ARCON, sectoral bodies announce date, plans for 2024 National Advertising Conference
The Advertising Regulatory Council of Nigeria (ARCON), in collaboration with key sectoral bodies in the Nigerian marketing communications industry, has unveiled its agenda for the 2024 National Advertising Conference. Themed “Navigating the Shifts: Technology, Culture, and New Business Models,” the event will be held from November 13 to 15, 2024, at the Abuja Continental Hotel (formerly Sheraton Hotel), in Nigeria’s capital.
During the announcement, Mr. Tunji Adeyinka, chairman of the Organizing Committee and a fellow of the profession, highlighted that the National Advertising Conference has become a vital annual gathering for the marketing communications industry. The event brings together professionals at various levels to address the evolving challenges within the sector.
Adeyinka explained that 2024 has introduced significant shifts to the economy and the marketing communications landscape. Advertisers are grappling with rising operational costs and reduced consumer spending, exacerbated by inflation and stagnant wages. “According to PwC, Nigeria’s GDP grew by 2.98% in Q1 2024, compared to 2.31% in Q1 2023. However, inflation surged from 22.41% in May 2023 to 33.95% in May 2024,” Adeyinka said. He also referenced a PwC study on the advertising industry’s contribution, noting that the sector was valued at N605.2 billion in 2023 and is projected to grow to N893 billion by 2028.
The selection of the conference theme, according to Adeyinka, reflects the need for the industry to explore new growth strategies amid these economic challenges. He added that the conference would kick off on November 13 with a Fireside Chat, headlined by Dr. John Momoh, Chairman of Channels Media Group. Plenary sessions on November 14 will feature notable speakers, including Dr. Tayo Aduloju, CEO of the Nigeria Economic Summit Group, who will speak on the economy, and Mr. Seni Adetu, GCEO of First Primus West Africa, who will address industry consolidation.
Additionally, the conference will host a Chief Marketing Officer (CMO) Forum, featuring industry leaders such as Adebola Williams of Promasidor, Morolake Emokpaire of Mondelez, and Kemi Longe of PZ, with a discussion moderated by Eyitayo Olayemi, host of the podcast Diary of a CMO. Other plenary topics will include generative AI, marketing trends, technology, and youth culture. Adeyinka revealed that there will be a total of eight plenary sessions, complemented by twelve breakout sessions spread across three parallel stages, for a total of 21 sessions.
The conference will close with a Gala Dinner on the evening of November 15 at the Abuja Continental Hotel, starting at 7 pm. Adeyinka also mentioned plans to include discussions on the business of media publishing, exploring innovative business models used by global magazines and publications.
Describing the 2024 edition as the most ambitious to date, Adeyinka emphasized its broad scope and relevance to professionals from all sectors and regions across Nigeria. The event is designed to foster networking opportunities, provide valuable industry insights, and offer participants a chance to earn professional credit points.
He thanked the sectoral groups and media partners who have consistently supported the conference and highlighted the collaborative structure of the Organizing Committee, ensuring representation from various industry groups in its planning and execution.
In his welcome remarks, Dr. Olalekan Fadolapo, Director General of ARCON, underscored the importance of the conference in enhancing the credibility and relevance of the marketing communications ecosystem in Nigeria. He urged full participation from stakeholders, emphasizing the event’s role in facilitating knowledge exchange, thought leadership, and best practices.
The heads of all sectoral bodies present at the unveiling applauded ARCON for its leadership in organizing the conference and pledged the continued support of their members.
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