hi, it's either quade mm. we have seen the west, but also the best of our continent. we have witnessed how quickly things can change for the better that we know that we must work hard to maintain the benefits of the paste. well, i am ah, this is al jazeera and these are the top stories. tributes have been pouring in for britons, queen elizabeth the 2nd, who has died aged 96. she's been hailed for her compassion and warmth, and described as a role model and inspiration to millions. john hall is at buckingham palace and

says, hundreds of people flocked to pay tribute at the royal gates. was the flickering of candles of the gate tributes that have been laid, but the crowds will come back to buckingham palace and 2 other royal sights to pay their respects to the queen, who of course, is a said was the longest serving monarch in history and certainly as well in the 1000 d, a history of this country's molecule molecules behold generations of people who will simply not be able to remember or never have known a time when the queen was not an enormous figure in their lives. now the queen elizabeth has died. her son charles has automatically become king. prince charles will now be known as king charles the 3rd. the new king is expected to address the nation on friday. world leaders have been sending their tributes to the british monarch. u. s. president biden led the charge hailing queen elizabeth as a steadying presence in a world of change. china's president, she has offered his sincere sympathies to britain following the monarch's death. in

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i am for the ok, the advertising, regulatory council of nigeria, in spite this episode, i've never had said this before. but let's take a look about a band that is coming up on october the 1st on the use of foreign models and voiceover artists on the nigerian advertising media. although with the fact from october, the 1st i sent you an independence day advertising marketing communication materials are to make use of only nigeria models and voice over artists. so we often nigerian create is what they thought about this new law. what has been happening in the advertising speaking mind you yeah. he's that a lot o t v commercials a little print ads have been taken outside the country to be produced. and what the law is trying to do is to win. sure. is that the spread way? sure that it protects its own market for technical content, for technical talents,

develop build capacity and ensure that you can foreign exchange and people keep working. i don't think it's anything that has to do to been victim here, but i just think it's a civil policy by argon, on the federal government to like i said, it, it protect the local content and does not run that. he wants to see ourselves on our screens. we wanted to tell our own stories we want and people representing us want people who look like us sound like us that we can relate to. so in raising the next generation of nigerians and also africans, this is really something that we need to work towards. and this is the 1st step towards that. the state of commercials all my j as well talking about why do they need protecting? how best to grow the industry? you can comment on youtube. you can even put your favorite apps. right?

yeah. to talk about. but i know the conversations already started one. thank you. i respect it, the new your why glorified global standards when you can appreciate what you have, what are your thoughts? join our conversation and our panel, hello to ada. hello, to fiddle and hello to obey or joining us today. idea, nice to have you. please introduce yourself. kelsey you are what you dave? hi, very nice to meet you. my name is odessa hall. i am the chief marketing officer of empty in nigeria mobile telecom operator casting. hello, fidel, welcome. and can i run? my name is sharon winder from kenner. i'm the immediate past chairman of marketing society of turner. i'm currently a board executive, rather marketing for out of can great to have you joining us on the phone we have over open please introduce yourself. nice to see a nice to see if i'm well enough to see a be a see about payment. i'm creative industries. i'm to put up. all right,

so this story took off internationally because of a couple of mysterious headlines. let me show you here. this is what should've buddy says as an actual nigerian, the, i did that. my doing common is banning white people from ads. it's just not true. white, middle, the foreign to my dearest. of course. they are naturally band out of the band ball, as anybody who simply isn't nigerian, the, what we want to do was just to make sure that we got a little bit deeper to find out what all can that record to counsel. really wanted to say, this is what the director told us just a few hours ago. let's have a look. do the window. she called me to alicia on that. but i usually more compelling to me to use more socially pushes for us. we want to see want to make it more scheme of days. so we just need to

renew what we can develop new policies that we can do to be able to compete on the platform. last, the last we want to develop the industry. we want to have our own advertising industry when looking at our own home town and how we can develop them. theodore internationally, this story blew up. what did you make of it? is it makes sense now that you've understand that the death of the story, not just the, it's no foreigners here. it's deeper than yeah, i think it's deeper than that. and i know, looking from the sidelines or not stick the role of a nigerian, but more of a marketer. ideally, look at the studies. it shows a majority of people do not see themselves in. it's actually only, for example,

