Renowned advertising practitioner Sir Steve Bamidele Omojafor has urged the Advertising Regulatory Council of Nigeria (ARCON) to bridge divisions within the marketing communications industry, strengthen collaboration among professional groups and bring the Advertisers Association of Nigeria (ADVAN) into a more cohesive industry framework.

Speaking with MARKETING EDGE at the maiden edition of ARCON’s Special Recognition Awards (ASRA), themed “An Evening of Many Honours,” at Balmoral, Ikeja, Lagos, Omojafor said the growing diversity of advertising practice makes a unified platform essential for resolving disputes, maintaining professional standards and advancing shared interests.

The Executive Chairman of STB-McCann observed that Nigerian advertising now extends far beyond traditional agency operations to include outdoor advertising, experiential marketing, digital communications and other specialised disciplines, each with distinct responsibilities but interconnected interests.

Against this changing backdrop, he charged ARCON with strengthening its role as an umbrella body where practitioners can retain their professional identities while engaging collectively on issues affecting the industry. Omojafor explained that such a structure would allow stakeholders to address disagreements early, exchange ideas and develop common positions on challenges that cut across different segments of the business.

He also warned that the industry’s development could suffer when practitioners disregard established rules or resist professional oversight, emphasising that effective regulation remains necessary to maintain standards and encourage responsible conduct.

Reflecting on ARCON’s mandate, the former industry association president said the council had grown stronger in its regulatory capacity, making it better positioned to coordinate the sector and enforce the requirements governing advertising practice.

He further defended government support for the regulator, noting that the cost of sustaining industry-wide programmes and regulatory operations could place considerable pressure on professional associations that depend on membership contributions.

Citing difficulties experienced by industry bodies, including declining membership and the inability of some practitioners to meet their financial obligations, Omojafor argued that adequate institutional support was necessary to sustain collective industry initiatives.

However, he maintained that regulation alone would not resolve the sector’s challenges without stronger cooperation among its constituent groups.

Turning to ADVAN’s relationship with other industry associations, Omojafor called on ARCON Director-General, Dr Lekan Fadolapo, to initiate renewed engagement with the advertisers’ body and explore ways to strengthen its participation in the Heads of Advertising Sectoral Groups (HASG).

He stressed that advertisers remain central to the marketing communications value chain and that excluding them from collective discussions would weaken the industry’s ability to address common concerns and make well-rounded decisions.

Drawing on his experience establishing HASG during his tenure as president, Omojafor recalled how collaboration among advertising agencies, outdoor operators and broadcasters helped address longstanding disputes over unpaid bills and improve working relationships.

According to him, the experience demonstrated the practical benefits of bringing different industry segments together to resolve problems rather than allowing disagreements to persist. Building on that experience, he urged stakeholders to identify the issues behind existing divisions and pursue constructive dialogue instead of allowing differences in commercial interests to undermine cooperation.

He also expressed willingness to contribute personally to efforts aimed at rebuilding relationships with ADVAN, stressing that advertisers and communications practitioners need a common platform to discuss challenges, opportunities and the industry’s future.

For Omojafor, stronger collaboration, backed by effective regulation and sustained engagement, would help create a more coordinated advertising ecosystem in which professional groups work together while preserving their individual identities.

His intervention at ASRA therefore extended the conversation beyond the recognition of compliant practitioners to the broader need for industry unity, with ARCON positioned to facilitate dialogue and strengthen relationships across Nigeria’s marketing communications sector.