The 2025 National Advertising Conference (NAC) positions itself as more than just another industry gathering.

Organisers emphasised its role as a critical platform for collaboration, innovation, and strategic solutions to Nigeria’s marketing communications challenges.

Scheduled to hold from November 12 to 14, 2025, in Abuja, the conference brings together over 50 speakers from various sectors and geographical locations across Nigeria.

These thought leaders converge under the theme “Marketing Communications: Transforming Businesses and Creating Growth in Challenging Times.”

Highlighting the Urgency for Collaboration

Speaking at the press conference in Lagos, Dr. Olalekan Fadolapo, Director General of the Advertising Regulatory Council of Nigeria (ARCON), emphasised the urgency of industry collaboration.

He stated, “The need for collaboration,  partnership, cannot be well emphasised,” pointing out that the conference provides a crucial opportunity for stakeholders to address pressing challenges collectively.

Reinforcing the Economic Catalyst Role

Also speaking on the advertising industry as a catalyst for growth, Tunji Adeyinka, chairman of the organizing committee of NAC, acknowledged the current economic climate.

He noted, “We all understand what challenging times mean.

On the micro level, there are indicators showing economic stabilisation and growth.

However, this growth has yet to fully translate into benefits for consumers, which is why growth remains a critical topic and the focus of our conference this year.”

He referenced a PwC report to highlight the industry’s impact: “For every one Naira spent on marketing communications, 16.5 Naira is generated in GDP.

This is a crucial fact, and it underscores the importance of this industry.”

Furthermore, he explained that the conference has evolved beyond traditional forums.

“Over the years, the National Advertising Conference has tried not to be just a talk shop.

Aside from being a thought leadership platform, it is also an advocacy platform where we address critical industry issues raised during the conference.”

Focusing on Generational Transformation

 

The conference opens on Wednesday, November 12, with a fireside chat titled “A Different Generation, a Different Industry.”

This session acknowledges the demographic shifts affecting both organizations and consumers.

The panel includes Dr. Bolajoko Bayo-Ajayi, President of the National Institute of Marketing of Nigeria (NIMN), Maryam Amuda of Aster Integrated, Tony Eigbe,  Creative Director of Tecno West Africa, and Bello Yusuf, a former agency professional.

They will explore how generational changes are reshaping industry practices and expectations.

Strategic Sessions Tackle Industry Pain Points

November 13 marks the beginning of the formal business agenda.

It starts with an economic outlook presentation by Olusegun Zaccheaus, Partner West Africa Strategy& Leader, PricewaterhouseCoopers, PWC Nigeria.

This session analyses growth prospects and economic transmission across various levels, setting the tone for the rest of the conference.

A plenary session titled “Driving Business Growth in Challenging Times” gives advertisers a dedicated platform.

Led by Dr. Cherry Eromosele,Head of Marketing at Interswitch Group.

This is the session that will addresse how advertisers’ challenges affect the entire marketing ecosystem.

Equally important, the agency perspective comes to the fore in “Agency Business in Tough Times: Boom or Bust?”

Jacques Burger, Co-founder and Group CEO OF UP& UP Group will set the tone for this session.

His experience transforming Up and Up Group from an M\&C Saatchi partnership to a fully African-owned entity provides a compelling model for Nigerian agencies.

Prioritising Technology and Innovation 

The conference also delves into emerging opportunities in sub national tourism marketing.

Organisers use case studies like the “Detty December” phenomenon to show how city branding and tourism growth can be driven through strategic marketing communications.

This session features  Managing Director of Mo Africa, and Victor, Managing Director of Marketing Analytics, amongst several others.

Meanwhile, the session  offers valuable insights for state governments looking to build tourism and city brands.

Adapting the Format to Growing Interest

The conference agenda features an extended Town Hall session as its highlight.

Dr. Fadolapo and sectoral group presidents will field questions from practitioners across the country, providing a space for real-time dialogue.

Driving Intergenerational Dialogue and Professional Development

A unique talent debate between Gen-Z and millennial professionals explores work values, ethics, and career essentials.

This session reflects the changing workforce dynamics that continue to reshape agency cultures and client relationships.

Additionally, the conference offers dedicated breakout sessions on topics such as destination branding, the role of marketing communications professionals in the public sector, and AI mastery.

These sessions aim to further integrate academic insight into industry practice.

I’m all of these, sectoral heads reaffirmed their commitment and support for the 2025 conference.

They also assured that their members will be actively involved and carried along throughout the event.