Bridging Academia, Industry Gap: ARCON’s Effort to Shape Ad Future

Bridging Academia, Industry Gap: ARCON's Effort to Shape Ad Future

By Abimbola Mohammed

The third annual Advertising Industry Colloquium (AIC) by the Advertising Regulatory Council of Nigeria (ARCON) again provided a valuable platform. This event fostered strong collaboration between academia and the industry.

Held on Tuesday, July 8th, the colloquium had the theme: “From Dialogue to Data: Merging Storytelling, Human Engagement & Tech in Marketing Communications.” It explored how authentic storytelling and cutting-edge technologies can improve advertising education and professional standards.

Many marketing experts, academics, and advertising stakeholders attended the one-day event. It featured insightful industry conversations. Furthermore, ARCON presented its Journal of Advertising and Marketing Communications. A creative advertising pitch competition for tertiary institutions also took place.

The “Town and Gown” Connection

In his welcome address, ARCON’s Director General, Dr. Olalekan Fadolapo, made a key point. He stated that any industry failing to connect “town and gown” (industry and academia) will face crises. He emphasized that this collaboration is vital. Indeed, it ensures academics and professionals work at the same level. This alignment, therefore, is crucial for an industry dealing with many challenges.

Key Insights from Industry Leaders

Mr. Olufemi Odugbemi, Founder/CEO of Zuri24 Media, Lagos, gave the keynote address. He spoke about storytelling’s importance in marketing communication. He noted its role in building trust, making connections, and fostering brand loyalty. He believes that “before a brand wins loyalty, it must first earn trust.” He added that “dialogue is storytelling to earn trust and establish connection.” Odugbemi supports balancing technology with humanity. He warned that “data without empathy is noise,” and “technology without humanity is cold.” He further thinks the best brands will root AI in local culture. They will use it to tell stories in regional dialects and add native nuances.

Evolution of Advertising & Communication

Professor Rotimi Olatunji, Chairman of the Advertising Industry Colloquium and Journal Committee, commented on the AIC’s theme. He found it fitting, relevant, and timely. This is because various forces have greatly changed the advertising and marketing communication industry. As he put it: “The advertising and marketing communication industry has now been remarkably altered by a combination of centrifugal forces. Chief among these are the Internet, digitization, Artificial Intelligence, data science, technologies, and more.” He further elaborated on effective communication: “Effective marketing communication under this ecology demands not only stories compellingly told but also messages that connect to the hearts, intellect, culture, spiritual essence, and ethos, particularly given the complexity of Nigeria’s diversities.”

Storytelling for National Development

Mallam Jibrin Ndache, Director General of Voice of Nigeria (VON), also noted the power of storytelling. He sees it not just as a creative tool but as a strategic asset. It has the power to shape perceived behavior and strengthen national identity. “I urge all stakeholders present here today – advertisers, creative educators – to place storytelling at the heart of your strategy,” he stated. He continued, “It should not be an afterthought but a journey towards national development and unity. We must understand that our roles are very critical in nation-building,” he concluded.

MIPAN’s Perspective and Future Vision

Brenda Nwagwu, Vice President of Media Independent Practitioners Association of Nigeria (MIPAN), stated that this year’s theme deeply resonates with MIPAN. “As media practitioners, we understand the evolving landscape of marketing communication,” she said. “We also recognize the critical role that data-driven storytelling plays in engaging human emotions and driving results.”

Steve Babaeko, Founder/CEO X3M Ideas, further reiterated storytelling’s importance. He also stressed human engagement and technology in modern marketing. His representative highlighted the need for campaigns to carry cultural weight and evoke emotional responses. This means moving beyond mere creativity to meaningful connections. She asserted: “Technology is seen as a tool to enhance precision and humanize brands, but true loyalty is earned through storytelling.” She referenced a successful donation campaign for the Red Cross. This campaign, she explained, was emotionally resonant, digitally savvy, and culturally relevant. The future of marketing, she noted, is envisioned as a blend of creativity, technology, and emotional connection. Marketers should, therefore, embrace AI not as a replacement but as a tool to enhance their craft.

Creative Pitch Competition Highlights

One of the occasion’s highlights was the pitch competition among university representatives. They staged creative presentations on the dangers of drug abuse in Nigeria. The tertiary institutions included the Department of Mass Communication at Covenant University, Ota, Ogun State; Pan Atlantic University, Lagos; Rivers State University; and University of Ilorin, Kwara State.

After an intense competition, Covenant University emerged as the overall winner with 564 points. They received a grand prize of one million naira. Pan Atlantic University came second with 512 points and N750,000. Rivers State University placed third with 410 points and went home with N500,000. The University of Ilorin, finally, was fourth with 375 points and a prize of N250,000.