What To Look Forward To As Industry Titans Gather In Abuja To Shape Future Of Nigerian Advertising At 2024 National Advertising Conference
The biggest event of the marketing and advertising industry is barely days away as the 2024 edition of the annual National Advertising Conference (NAC) is set to hold for over three days in Nigeria’s capital city, Abuja from the 13th to 15th of November, 2023.
With a rich agenda of panel discussions, thought-provoking presentations, and expert-led sessions, this year’s conference promises fresh insights into the trends and challenges reshaping the advertising industry.
Your darling Brand Communicator Team will be on ground to provide exclusive live coverage on events, as they unfold. A rundown summary of events to expect across the three days of this year’s NAC is captured here:
The conference begins with a fireside chat with Dr. John Momoh, Chairman of Channels Group, who will set the tone by sharing his deep knowledge of the Nigerian media landscape. Known for his influential role in advancing media in Nigeria, Dr. Momoh’s insights are expected to offer a strategic look into how advertising and media intersect in today’s evolving digital environment.
The main events kick off on the second day, with Dr. Tayo Aduloju, CEO of the Nigerian Economic Summit Group (NESG), opening the floor by exploring the state of the Nigerian economy. His presentation is set to provide essential context for the advertising sector, examining the economic trends and consumer dynamics influencing market strategies. This session will be followed by the highly anticipated CMO Forum, featuring Dr. Tola Bamigbaiye-Elatuyi of Meristem, Kemi Longe of Diageo, and Morolake Emokpaire from Mondelez, among others. Moderated by Eyitayo Olayemi, host of Diary of a CMO, the discussion promises a wealth of insights from top marketers across Africa on building strong brand strategies in a rapidly shifting marketplace.
A plenary discussion led by Mr. Seni Adetu, Group CEO of First Primus West Africa, will address the increasingly relevant topic of agency consolidation, examining how mergers and partnerships within the agency space can improve efficiency and brand positioning. This conversation leads into another critical discussion on the role of regulation amid shifts in technology, culture, and new business models. A panel led by industry stalwarts including Dr. Emmanuel, Chairman of Advertising Standards Panel and Dr. Tijani Ahmed Rahmalan of Atar Communications will look into regulatory challenges, offering guidelines on navigating compliance in today’s digitized landscape.
With artificial intelligence making waves across industries, Victor Afolabi, GCEO of Hazon Holdings, Funke Adekola of Dentsu Creative, and Rilwan Ajiferuke from Plural Media will explore AI’s potential and limitations within advertising. Their session, “Generative AI and the Advertising Industry – Myths vs Reality,” promises to provide clarity on this much-discussed technology and its applicability in the Nigerian market.
Insights into consumer behavior during economic recessions will follow, with Abimbola Olufisayo-Michael of Ipsos shedding light on shifting consumer habits and what they mean for brands navigating difficult economic times. Later in the day, Nigerian music icon Dbanj will share his journey of engaging youth culture over the past two decades, offering his perspective on how artists can impact brand positioning among younger demographics.
The final day offers a range of discussions spread across multiple stages, covering topics from broadcasting to digital media and beyond. Emeka Mba of Afia TV will address the challenges and opportunities in broadcasting, specifically focusing on adapting to changing viewer habits. On another stage, Henry Ononiwu and Cornelia Babatunde of PhD Media will prompt a “marketing rethink,” urging professionals to consider new perspectives to meet the demands of the modern market. Kadaria Ahmed, a respected journalist, will tackle the powerful role media and advertising play in shaping social narratives, spotlighting the industry’s influence and responsibility in promoting positive societal change.
A session on consumer data by Dr. Onyeche Elisabeth Agbiti-Douglas will guide advertisers on managing and leveraging customer insights to enhance brand loyalty, while Omo Kingsley Abunene of Beam Media Ltd. will speak to the sustainability of Out-of-Home (OOH) media, focusing on challenges such as lingering debt and the future viability of this advertising channel. A final discussion by Matthew Olusanya Gbonjubola from the Federal Inland Revenue Service (FIRS) will demystify taxation for the service industry, particularly in advertising.
The conference will close with a celebratory dinner.