Coming in as a thorough breed professional, Director General of Oyo State Signage and Advertising Agency (OYSAA) – Pastor (Dr.) Yinka Adepoju has no doubt brought a lot of changes to outdoor environment in Oyo State – South West Nigeria. Not mincing words, WHERE To Print was privy to an exclusive interview with Dr. Adepoju who shared the history, the challenges and achievements of OYSAA since inception two years ago. Excerpt:
CAN WE MEET YOU SIR?
I am Pastor (Dr.) Yinka Adepoju, I am a minister of God, and by the Grace of God I am also an outdoor advertising practitioner. I have been in advertising close to 28 years now. Having started in 1986, I am the Director General of Oyo State Signage and Advertising Agency (OYSAA).
YOUR ACADEMIC BACKGROUND
I went to school like every other child. I had my Primary and secondary education here in Ibadan, Oyo State capital at the very popular prestigious Government College Ibadan and thereafter I proceeded to The Polytechnic Ibadan, where I studied Mass Communication. I graduated in 1985, had the usual Youth Service Corps at Nigeria Television Authority (NTA) Tejuosho, Lagos and at Nigeria Television Authority in Akure Ondo State. Thereafter, I made my way to Print Journalism to work with Vanguard Media Limited and finally – I ended up in Advertising in 1987 to work briefly with St George’s Publicity Limited. But in 1988, I moved to Media Link Limited – one of the foremost outdoor advertising agencies in Nigeria. I started as a Senior Client Executive, rose to become the Commercial Manager and ended up as the first General Manager of the company.
Then in 1994, I resigned my appointment, and started my own company in 1995. I managed a company called Royal Communications Limited from 1995 to 2011 as the Managing Director and Chief Executive Officer. Before I was invited by Senator Abiola Ajumobi the Governor of Oyo State to the transition Committee that would midwife the new government into power to help develop a structure on how the government will function after the swearing in May 29, 2011.
Before then, I have served in different capacity in APCON – the apex advertising regulatory body in Nigeria. I have also served in my own profession body association – OOAN. But to the Grace of God, all of these efforts and modest contributions to advertising in Nigeria were rewarded when I was conferred with Fellowship status of APCON. That was the peak of my career and also a member of other similar and relevant professional bodies.
So in 2011 after the invitation to transition committee, I made my modest input and eventually was part of those who develop a report which also serve as a turning point for the new government in Oyo State. In 2012, when the bill meant to establish OYSAA was sent by Governor Abiola Ajumobi to the Oyo State House of Assembly – and was finally signed into law, OYSAA was created and I was appointed by His Excellency as the pioneer Director General of the Agency.
WHAT ARE THE ACHIEVEMENTS OF OYSAA SINCE INCEPTION?
Permit me to use this medium to express my profound gratitude to His Excellency for the initiative of setting up the agency which has turn around the outdoor environment of Oyo State. It has brought about a remarkable improvement to the sector. Despite the fact that OYSAA is barely two years now, it has contributed greatly to the development of outdoor in Oyo State and from our modest contribution, I can say that Oyo State is rightly on her way to achieve environmental standards commensurate to international standard and best practices and I see it as a trend which other state around us are clearly inspired by what we are doing and also emulating.
We are also instrumental to setting up of digital structures LED board in the state capital. We have introduced innovative billboard and in addition to that we have successfully controlled and regulated the out of home structures across Oyo state. Also, we have contributed greatly to the internally generated revenue of the state, which also has facilitated the economic empowerment of its people through job creation. For instance, we have about 84 staff at OYSAA and occasionally we do engage the service of artisans such as welders, painters, engineers and printers who fabricate and print advert materials for us. And again today, we now have database that spelt out what we have in terms of advert structures in Oyo State which we use in planning and these structures are classified into First, Second and Third Party signage. In Oyo state for the First Party we have registered close to 3,000, and for Third Party we have registered over 129 practitioners.