40 percent of women can relate to that, that they see on the tv. in other sense one, in 5, people actually believe that there are reprieve presentation of the advertisement actually relate to themselves as a society. so these are, there's a lot that the memory structures built through advertisement bring you out and these need to change that. and i believe this is a step in the right direction in terms of building representation, inclusion of people that consumers can relate to who look like themselves, sound like themselves and, you know, represent beliefs similar to them. i'll definitely doesn't. yeah, i be wrong. i i think, i mean, look, you can only have the most have issue, and that's why the reaction. but i think somebody who commented earlier called this on the time when you talk about where each country with

a population and what we're talking about people not seeing themselves or not. if you go back 20 years ago, the big multinational used to just maybe from london, like one of us with a whole continent. so i think that's really probably back in south africa. and my way you stop preventing people much. and i know that on my my journey. so i think that's probably part of what our home was heading towards. i didn't come to strengthening that because the industry is quite large. but obviously they want to make sure that difficult economic fine. they can go in the market. yeah, sure. i think i would love you to listen to cody moore has an experience p r. exactly who spent some time living. i'm walking in nigeria. i want to go beyond this by the into how does the industry operate and where is my jury in the industry? claudine told us the story said, i want you to have a listen to an intake of behind the scenes about how commercials a maiden. why does my curious silver it needs to be protective of its creators,

his clothing festival. a few years ago i was living and working in nigeria, leading the communications for a my cheery in based pan african investment company. and i was tasks waived for me in commercial for the nigerian company for which i was sent to south africa. it's a film that commercial working with the south african agency that part of that commercial. we were having the ones to have a young girl lying on the bed, drawing a picture of her family for which they cost a young, black south african girl as a young nigerian girl. in addition to that, the agency had given us a prop and the prop that they gave us, which was the drawing back. this little girl was pretending to draw. they had drawn her family as white. so they had this white family that this little black

girl was supposedly drawing. so i had to go ahead and color in the faces of that white family brown because it was a black, young girl drawing pictures of her black family. but that drawn a white family and given that to me as the prop is that your poor survey of the mattie idea, go ahead as i looked, oh, this one's tough? no, no, no, no, no i was. i was just waiting for you to queue me in look, yeah, i think for me, i have to sort of put my hands up and, and say look, i know this problem that we need to so, okay. i think our shooting ads can be a very complicated process. there are many, many moving parts and look companies under the crush of targets you want surety of success. so look, we may have relied on using resources that are a mix of being in the mix of nigerian and non nigerian ah resources. but i

completely understand the direction we want to go in. right. and just to put this in a global context representation doesn't only matter in nigeria, and in this context, if, if you look abroad, you know, look at, and the women and the bodies that are being portrayed, you know, by many brands as the ideal. it's no longer a skinny size 0 model any more, right? it's a lot more inclusive and more quote, unquote, normal bodies are being included. i don't see that as being very different from what we are trying to achieve in nigeria at the moment, or an empty and as a brand our stand by it. i mean, i think that for us, you know, operating in 20 plus countries, there is a challenge in trying to maintain brand consistency. but one of the things we have done as an idea team is continue to work towards making sure that issues that your previous guessed they're experienced. you won't happen in i ads, you know, and it is important for people to look at ads and see themselves so. so i

definitely are, we are empty and definitely support this move and are willing to fully align. not that we work that far out of alignment, right, but we're willing to fully align and continue to enrich that goal. an industry. this is a rasping where will ad breaks over, hold on, hold on tight and layman. i'm going to pay an ad break away, and then you can pick up immediately our break this. our break is never forget your identity advertising hero. mere one of your favorites. and then as soon as you finish the ad ending here, ending. tell us why you like it and why it's important. let's helen the my father told me to never forget where i come from. i forget with dishes and festival celebrates are breach cultural. our address and anklets males, no rival,

our people. when we build bursting with creativity and see of a yeah, no, definitely. i mean i think about add for example, speaks directly to the culture of the people and how do they need to connection because the need to be, feel from that part of nigeria. you know, if you're not, but even if you're niger and you need to be low, this is situated in us and i think that's what we want to be. you know? yeah. but that's it, but you don't have to. but i think also think about it like like 16. yeah. the journey of our music was moved. we used to go should a lot of music videos in south africa. i mean, this is about technical skills. exactly what id i would say. but over the last 10 years, but it's a lot of talent was shooting 90 percent, probably back in europe. i think it's about this. it's about let's use local

