The Association of Advertising Agencies of Nigeria (AAAN) has outlined key reforms needed to expand Nigeria's advertising industry, currently valued at N605.2 billion, with projections of reaching nearly N900 billion by 2028.
Speaking at the association's annual general meeting in Ibadan themed Charting bold paths forward, AAAN President Lanre Adisa emphasized the urgent need for a functional industry council. He called on the federal government to inaugurate the Advertising Regulatory Council of Nigeria (ARCON) Council, a key structure that has been missing for over a decade.
Adisa, who is also the Founder and Chief Creative Officer of Noah's Ark, urged government agencies to exclusively engage ARCON-certified advertising firms. He said such a policy would not only boost professionalism in public communication but also strengthen the industry's contribution to economic growth.
"With the Nigeria First policy, we are advocating that only ARCON-certified agencies be allowed to bid for government marketing jobs. This will ensure professionalism, grow our sector, and increase our contributions through taxes and employment," he said.
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He also encouraged industry players to adopt innovation and adapt to fast-changing technology trends. "Technology is not the enemy—fear is. We must embrace reskilling, digital tools, and draw from our local culture and creativity to lead global narratives," Adisa added.
Director-General of ARCON, Olalekan Fadolapo, speaking during a fireside chat, advocated for professional self-regulation. He noted that many regulatory issues would not exist if practitioners maintained internal controls and upheld ethical advertising standards.
Eight new agencies were formally inducted at the event, including Grandeur Limited, Octoplus Marketing Limited, Hephzibah Experiential Limited, Adept Creation Enterprise Limited, Take-Out Media, Flow Universal Solutions Limited, Blue Sky Media Promotion, and Whyfinite Martech Limited.
Industry veterans such as Udeme Ufot of SO&U, Tunji Olugbodi of Verdant Zeal, Steve Babaeko of X3M Ideas, and Kelechi Nwosu of TBWA/Concepts were also in attendance.
The AAAN believes that with stronger governance, professional engagement, and proactive innovation, the industry can increase its GDP contribution and better serve both public and private sector clients.
