Technology Must Remain A Tool In The Hands of Skilled Professionals, Dr. Fadolapo Tells Industry At NAC 2026

The Director-General of the Advertising Regulatory Council of Nigeria (ARCON), Dr. Olalekan Fadolapo has called on advertising professionals and practitioners to embrace the technological revolution sweeping through marketing communications, but do not surrender the craft to it.

He made this call while delivering his welcome address on the second day of the 2026 National Advertising Conference at the Abuja Continental Hotel in Abuja with a direct charge to the industry, “Technology must remain a tool in the hands of skilled professionals,” Fadolapo told a packed hall of practitioners, brand owners and regulators, framing the conference theme, “Repositioning the Marketing Communications Industry for the Next Frontier” around a balance between innovation and enduring professional standards.

The ARCON DG acknowledged that the industry is operating in an environment where artificial intelligence, digital platforms and new forms of media are “rapidly transforming the way brands communicate and connect with their audiences.” But he insisted that adaptation alone is insufficient. “The next frontier therefore demands that we do more than adapt; we must anticipate, innovate and lead,” he said, while warning that the industry’s greatest strength remains “our ability to understand people, tell stories and create ideas that move society and drive meaningful business outcomes.”

Fadolapo anchored his call for the industry’s repositioning in hard economic data, citing a PricewaterhouseCoopers study estimating that for every one naira spent on marketing communications in Nigeria, the nation’s GDP increases by N16.5. “This confirms that the industry has emerged as a formidable economic powerhouse,” he said, noting that the sector stimulates business activity, supports entrepreneurship, creates employment and strengthens local brands across media, entertainment, technology, printing, production and the wider creative economy.

The DG used the platform to defend the regulatory reforms ARCON has pursued, naming three in particular: the 45-day payment threshold, the due diligence and local content and talent mandate, and the increasing functionality of the Advertising Offences Tribunal. These reforms, he said, are intended to build “a more structured, transparent, accountable and competitive environment” that strengthens professional standards, protects consumers and supports sustainable growth.

His emphasis on the 45-day payment threshold is significant. Late payment by brands and agencies has been a chronic grievance among Nigerian media owners and independent agencies, and ARCON’s insistence on the reform has been one of its more contentious interventions. Fadolapo was careful to frame the reforms as a shared responsibility. “Their success, however, depends not on the regulator alone, but on the willingness of all stakeholders to embrace the changes and contribute to their effective implementation,” he said.

He also stressed the need to strengthen trust in the industry, placing responsible advertising, truthful communication, consumer protection and respect for cultural values at the centre of practice. “Growth without responsibility cannot be considered true progress,” he said.

On capacity development, Fadolapo called for continuous learning and an environment where innovation can thrive, arguing that practitioners must be equipped with the skills needed for a rapidly changing marketplace. But his sharpest words were reserved for the industry’s tendency toward fragmentation. “No single stakeholder can reposition the industry in isolation,” he said. “Meaningful progress will require sustained dialogue, mutual understanding and coordinated action.”

He urged regulators, practitioners, advertisers, media owners, technology companies and academics to work together with “a shared sense of purpose,” moving beyond individual interests and recognising that the strength of the industry depends on collective commitment.

The address closed with an appeal for open engagement by all gathere. “Let us use this opportunity not only to discuss the challenges before us, but also to identify the opportunities that lie ahead,” Fadolapo also encouraged participants to “think boldly and contribute meaningfully to the conversations that will take place.”