The Advertising Regulatory Council of Nigeria (ARCON) has called for a shift towards data-driven storytelling in marketing communication, as stakeholders from across the country’s advertising and marketing ecosystem gathered in Lagos for the third edition of the Advertising Industry Colloquium.
Held under the theme “From Dialogue to Data: Merging Storytelling, Human Engagement, and Tech in Marketing Communication,” the event brought together regulators, agency leaders, academics, and students to examine the evolving role of technology and data in shaping the future of the industry.
In his opening address, ARCON Director-General, Olalekan Fadolapo, emphasized the need for communication strategies that transcend creativity by integrating data, technology, and audience insight. He said the council’s reform agenda aims to boost professionalism and prepare Nigeria’s advertising sector for global digital competitiveness.
“We are at a point where communication must go beyond creativity. Today’s brand messages must be powered by data insights, measurable impact, and audience relevance,” Fadolapo stated.
The colloquium featured a panel discussion with industry and academic leaders, including Professor Kolawole Ajilore of Babcock University, Idorenyen Enang, CEO of Corporate Shepherds Limited, Stephen Onaivi, Managing Director of Media Reach OMD Nigeria, Nana Milagrosa, Founder of MPXM, and Steve Babaeko, Group CEO of X3M Ideas. The conversation explored the impact of artificial intelligence, cultural intelligence, and curriculum reform on preparing the next generation of advertising professionals.
Chairman of the Advertising Industry Colloquium and Academic Journal Committee, Professor Rotimi Olatunji, described the event’s theme as timely and critical to Nigeria’s transition into a technology-driven economy. The keynote speaker, Olufemi Odugbemi, stressed that effective marketing communication in the age of AI requires deep consumer insight, cultural grounding, and robust data analytics.
A major highlight of the event was a creative pitch competition involving students from Covenant University, Pan-Atlantic University, the University of Ilorin, and Rivers State University. Covenant University emerged as the winner, impressing judges with a campaign that skillfully blended creativity, strategy, and cultural relevance.
The event also featured the launch of the Advertising Industry Journal, a new publication dedicated to bridging academic research and professional practice. The journal aims to document campaign evaluations, case studies, and innovations that contribute to the sector’s development.
Jibrin Ndace, Director-General of the Voice of Nigeria, commended ARCON for fostering stronger ties between academia and the industry. He encouraged young communicators to embrace data and ethical storytelling, noting that the future of advertising lies in the hands of those who can balance creativity with integrity and insight.
Other participants, including Yinka Adebayo, CEO of Omnicom Media Group, emphasized that while technology is vital in modern marketing, it must be guided by human emotion and cultural context to achieve true impact.
The event concluded with a call for stronger collaboration between education, regulation, and practice in order to drive innovation, excellence, and global relevance in Nigeria’s advertising landscape.