The advertising industry must chart a bold new course built on reform, innovation, and government engagement, said Mr. Lanre Adisa, President of the Association of Advertising Agencies of Nigeria (AAAN), at the 52nd Annual General Meeting (AGM) held at Jags Hotel, Ibadan.

Adisa called on industry players to “Chart Bold Paths Forward” in the face of technological disruption, policy lag, and untapped potential.

Themed “Charting Bold Paths Forward,” the meeting marks a year since the current AAAN executive council was inaugurated in Abeokuta. For Adisa, the occasion is not just commemorative—it is a critical juncture to reflect, reform, and reimagine the industry’s role in national development.

“Our theme is not just a title; it is a rallying call, a challenge, and a declaration,” he told the gathering. “We must not wait for the future to arrive. Let us create it—boldly.”

Progress Is Movement: Commending ARCON, Calling for Reform

Adisa set the tone with a quote from Martin Luther King Jr.: “If you can’t fly then run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do, you have to keep moving forward.” He used this to highlight the need for constant, collective progress in the industry.

Commending the Director-General of the Advertising Regulatory Council of Nigeria (ARCON), Adisa likened his energy and impact to the British brand Marmite—“you either love it or hate it”—but undeniably effective. He acknowledged ARCON’s work on the Advertising Industry Standard of Practice (AISOP) and its responsiveness to industry concerns.

“We can see his swift responses to industry issues and his readiness to engage all parties. But it’s not yet Uhuru. There’s still more work to be done.”

The AAAN President expressed the association’s commitment to partnering with ARCON and other sectoral bodies in refining AISOP and driving further initiatives like the Stock Image Project and Online Advertising Regulations.

A Council Long Overdue: The Policy Challenge

Turning to government engagement, Adisa expressed deep concern over the lack of an ARCON Council—an absence that has persisted for over a decade despite multiple administrative transitions from APCON to ARCON.

“We can only move forward when the government gives us the attention we deserve. It is of great concern that we have done over ten years without a Council.”

He urged the Federal Government to align with its own Nigeria First policy by mandating that only ARCON-certified agencies handle government marketing communications.

“Government is the largest spender in most parts of the world. It makes sense that its communication contracts go to certified professionals who can represent its agenda with professionalism and purpose.”

Technology, Truth, and the Future of the Industry

Adisa acknowledged the disruptive force of technology but warned that fear, not innovation, is the real threat.

“Technology is not the enemy. Fear is. We must be bold enough to embrace new technologies, to re-skill, to experiment, and to own our seat at the table.”

While the industry faces real-time shifts powered by algorithms, platforms, and evolving consumer behavior, Adisa emphasized that Nigeria’s advertising edge lies in its human connection and cultural insight.

“It’s not just what we do—it’s how deeply we connect. That, and that alone, is the essence of enduring relevance.”

A Centenary Ahead: A Legacy to Build On

Looking ahead, Adisa reminded attendees of a major milestone on the horizon—the centenary of advertising in Nigeria in 2028. The coming celebration, he noted, is not just a time to look back, but to look forward with vision and intent.

“That’s a century of building brands, promoting businesses, and shaping national conversations… a century of creativity that has sold soap, elections, and dreams.”

He challenged the industry to use the next few years to redefine its identity and value to the nation, moving from followers of global trends to shapers of global narratives, drawing from Nigeria’s wealth of culture, creativity, and commerce.

A Call to Reinvent and Lead

Mr. Adisa charged members of the association to seize this moment for bold reinvention.

“Let us ask the hard questions. Let us embrace the tough solutions. Let us imagine bolder futures—not just for our agencies, but for our industry as a force for national development, cultural identity, and economic growth.”

“This AGM is a moment of reflection—but also of reinvention. Let’s not wait for the future. Let’s create it—boldly.”

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