calling to be developed to create a deliver these products for corporate nigeria and for me. but i think that's what it's about in reality. i don't think it's about excluding anybody. it's about building local. i am. well, if i could just add to that please. i think now we are, we need to find more bravery and telling our own stories, right? if you years ago and i got that have probably been rejected by marketing to rise to national marketing. i think. why can you help them understand why its identity and comfort with your own identity and, and doing what you think works, doing what you think brings the revenue that you, you need to meet your goals. and i'm speaking from him, a marketing perspective, right? so you just rinse and repeat what's worked, even if it's not creative, even if it doesn't resonate, just rinse and repeat. nobody's going to fire you for doing something that work before. right? so let's say, you know, so it's not say it's not the best idea,

but i think now this is going to embolden us to grow more comfortable in our identity. i think authenticity now is trendy. rain is being well risk. it's being welcomed. i don't think it was in, in ad spaces or international spaces before. you know, i mean, you have, you know, nigerians on youtube telling very nigerian jokes and i walk into rooms around the world and i hear people talking about, you know, youtube stars in nigeria. so, so, so our culture, now you're traveling on traveling while a music drop traveling through our movies, mannerisms. i mean, like the entire world now knows what the word shy you means. i'm referencing the new, been a boy. this was, this was a secret. you know what i mean? like i'm for me for a points of them out. no more secret right? there no more secrets anymore, right? so, so we are now setting a global baseline in culture. so it's okay to be ourselves in our ads, even when we're representing international brands. i think it's a, it's

a brave new world now, and i'm so excited to be a possible thing. i just said, you know, i did, i just have to come in and support you because i think that self realization, the self awareness, it's a journey. i think that's where the people are right now. and that's where young about, you know, young i forget young, i mean, self or, you know, or not looking at it on their way to tell their own story, but not whether this explosion of african creative on old platform. you know, i let me get out tongue in brother into the conversation, because if you was just up to us 3, he would never get away. yes, said yes. oh, i know he is sounder. messaged us earlier. we asked what were the grey as what, what are the not so grey ad? and she says, i love nexus a nor they have ads that i love right now about a cookie. as often about cooking, all appliances tend to cave. a sex is messages. but these brands subtly reverse

gender roles or modify them. so we're not just talking about representation, but we're also talking about where are we in 2022. what are the rosa are had been traditionally assigned to men and women. and what should we be looking at now? are we seeing a revolution in the way that different countries on the continent and, and the public once the advertised to theodore? yeah, so i think data speaks to that so, so john percent of consumers believe that the odds are or the stereotypes that are shown through advertisements actually a harmful to the anger generation. which means the representation is actually false order mannerisms that are coming through, do not represent what we have in terms of our culture. so there is need to change thought in that space. so i believe in terms of the policy that has been set up, but seems to correct that and it goes in the right direction in terms of a bit of issue on why ours have been sort of structured in that sense. and if we

look mostly in terms of the big spenders in advertisement, we pool be multi nationals. the advertising budget is purely based on the size of market. so if i look at africa, continent most of the all to national love, a big chunk of that tunnel, becoming for, for example, default on market to south africa. and when you tried to shoot or not in dotson, you'll sort of encore, your advertisement. but since now they've been a bottle just advertisement. it's actually quite expensive to do production than did these new d n h. what you find out is before you put a lot, you have to test and ensure that he's actually the rightful flight to just as a consumer of the not as creative. so if we same for me in europe, for instance, so like, oh, this market isn't not big. so we're going to use a frenchman to advertise to british people that are going to work. why don't, why do you do that on the african continent? so be before that, that did well because there was not to

a communication right now social media will blow up if you do that. yeah. and people voice. right? and so, so that's what is happening. people are thing is on me before then all you have to do you find a line behind the park of a bronze and try culture show your concern and hopefully hope you know, hoping that that will be addressed, which probably never did. but now if i put on a post that relates the reason why trends, because most of the consumers actually relate to that. so consumers actually have a stronger voice in got sent, and that's why it's critical for representation to up. and i have to, so this ad, because we were looking for the good and the terrible. and we found a really, really bad ad. i thought it was from the 973 so much recently. and that it's actually about a malaria prescription and malaria drug attribute area drug have to look at this and i one real candid reactions. just take a look. what's wrong with that

ah to maria for your family shooting. go lease from it for troy. kimberly we are on target with you. i am never going to forget that product idea. genius that i made. oh no germans will like that. i and goodness. oh yeah, yeah. no, not really. you know, not. look, we are a growing industry. okay. and before they were good movies coming out of hollywood

