ARCON, industry stakeholders ready for 2024 Advertising Industry colloquium

The Advertising Regulatory Council of Nigeria (ARCON) says industry stakeholders are ready for the 2024 Advertising Industry Colloquium scheduled for Lagos on June 27, 2024.

Addressing the media in Lagos at the weekend, Prof. Rotimi Olatunji, Chairman, AIC 2.0 disclosed that the highly loaded one-day event will be chaired by ARC Sonny Echono, Executive Secretary, Tertiary Education Fund (TETFund) while Brigadier General Mohammed Buba Marwa, Chairman/CEO, Nigeria Drug Law Enforcement Agency (NDLEA) will be the guest of honour.

He said the Minister of Information and National Orientation, Alhaji Mohammed who is the Chief Host, is expected to declare the event open, while the Chairman/CEO, National Drug Law Enforcement Agency, General Buba Marwa (Rtd) will the Guest of Honour.

In addition to the colloquium, ARCON will formally present its new advertising journal, a comprehensive collection of research in various advertising fields. This journal aims to make critical academic research accessible to industry professionals, enhancing the overall body of knowledge in advertising.

Prof. Olatunji stated that the event is designed to promote the town and gown relationship and to update participants on the latest knowledge, practices, and skills required for success in advertising and related fields. The event will be inaugurated by Mohammed Idris, the Honorable Minister of Information and National Orientation of the Federal Republic of Nigeria.

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He said the colloquium would facilitate interactions between academia and industry, exploring emerging technologies for sustainable advertising education and professional excellence in Nigeria. It will educate academics and students on career success requirements in various marketing communication areas amid evolving global technologies.

“Additionally, the event will discuss contemporary trends in creative advertising, marketing communication planning, media campaigns, digital marketing processes, and advertising regulation. It will also provide a platform for students to showcase their creative skills in advertising and marketing campaign planning and execution, and inform participants about maximizing the potential of emerging technologies in advertising and marketing scholarship and professionalism,” he added.

Earlier in his welcome address, Director General of ARCON, Dr. Olalekan emphasized the importance of creating a synergistic relationship between academia and advertising professionals to develop the body of knowledge essential for the growth of the advertising industry.

Dr. Fadolapo highlighted the evolving nature of advertising, noting that technological advancements are causing significant disruptions.

“Advertising changes constantly. The definition from several years ago is not the same today. The line between advertising and other fields like PR is increasingly blurred, with new tools becoming critical to our profession,” he said.

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According to him, the colloquium presents unique opportunities for students and academics in Mass Communication, Advertising, and other integrated marketing communication (IMC) fields to engage with advertising professionals, media practitioners, policymakers, and regulatory agencies.

This year’s Advertising Industry Colloquium (AIC) 2.0 will also feature an Advertising Pitch Competition, with participation from eight tertiary institutions: University of Ilorin, Covenant University, Federal University, Covenant University, Federal University of Kashere, Nile University, Abuja, Ebonyi State University, Rivers State University, Kano State Polytechnic, and Lagos State University.