Nigeria’s advising business poised for progress by way of know-how, creativity

The Minister of Information and National Orientation, Mohammed Idris, has highlighted the potential of know-how, creativity {and professional} innovation to drive the expansion and world competitiveness of Nigeria’s promoting and advertising and marketing communications business.

A press release by Special Assistant to the minister on Media, Rabiu Ibrahim, that he acknowledged this on the 2026 National Advertising Conference, on Thursday, in Abuja, themed “Repositioning the Marketing Communications Industry for the Next Frontier.”

Represented by the Permanent Secretary, Federal Ministry of Information and National Orientation, Dr. Binyerem C. Ukaire, the Minister counseled the Advertising Regulatory Council of Nigeria (ARCON) for sustaining a platform for engagement amongst advertisers, companies and media organisations.

He famous that synthetic intelligence, altering shopper behaviour and the convergence of conventional and digital media had been reworking the business.

“The next frontier must be about building an industry that is innovative, responsible and capable of responding to the needs of Nigerian consumers,” he stated.

The Minister highlighted the Federal Government’s National Artificial Intelligence Strategy as a framework for accountable know-how adoption, noting that AI provides alternatives to enhance viewers evaluation, content material growth, marketing campaign planning and measurement. He, nonetheless, emphasised the necessity to deal with considerations surrounding authenticity, mental property, shopper privateness and accountability.

“Our task, therefore, is to encourage innovation while ensuring that technology is deployed responsibly,” he stated.

He additionally highlighted the significance of the Nigerian Data Protection Act 2023 and the ARCON Act 2022 in safeguarding customers, selling transparency and sustaining skilled requirements. He inspired ARCON to develop sensible regulatory approaches to digital promoting, influencer advertising and marketing and AI-generated content material, stressing that “trust is one of the most valuable assets in marketing communications.”

The Minister additional described promoting as a significant driver of Nigeria’s inventive economic system, supporting employment and funding throughout media, leisure, know-how and different inventive sectors. Highlighting alternatives beneath the African Continental Free Trade Area, he known as for larger funding in native expertise, skilled capability and internationally aggressive content material.

“The future of marketing communications will belong to industries that combine technology with human creativity, commercial success with professional ethics, and innovation with responsibility,” he stated.

In his remarks, the Director-General of ARCON, Dr. Olalekan Fadolapo, stated the business should intentionally place itself to harness know-how, develop its financial contributions and strengthen its competitiveness. Citing a PwC research, he famous that each ₦1 spent on advertising and marketing communications generates an estimated ₦16.50 in Nigeria’s GDP.

He stated, “We must embrace emerging technology while preserving the creativity and professional standards that remain at the heart of effective marketing communication.”