Advertising Industry Leaders Urge Government to Partner with Sector in Promoting ‘Brand Nigeria’
Top figures in Nigeria’s advertising and marketing communications industry have called on the Federal Government to recognize and engage the sector as a strategic partner in effectively projecting the nation’s image and communicating its achievements across all sectors.
Speaking at the 5th National Advertising Conference (NAC) 2025, held at the Abuja Continental Hotel, the leaders argued that while the government continues to implement impactful programmes, many of these efforts remain underappreciated due to weak communication strategies—a gap the advertising industry is well equipped to close.
Representing the Presidents of all advertising sectoral bodies, Mr. Lanre Adisa, Chairman of the Heads of Advertising Sectoral Groups (HASG) and President of the Association of Advertising Agencies of Nigeria (AAAN), pledged the industry’s readiness to collaborate with government in positioning “Brand Nigeria” as a global force.
“Nigeria has some of the best creative talents in the world, and the government will have in us the best partner to make that happen,” Adisa said. “All the people that make brands matter in Nigeria are here. There are brands that came to Nigeria, excelled, and made global impact from being here—they believe in Nigeria.”
Adisa stressed that the wealth of creative talent within the country’s advertising ecosystem must be harnessed for national development.
“Nobody knows Nigeria better than Nigerians, and we in the industry can make that happen,” he added.
He further outlined a five- to seven-year strategic vision aimed at deepening collaboration between the industry and government, ensuring that creative expertise is deployed to enhance public communication and national pride.
“This is the starting point: how do we make all Nigerians take advantage of the talent available? We want to partner with you to make Brand Nigeria excel and be the best in the world,” he declared to applause.
“If the government is doing something, how is it known? They may be doing a lot, and nobody knows about it,” he noted, urging public institutions to tap into the sector’s communication expertise to amplify their initiatives.
Babaeko, recently elected Vice President and Area Director for Africa on the IAA Global Board (2025–2028)—the first Nigerian to hold the position—described the achievement as evidence of the country’s growing influence in the global advertising community.
The IAA, a leading international network for marketing and media professionals, represents a key platform for promoting collaboration and creative excellence across borders.
Organized by the Advertising Regulatory Council of Nigeria (ARCON), the 5th National Advertising Conference has drawn more than 400 delegates from across marketing, media, and government sectors. The three-day event, themed “Marketing Communication: Transforming Business and Creating Growth in Challenging Times,” continues to serve as a vital forum for dialogue, innovation, and strategic industry advancement.