Nigeria’s Image and Economic Revitalisation: Advertising to the Rescue

With an express pronouncement by the Minister of Information that the nation’s marketing communications industry has grown in leaps and bounds under the current leadership at the Advertising Regulatory Council of Nigeria, (ARCON), the onus now falls on the players in the industry to take charge of Nigeria’s story and change national perception and image to attract both local and foreign investors. Raheem Akingbolu reports.

Practitioners in Nigeria’s marketing communication space heaved a sigh of relief last week when the Federal Government admitted that their efforts in building businesses and projecting the nation are yielding results.

To this end, the Federal Government, through the Minister of Information and National Orientation, Idris Mohammed, has thus placed enormous responsibility on the shoulders of the players in the industry to take a leading role in shaping the nation’s narrative, describing them not only as storytellers for brands and businesses but also as custodians of national perception and image.

Speaking at the official opening ceremony of the 5th National Advertising Conference 2025 in Abuja, the minister showered encomiums on the Director General of Advertising Regulatory Council of Nigeria, ARCON and described him as a leader with exceptional work ethic and tenacity rarely seen among professionals of his generation.

For an industry that has consistently craved for recognition, the charge that they should use their expertise to counter false narratives about the country and project its true image was regarded as a subtle ‘invitation to treat’ and a clarion call on them to rise up and take their position in the national marketing mix.

Idris called for a “communication renaissance” that prioritizes truth and facts to counterbalance misinformation, especially narratives that damage Nigeria’s international reputation. Among other things, the practitioners are henceforth expected to; shape how the nation is perceived globally, emphasize facts over fear, and unity over division in their communication strategies and utilise their creativity and strategy to project a compelling story of Nigeria’s hope, resilience, and opportunities.

The Minister also commended the Director-General of the Advertising Regulatory Council of Nigeria (ARCON), Dr. Olalekan Fadolapo, for his leadership in the industry. The NAC, an annual event, serves as a platform for discussing critical issues in the integrated marketing communications sector.

Earlier, the ARCON DG had charged marketing communication professionals to leverage the convergence of creativity, data, and technology to drive sustainable growth for businesses amidst Nigeria’s economic challenges. He described the conference as “our own industry’s convergence to learn, unlearn, and relearn better ways of getting the very best results in our various businesses.”

The ARCON chief emphasized that “even in challenging times, great communication remains one of the most powerful tools for growth,” setting the tone for the three-day gathering themed “Marketing Communications: Transforming Business and Creating Growth in Challenging Times.”

Fadolapo painted a picture of the rapidly evolving marketing communications landscape, highlighting the unprecedented pace of change confronting industry professionals. “Today, marketing algorithms and marketing activities are shifting faster than ever. Consumer behaviour and insights are becoming challenging to decipher, and digital disruption is now redefining the rules of engagement, which makes our ability to communicate effectively more vital than ever before,” he stated.

He explained that the conference provides a critical platform to “recognize the role that marketing communication plays in every business’s growth and in navigating uncertain times.”

Describing the 5th National Advertising Conference as a gathering where industry stakeholders come together as “strategists, creators, curators, innovators, and storytellers to exchange insights, challenge assumptions, and share solutions,” the ARCON chief reiterated the agency’s commitment to making NAC a platform to reimagine and interrogate how marketing communication drives not only brand value but also business resilience and sustainable growth, especially in tough times.

In a candid acknowledgement of the challenges facing all economic sectors, he noted that “every sector of the economy is exploring strategies to keep up with sustainability and maintain consistent growth.”

He charged participants to view the conference as “our own industry’s convergence to learn, unlearn, and relearn better ways of getting the very best results in our various businesses.”

Speaking on behalf of the Presidents of all advertising sectoral groups, Chairman of the Heads of Advertising Sectoral Groups (HASG), and President of the Association of Advertising Agencies of Nigeria (AAAN), Lanre Adisa, assured the government of the industry’s readiness to partner in making “Brand Nigeria” the best in the world.

Adisa who represents the umbrella body that brings together practitioners from across the industry explained, “Nigeria has some of the best creative talents in the world, and the government will have in us the best partner to make that happen,” Adisa declared. “All the people that make brands matter in Nigeria are here. There are brands that have come to Nigeria, have excelled so much and made so much impact around the world from being in Nigeria. They believe in Nigeria.”

The AAAN President emphasized that the skills and talent available in Nigeria’s advertising sector would be of no use if not deployed for the country’s benefit. “Nobody knows Nigeria better than Nigerians, and we in the industry can make that happen,” he stated emphatically.

Looking ahead, Adisa outlined a strategic vision for collaboration between the government and the advertising industry over the next five to seven years, with the goal of ensuring all Nigerians benefit from the creative talent pool available in the country. “This is the starting point for us in the next five to seven years: how do we make all Nigerians take advantage of the talent that’s available?” he asked rhetorically, before assuring the Minister and government representatives present that the industry stands ready to be a reliable partner.

“On behalf of the industry, we can assure you that taking it from this point, we would like to partner with you to make Brand Nigeria excel and be the best in the world,” Adisa pledged, drawing applause from the audience.

Also speaking earlier in the same vein, Mr. Steve Babaeko, President of the International Advertising Association (IAA) Nigeria Chapter and Group CEO/Chief Creative Officer of X3M Ideas, used the platform to highlight Nigeria’s growing global influence in the advertising world, urging the government to recognize and harness this potential.

He emphasized the critical role advertising plays in governance and nation-building, stressing that the government needs the industry’s expertise to effectively communicate its programmes and policies.

“If the government is doing something, doing anything, how is this known? They may be doing a lot and nobody knows about it.” Driving home the point that effective communication is as important as effective governance, he also urged the government to engage the advertising industry in helping them communicate this better.