The Minister of Information and National Orientation, Alhaji Mohammed Idris, has charged marketing, advertising, and media professionals to deploy creativity and strategic communication in transforming Nigeria's business landscape amid ongoing economic challenges.
Delivering his keynote address as Chief Host at the 5th National Advertising Conference in Abuja, the Minister said that marketing communication remains central to innovation, growth, and national development.
"We live in an era where businesses must not only evolve to survive but also thrive despite economic headwinds and changing consumer behaviour," Idris said.
"Marketing communication bridges creativity and commerce, ideas and impact, perception and reality."
The Minister commended the Advertising Regulatory Council of Nigeria (ARCON) for its continued leadership in sustaining the National Advertising Conference as a platform for networking, exhibition, and intellectual exchange within the marketing and communication ecosystem.
He described ARCON as a "catalyst of professionalism" whose efforts have positioned Nigeria's advertising industry as a key contributor to national GDP and employment.
"The government recognizes the industry's growing contribution to the economy and is committed to ensuring an enabling regulatory environment that allows creativity and innovation to thrive responsibly," he added.
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Highlighting this year's theme -"Marketing Communication: Transforming Business and Creating Growth in Challenging Times."
Idris urged industry leaders to reimagine their roles as drivers of both corporate and national transformation.
He noted that the Ministry of Information and National Orientation is modernizing Nigeria's public communication systems to match the digital economy, emphasizing speed, accuracy, and public trust.
"Truth must travel faster than falsehood. Our collective voice as communicators must amplify transparency, excellence, and unity," the Minister said.
Addressing the issue of negative narratives about Nigeria, Idris cautioned that misinformation could harm both business and investor confidence.
"You are the custodians of Nigeria's national image. Your campaigns and creative storytelling have the power to reshape how the world perceives us, not as a country in crisis, but as a land of innovation, opportunity, and resilience," he charged.
He added that the National Values Charter, championed by the National Orientation Agency, seeks to embed ethical values into communication and marketing practices nationwide.
"When we tell Nigeria's story with truth and pride, we not only strengthen our national identity but also build trust that attracts investors and partnerships," Idris emphasized.
Declaring the conference open, he urged all participants to leverage integrated campaigns, digital storytelling, and value-based branding to unlock opportunities for business growth and national prosperity.
The 2025 National Advertising Conference, hosted in Abuja, brought together major stakeholders from advertising agencies, marketing firms, academia, government, and the media. Sessions focused on emerging trends, brand transformation, policy reforms, and the evolving role of technology in advertising.
