ARCON Bridges Town-Gown Divide With AIC 3.0 As Covenant University Wins Pitch Competition Yet Again
The Advertising Regulatory Council of Nigeria (ARCON) once again demonstrated its commitment to promoting collaboration between academia and industry practitioners as it successfully hosted the third edition of the Advertising Industry Colloquium (AIC 3.0) in Lagos.
The event, themed “From Dialogue to Data: Merging Storytelling, Human Engagement, and Techs in Marketing Communication,” brought together industry leaders, academic scholars, and students from across Nigeria’s six geopolitical zones to explore the evolving landscape of marketing communication in the digital age.
In his welcome address, Dr. Olalekan Fadolapo, FCA, FNIMN, FRPA, Director General of ARCON, highlighted the importance of bridging the gap between theoretical knowledge and practical application in the advertising industry. “It gives me pleasure to welcome you all to today’s Advertising Industry Colloquium, the third since we started out on the journey of bringing together the town and the gown,” Dr. Fadolapo stated.
The Director General highlighted the relevance of this year’s theme, noting that “in today’s fast-paced digital landscape, the marketing world is constantly evolving.” He explained that the colloquium was designed to bring together experts to share insights on harnessing the power of storytelling, human engagement, and technology in driving impactful marketing communication.
The event featured a keynote address by Dr. Olufemi Odugbemi, Founder/CEO, Zuri Media and a panel session that had professor of communications studies, Prof. Kolade Ajilore; Dr. Idorenyen Enang; Head of Marketing, OmniRetail, Mrs Lanre Odufuwa; experiential expert, Mrs Nana Milagrosa; MI expert, Mr. Stephen Onaivi, among others.
Professor Rotimi Olatunji, Chairman of the Advertising Industry Colloquium and Journal Committee, in his address provided a comprehensive overview of the committee’s achievements since its inception in 2022. He noted that the committee has successfully organized two previous Annual Advertising Industry Colloquiums and published the ARCON Journal of Advertising and Marketing Communications (AJAMC).
The professor emphasized that effective marketing communication in Nigeria’s complex environment demands “not only stories compellingly told, but also messages that connect to the hearts, intellect, culture, spiritual essence, and ethos, particularly given the complexity of Nigeria’s diversities.”
The event witnessed participation from industry leaders who delivered goodwill messages across subsectors. Among them is Tolu Medebem, representing the Experiential Marketers Association of Nigeria (EXMAN), and Steve Babaeko, President of the International Advertising Association (IAA) Nigeria Chapter, who was represented by Arinola Gbalajobi and Mallam Jibril Dace, Director General of Voice of Nigeria (VON).
One of the most anticipated segments of AIC 3.0 was the advertising pitch competition, which focused on the theme of “rebooting national pride.” The competition featured six universities that had emerged victorious from regional rounds across Nigeria’s six geopolitical zones. These institutions included Pan Atlantic University, Ebonyi State University, Covenant University, Rivers State University, Federal University of Kashere, and University of Ilorin.
Each participating team was challenged to develop comprehensive advertising campaigns that could inspire patriotism and national unity among Nigerians. The competition required students to demonstrate their understanding of consumer psychology, cultural nuances, and effective communication strategies while addressing the complex challenge of promoting national pride in a diverse society.
In what has been described as a remarkable display of consistency and excellence, Covenant University emerged as the winner of the pitch competition for the second consecutive year. Their campaign, centred around the powerful theme “If not us, then who?” resonated strongly with the panel of judges who were impressed by the campaign’s ability to go beyond demographic boundaries and speak to Nigerians across different age groups, ethnic backgrounds, and socioeconomic levels. The campaign’s creative execution, strategic foundation, and potential for real-world impact contributed to its victory. The team carted home the coveted prize money of one million naira, having scored 564 cumulative points.Y ,K¶»´¬