Technology causing disruption in advert industry — ARCON DG

The Director-General of the Advertising Regulatory Council of Nigeria (ARCON), Dr. Lekan Fadolapo, has stated that the 2025 National Advertising Conference will focus on how technology is disrupting the advertising ecosystem and shaping the future of advertising in Nigeria. Speaking at a press briefing in Lagos to announce the commencement of preparations and registration for […]

The Director-General of the Advertising Regulatory Council of Nigeria (ARCON), Dr. Lekan Fadolapo, has stated that the 2025 National Advertising Conference will focus on how technology is disrupting the advertising ecosystem and shaping the future of advertising in Nigeria.

Speaking at a press briefing in Lagos to announce the commencement of preparations and registration for the annual gathering, Dr. Fadolapo described the conference as “The biggest platform where advertising practitioners want to share ideas, interrogate the business of advertising, interrogate the practice of advertising.”

He stressed that this year’s edition, scheduled to hold from November 12 to 14, 2025 on the theme “Marketing Communication: Transforming Businesses, and Creating Growth in Challenging Times,” will not only highlight the impact of artificial intelligence (AI) and other emerging tools on advertising but also provide actionable recommendations to guide the industry.

“We will be looking at tech. You know, in the last few years, technology is causing a major disruption. Not only in advertising, but in the economy. So now, how does this, or how is this affecting the Nigerian advertising ecosystem? Talk of AI, talk of some other tools that are primary to advertising business. So we’re looking at this, we’re particularly investigating, we’re interrogating, we’re coming up with more of a program, a protocol which will be a recommendation to ARCON,” he said.

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He stated that the cooperation of the Federal Government on the conference through the office of the Minister of Information, Mohammed Idris, has helped the organisers to achieve their aims as well as showcase advertising as a catalyst for national development.

The advertising sectoral group comprising Advertising Agencies Association of Nigeria (AAAN), Media Independent Practitioners Association of Nigeria (MIPAN), Outdoor Advertising Association of Nigeria (OAAN), Experiential Marketers Association of Nigeria (EXMAN), and Broadcasting Organization of Nigeria (BON), have also pledged their commitment towards the conference holding in Abuja.

On what to expect at this year’s edition, the Chairman Organising Committee, Mr. Tunji Adeyinka, disclosed that no fewer than 50 professionals have been scheduled to speak at the three-day conference.

He also stated that the conference will serve as an epicenter for marketing professionals, innovators, and business leaders from across the country to share thought-leadership ideas and insights aimed at shaping the future of marketing in Nigeria.