Nigeria’s marketing communications industry has entered a new phase following the election of O’Tega Ogra, Senior Special Assistant to President Bola Tinubu on Digital Communications, Engagement and New Media Strategy, as the new President of the Advertisers Association of Nigeria (ADVAN).
Ogra emerged as president during ADVAN’s Annual General Meeting (AGM) held in Lagos, taking over the leadership of the association from Osamede Uwubanmwen, whose tenure was marked by increased industry collaboration, advocacy and stakeholder engagement.
The election also ushered in a new Executive Council tasked with driving the association’s strategic objectives and strengthening the role of advertisers in Nigeria’s evolving business environment.
The newly elected council members include Gloria Nwabuike as First Vice President, Maurice Igugu as Second Vice President, Seni Ogunkola as Treasurer and Adeola Amosun as Publicity Secretary. Cassandra Uzo-Ogbugh, James Odejimi, Martha Ojei Kayode, Omobolanle Osotule and Oge Maduakwu were also elected as Executive Council members, while Ediri Ose-Ediale continues as Chief Executive Officer of the association.
Ogra, who also serves as a member of the Governing Council of the World Federation of Advertisers (WFA), expressed appreciation to his predecessor and acknowledged the foundation laid during Uwubanmwen’s administration.
“I would like to sincerely thank our immediate past President, Osamede Uwubanmwen, for his sacrifice, commitment, and outstanding work in advancing the interests of advertisers and strengthening our industry. We are committed to building on the solid foundation that has been laid as we work together to position ADVAN for even greater impact,” he said.
Outlining his priorities, Ogra said his administration would focus on improving collaboration within the marketing ecosystem, promoting innovation, supporting professional development and encouraging constructive engagement with regulators.
He emphasised the need for dialogue rather than confrontation in addressing industry challenges, calling on stakeholders to work together for sustainable growth.
“Sometimes you can’t use the same weapons that you used to fight a war to solve the war. Let’s see how we can get the people who consider themselves our enemies back to the table. We are ready to meet as partners in an atmosphere of mutual respect because the industry stands to benefit more from collaboration than conflict,” he said.
Following the AGM, ADVAN hosted an Executive Leadership Session at the Radisson Blu Hotel, Ikeja, Lagos, where industry experts discussed the changing business environment, consumer behaviour and the future of brand building.
The session featured presentations from Dr Doyin Salami, Managing Director and Chief Executive Officer of Kainos Edge Consulting Ltd., and Crystal I. Berger, Founder and Chief Executive Officer of EBO and Vettify.
In his presentation titled “The New Rules of Growth: Navigating Nigeria’s Evolving Economy and Consumer Landscape,” Dr Salami highlighted the need for businesses to adapt to changing consumer realities, noting that affordability has become a major factor influencing purchasing decisions.
“Volume is replacing price,” he explained, encouraging businesses to focus on affordability, innovation, operational efficiency and stronger understanding of consumer needs.
He added that agility, effective regulation and strategic capital management would increasingly determine which businesses gain a competitive advantage in Nigeria’s changing marketplace.
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| L-R: Ediri Ose-Ediale, CEO; O’Tega Ogra, President; Aare Fatai Odesile, Trustee; and Osamede Uwubanmwen, Immediate Past President, all members of the Advertisers Association of Nigeria (ADVAN), during the association’s AGM held recently. |
Speaking on “The Future of Brand Trust: Thriving in an AI-Powered World,” Berger highlighted the growing importance of trust as artificial intelligence transforms communication, marketing and customer engagement.
She warned that the spread of AI-generated content, deepfakes and digital misinformation has increased the need for organisations to build stronger trust systems.
“Attention gets you noticed. Trust gets you chosen,” Berger said.
She urged brands to move beyond visibility by prioritising credibility, transparency and verification, adding that organisations that invest in trust-building strategies today will be better positioned to succeed in the future digital economy.
Participants at the leadership session noted that the discussions reflected the challenges and opportunities facing Nigerian brands as they navigate technological changes, shifting consumer expectations and regulatory developments.
With Ogra’s emergence as ADVAN president, the association is expected to place renewed emphasis on collaboration, innovation and strategic partnerships aimed at strengthening Nigeria’s advertising and marketing communications sector.