…As 8 Tertiary Institutions Faceoff in Advertising Pitch Competition
The Advertising Regulatory Council of Nigeria (ARCON) is gearing up for a landmark event that promises to reshape the landscape of advertising education and professional practice in the country while bridging the widening divide between town and gown with the second edition of the Annual Advertising Industry Colloquium (AIC 2.0).
The event which is scheduled for June 27, 2024, at the Sheba Events Centre in Ikeja, Lagos, will bring together academics, industry professionals, and policymakers to explore the theme “Harnessing Emerging Technologies for Sustainable Advertising Education and Professional Excellence in Nigeria.”
In his welcome address, Director General of ARCON, Dr. Olalekan Fadolapo explained that the AIC 2.0 is part of the efforts of the regulatory council in reforming and advancing the growth of the advertising industry. “Recall some weeks ago, ARCON had in collaboration with the Ministry of Information and the NBC launched the Audience Measurement System. This was swiftly followed by the release of a report detailing the industry’s multiplier effect on the Nigerian economy.”
These initiatives, according to Dr. Fadolapo, set the stage for AIC 2.0, which he described as “an ongoing move that began with AIC 1.0, aimed at accelerating the growth of the advertising industry, bridging the gap between town and gown, and facilitating the integration of fresh talent into the industry. The Second Annual Advertising Industry Colloquium is not an isolated event,” Dr. Fadolapo emphasized. “Rather, it is a crucial component of ARCON’s comprehensive strategy to reform and advance the advertising industry in Nigeria.
Professor Rotimi Olatunji, Chairman of the Advertising Industry Colloquium and Academic Journal Committee, unveiled the details of this highly anticipated event during a press briefing held today at the Protea Hotel in Alausa, Ikeja.
The colloquium, which will be declared open by Alhaji Mohammed Idris, the Honourable Minister of Information and National Orientation, is set to be a comprehensive one-day event featuring a keynote address, panel discussions, and an advertising pitch competition by the departments of Mass Communications in eight select tertiary institutions.
“The 21st century is experiencing the Fourth Industrial Revolution, defined by disruptive digital technologies and computational power,” Professor Olatunji explained. “These emerging technologies are significantly impacting communication and media, particularly in advertising and marketing communication education and professional practices. AIC 2.0 presents a unique opportunity for the fusion of town and gown to critically explore strategies for leveraging these technologies.”
The event boasts an impressive lineup of dignitaries and speakers. ARC. Sonny S. T. Echono, Executive Secretary of the Tertiary Education Fund (TETFund), will chair the colloquium. Other notable guests include Brigadier General Mohammed Buba Marwa, Chairman/CEO of the Nigeria Drug Law Enforcement Agency (NDLEA), and Professor Tahir Mamman, Honourable Minister of Education.
Dr. Bayo Adekanmbi, Founder of Data Science Nigeria, will deliver the keynote address, focusing on the colloquium’s central theme. A panel of distinguished discussants, including Prof. Abigail Ogwezzy from the University of Lagos and Mr. John Ugbe, MD/CEO of Multichoice Nigeria, will further explore the implications of emerging technologies for the advertising industry. Other panelists include Engr. Dozie Mbanefo, Managing Director, New Crystal Communications; Yinka Adebayo, Head, Procurement, OMD West Africa; Kelechi Nwosu, MD, TBWA/Concept and Tunji Adeyinka, GMD, Republicom Group.
One of the most anticipated segments of AIC 2.0 is the creative advertising pitch competition. Eight tertiary institutions, representing each of Nigeria’s six geo-political zones along with Lagos State and Abuja FCT, will compete for top honours. These institutions, including the University of Ilorin, Covenant University, and Lagos State University, among others, emerged victorious from a rigorous pre-event competition. The institutions will showcase their students’ talents and compete for prizes.
The colloquium will also feature the public presentation of the maiden edition of the ARCON Journal of Advertising and Marketing Communications (AJAMC). This academic and professional publication aims to provide a platform for collaboration between academics and professionals in advancing education, research, and applications in advertising and related fields.
“The AJAMC promises to be the most authoritative advertising and marketing communications scholarship and industry journal on the African continent,” Professor Olatunji stated.
The event organizers have emphasized that AIC 2.0 is a social responsibility programme, offered free of charge to participants. It has already garnered support from numerous national and international corporate organizations, government institutions, and individual patriots. The committee continues to call for additional sponsorship and media partnerships to ensure the event’s success.