The Honourable Minister of Information and National Orientation, Mohammed Idris, fnipr, described marketing communication as the critical bridge between creativity and commerce, ideas and impact, and perception and reality. He emphasized its unprecedented power and necessity in today’s world.

The Minister spoke as Chief Host at the 5th National Advertising Conference on Thursday, November 13, 2025, at the Abuja Continental Hotel. He lauded the Advertising Regulatory Council of Nigeria (ARCON), led by Dr. Olalekan Fadolapo, for sustaining the conference. This premier event gathers leaders in marketing, advertising, and communication across Nigeria.

The conference theme was “Marketing Communication: Transforming Business and Creating Growth in Challenging Times.” It brought together professionals in marketing, advertising, and media planning and buying. Also in attendance were the outdoor and experiential marketing sectors, the broadcast sector, academia, regulators, journalists, government officials, students, and other key stakeholders.

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

The Minister addressed what he called one of the nation’s gravest challenges. He spoke firmly against the deliberate spread of misinformation, especially the false narrative of Nigeria as a religious freedom violator.

“Let me state clearly and emphatically that this narrative is false. It is a distortion of our reality as a nation of diverse peoples and faiths who have lived together peacefully for generations,” he declared.

He clarified that Nigeria faces security challenges from terrorists and violent extremists. These threats, however, do not target any specific religion or ethnic group. “All Nigerians—Christians, Muslims, and people of other faiths—have suffered from the menace of terrorism and banditry,” the Minister explained.

The Minister assured the gathering the administration of President Bola Ahmed Tinubu, GCFR, remains fully committed to ending the security scourge. They will achieve this through deep investments in strengthening the security architecture, rejigging command and control, and injecting new ideas into the war against terror.

Highlighting recent progress, Minister Idris referenced the Chief of Army Staff’s media briefing after meeting the President. The briefing provided encouraging updates on significant gains achieved in just the past few days. These successes, he said, reaffirm the collective determination to secure every inch of the country and restore peace to communities.

The Minister gave marketing communication professionals enormous responsibility. He described them not only as storytellers for brands and businesses but also as custodians of national perception and image. “When false narratives about Nigeria spread, especially internationally, your creativity, strategy, and storytelling can counterbalance them. You offer truth, context, and compelling narratives of hope and progress,” he said.

Minister Idris called for a communication renaissance. This renaissance must prioritize facts over fear, unity over division, and truth over propaganda. “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 integrated campaigns, digital storytelling, strategic partnerships, and value-based branding help marketers. They can reshape how the world perceives Nigeria: as a land of opportunity, innovation, and creativity, not of conflict or crisis.

The Minister assured stakeholders 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 disclosed 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 tell their own story.

Minister Idris also highlighted the National Values Charter Framework. The Ministry is implementing this framework, which 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.

The Minister reiterated that communication remains the strongest instrument for business, governance, and nation-building in these challenging times. “Let us therefore use it wisely, creatively, and responsibly,” he said.

He commended Dr. Olalekan Fadolapo and the entire ARCON team for their vision and leadership in convening the platform. The Minister also praised their continued efforts in regulating and strengthening Nigeria’s advertising and marketing ecosystem. He then formally declared the 5th National Advertising Conference 2025 open.

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