In the vibrant landscape of Nigeria’s advertising and marketing communications sphere, the stage is set for an eagerly anticipated event – the 2023 edition of the National Advertising Conference. The Advertising Regulatory Council of Nigeria (ARCON), in collaboration with leading sectoral bodies, is orchestrating this grand affair. Scheduled to unfold from December 6 to 8, 2023, at the International Conference Centre in Abuja, Nigeria’s Federal Capital Territory, the conference promises to be an enlightening convergence of industry experts and innovators.
This year’s marketing communications conference will explore its transformative power and role in national progress. To ensure a successful event, organizers have created two committees to lead key projects.
First on the list is the Brand Nigeria Campaign Committee, led by Steve Babaeko, the President of the Association of Advertising Agencies of Nigeria (AAAN). This committee’s mission is to analyze Nigeria as a brand and formulate a compelling campaign to enhance its global image. The campaign will delve deep into the nation’s DNA and communicate its essence effectively. Dr. Lekan Fadolapo, ARCON’s Director General, highlighted the collaborative effort by industry professionals to elevate Nigeria’s brand on the global stage.
Femi Adelusi, President of MIPAN, chairs the GDP Multiplier Committee. This committee will analyze the advertising industry, identify challenges, and assess its economic impact. It will answer vital questions like the industry’s financial contributions, its role in Nigeria’s GDP, and its multiplier effect.
The GDP Multiplier Committee is working with a consulting firm to study the advertising industry’s economic impact. The committee will examine employment and economic value to measure the industry’s direct and indirect contributions to Nigeria’s economic growth.
Tunji Adeyinka, the Chairman of the Planning Committee, expressed optimism that the 2023 National Advertising Conference would surpass expectations. He highlighted the conference’s commitment to delivering substantive outcomes, not merely serving as a platform for discussion.
Adeyinka detailed the conference’s itinerary, revealing that it would kick off with a fireside chat featuring industry legends. This evening session, scheduled for December 6th, will offer attendees a unique opportunity to engage with industry luminaries. The business aspect of the conference begins on the second day, with an economic session focusing on Nigeria’s reform agenda and economic challenges. An economist will dissect the realities and imperatives of the nation’s economy.
One of the conference’s key highlights will be the presentation of findings from the GDP Multiplier Committee and the launch of the Brand Nigeria Campaign. Representatives from select state governments, which have actively promoted their state brands, will also share their perspectives.
Adeyinka highlighted that the conference would feature four breakout sessions. Two of them will address industry issues, content management, data, and the adaptation of global insights to local contexts. The third session will focus on academic aspects, including discussions on the newly introduced university curriculum. It will involve lecturers and recent graduates.
The fourth breakout session is designed for students in Abuja, fostering interaction between industry professionals and the academic community. This outreach aims to introduce students to the vast opportunities within the advertising industry.
After the breakout sessions, the conference will host a town hall meeting, providing a platform for industry stakeholders to engage with regulators on pertinent issues. The evening will culminate in a gala night featuring the ASP Compliance Award.
As the event unfolds, the organizers will unveil a lineup of distinguished speakers. Collaborations with airlines and hotels have been secured to offer flexible travel and accommodation options. Representatives from sectoral bodies expressed their unwavering commitment to ensuring the success of the 2023 National Advertising Conference, underscoring the unity and dedication of Nigeria’s advertising and marketing communications community.