Name: Abi Iderawumi
Company: Wetherheads Outdoor Ltd.
Position: Group Managing Director

1) What makes an effective billboard advert?

As a communication vehicle a billboard's effectiveness rests in its reach and frequency. It must be well positioned to reach the highest possible portion of the population. A billboard must immediately grab the viewer's attention; and because the target audience is mostly on the move the content must be easy to read and understand. All these factors lead to product recognition and patronage.
 
2) Name some of the challenges you faced in growing the business?

Growing from being just an outdoor company into a specialist, customer-centric, innovative and technology driven out-of-home advertising company.

3) What is your proudest achievement within Wetherheads?

In this year's ADVAN awards Wetherheads was nominated second in the outdoor category; last year we were nominated third. This means the resources deployed are yielding results and that we are very close to the number one position. Also, meeting, and even surpassing, our customers' needs is a great joy and the ultimate measure of success.

4) In what direction is Nigeria's advertising industry heading?

Core expertise is starting to become necessary. Clients are demanding more marketing and communications solutions. It is no longer just about briefs, presentations and campaigns but about brand management combined with strategic planning. Media clutter levels are increasing and agency creative teams are required to offer better creative solutions for leveraging and opening up new markets.

5) What is the best thing about doing business in Nigeria?

Nigeria has the highest concentration of black people in Africa, making it a heavy market for any product or service. We also have many consumers with high purchasing power. Nigeria has huge opportunities and the various tiers of government are encouraging investment. The government's war on corruption is also encouraging.