ARCON DG Calls for Industry Renaissance, Declares Marketing Communication “Most Powerful Tool For Growth” In Challenging Times
The Director-General of the Advertising Regulatory Council of Nigeria (ARCON), Dr. Olalekan Fadolapo, has charged marketing communication professionals to leverage the convergence of creativity, data, and technology to drive sustainable growth for businesses amidst Nigeria’s economic challenges.
Speaking at the opening ceremony of the 5th National Advertising Conference (NAC 2025) on today at the Abuja Continental Hotel, Abuja, Fadolapo described the conference as “our own industry’s convergence to learn, unlearn, and relearn better ways of getting the very best results in our various businesses.”
The ARCON chief emphasized that “even in challenging times, great communication remains one of the most powerful tools for growth,” setting the tone for the three-day gathering themed “Marketing Communications: Transforming Business and Creating Growth in Challenging Times.”
In his address, Dr. Fadolapo expressed profound gratitude to the Honourable Minister of Information and National Orientation, Mohammed Idris, fnipr, whom he described as “my mentor and leader who has adopted me in addition to his several children.”
He painted a vivid picture of the rapidly evolving marketing communications landscape, highlighting the unprecedented pace of change confronting industry professionals. “Today, marketing algorithms and marketing activities are shifting faster than ever. Consumer behaviour and insights are becoming challenging to decipher, and digital disruption is now redefining the rules of engagement, which makes our ability to communicate effectively more vital than ever before,” the Director-General stated.
He explained that the conference provides a critical platform to “recognize the role that marketing communication plays in every business’s growth and in navigating uncertain times.”
Describing the 5th National Advertising Conference as a gathering where industry stakeholders come together as “strategists, creators, curators, innovators, and storytellers to exchange insights, challenge assumptions, and share solutions,” the ARCON chief reiterated the agency’s commitment to making NAC a platform to reimagine and interrogate how marketing communication drives not only brand value but also business resilience and sustainable growth, especially in tough times.
In a candid acknowledgment of the challenges facing all economic sectors, Dr. Fadolapo noted that “every sector of the economy is exploring strategies to keep up with sustainability and maintain consistent growth.”
He charged participants to view the conference as “our own industry’s convergence to learn, unlearn, and relearn better ways of getting the very best results in our various businesses.”
The Director-General encouraged every participant to “take this opportunity to learn, to network, to collaborate, and to come up with ideas that will reposition our industry positively.”
Expressing his hopes for the gathering, Dr. Fadolapo stated: “May this conference ignite fresh thinking, strengthen our ecosystem, and remind us that even in challenging times, great communication remains one of the most powerful tools for growth.”
Dr. Fadolapo’s leadership at ARCON has been marked by over two decades of experience in the advertising and marketing industry, including his impactful role as Executive Director/CEO of the Association of Advertising Agencies of Nigeria (AAAN).
President Bola Ahmed Tinubu reappointed Dr. Fadolapo as Chief Executive Officer/Director-General of ARCON, a move observers describe as proof to his exceptional leadership and commitment to the advertising industry. Among all former DGs and CEOs, only Dr. Fadolapo and the Nigerian Television Authority (NTA)’s Director-General are returnees to their respective positions, having been appointed by the former Muhammadu Buhari-led administration.
Under his leadership, the National Advertising Conference has been established and continues to thrive as an annual event that has become a permanent fixture on the industry’s calendar. The conference serves as a vital platform for discussing critical issues in the integrated marketing communications sector, fosters collaboration among professionals and scholars, drives innovation, and addresses the challenges and opportunities the industry faces.