From Dialogue to Data: ARCON Champions a New Era of Storytelling in Marketing Communications

By Abimbola Mohammed

The Advertising Regulatory Council of Nigeria (ARCON) reached a key point with its third Advertising Industry Colloquium (AIC 3.0). This important event focused on “From Dialogue to Data: Merging Storytelling, Human Engagement, and Tech in Marketing Communication.” It aimed to explore vital shifts in the industry.

Held with great interest, the colloquium brought together people from marketing, communications, and schools. Participants explored how data, creativity, and technology are changing the future of advertising.

ARCON’s Director General, Dr. Olalekan Fadolapo, welcomed a varied group. Professionals, academics, students, and new thinkers attended. He started the event with a plan for change. “It gives me great pleasure to welcome you all to the third Advertising Industry Colloquium,” he said. He also noted that this journey always aims to connect academic study with real-world practice.

Dr. Fadolapo stressed how quickly today’s digital world is changing. He especially highlighted how data and creativity are blurring lines. “The marketing world is constantly evolving,” he explained. “Therefore, this year’s colloquium aims to use the power of storytelling, human connection, and technology. This will help create effective messages.”

A Meeting of Minds and Mediums

For over six lively hours, AIC 3.0 offered an engaging platform. It encouraged talks, learning, and joint planning. The event featured keynote talks, group discussions, and interactive presentations. These sessions explored how data insights meet human stories in marketing.

Dr. Fadolapo recognized the huge value brought by the event’s speakers. Many are top leaders in digital marketing, behavioral science, media innovation, and technology. “Your knowledge will surely inspire us and give us useful plans,” he affirmed. This showed ARCON’s strong aim to build an advertising area driven by knowledge.

The colloquium was not just for experienced people. Importantly, it also opened its doors to the industry’s future. Students from various colleges attended as observers. This showed ARCON’s push to help young talent grow. Moreover, it highlighted their goal to bring schools closer into how modern advertising works.

“Thank you for joining this journey of bridging the gap between the town and the gown with us,” Dr. Fadolapo added. He acknowledged education’s key role in the sector’s long-term change.

The Director General also gave deep thanks to event partners, the planning committee, and ARCON’s internal team. He praised their hard work and organization. Their team effort made sure the event was informative. Furthermore, it served as a starting point for future teamwork.