……Big Media Cabal CEO, Tomiwa Aladekomo: “Clients No Longer Need Ads. They Need Problem Solvers”

‎The Association of Advertising Agencies of Nigeria, AAAN, has called on member agencies to move beyond traditional advertising and reposition as business problem-solvers in the AI era, as it opened its 53rd Annual General Meeting and Conference in Lagos.

‎Speaking at the event held at Providence Hotel, GRA Ikeja, Mr. Lanre Adisa, President of AAAN, said the biggest threat facing agencies today is not competition, but irrelevance. “Not too long ago, one of the biggest anxieties for an advertising agency was losing its pitch. We worried about winning the next account, retaining our clients, and staying ahead of the competition,” Adisa said.

‎“But today, a far more fundamental question confronts us. What if the bigger risk is not losing a pitch, but losing relevance? In a world where AI is transforming creativity, where consumers are changing faster than brands can adapt, where creators are becoming media companies, and where technology is reshaping every aspect of communication, the greatest threat is that the business itself changes, and we fail to change with it.”

‎He urged agencies to embrace technology without losing humanity, invest in talent, and stand together to “define, not just respond to” the future of African creativity.

‎Delivering a keynote on “Advertising in the AI Era: Solving Business Problems Beyond Traditional Ads,” Mr. Tomiwa Aladekomo, CEO, Big Media Cabal, said the traditional agency model built around TV, print, and outdoor is rapidly coming to an end.

‎“Advertising has never been about creating advertisements for their own sake. At its core, advertising is about solving problems,” Aladekomo stated. “Clients no longer need agencies simply to produce a television commercial. They need partners who understand their businesses deeply and help solve their most pressing challenges.”

‎He identified three major disruptions reshaping the industry, including: Fragmented Media and AI Platforms. According to him, brands must now optimize for Facebook, Google, creator channels, and AI-powered search. “There are now agencies whose sole business is ensuring that brands are recommended by AI systems,” he noted.

‎On the creator economy, he stated that Influencers now compete directly with brands for attention and shape consumer behavior in ways unimaginable a few years ago.

‎For AI democratization, Aladekomo said, “Tools like ChatGPT now allow small business owners to produce copy, visuals, and campaigns that rival professional work, forcing agencies to rethink their value.”

‎Aladekomo warned that ignoring AI is not an option. “If you choose not to embrace it, you risk being left behind,” he said. However, he stressed that technology must serve human needs. “Technology is only valuable when it solves a genuine human problem.”

‎While AI can analyze and generate content, Aladekomo said creativity, trust and relationships remain uniquely human.

‎“AI systems are trained on what already exists. They cannot originate genuinely new ideas the way humans can. Fresh thinking and imagination will continue to distinguish people from machines,” he said.

‎He also highlighted the renewed importance of trust and in-person connection, citing how his company’s physical conference grew from 2,000 to 6,000 attendees post-COVID. “People ultimately want to do business with other people, not with machines.”

‎Aladekomo concluded that agencies that thrive will be those known for creating digital experiences, helping brands navigate fragmented markets, and turning creator attention into sustainable growth.

‎“Continuous learning is no longer optional — it is essential. Success will belong to those who continue to do what humans do best: think creatively, build trust, form meaningful relationships and develop ideas that no machine can replicate,” he said.