Lanre Adisa, President of the Association of Advertising Agencies of Nigeria (AAAN), has outlined critical steps necessary to accelerate the growth of Nigeria’s advertising industry, valued at ₦605.2 billion in 2023.

He emphasized that these measures are vital for the industry’s expansion toward an estimated ₦900 billion by 2028, which could contribute approximately 1.08% to Nigeria’s GDP under the right conditions.

Adisa made these remarks during AAAN’s annual meeting held in Ibadan last weekend, themed “Charting Bold Paths Forward.” He described the theme as more than just a title—it’s a rallying call, a challenge, and a declaration for industry stakeholders to take decisive action.

One of his key recommendations is the inauguration of a dedicated industry council, specifically urging the Federal Government to establish an ARCON (Advertising Regulatory Council of Nigeria) Council, which has been absent for over a decade.

“We have transitioned from APCON to ARCON, from one administration to another, yet we still lack a governing council,” he lamented.

Adisa stressed that government engagement with professional bodies like AAAN is essential for industry growth. “In line with the current administration’s Nigeria First policy, we urge the Federal Government to adopt a policy that mandates only ARCON-certified agencies to bid for government and MDA marketing communications contracts. This will ensure more professional presentation of government activities and help agencies thrive while fulfilling their statutory roles,” he explained.

Encouraging industry players to actively contribute to a vibrant ecosystem, Adisa challenged operators to embrace rapid technological changes rather than fear them. “Technology is not the enemy; fear is. We must be bold—bold enough to adopt new technologies, re-skill ourselves, experiment, and claim our space in a rapidly evolving advertising landscape. We should aim to shape global narratives, drawing inspiration from our culture, creativity, and commerce, rather than merely follow trends,” he said.

During a firechat at the event, Olalekan Fadolapo, Director General of ARCON, advocated for professional self-regulation as a sustainable way to reform the advertising ecosystem. He commended Adisa for leading reforms and emphasized that many regulatory challenges could be mitigated if practitioners committed to ethical advertising and internal controls.

The meeting also saw the induction of eight new agencies, including Grandeur Limited, Octoplus Marketing Limited, Hephzibah Experiential Limited, Adept Creation Enterprise Limited, Take-Out Media, Flow Universal Solutions Limited, Blue Sky Media Promotion, and Why finite Martech Limited. The event was attended by notable industry leaders such as Udeme Ufot (Group CEO of SO & U), Tunji Olugbodi (Group CEO of Verdant Zeal), Steve Babaeko (X3M Ideas), and Kelechi Nwosu (CEO of TBWA/Concepts).

This gathering marks a significant step towards fostering a more structured, innovative, and resilient advertising industry in Nigeria—one that is prepared to meet future challenges and leverage opportunities for sustained growth.