste initiative at Market Bus Stop, Ojora Street (former Baale Street) Orile, Lagos. The event is to commence by 10am.
This initiative is to ensure that food and beverage packaging waste are recycled into other useful products and help create more jobs as well as keep the environment clean.
The Alliance, through campaigns and clean-up initiatives in partnership with Lagos State Government and other stakeholders, aims to turn the current challenge of post-consumer waste in the country into an opportunity within the recycling value chain to create jobs.
Commenting on the clean-up initiative, FBRA’s Vice Chairman, Adekunle Olusuyi said “It is unacceptable that our packaging waste end up in the wrong places, in our oceans and waterways or littering the communities where we work and live. We have a responsibility to help ensure our impact is a positive one and our actions inspire others to help generate solutions that leave our world better for generations to come. That’s why FBRA is collaborating with its waste collection partner, RecyclePoints and the Lagos State Waste Management Authority (LAWMA) to rid the environment of all food and beverage packaging waste.
As part of the scheme, residents of Orile community are advised to come out with their plastic bottles, pure water sachets, used beverage cans, cartons, tetra packs, newspapers and glass bottles to the designated centre where the reward for recyclable waste will take place.
Olusuyi stated that community recycling campaigns has been ongoing through our collection partner RecyclePoints in different communities. Last month, we were at Ojo community to raise awareness on waste separation and proper disposal to curtail environmental pollution in Lagos and we will expand this initiative to other communities.
Food and beverage packaging is an important part of our modern lives, yet the world has a packaging problem. Like many companies that make products we all love, our packaging has contributed to this global challenge and we have a responsibility to help solve this problem. That’s exactly what we’re doing, and we invite others to join us on this critical journey.”
He further informed that the collective effort of member-companies of FBRA in environmental preservation will lead to knowledge sharing, encourage innovation on technical and other solutions appropriate for waste management, especially on recycling projects.
This necessitated the industry participation at the CEO Africa Forum in Kigali, Rwanda, in March this year, where the launch of the Africa Plastics Recycling Alliance took place. It was aimed at transforming plastics recycling infrastructure across Sub-Saharan Africa and build new economic opportunity
Founded in December 2013, the Alliance has membership drawn from responsible and forward-thinking companies with a shared concern for the environment. These includes Nigerian Bottling Company Limited/Coca-Cola Nigeria Limited, Nigerian Breweries Plc, Seven-Up Bottling Company Limited, Nestle Nigeria Plc, Guinness Nigeria Plc, Intercontinental Distillers Limited, International Breweries Limited and Tulip Cocoa.
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