NAC 2026: Repositioning for the next frontier demands we do more than adapt says experts
By Amechi Obiakpu
Marketing communications experts have said that repositioning the marcom industry for the next frontier demands that industry players and stakeholders must do more than adapt to the disruption in the industry.
Opening the charge at the second day of the ongoing National Adverting Conference in Abuja, on Thursday, ARCON DG, Dr. Olalekan Fadolapo said the industry is operating in an environment where technology is transforming the way brands communicate and connect with their audiences.
Therefore, beyond adapting, we must anticipate, innovate and lead. “As an industry, we must embrace emerging technologies while preserving the creativity, ethics and professional standards that remain at the heart of effective marketing communications. Data analytics and digital platforms are creating new opportunities for more personalised, measurable and impactful communication,” he said.
He however noted that, technology must remain a tool in the hands of skilled professionals but the industry’s greatest strength will continue to be “our ability to understand people, tell compelling stories and create ideas that move society and drive meaningful business outcomes”.
Referencing a recent study by PWC, Dr. Fadolapo noted that beyond its creative and commercial value, the marketing communications industry contributes significantly to the Nigerian economy.
“The study estimates that for every N1 spent on marketing communications in Nigeria, the nation’s GDP increases by a staggering N16.5, this confirms that the industry has emerged as a formidable economic powerhouse. “Our industry stimulates business activity, supports entrepreneurship, creates employment, promotes investment, strengthens local brands and contributes to the growth of several interconnected sectors, including media, entertainment, technology, printing, production and the wider creative economy.
“As we reposition for the next frontier, we must be deliberate about expanding this contribution and ensuring that the industry remains a strong driver of economic growth and national development,” Dr. Fadolapo added.
Holding at the Abuja Continental Hotel, the National Advertising Conference which is the 6th is with the theme: “Repositioning the Marketing Communications Industry for the Next Frontier”.
The conference converged stakeholders across Nigeria’s marketing communications ecosystem, alongside senior federal government officials, regulators, and business executives.
In a high-level panel session, veteran advertising and integrated marketing communications executive and Founder/Group CEO, Prima Garnet Africa Group, Lolu Akinwunmi painted a critical picture of where the industry stand as a result of the technological innovation.
Speaking on the topic, “Something’s will never change- Enduring principles,” Akinwunmi said Artificial Intelligence (AI) is going to be disruptive, taking away jobs and disrupting the industry from some of the ways industry players know to do things.
“We don’t understand the full impact of AI and what it will do for us, however, it is transforming campaigns and transforming the way we do business prior to know”.
He listed some of the changes resulting from the disruption to include: consumer behaviour, democratization of creativity, the rise of data and automation and, media fragmentation which he said will give rise to more platforms as more technology are developed.
Though, he said players and agencies who evolve with the time will continue to be relevant irrespective of the disruption.
Corroborating Akinwunmi, the Chief Executive of Corporate Shepherds, Idorenyen Enang said though technology will alter the system, it will not change the reasons why consumers buy.
Delivering the opening address on behalf of the Minister of Information and National Orientation, Alhaji Mohammed Idris, the Permanent Secretary, Dr. Binyerem Ukaire, commended the Advertising Regulatory Council of Nigeria (ARCON) for sustaining the annual forum.
Alhaji Idris noted that the administration of President Bola Ahmed Tinubu recognizes the creative and advertising sector as a vital pillar of national development and has established frameworks to support its expansion.
While acknowledging that artificial intelligence offers immense enablement for brands, he cautioned that it raises critical questions around authenticity and urged businesses to ensure that consumer data collection strictly respects individual privacy rights.
Speaking in his welcome address, Chairman of the NAC planning Committee, Tunji Adeyinka noted that, this year’s conference comes at a perfect time.
He explained that the conference programme was deliberately structured to tackle difficult industry questions, ranging from broadcast digitization, audience measurement, and generative AI.
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