Advertising Practitioners Holds 3rd Conference

Maryam Aminu

Advertising has become a pervasive part of our lives, from the adverts we see on television to the ones we come across online. It plays an important role in our society, and its impact on our lives cannot be underestimated

The Advertising Regulatory Council of Nigeria (ARCON), has organized it’s 3rd National Advertising Conference on Thursday, 6th- 8th December in Abuja

The Director-General, Advertising Regulatory Council of Nigeria (ARCON), Dr. Olalekan Fadolapo explained that the conference was organised to scale up the advertising regulatory framework to stimulate economic development.

On the theme: Marketing Communication as an enabler of National Transformation, he said: “Research has shown that marketing communication as an economic activity is strategic to the growth and development of our nation’s economy. It is the driver of a healthy and striving society”.

He disclosed that one of the cardinal objectives of the conference was to evolve policies, articulate options and identify strategies for addressing national issues particularly those that border on the advertising industry and the Nigerian economy at large

“Scaling up the advertising regulatory framework to stimulate economic development, inclusive growth, wealth creation and development of local talents has been a major priority of ARCON. These policies will be up for debate and discussion during the relevant sessions at the conference.” He said

Fadolapo expressed with delight that the insights gained during the conference will enrich advertisers professionally as well as empower them to be agents of positive change to the nation.

“You will agree with me that the theme requires thorough interrogation by stakeholders and the marketing communications community.

As professionals, we will be taking a detailed look at our practice as an economic enabler with the view of coming up with suggestions and recommendations that will impact our industry positively and the Nigerian economy at large. Said Fadolapo

While officially declaring the conference opened, the Chief Host Honourable Minister of Information and National Orientation, Information, Hon. Mohammed Idris laid emphasis on the potential of the marketing communications industry in transforming the country.

“We need your creative solutions and approaches, we need your unparalleled network, we need your platforms,” Idris said

“As marketing communications professionals, you wield an immense amount of power and influence over the minds and opinions of the populace. This power is one that as you all know comes with great responsibility. To whom much is given, it is said, much is expected.”

The minister who enumerated various policies initiated by the Federal Government, asked that “if the people and businesses who are meant to benefit from the loans and grants and cash transfers are not aware, how will they benefit?

“How can we mobilise Nigerians in an inspiring and hopeful fashion?

“How can we awaken people to their rights and responsibilities as citizens of Nigeria?”

He added that as marketing communications professionals, the advertisers have credible answers to these questions, and are thus well positioned to serve as catalysts of Nigeria’s social and economic transformation.

Speaking on the theme, the Minister said it’s a direct acknowledgement of the power and responsibility of your professional calling to facilitate the transformation that Nigeria requires and deserves,” he added.

The Minister expressed his commitment to working closely with ARCON in promoting innovation, adding that it is the goal of the Ministry to ensure that the Advertising industry in Nigeria not only meets international standards but also serves as a catalyst for national development

In his address the Chairman, Organizing Committee of the National Advertising Conference, Mr. Tunji Adeyinka said the industry is particularly interested in SMEs as they are a critical driver of economic growth with a current contribution of 48% to our GDP

He expressed optimism that the conference will answer critical questions around how the advertising industry can play a role in resetting the national discourse and fuelling the unity, social cohesion and economic growth for the country