normally would bollywood there. we're not so good movies. okay, so, so let's be forgiving of whoever put that out and let's allow it to fade quietly into history a is that it's that it causing salon? oh it, yeah, it is actually what it's so bad. it's good. yeah. all right, so, so the idea of representation that is so important. i think everybody understands that regardless of what they think about the new law that's happening on october, the 1st. how else do we create fair representation that reflects the public so that we're not taking advantage of them? theodore, you start is the idea of inclusion, isn't it? how do we do this better? so i believe is just reflecting what is the 3rd field is important to them. so in the looking at sort of the positions, purposeful brands and where they like. so in regards to the role of, for example, of a woman in the society,

the woman as evolved from just being housed like for example, to be someone who wants to do more for the family. so they ran down business. if you on the table at the same time, if you look for the family ambassador presentations, i'm looking for in terms of the key that the grew up, the want to see, you know, a block told making it in the window all day. the culprit or anything to enter paranoia sheep, and that's one of the times when should be able to drive through. and you know, it goes beyond advertisement. it goes actually to the puck. so, you know, it doesn't make sense to have an advertisement, but the park has some, a different model. and you told those touch points need to be completed in the execution of the i've got a couple of interesting reactions on youtube and i, i need your 32nd responses i can get in as many as possible. all right, more, 2486, niger and insecurity showing again thought obee thought. why, why nobody's insecure? i think that's just, they don't, this is about, you know, if you think you have the secure, the, maybe you haven't met and. 7 ricardo reciprocation may occur.

so nigeria, october, the 1st snow for models, no foreign voiceover artist. then the next time is kenya. or maybe it's south africa, or maybe it is gonna, i mean, i think when i drink creative, i'll tell you that we'd be locked out anyway. so that's not you to us. it's not like anybody. my dreams are getting work in the space. a friend in a friend of mine across the company. unfortunately, i did, you know, i love my brother, but the truth of the matter is, you know, do i need you to be able to call this in the 1st place? was the feeling of people being imported to take the jobs here. yeah, that's the fundamental energy behind it. so reciprocity already said it's not a statement. you know, nobody is in the body of the old language. it's kind of like militaristic to me. i don't see it and not just one line on this because i think this is the story that got around the world on i think we should squash it now. actually says racism has

a new meaning. this is disgusting of nigeria. a one line rebuttal. well, nobody, you know, white people, i think that's a beauty chris statement in the 1st place that even the, whoever picked it up is like a fake news magazine or something. just very mis steve, i don't think any of the people here even ever thought about us. i can know, talk about ads of nigeria and representation of ads. nigeria out this classic when 2013 that people were still talking about. let's take a look a i

i don't port i can we got 93 very short ads or one very short comment idea idea, how do we take my jr's industry for creative forward? what are your thoughts, chief marketing officer m t n? i think we need to continue to own our stories on our narratives and i'll be ashamed of telling them i think we all need to be a little bit braver, you know, and not emulates from any other market, but understand the consumer behavior and not be afraid to shape the story, i think that you know, the ad space in nigeria. so flies is very shy about actually influencing the way people think about products and, and i'd like to see, you know, more brands do that. now what's interesting area and theodore and obey is that it's made us think about the ad industry. what do we want? where are the stereotypes?

how do we tackle them? what is representation mean? so from a mischievous headline as a much deeper conversation to be had, we looks like where in that process of developing and teaching as well, just for nigeria for the entire continent of africa, thanking obee. thank you. area and federal and for you on youtube, wang and as well are see next time they calculate ah, beneath the surface lies a darker side in british politics, an exclusive al jazeera investigation coming scene. this was

a moment the likes of which we have never seen. this is important. this is the story from breaking down the headlines to expose in the powers attempting to silence reporting. we're seeing media freedom being threatened and attacked is basically criminalizing journalism. the listening post doesn't cover the news. it covers the way the news is covered. people have no idea what the source of use is that the game, the role, and that was for the why. on al jazeera, we are all response. even people far away are so helping with the environment, problems in the amazon because they are consumers. i teach kids about what our options are facing today. i've been working in earnest, trying to find ways to get to sleep with kids once a year. and what are you going to do to keep out of the sort of language that keeps the red blood women right?

they have want to circle back over in their fight for a while. if you've got them, eric, i was told the thing that was texting women, we made a challenge in the region. i will not being pro life. i want to sleep. we don't have read them in this country. these are about 2 weeks now. i say 3 days journey to with someone destroys our country. someone needs to rebuild. part of the st. louis missouri was on the lovely dog. we are the ones traveling the extra mile there are the media, don't go, we go there and we give them a chance to tell their story. ah, a nation in morning britons, queen elizabeth the 2nd has die.