AAAN President Charts Strategic Path For ₦900 Billion Growth In Nigerian Advertising Industry
Lanre Adisa, President of the Association of Advertising Agencies of Nigeria (AAAN), has outlined key actions needed to accelerate the growth of Nigeria’s advertising industry, which was valued at ₦605.2 billion in 2023 and is projected to reach nearly ₦900 billion by 2028.
Speaking at the AAAN Annual General Meeting in Ibadan, themed “Charting Bold Paths Forward,” Adisa emphasized that the industry’s future depends heavily on three pillars: the immediate inauguration of an industry council, meaningful collaboration between government and certified professionals, and a proactive embrace of technological advancements.
Describing the theme of the event as more than a slogan, Adisa called it “a rallying call, a challenge, and a declaration,” urging stakeholders to take bold steps to secure the industry’s future. He noted that the absence of a formal council has hindered industry coordination and progress, expressing disappointment that despite the transition from APCON to ARCON and successive administrations, the sector has remained without a governing council for over ten years.
He stressed that one of the most impactful steps the government can take is to formally engage ARCON-certified agencies for all marketing communication jobs involving Ministries, Departments, and Agencies (MDAs). According to him, doing so would not only ensure professional execution of public sector campaigns but also boost the local industry and enhance its contribution to national development.
Adisa, who is also the Founder and Chief Creative Officer of the award-winning agency Noah’s Ark, appealed to the federal government to align this approach with its “Nigeria First” policy. He argued that prioritizing certified local agencies would both improve the quality of government communications and allow homegrown firms to thrive and deliver greater value through tax revenues and employment.
Turning to the challenges and opportunities within the industry, Adisa urged practitioners to embrace change and lead innovation. He noted that while many see technology as a threat, the real obstacle is fear of transformation. He challenged advertising professionals to be bold enough to re-skill, adopt new technologies, and claim a greater role in shaping global narratives through Nigeria’s unique blend of culture, creativity, and commerce.
During a fireside chat at the same event, Director General of the Advertising Regulatory Council of Nigeria (ARCON), Olalekan Fadolapo, emphasized the importance of ethical conduct and internal control, describing professional self-regulation as a sustainable path to industry reform. Adisa commended Fadolapo for driving key reforms aimed at strengthening the sector’s regulatory framework.
The meeting was attended by several notable industry leaders, including Udeme Ufot, Group CEO of SO & U; Tunji Olugbodi, Group CEO of Verdant Zeal; Steve Babaeko of X3M Ideas; and Kelechi Nwosu, CEO of TBWA\Concept.
A highlight of the gathering was the formal induction of eight new agencies into AAAN, reinforcing the association’s ongoing commitment to industry expansion and professional development.
Adisa concluded his remarks by urging all stakeholders to contribute to a healthier and more vibrant advertising ecosystem, adding that Nigeria’s advertising sector must no longer be content with following global trends but instead work toward setting them.
