FG, ARCON Seek Advertising Industry’s Cooperation in Economic Transformation

Raheem Akingbolu

The Minister of Information and National Orientation, Mohammed Idris, has sought the cooperation of Nigeria’s advertising industry as the Tinubu administration continues with the process of resetting the economy.

The minister has also reaffirmed the crucial role of Nigeria’s advertising industry in driving economic growth, citing a PricewaterhouseCoopers (PWC) projection that there’s a multiplier effect where every naira spent on advertising generates N16.5 in economic value Idirs, who was represented by the Director-General of the National Orientation Agency, Mallam Lanre Issa-Onilu, at the fourth National Advertising Conference, held in Abuja expressed government readiness to partner with industry stakeholders to create policies that would support innovation, safeguard consumer interests, and encourage the growth of a robust advertising sector that contributes meaningfully to the national economy.

To this end, the minister called on Nigerian practitioners  to adapt to rapid technological

advances, changing cultural dynamics, and new business models to drive sustainable growth.

While speaking to the theme of the conference, “Navigating the Shifts: Technology, Culture, and New Business Models,” he told stakeholders in the industry that the Federal Government has  outlined various initiatives to boost growth, innovation, and inclusivity within the sector.

Idris emphasised how digitalization has transformed the advertising landscape, enabling personalized messaging and real-time engagement through social media, artificial intelligence, and big data analytics.

“Today’s Nigerian audience is young, dynamic, and incredibly discerning,” the Mminister stated, while urging industry players to embrace Nigeria’s cultural diversity and maintaining high standards for responsible communication.

Earlier in his welcome address at the conference, the Director General of the Advertising Regulatory Council of Nigeria, (ARCON) Dr. Lekan Fadolapo had called on advertising practitioners to rise and take their positions as the key drivers of Nigeria’s social economic transformation. He assured them of the Federal Government commitment to provide an enabling environment for their businesses to blossom.