The 5th National Advertising Conference (NAC) 2025 opened its doors on November 13 at the Abuja Continental Hotel, drawing a vibrant crowd of Nigeria’s top marketing, advertising, and communications professionals. This year’s gathering, themed “Marketing Communication: Transforming Business and Creating Growth in Challenging Times,” has quickly established itself as a flagship event for the industry, and the atmosphere in Abuja was charged with urgency, optimism, and a call to action.
Chief among the voices at the event was the Honourable Minister of Information and National Orientation, Mohammed Idris, who delivered a rousing keynote that set the tone for the proceedings. Idris didn’t mince words as he praised Dr. Olalekan Fadolapo, Director-General of the Advertising Regulatory Council of Nigeria (ARCON), for his “exceptional work ethic and tenacity rarely seen in professionals of his generation,” as reported by Brand Communicator. The Minister described Fadolapo’s stewardship as instrumental in institutionalizing the conference as an annual, must-attend event for Nigeria’s marketing communications sector.
But beyond accolades, Idris’s address struck a serious note. He highlighted what he called “one of the gravest challenges our nation faces today”: the deliberate spread of misinformation, especially the persistent and damaging narrative that paints Nigeria as a “violator of religious freedom.” According to The Guardian Nigeria, Idris was unequivocal: “Let me state clearly and emphatically that this narrative is false. It is a distortion of our reality as a nation of diverse peoples and faiths, who have lived together peacefully for generations.”
He went on to clarify that while Nigeria has indeed faced security challenges—mainly from terrorists and violent extremists—these threats have impacted all Nigerians, regardless of religious or ethnic background. “Yes, Nigeria has faced security challenges, especially from terrorists and violent extremists, but these are not targeted at any religion or ethnic group. All Nigerians—Christians, Muslims, and people of other faiths—have suffered from the menace of terrorism and banditry,” Idris asserted, echoing statements from both Brand Communicator and The Guardian Nigeria.
The Minister used the occasion to update attendees on the government’s ongoing fight against insecurity. He referenced the previous day’s media briefing by the Chief of Army Staff following a meeting with President Bola Ahmed Tinubu, noting “encouraging updates on the significant gains recorded in just the past few days.” This, he suggested, was evidence of the administration’s commitment to restoring peace and stability across Nigeria.
Idris’s message to the industry was clear: the responsibility of shaping Nigeria’s narrative—both at home and abroad—rests heavily on the shoulders of marketing and communications professionals. “You are not only storytellers for brands and businesses; you are also custodians of national perception and image,” he told the audience. “When false narratives about Nigeria are spread especially internationally, it is your creativity, strategy, and storytelling that can counterbalance them with truth, context, and compelling narratives of hope and progress.”
He called for nothing less than a “communication renaissance,” one that “emphasizes facts over fear, unity over division, and truth over propaganda.” Idris urged attendees to project Nigeria as it truly is: “a diverse, dynamic, and resilient nation of hardworking people who coexist peacefully, aspire collectively, and strive daily to build a better society.”
To achieve this, the Minister outlined a series of strategies: integrated campaigns, digital storytelling, strategic partnerships, and value-based branding. These, he argued, are essential tools for reshaping Nigeria’s global perception “as a land of opportunity, innovation, and creativity, not of conflict or crisis.”
The government, for its part, is not standing idle. Idris pledged continued support for the advertising and marketing communications sector, promising that the Federal Ministry of Information and National Orientation would partner with ARCON and other stakeholders to ensure the ecosystem thrives in a “regulated but enabling environment.” He explained that his ministry is “retooling our public information machinery to align with the realities of the digital age—where truth must travel faster than falsehood, and where the Nigerian story must be told by Nigerians themselves.”
Central to this effort is the National Values Charter Framework, a policy initiative aimed at “restoring the values of truth, integrity, patriotism, and national pride”—principles Idris insisted must underpin all marketing and communication practices in Nigeria.
The energy and optimism in the room were palpable as ARCON Director-General Dr. Olalekan Fadolapo took to the stage to welcome delegates. Fadolapo underscored the importance of marketing communication in driving business growth and navigating economic headwinds. “In today’s world, market algorithms are shifting faster than ever, consumer behaviour is becoming challenging to track, and digital disruption is redefining the rules of engagement,” he said, according to The Guardian Nigeria. He described the conference as a platform for strategists, creators, and innovators to “explore solutions, challenge assumptions, and develop strategies that would enhance Nigeria’s communication ecosystem.”
Fadolapo’s message was one of resilience and adaptation: “Even in challenging times, great communication remains one of the most powerful tools for growth.” The conference theme, “Marketing Communication: Transforming Business and Creating Growth in Challenging Times,” resonated strongly, with both Fadolapo and Idris emphasizing the sector’s central role in bridging the gap between creativity and commerce, and between perception and reality.
The stakes, as outlined by the Minister, are high. In an era of digital disruption, rapidly shifting consumer behaviors, and economic turbulence, the need for accurate, compelling, and strategic communication has never been greater. Idris urged professionals to innovate and collaborate, reminding them that “communication remains our strongest instrument for business, for governance, and for nation-building.”
The conference, which concludes on November 14 with an industry dinner and after-party, has become an invaluable platform for thought leadership, advocacy, networking, and industry exhibitions. Over its five editions, the National Advertising Conference has grown into Nigeria’s premier gathering for marketing communications professionals, offering a space not just for business development, but also for shaping the country’s future narrative.
As participants mingled and exchanged ideas in Abuja, the message was clear: Nigeria’s story—its challenges, its triumphs, its diversity—must be told by Nigerians, for Nigerians, and to the world. And in the hands of the country’s marketing and advertising leaders, that story is being rewritten with hope, ingenuity, and an unyielding commitment to truth.
