What To Watch Out For As National Advertising Conference 2025 Kicks Off In Abuja Amid High Expectations
As marketing and advertising stakeholders across the nation converge today for the commencement of the 2025 National Advertising Conference (NAC) in Abuja, anticipation is high for what promises to be one of the most pivotal gatherings in Nigeria’s marketing communications industry this year.
The event is expected to attract a cross-section of stakeholders, including advertising practitioners, brand owners, creative and media agencies, public relations professionals, government representatives, academics, technology providers, regulators, and members of professional bodies such as the Association of Advertising Agencies of Nigeria (AAAN), Experiential Marketers Association of Nigeria (EXMAN), Media Independent Practitioners Association of Nigeria (MIPAN), and Outdoor Advertising Association of Nigeria (OAAN), among others.
The three-day event, holding from November 12 to 14, 2025, at the Abuja Continental Hotel (formerly Sheraton), is organized by the Advertising Regulatory Council of Nigeria (ARCON). This year’s conference aims to spark conversations that will reshape the business and creative landscape of marketing communications in Nigeria, exploring how innovation, collaboration, and technology can unlock growth amid prevailing economic headwinds.
Africa’s foremost, most consistent, and multi-award-winning brands, marketing, and communications publication, Brand Communicator, will be on ground throughout the conference to deliver full coverage including live reports, expert interviews, and exclusive insights from key sessions and events.
Fireside Chat Sets the Tone
The conference opens this evening with a Fireside Chat, where industry thought leaders will engage in an intergenerational dialogue on the evolving nature of marketing and advertising practice. The session, themed “A Different Generation, a Different Industry,” will feature Dr. Bolajoko Bayo-Ajayi, President, National Institute of Marketing of Nigeria (NIMN); Anthony Eigbe, Tecno West Africa; Maryam Amuda, Aster Integrated Marketing; and Bello Yussuf, 3-IPOD. The discussion is expected to explore how generational shifts, evolving technologies, and new market realities are redefining creativity, leadership, and business models within the industry.
Economic Outlook and CMO Forum Highlight Day Two
The main plenary sessions on Thursday, November 13, will dive into the heart of Nigeria’s marketing communications economy, featuring a powerful lineup of panels, case studies, and presentations.
A major highlight is the Economic Outlook Session titled “Is There Any Sign of Growth?” to be delivered by Mr. Olusegun Zacchaeus, Partner and West Africa Lead, Strategy, PwC. His presentation will be followed by a panel discussion featuring Dr. Tayo Oyedeji, CEO, Publicis Groupe Nigeria; and Stephen Onaivi, Managing Director, MediaReach OMD.
The CMO Forum promises to be another highlight, with Onyinye Ikenna-Emeka, Chief Marketing Officer, MTN Nigeria, leading a session on “Driving Business Growth in Challenging Times.” She will be joined by Tolu Olanipekun, Head of Marketing, Mouka Foam, as they share insights on how marketing leaders can sustain growth amid economic pressure and shifting consumer behavior.
The day will also feature a stimulating session on “The Agency Business in Tough Times: Boom or Bust” with contributions from Jacques Burger, Co-Founder and Group CEO, Up&Up South Africa; Lanre Adisa, President, AAAN; Saidat Lawal-Mohammed, Head of Executive Education, CEIBS Africa; and Sola Akinsiku, President, OAAN.
Later in the day, participants will engage with conversations on developing the next generation of marketing professionals, led by Rosemary Akpo, MD, EXP Nigeria, and Steve Babaeko, CEO/Chief Creative Officer, X3M Ideas, and Transformation: The Technology Advantage by Nana-Aisha Salaudeeen, Brand Storytelling Lead, Paystack.
Also on the roster are sessions on Brand Loyalty: Speaking to Data with Professor Uchenna Uzo of Lagos Business School, Tolu Medebem, President, EXMAN, and Brenda Nwagwu, Vice President, MIPAN; and the widely anticipated Talent Debate: Gen Z vs. Millennial Practitioners – The Good, The Bad, and The Ugly, moderated by Ozoemena Mbanefo, Provost, O2 Academy.
Deep Dives, Masterclasses, and Gala Night on the Final Day
The final day, Friday, November 14, will feature simultaneous breakout sessions and masterclasses across four stages, offering delegates the opportunity to explore specialized topics. Among the sessions to watch are “Short-Term Impact or Long-Term Brand Building – Where Should Advertisers Place Their Stake?” by Lampe Omoyele, Managing Director, Nitro 121; and “Converging for Growth: Product Integration Strategies in the Evolving Landscape,” featuring Seyi Banigbe of Nibo & Tac Media, Chidinma Nwankwo of Insight Publicis Groupe, and Tseyi Agharaye, Founder, Bloom Digital Ltd.
Other sessions include “African Shoppers’ Behaviour in an Age of Artificial Intelligence” led by Professor Uchenna Uzo; “Customer Retention & Lifetime Value” by Mrs. Toyin Oyedeji, COO, Brand Eye; and “The Role of Marketing Communications in SME Growth and Survival in Nigeria” by Professor Hadiza Saidu Abubakar.
Participants will also benefit from masterclasses on AI tools for creative businesses led by Remi Ogunpitan, Managing Director, IBST Media, and measurement and ROI with lean budgets facilitated by Dr. Dike Harcourt Whyte.
The day’s sessions will culminate in a Town Hall Meeting across the breakout halls, after which the much-anticipated Gala Dinner and Awards Night will take place in the evening, featuring live performances by Sunny Neji and an exclusive interview segment with renowned actress and filmmaker Funke Akindele. The evening will end with an after-party celebrating creativity and collaboration in the industry.
As earlier stated, Brand Communicator will be providing comprehensive daily coverage, behind-the-scenes highlights, and expert perspectives from Abuja, keeping the industry informed on every major development from NAC 2025.