Another achievement is that we have rid our highways of illegal, dilapidated, badly positioned and not well maintained billboards thereby creating an enabling environment for citizens, practitioners and advertisers. The environment is looking good and safe now. So it is a total re-structuring and re-engineering of outdoor in Oyo state. We have also succeeded in flushing out posters that were indiscriminately posted on the walls and monuments in the state. The challenges we are facing now is that immediately we remove the posters people still go back to re-paste them. We have decided to construct Public Information Panel at all the 33 local governments in the state for people to paste their posters at minimal and affordable fees. We are also in the process of rolling out ultra modern bus shelters for commuters and as well serve as an advertising structure. After these efforts anybody caught violating this law will be sanctioned.
CONTRARY TO WHAT YOU HAVE SAID SO FAR, THE PRINTERS ARE COMPLAINING THAT OYSAA ACTIVITIES IN THE STATE HAS PRCTICALLY TAKEN FOOD OFF THEIR TABLES: – WHAT IS YOUR TAKE ON THIS?
That sounds very unbelievable. I thought they should be commending OYSAA for bringing sanity to the state. But again I must let you know that people don’t like change – they like to resist change. The mind set of our people is that things should continue the way it has been several years back. I remember when we came into existence about two years ago, some group of people want to resist this change by protesting but this government is responsible, responsive and proactive. So all we do is to organised stakeholders forum where we met and explain the reason behind the activities of OYSAA and the benefits to the state at large.
It was an interactive section and a lot of decisions were taken that was beneficial to all. We informed them that in discharging our duties, it would involve lots of sacrifice which would involve the removal of anything that is un-sighting, that is – any billboard causing obstruction to the road users or disturb pedestrians. We also explained to them that we needed an improved outdoor light in the state. And what we have succeeded in doing is that we have secured and positioned a 21st century compliance billboard in Oyo State. When we came on board, one of our utmost decisions was to work with stakeholders in the industry for the common good of everybody – but rules and guidelines must be followed. Though we are ready to assist and co-operate with them but we will not compromise standard. And most importantly we have not come to take food from anybody’s table rather to improve the standard of the living of our people.
WHAT CAN YOU SAY ABOUT THE ASSUMPTION THAT YOUR ACTIVITIES ARE POLITICALLY DRIVEN?
I refuse to agree with that statement. We are not unaware that election is around the corner and OYSAA will not leave any stone unturned to ensure that regulations and ethics are obeyed to the later. We are not set up to promote or intimidate any party; we are just doing our duties as stipulated by law. We will not prevent anybody from advertising him or herself or any political party from advertising. What we are saying is that before you do anything as far as outdoor, signage, posters, flyers, brandings and banners are concerned; they should walk down to our office at Ministry of Justice, Mediation Centre Oyo State Secretariat to get their permit and pay the normal dues and advice from our trained agents.
We don’t want to turn Oyo state to Jankara market where anything goes but rather than to ensure orderliness in the state and what we are doing is not strange when you advertise you have to pay as it is done all over the world. All these are done at minimal charges. This government is a very friendly government and we don’t want to make life difficult for anybody.
IT ALSO CAME TO OUR KNOWLEDGE THAT OYSAA IS YANKING OFF APPROVED AND PAID BILLBOARDS WITH NO COMPENSATION – WHY SIR?
I am not aware of that. When approved is given for erection of a billboard it will immediately be followed by payment – once this is done, the agency will ensure the board enjoys exposure throughout the period that it is billed. But in a situation where the bill is not paid such a board become illegal and we don’t have room for illegal structure in Oyo state. Because we belief in due process and we don’t yank off any board. At least we give two weeks’ notice before we remove any illegal structures.
WHAT IS OYSAA DOING AS REGARDS THE AREA BOYS WHO USE TO EXTORT MONEY FROM BILLBOARDS OWNERS IN THE STATE?
Since we come on board as the regulatory agency for signage and advertising in Oyo, we have put in place security cover for our clients’ signs and boards. We have been able to curb the nefarious activities of the area boys, street urchins through the help of Operation Burst put in place by His Excellency Senator Abiola Ajumobi to ensure a very smooth business climate in Oyo. The issue of area boys and billboard theft has been eradicated in Oyo state.
