2024 National Advertising Conference set to address industry challenges and innovation
By Felicia Nwosu
The stage is set for the highly anticipated 2024 National Advertising Conference, scheduled to take place from November 13th to 15th, 2024, at the Abuja Continental Hotel, formerly known as the Sheraton Hotel.
This year’s conference promises to be a landmark event, with the Planning Committee unveiling key details about the gathering.
Dr. Lekan Fadolapo, Director-General of the Advertising Regulatory Council of Nigeria (ARCON), kicked off preparations with a detailed address, emphasizing the collaborative efforts of the sectoral groups involved. He highlighted the importance of industry-wide participation and outlined the agenda for the event.
“Our aim is to ensure a successful event by leveraging the collective strength of the industry. The chairman of the planning committee will soon brief us on the theme, topics, speakers, and program flow. I encourage everyone to actively participate in the interactive sessions and contribute to the success of this conference.”
In a subsequent discussion, Dr. Fadolapo addressed concerns regarding regulatory and fiscal policy issues impacting the industry. He revealed ongoing discussions with tax authorities and other relevant agencies to address technicalities and ensure effective implementation of new regulations. “We are committed to resolving these issues and will continue to engage with stakeholders to refine our policies and practices,” he assured.
Tunji Adeyinka, Chairman of the Advertising Conference Planning Committee and immediate past President of the Experiential Marketers Association of Nigeria (EXMAN), while sharing insights during a press conference, highlighted the collaborative efforts of sectoral groups and ARCON in crafting a relevant and impactful program.
“This year, the theme is ‘Navigating the Shifts: Technology, Culture, and New Business Models.’ Given the current economic climate, both globally and locally, it is crucial for us to explore how technology and evolving business models can help us address the challenges facing our industry.”
He said with a diverse range of topics and thought leadership sessions, the 2024 National Advertising Conference promises to be an invaluable platform for addressing industry challenges and exploring innovative solutions.
Adeyinka also addressed pressing issues within the industry, noting that the high cost of doing business and low consumer purchasing power are significant concerns. He referenced the recent PWC study, which estimates the industry’s worth at 605.2 billion naira, with a projected growth to 893 billion naira by 2028. However, he cautioned that currency devaluation could impact this growth.
“The conference will commence with a fireside chat on the evening of November 13th, featuring Dr. John Momoh, Chairman of Channels Media Group. This session aims to link the industry’s past with its present challenges. The first business day, November 14th, will begin with an opening ceremony and a session led by Dr. Tayo Aduloju, CEO of the Nigerian Economic Summit Group, who will provide an economic overview. The day will also include a discussion on industry consolidation, led by Mr. Seni Adetu, Group CEO of First Primus, and a CMO Forum featuring Adebola Williams of Promasidor, Morolake Emokpaire of Cadbury Nigeria Plc, and Kemi Longe of PZ Cussons, interviewed by Eyitayo Olayemi of ‘The Diary of a CMO.’
In addition, there will be a session on artificial intelligence and its myths and realities. The day will conclude with a focus on youth culture and its impact on marketing.
The final day, November 15th, will feature three breakout rooms with six sessions each, covering various topics, including taxation, business models, and the role of professional publications in the industry. The conference will end with a gala dinner at 7 p.m. at the Abuja Continental Hotel.
Some of the key stakeholders also shared insights ahead of the conference while reiterating their unflinching support towards its success. Kingsley Omo-Abunene, Vice President of the Outdoor Advertising Association of Nigeria (OAAN), reflected on the impact of previous conferences. He noted that the annual gathering provides invaluable networking opportunities and a platform for addressing industry challenges. “The conference has been instrumental in fostering collaboration and finding solutions to various issues. It’s a chance for us to come together, share insights, and plan for a better year ahead.”
Lanre Adisa, President of the Association of Advertising Agencies of Nigeria (AAAN), expressed enthusiasm about this year’s theme, which focuses on technology’s role in the industry. “The conference will tackle relevant topics that address current challenges and opportunities. It’s crucial for professionals to adapt to technological shifts and explore new business models. This year’s event will offer a platform for such discussions and foster actionable insights.”
Tolulope Medebem, President of the Experiential Marketers Association of Nigeria (EXMAN), emphasized the conference’s role in bridging the gap between industry challenges and technological advancements. “The conference is a crucial platform for discussing pressing issues and finding actionable solutions. With technology evolving rapidly, it’s essential for all professionals to stay informed and integrate these advancements into their business practices. This event offers a unique opportunity for everyone to engage and benefit from shared knowledge.”
Other sectoral heads who also pledged their support towards the success of the conference include Yemisi Bamgbose, Executive Secretary of the Broadcasting Organisations of Nigeria (BON), and Brenda Nwagwu, Vice President of the Media Independent Practitioners Association of Nigeria (MIPAN).
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