Information minister seeks advertising stakeholders’ collaboration toward Nigeria’s progress

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By Grace Alegba

Lagos, June 27, 2024 (NAN) The Minister of Information and National Orientation, Mohammed Idris, has called for the collaboration of advertising stakeholders toward achieving the Renewed Hope Agenda’s vision of a thriving, innovative and inclusive Nigeria.

Idris, represented by Dr Sunday Baba, his Special Assistant on Information and National Orientation, made the call on Thursday while declaring open the second annual Advertising Industry Colloquium in Lagos.

The event, organised by the Advertising Regulatory Council of Nigeria (ARCON), has the theme: “Harnessing Emerging Technologies for Sustainable Advertising Education and Professional Excellence in Nigeria”.

National growth LS

It aimed to enhance advertising knowledge and collaboration between academia and the industry.

The minister said the theme of the event aligned perfectly with President Bola Tinubu’s Renewed Hope Agenda, which emphasises innovation, growth and sustainable development in every sector of the nation’s economy.

Idris, a Fellow of the Nigerian Institute of Public Relations (fnipr), said that the gathering was to explore how the latest technological advancements could be integrated into marketing communications, education and practice.

“This colloquium is not just a meeting of minds but a convergence of innovation, creativity and foresight aimed at propelling our industry into the future, in line with our nation’s vision for a prosperous and technologically advanced Nigeria.

“The objectives of this colloquium are crucial. They aim to foster robust interaction between academia and industry, examine current issues in marketing communications.

It also sensitise students and academics to the demands of a digitised era and discuss trends in creative advertising, media campaigns, digital marketing and regulations.

“These efforts are fundamental to driving the Renewed Hope Agenda, which seeks to empower our youth, create jobs, and ensure sustainable economic growth,” he said.

He urged participants to brainstorm and collaborate toward building a more dynamic and sustainable advertising industry in Nigeria.

“Let us, therefore, work together to realise the Renewed Hope Agenda’s vision of a thriving, innovative, and inclusive Nigeria,” he said.

Director-General of ARCON, Dr Olalekan Fadolapo, said the event was aimed at bringing together academia and practitioners in the advertising and marketing communications industry to brainstorm on how to improve the nation’s advertising ecosystem.

Fadolapo said most times when research was done, the industry, which was supposed to implement the findings, was usually too far removed, hence the need to bridge the gap between the town and gown through the colloquium.

He stressed the need for town and gown to collaborate toward embracing and adopting new advancements in technology.

He said, “Technology will continue to disrupt the way we do our jobs.”

The Chairman of the Journal and Planning Committee, Prof. Rotimi Olatunji, said that the colloquium would enlighten academics and students on career success requirements in various marketing communication areas amidst evolving global technologies.

He said technology was the driver of development and the synergy was important to ensure that professionals and tertiary institutions were on the same page.

“The goal is that we want to produce graduates who will hit the ground running,” he said.

NAN reports that ARCON also officially launched its new advertising journal at the event, which had six universities in attendance.

Prof. Umaru Pate, Vice Chancellor of the Federal University of Kashere, Gombe State, explained the need to invest in youth education.

Pate, who was chairman of the occasion, said the classroom was supposed to be ahead of the newsroom, but the situation had not been so.

He said the tertiary institutions’ curriculum had not been up to date because of the impact of the internet and emerging technology.

He called for deliberate efforts to boost knowledge in the advertising industry while commending ARCON for taking bold steps.

“We cannot afford to have a digital environment with analog students,” he said.

Other speakers discussed how to move with the digital age revolution, bridge the gap between town and gown, and how students could get internships and sponsorships.

The event also featured advertising pitch competitions with six institutions.

They include University of Ilorin, Covenant University, Federal University of Kashere, Ebonyi State University, Rivers State University, and Lagos State University. (NAN)(

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