Two years after Dr. Lekan Fadolapo’s re-appointment as Director General of the Advertising Regulatory Council of Nigeria (ARCON), the supervising Minister of the agency, Mohammed Idris, has offered high praise. The Minister of Information and National Orientation declared that the leadership provided by Fadolapo is the best thing that ever happened to advertising growth and development in Nigeria.

The Minister spoke as the Chief Host at the official opening ceremony of the 5th National Advertising Conference (NAC) 2025 in Abuja recently. Minister Idris showered encomiums on the DG. He described him as a leader with exceptional work ethic and tenacity rarely seen in professionals of his generation.

Mallam Idris commended Dr. Fadolapo’s dynamic leadership and vision. He noted that Fadolapo institutionalized the conference as an annual flagship event for Nigeria’s marketing communications industry. The Minister admitted that the industry has grown in leaps and bounds under Fadolapo.

“Let me first commend the Advertising Regulatory Council of Nigeria (ARCON) under the dynamic leadership of Dr. Olalekan Fadolapo and other industry stakeholders for instituting this important conference as an annual event and sustaining it as a premier gathering of leaders in marketing, advertising, and communication in our country,” the Minister stated.

The Minister’s admiration for the ARCON boss was palpable. He confessed that such dedication is uncommon among his peers. “The Director General of ARCON, Doctor Olalekan Fadolapo, I barely see someone with the kind of commitments and passion that this gentleman has for this industry. His performance, I can say, is above his age, to be honest. Thank you for all you do, and we will continue to support you,” he said, drawing applause from the audience.

Beyond the accolades, Minister Idris used the platform to define the critical role of marketing communication in contemporary Nigeria. He described the profession as the bridge between creativity and commerce, ideas and impact, perception and reality. The Minister emphasized that its power and necessity have never been more pronounced than in today’s world.

The conference, themed “Marketing Communication: Transforming Business and Creating Growth in Challenging Times,” attracted a diverse congregation of professionals. Attendees spanned marketing, advertising, media planning and buying, outdoor and experiential marketing, the broadcast sector, academia, regulators, journalists, government officials, students, and other key stakeholders.

Alhaji Idris noted that the theme was both timely and strategic. Businesses navigate economic headwinds, technological disruption, and shifting consumer behavior today. “Communication, a tool of persuasion and nation-building, has never been more powerful or needed than today,” he stated.

The Minister then placed enormous responsibility on the shoulders of marketing communication professionals. He described them not only as storytellers for brands and businesses but also as custodians of national perception and image. According to him, the industry holds the key to counterbalancing false narratives about Nigeria, especially those that circulate internationally.

“When false narratives about Nigeria spread, especially internationally, your creativity, strategy, and storytelling can counterbalance them. You must offer truth, context, and compelling narratives of hope and progress,” he said.

This charge led Minister Idris to call for what he termed a communication renaissance. This renaissance must prioritize facts over fear, unity over division, and truth over propaganda. He urged industry practitioners to take up the mantle of projecting Nigeria authentically. “We must project Nigeria as it truly is: a diverse, dynamic, and resilient nation of hardworking people who coexist peacefully, aspire collectively, and strive daily to build a better society,” he urged.

He explained that through integrated campaigns, digital storytelling, strategic partnerships, and value-based branding, marketers possess the tools to reshape global perception of Nigeria. Nigeria can be positioned as a land of opportunity, innovation, and creativity, rather than being seen as a land of conflict or crisis. The Minister suggested this reframing is not merely aspirational but achievable through deliberate, strategic communication efforts.

Assuring stakeholders of government support, Alhaji Idris disclosed that the Federal Ministry of Information and National Orientation will continue partnering with ARCON and all industry stakeholders. This partnership will ensure the advertising and communication ecosystem thrives in a regulated but enabling environment. He revealed that the Ministry is retooling its public information machinery to align with the digital age. In this age, truth must travel faster than falsehood, and Nigerians must be empowered to tell their own stories.

He also highlighted the National Values Charter Framework being implemented by the Ministry. The framework aims to restore values like truth, integrity, patriotism, and national pride. He stressed that these values must underpin all marketing and communication practices in the country. This creates a foundation upon which authentic national narratives can be built.

Minister Idris reiterated that communication remains the strongest instrument for business, governance, and nation-building, particularly in these challenging times. “Let us therefore use it wisely, creatively, and responsibly,” he said, leaving the gathering with a clear mandate to transform not just businesses but the national image itself through the power of strategic communication.

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