Yves Nestor Nlep is a 35 years old Cameroonian graduate of the Institute of Mass Communications Technology (IMCT) and the Plateau School of Administration & Management Studies (PSAMS). Both higher institutions of learning are respectively situated in Zaramaganda and Jos in Plateau state, Federal Republic of Nigeria.  He now runs a consultancy specialised in Advertising, PR and Marketing Communications in Yaoundé, political capital of Cameroon. In the interview that follows he talks about his consultancy and the future of the advertising, PR and Marketing industry in the West African state.

Elie B. Smith: Hello Sir, thank you very much for accepting to talk to us about your business or consultancy, if you wish. Could you please tell us a little more about your consultancy? And substitute question. When did you start?

Yves Nestor Nlep: Thanks for giving me the opportunity to talk about my Consultancy and the Advertising market in Cameroon. Concerning my Consultancy, it is specialised in Advertising, Marketing Communications and Public-Relations. The firm is located in Yaoundé, and we are in the business since 3 years. We have run some adverting campaigns in collaboration with our partners. Some of them were, the Launching of a new brand of computers: TEG and we have also organised some special events such as the 40^th Anniversary of the Supreme Council for Sport in Africa in 2006.

Elie B. Smith: Who are your clients and how do you get them?

Yves Nestor Nlep: My clients are in the public and private sectors; I also work as a consultant with many advertising agencies. I have some personal projects which I initiate and can have the backing of the Government. Such self initiatives that sometimes yield positive fruits are: “Salon National de l’Assurance” that will take place this year and “ Cameroon Video Music Awards”. Most of the times, I get my clients through some project proposals, lobbying, and know-how.

Elie B. Smith: It looks as though Cameroon is officially a bilingual English & French-speaking country. But am I wrong, if I said, Cameroon doesn’t have a vibrant advertising market as it is the case with other English-speaking African countries such as Kenya, Nigeria and South Africa?

Yves Nestor Nlep: You are not wrong. The problem in Cameroon is that our economy is not booming as those of countries you mentioned earlier and this due to the fact that, for more than 20 years, the country has been under structural adjustment and thus, many investors were or are still reluctant to come and invest in Cameroon. The other deterrent to the progress of the advertising and Communications industry in general in the country is Corruption which is rampant and persistent despite the Government’s effort to fight it. And finally, there is a lot of bureaucracy in this country.

Elie B. Smith: It also looks as though, individual Cameroonians and corporate bodies don’t fancy or don’t see the necessity to advertise. Is my observation correct?  I also understand your consultancy is also into PR. Do you have people or corporate bodies knocking to seek your expertise?

Yves Nestor Nlep: You are right,  and you know for long, Cameroon’s economy was in a monopolistic state, there was no competition, so many companies even Government used to use the budget meant for Communications for leisure or to fuel Government Official cars, furthermore, the advertising sector is full of Quacks and Charlatans and this does not facilitate our task since most jobs and the budgets that follows are given to family members or friends, and most of the time corporate bodies or people when awarding advert contracts, they see it as a favour. They don’t see it as being important to them or their businesses in anyway.

Elie B. Smith: There are nonetheless some Cameroonians who seek services of advertising & PR consultancies. Do they come to indigenous entities like yours or they seem to prefer the services of a handful of multinationals existing in your country?

Yves Nestor Nlep: Most of the time, they prefer the services of multinationals companies, or they do allocate contract to their family members and friends.

Elie B. Smith: Is it correct the claim circulated by some experts in any field operating in Cameroon that, Cameroonians elites and corporate bodies and even government, will rather seek the services of a European or consultancy from Westerners than offer the opportunity to indigenous entities?

Yves Nestor Nlep: Yes it is.

Elie B. Smith: Your kind of venture is not common in your country, you will admit. Do you have a professional fraternity to protect your profession from quacks and also regularly improve on your skills, as it is the case with countries such as Ghana, Nigeria, Kenya and South Africa? If yes, how is it called? And if no, do you have plans to set up such a body any time soon?

Yves Nestor Nlep: There are many professional bodies in Cameroon, but they are not well organised and members spend all their times fighting for leadership position. I intend in the near future to establish a body with some professionals.

Elie B. Smith: There are some advertising firms run by Cameroonians in Cameroon isn’t it?  Do you have contacts amongst yourselves? Personally, do you have any contacts with professional bodies elsewhere on the continent?

Yves Nestor Nlep: Yes we have some casual visits or contacts, and from time to time, we exchange views about the practice and problems we encounter in the running of our business and the profession; but all this is informal. As regard to your third question, I have contacts with some foreign professional bodies like Association des Agences Conseils en Communication (AACC) in France, and in Nigeria, I am a member of the Business Education and Examination Council (BEEC) where I obtained my Professional Diploma in Public Relations.

Elie B. Smith: Finally, Cameroon is known for her strings of heavy taxes and corruptions, which are deterrent not only to foreign direct investments into your country, but it equally obstructs and stunt the growth of indigenous individual enterprises. Could you tell us about your own experience?

Yves Nestor Nlep: I have mentioned earlier the hindrances for the smooth running of a business in Cameroon and mine is not an exception, but one has to survive. Young Enterprises find it difficult to operate due to heavy taxation and this does not facilitate the growth of indigenous private enterprises since Banks do not lend money.

Elie B. Smith: thank you very much Sir.

Yves Nestor Nlep: it was my pleasure and I hope to talk to you again.

Robot  # 1 | 11.05.2008 03:59

Yves Nestor Nlep is a graduate of the Institute of Mass Communications Technology (IMCT) and the Pla...Read the full article.