Olufemi Adeyemi 

The advertising landscape has undergone a profound transformation, blurring the lines between traditional advertising, public relations, digital marketing, and experiential strategies. This shift, according to Lolu Akinwunmi, former Chairman of the Advertising Practitioners Council of Nigeria (APCON), now the Advertising Regulatory Council of Nigeria (ARCON), has rendered the term "advertising" outdated. In a recent appearance on C-Suite Café, a podcast hosted by veteran journalist and brand strategist Ikem Okuhu, Akinwunmi advocated for a redefinition of the industry under the broader umbrella of "Marketing Communication" to reflect its integrated nature.

Akinwunmi, who also chairs Pria Garnet Africa Group, emphasized that the convergence of marketing disciplines is not a future trend but a present reality. "To continue calling the practice 'advertising' is a misnomer," he stated. "We left traditional advertising behind 10 to 15 years ago. Today, it’s about Marketing Communication, encompassing advertising, PR, digital, and experiential functions." This fusion, he explained, stems from clients adopting a more holistic approach to their marketing needs. Rather than issuing separate briefs for advertising, PR, or experiential campaigns, clients now provide integrated briefs that demand agencies adapt or risk obsolescence.

This convergence, Akinwunmi argued, presents agencies with two clear paths: build comprehensive in-house capabilities across advertising, PR, digital, and experiential marketing, or collaborate with specialized consultants to fill gaps in expertise. "Clients who are savvy no longer brief agencies differently," he noted. "The briefs are holistic, and agencies must respond with integrated solutions. Advertising uses PR, and PR uses advertising, creating a robust loop to reach target audiences effectively."

When asked whether this convergence might compromise the quality of services, Akinwunmi dismissed the concern, emphasizing the centrality of strategy. "A single, overarching strategy is the heartbeat of any campaign," he said. "Whether it’s an advertising campaign, PR initiative, digital effort, or experiential activation, everything draws from that core strategy. As long as the strategy is sound, the execution across disciplines will be effective." This approach ensures consistency and alignment, regardless of the medium or method used to engage consumers.

Reflecting on his own journey in the industry, Akinwunmi highlighted how technology has reshaped the advertising landscape. "When I started, there was virtually no technology as we know it today," he recalled. "Everything was manual—no computers in agencies. But a few years later, computers became standard, and now we’re grappling with digital disruptions." He pointed out that digital platforms now dominate global advertising budgets, claiming roughly two-thirds of the total spend. "Nigeria cannot afford to be insulated from these global trends," he warned. "Agencies must adopt and adapt to digital tools, from media to production, or they’ll have no future in the profession."

Akinwunmi also addressed the growing issue of consumer skepticism, which has tilted the balance in favor of PR over traditional advertising. "Consumers are increasingly distrustful of advertising because they see it as paid content," he explained. "PR, on the other hand, can operate without heavy sponsorship, giving it an edge in building trust." This shift underscores the need for integrated strategies that leverage PR’s credibility alongside advertising’s reach.

Privacy concerns were another critical issue raised by Akinwunmi. He noted that the widespread collection and sale of consumer data have eroded trust. "Institutions collect data through forms and sell it to third parties," he said. "Suddenly, people receive unsolicited emails from unknown sources. This breach of privacy is a growing challenge for the industry." Addressing these concerns, he argued, is essential for maintaining consumer confidence in marketing communications.

As APCON’s former chairman, Akinwunmi played a pivotal role in reforming the industry to prepare it for these challenges. Under his leadership, APCON introduced the 5th Code of Advertising, a forward-thinking regulatory framework designed to protect consumers and bring diverse players under a unified regulatory umbrella. "We saw management consultants and accounting firms taking on advertising briefs," he said. "We brought everyone—modeling agencies, production houses, and even consultants—into the fold. We created associate memberships for those who wanted to practice without setting up full agencies."

Akinwunmi also pushed for greater collaboration with other marketing disciplines, particularly PR and marketing professionals. While efforts to integrate with the National Institute of Marketing of Nigeria (NIMN) succeeded, he believes more work is needed to create a platform that fully accommodates PR practitioners. "There’s room within ARCON to include everyone," he suggested, "or we could create a new platform to unify the industry."

The evolution of advertising into Marketing Communication, as described by Akinwunmi, reflects a dynamic industry adapting to technological advances, changing consumer expectations, and regulatory needs. For agencies, the message is clear: embrace integration, prioritize strategy, and adapt to digital and consumer trends to thrive in this new era of marketing. As the industry continues to evolve, Akinwunmi’s insights underscore the importance of agility and collaboration in navigating the complexities of modern marketing communication.