The Advertising Regulatory Council of Nigeria (ARCON) has announced November 13th to 15th for the 2024 National Advertising Conference (NAC).
The event is to be held at the Abuja Continental Hotel with the theme: Navigating the Shifts: Technology, Culture and New Business Models.
Speaking at a press conference in Lagos on Tuesday, the Chairman, Organizing Committee, Mr. Tunji Adeyinka said every profession has its codes and ethics, skill sets, rituals and thought leadership structures that is why the National Advertising Conference has become a permanent feature on the marketing communications industry calendar.
“The National Advertising Conference is a convocation of members of the marketing communications profession across different levels.”
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He added that the three day conference will kick off with the Fireside Chat on the 13th of November with Dr. John Momoh, the Chairman of the Channels Media Group.
“The plenary sessions on the 14th will have speakers like Dr. Tayo Aduloju, the CEO of the Nigeria Economic Summit Group speaking about the economy, Mr. Seni Adetu, the GCEO of First Primus West Africa who would be speaking about Industry Consolidation.
“We will also have a CMO Forum with Adebola Williams (Promasidor), Morolake Emokpaire (Mondelez) and Kemi Longe (PZ), interviewed by Eyitayo Olayemi, the host of the podcast, Diary of a CMO. Other plenaries on the 14th would look at the myths and realities of Generative AI and other topics like Marketing Trends, Technology, Youth Culture other key sessions. In total, we are having 8 plenary sessions with interactive sessions,” he explained.
He stated further: “On final day, we are having twelve different breakout sessions holding on three parallel stages, making a total of 21 sessions. The Gala Dinner will take place in the last day of the conference. This year is perhaps our most ambitious in scope and reach and there are sessions for practitioners from different sectors and regions across Nigeria.
“In summary, the NAC this year offers topical discussions, networking opportunities and of course an opportunity for professionals to garner professional credit points.”
Speaking on the motive behind this year’s theme ‘Navigating the Shifts: Technology, Culture and New Business Models’, Adeyinka said the year 2024 has brought a lot of shifts into the economy and the industry. “According to the consulting company, PWC, Nigeria’s GDP grew by 2.98% in Q1 2024 compared to 2.31% in Q1 2023. Inflation increased from 22.41% in May 2023 to 33.95% in May 2024. The drivers were food, utilities and transportation.
“Advertisers are facing multiple challenges partly from high costs of doing business on the production side and lower consumer spending due to increase in prices in the face of low wages.
“The PWC Study on the contribution of the Advertising industry and the multiplier effect put the size of the industry at N605.2b in 2023 and projected a growth to N893b by 2028. With the devaluation of the naira, the industry needs to begin to look at new growth strategies in the context of the current situation,” he explained.
In his remarks, the Director General, Advertising Regulatory Council of Nigeria, Dr. Olalekan Fadolapo said National Advertising Conference is an industry event that is why all sectorial are involved and collaborating with the Council.
“This is an industry event and because it is an industry event, that is why we have all the sectorial groups here present and we have been collaborating. We will continue to collaborate; we have all put all hands on deck to ensure that we have a successful outing in the 2024 National Advertising Conference.
He commended the planning committee for a job well done over the years, adding that the conference has evolved over the years with every industry players looking forward to it and with the decisions made at the conference helping to shape the Integrated Marketing Communication (IMC) over the years.
Chairman, Heads of Advertising Sectorial Group (HASG) and President Association of Advertising Agencies of Nigeria (AAAN), Mr. Lanre Adisa in his remarks assured the planning committee of unwavering support from the sectorial bodies.
He explained that the yearly conference is not a talk shop but a gathering of practitioners to meet and exchange idea which at the long run will bring about couple of initiatives that helps the industry.
He commended the planning committee adding that over the years the conference is not limited to only the advertising industry but an inclusive programme which involves all especially the Integrated Marketing Communication (IMC) industry.
Also present at the press conference are: President, Experiential Marketers Association of Nigeria (EXMAN), Mrs. Tolulope Medebem; Vice-President, Media Independent Practitioners Association of Nigeria. (MIPAN), Mrs. Brenda Nwagwu; Executive Secretary, Broadcasting Organisation Of Nigeria (BON), Dr. Yemisi Bamgbose; Vice-President, Out-of-Home Advertising Association of Nigeria (OAAN), Mr. Omo Abunene; Director of Regulation, ARCON, Ms Martha Onyebuchi and Director, Registration, ARCON, Mr. Joe Onuorha, among others.
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