The Advertising Regulatory Council of Nigeria (ARCON) has announced that the 2025 edition of the National Advertising Conference will take place in Abuja between November 12 and 14. The event is expected to bring together stakeholders across the marketing communications industry to discuss growth, innovation, and regulatory issues shaping the sector.
This year’s conference will run with the theme “Marketing Communications: Transforming Businesses and Creating Growth in Challenging Times.” It will attract advertising practitioners, brand owners, agency executives, regulators, academics, and policymakers from across Nigeria and beyond.
Speaking at a media briefing in Lagos, the Director-General of ARCON, Olalekan Fadolapo, explained that the annual conference has become a key platform for addressing challenges in the industry and shaping the future of regulation. He noted that the government, particularly ARCON as the regulator, stands to benefit directly from the outcomes of the event.
“Almost all the discourse feeds into our policy direction. We take note of deliberations and use them to improve regulation and industry practice,” Fadolapo said.
The Chairman of the NAC Planning Committee, Tunji Adeyinka, also gave details of the event. He disclosed that the conference would open on Wednesday, November 12, with a fireside chat themed “A Different Generation, A Different Industry.” According to him, the second day of the conference will feature conversations on sub-national branding opportunities, while the final day, November 14, will include multiple breakout sessions. These sessions will cover areas such as public sector communications, destination branding, and the growing role of artificial intelligence in marketing. He added that the programme would also dedicate time to academia and include special masterclasses.
Adeyinka stressed that the event was not just designed to be a series of talks but a platform for advocacy and practical outcomes. He said participants should expect resolutions that will strengthen the sector’s growth and provide new opportunities for collaboration.
“The conference would not just be a talk show but an advocacy platform that generates actionable outcomes for the industry,” he stated.
He further revealed that registration fees for the conference are pegged at N250,000 for early participants until October, after which late registration will cost N300,000.
Also speaking, the President of the Association of Advertising Agencies of Nigeria (AAAN), Lanre Adisa, highlighted the economic importance of marketing communications. He cited industry data which shows that for every N1 spent on advertising and marketing services, the sector contributes an estimated N16.5 to Nigeria’s Gross Domestic Product (GDP). He explained that this multiplier effect proves the sector’s relevance to economic development, particularly at a time when businesses are under pressure from rising costs and other macroeconomic challenges.
Adisa said the conference would provide an opportunity for both government and the private sector to appreciate the critical role of advertising in building sustainable businesses and boosting economic activity.
Over the years, the National Advertising Conference has become the leading industry gathering for Nigeria’s marketing communications sector. It serves as a meeting point for professionals and regulators to review global trends, share ideas, and recommend policy frameworks that can improve industry standards.
Analysts believe that this year’s edition could be particularly important as the industry faces rapid changes, especially with the adoption of artificial intelligence, digital transformation, and stricter regulatory policies. Many expect the conference to provide guidance on how agencies and brands can navigate these developments while also unlocking new growth opportunities.
For ARCON, the regulator of the sector, the event will also strengthen its role in policy formulation. By collecting inputs from industry stakeholders, ARCON hopes to refine regulations, encourage responsible advertising, and protect consumers while enabling businesses to thrive.
With the theme focusing on how marketing communications can transform businesses during tough times, the Abuja conference is expected to deliver discussions that reflect Nigeria’s current economic challenges, while also pointing the way forward for growth.
