The Heads of Advertising Sectoral Groups (HASG) has inaugurated two strategic committees, the Digital & Artificial Intelligence (AI) Committee and the AfCFTA Committee, in a move aimed at positioning Nigeria’s marketing communications industry for the future.
The inauguration, held recently in Lagos, brought together key stakeholders across the ecosystem, including the Director-General of the Advertising Regulatory Council of Nigeria, Lekan Fadolapo, alongside sectoral group leaders and committee members.
In his remarks, HASG Chairman Lanre Adisa described the initiative as a deliberate shift from passive adaptation to proactive leadership at a time when both technology and continental trade are reshaping the industry. He noted that artificial intelligence is rapidly redefining how creativity and execution are approached, while the African Continental Free Trade Area is expanding the scale and ambition of African brands.
According to him, the central question for the industry is whether it will simply react to these changes or take a leading role in shaping them, stressing that the newly formed committees are designed as active, results-driven bodies rather than symbolic structures.
The Digital and AI Committee, chaired by Patrick Gomez, is expected to explore how emerging technologies can be responsibly integrated into Nigeria’s advertising landscape, with a focus on setting ethical standards, identifying opportunities across the creative and media value chain, and building industry-wide capacity.
In parallel, the AfCFTA Committee, led by Kelechi Nwosu, will work to position Nigerian agencies to take full advantage of cross-border opportunities by addressing regulatory challenges, strengthening collaboration frameworks, and ensuring the protection of intellectual property within an increasingly competitive continental market.
Reinforcing institutional backing for the initiative, Fadolapo stated that recommendations from both committees will undergo regulatory review before being presented to the appropriate authorities, highlighting the importance of collaboration between regulators and practitioners in driving sustainable progress.
Also speaking at the event, Tunji Adeyinka, Chairman of the National Advertising Conference, emphasised that meaningful transformation in the industry will depend on the willingness of stakeholders to actively engage with ongoing changes and contribute to shaping outcomes.
With a three-month timeline, the committees are expected to deliver frameworks, guidelines, and policy recommendations that will inform broader industry conversations ahead of the 2026 National Advertising Conference. Committee members have expressed a shared commitment to aligning with global best practices, safeguarding the integrity of the profession, and driving long-term growth.
Closing the event, Adisa underscored the urgency of the moment, noting that while Nigeria’s advertising industry has never lacked creativity, what is now required is stronger coordination, clarity, and bold leadership. The inauguration signals a critical step toward building an industry that is not only future-ready but also positioned to compete effectively across Africa and on the global stage.