ARCON: NAC 2024 to tackle advertising industry challenges, drive innovation

Director General of the Advertising Regulatory Council of Nigeria, (ARCON), Dr. Olalekan Fadolapo has stated that the 4^th edition of the Advertising Industry Conference, scheduled for Abuja Continental Hotel between November 13-15 will address industry challenges and drive industry innovation.

Speaking at a media parley in Lagos on Tuesday at the unveiling of activities for the conference with the theme: “Navigating the Shifts: Technology, Culture, and New Business Models,” Dr. Fadolapo emphasized that the event has been carefully planned to address key industry challenges.

“The advertising sector is at a critical juncture where the rise of digital platforms has opened new avenues for brand engagement, but also for challenges such as misleading content and consumer exploitation,” said Dr. Fadolapo.

According to him, the fourth edition and the theme are a result of the collective effort across sectoral groups, reflecting their commitment towards the growth and collaboration within the advertising industry.

Mr. Tunji Adeyinka, Chairman of the Planning Committee, highlighted the current economic difficulties faced by advertisers, such as rising business costs and the declining purchasing power of consumers.

READ ALSO: ARCON launches Africa’s First Stock Image Bank, engages 100,000+ Creatives

“Our clients face major headwinds, and we need to rethink how we deliver value, particularly with the naira’s devaluation reducing the market size,” Adeyinka remarked, urging the industry to adapt and evolve.

According to him, the conference is expected to serve as a catalyst for critical discussions that will shape the next phase of Nigeria’s advertising industry, ensuring that it remains competitive, innovative, and aligned with global best practices.

“In summary, the NAC this year offers topical discussions, networking opportunities and of course an opportunity for professionals to garner professional credit points.

In his own remark, President of AAAN, Lanre Adisa, commended ARCON, especially under Dr. Fadolapo for the various initiatives he has introduced  since he assumed office.

Speaking on the conference, Adisa explained that at the conference, practitioners will discuss how to balance innovation with responsible advertising practices.

READ ALSO: Advertising industry contributes significantly to Nigeria’s GDP growth—ARCON DG

“The 4th Advertising Industry Conference promises to be a pivotal event for the Nigerian advertising landscape, offering valuable insights into the future of the industry, ” he added.

Leaders from various sectoral bodies, including the Association of Advertising Agencies of Nigeria (AAAN), Experiential Marketers Association of Nigeria (EXMAN), and Media Practitioners Association of Nigeria (MIPAN), have expressed their enthusiasm, urging stakeholders to participate in shaping the future of advertising in Nigeria.

Kicking off with a fireside chat featuring Dr. John Momoh, Chairman of Channels Media Group, the conference will offer attendees a dynamic agenda filled with interactive breakout sessions, panel discussions, and networking opportunities.

Key speakers include Dr. Tayo Aduloju, CEO of Nigeria Economic Summit Group; Dr. Onyeche Elisabeth Agbiti-Douglas, MD of Pd Exerta Services; Seni Adetu, Founder and Group CEO of First Primus West Africa; Funke Adekola, COO of Dentsu-Creative; Emeka Mba, MD of Afiatv; and Olayiwola Jegede, MD of IMINND Experience, among others.

Other key topics include the impact of generative AI, youth culture in marketing, and the evolving landscape of taxation in advertising.

The event will feature eight plenary sessions, providing thought leadership and networking opportunities.