President of the Association of Advertising Agencies of Nigeria (AAAN), Lanre Adisa, has called on practitioners in Nigeria’s marketing communications industry to embrace bold thinking, radical reinvention, and deeper collaboration as the only viable path to sustainable progress.
Adisa made the call today while delivering his welcome address on the second day of the Association’s 52nd Annual General Meeting (AGM)/Congress, holding in Ibadan, the Oyo State capital. He noted that the theme of this year’s AGM, “Charting Bold Paths Forward,” is a declaration of intent and a challenge to the entire ecosystem to keep moving forward despite the uncertainties of a rapidly evolving landscape.
Quoting Dr. Martin Luther King Jr., Adisa said, “If you can’t fly, run; if you can’t run, walk; if you can’t walk, crawl—but whatever you do, you have to keep moving forward.” He stressed that the industry must not only keep pace with global shifts in technology and consumer behaviour but must also take charge of shaping its own future with clarity and courage. “Technology is not the enemy. Fear is,” he declared. According to him, amid a wave of digital disruption, declining barriers to entry, and rapidly changing rules of engagement, Nigerian agencies must remain anchored in human insight, cultural truth, and the power of connection. “What truly sets us apart is not just our tools—but our truth,” he said.
The AAAN President called on government at all levels to give the industry the attention and support it deserves. He lamented the continued absence of an ARCON Governing Council, describing it as a major impediment to regulatory effectiveness and industry advancement. “It is of great concern that we have done over ten years without a Council,” he said. “We have transitioned from APCON to ARCON, one administration to another. Yet, we don’t have a Council.” He also urged the Federal Government to adopt a Nigeria First policy by mandating that only ARCON-certified agencies should be allowed to bid for all marketing communications contracts involving MDAs. This, he said, would not only elevate the quality of government messaging but also ensure that local agencies thrive and contribute more meaningfully to national development.
He lauded the Director-General of ARCON, Dr. Olalekan Fadolapo, for his commitment and passion, describing him as “indefatigable” and likening him to the British Marmite brand—“love it or hate it, but impossible to ignore.” Adisa applauded his role in introducing the Advertising Industry Standard of Practice (AISOP), which he said had begun to address long-standing challenges in client-agency relationships. However, he insisted that there is still much more to be done, and reaffirmed AAAN’s willingness to collaborate with ARCON and other sectoral bodies to refine AISOP and work together on strategic initiatives such as the Stock Image Project and Online Advertising Regulation.
He noted that the industry is fast approaching a historic milestone: the centenary of advertising in Nigeria, which comes up in 2028. “That’s a century of building brands, promoting businesses, and shaping the national conversation,” he said. While acknowledging the accomplishments of the past, he urged the industry not to rest on its laurels but to be even more ambitious about what lies ahead. “Let us ask the hard questions. Let us embrace the tough solutions. Let us imagine bolder futures—not just for our agencies, but for our industry as a force for national development, cultural identity and economic growth,” he added.
The AAAN President also extended gratitude to the planning committee for their work in organising the AGM, giving special recognition to the committee Chairperson, Bisi Olusanya, and her Vice Chairman, Deji Shobowale. He opened his speech with a heartfelt tribute to the late Olubadan of Ibadan, Oba Owolabi Olakulehin, asking the audience to observe a minute of silence in his honour, and expressing his personal affection for the city of Ibadan where he served in the late 1980s.
The AGM, now in its 52nd edition, is being attended by key stakeholders including ARCON DG Dr. Olalekan Fadolapo, who is representing the Honourable Minister of Information and National Orientation, Alhaji Mohammed Idris Malagi; the Executive Governor of Oyo State, Engr. Seyi Makinde, who is represented; AAAN’s Board of Trustees Chairman, Mr. Udeme Ufot, MFR; other past presidents, industry leaders, and the media.