The Heads of Advertising Sectoral Groups (HASG) has formally inaugurated two strategic industry committees—the Digital & Artificial Intelligence (AI) Committee and the AfCFTA (African Continental Free Trade Area) Committee—in a decisive move to future-proof Nigeria’s marketing communications ecosystem.
The inauguration, held on April 10, 2026, brought together key stakeholders across the industry, including the Director-General of ARCON, Dr. Lekan Fadolapo, sectoral group representatives, and committee members.
A STRATEGIC RESPONSE TO INDUSTRY TRANSFORMATION
In his opening remarks, HASG Chairman, Lanre Adisa, emphasized that the establishment of the committees reflects a deliberate shift from passive adaptation to proactive leadership.
“We are operating at a time of profound shift. Artificial Intelligence is redefining creativity and execution, while AfCFTA is expanding the scale at which African brands can operate. The question before us is simple—will we react, or will we lead?”
He noted that the committees are not symbolic, but working bodies tasked with delivering practical frameworks, actionable recommendations, and measurable outcomes.
FOCUS AREAS OF THE COMMITTEES
Digital & AI Committee
Chaired by Patrick Gomez (MIPAN), the committee will explore how AI and digital innovation can be responsibly and effectively integrated into Nigeria’s advertising ecosystem.
Its mandate includes:
Developing ethical and operational guidelines for AI adoption
Identifying opportunities across creative, media, and data value chains
Recommending industry-wide standards and policy positions
Building capacity through training and knowledge-sharing initiatives
AfCFTA Committee
Chaired by Kelechi Nwosu (AAAN), the committee will focus on positioning Nigerian agencies to fully leverage continental trade opportunities.
Key responsibilities include:
Identifying export opportunities for Nigerian creative services
Recommending frameworks for cross-border collaboration
Addressing regulatory, infrastructural, and capacity gaps
Developing strategies to protect intellectual property and ensure fair trade practices
REGULATORY SUPPORT AND INDUSTRY ALIGNMENT
The Director-General of ARCON, Dr. Lekan Fadolapo, reaffirmed regulatory support for the initiative, noting that: “All findings and recommendations from the committees will be reviewed and presented to the Honourable Minister for approval before being shared with the wider industry.”
He emphasised the importance of collaboration between regulator and practitioners, describing the process as a “shared journey that must deliver a win-win for the entire ecosystem.”
CALL FOR INDUSTRY PARTICIPATION
Also speaking at the event, Chairman of the National Advertising Conference, Mr. Tunji Adeyinka, stressed that industry transformation requires collective responsibility: ‘’The onus lies on all stakeholders to understand these changes and position themselves within them. What we put in is what we get.’’
Committee members expressed strong commitment to delivering impact-driven outcomes, with a shared emphasis on:
Aligning with global best practices
Protecting the integrity of the profession
Driving sustainable industry growth
TIMELINE AND EXPECTED OUTCOMES
Both committees have been given a three-month mandate, with deliverables expected by July 2026. Outputs will include:
Strategic frameworks and policy recommendations
Industry guidelines and adoption roadmaps
Reports for regulatory and ministerial review
These outcomes are expected to shape discussions and decisions ahead of the National Advertising Conference (NAC) 2026.
A FUTURE-READY INDUSTRY
In closing, the HASG Chairman reiterated the urgency and significance of the initiative:
‘’The Nigerian advertising industry has never lacked creativity. What this moment demands is coordination, courage, and clarity of direction.’’
The inauguration marks a critical step toward building an industry that is:
Future-ready
Africa-facing
Globally competitive
The Heads of Advertising Sectoral Groups (HASG) is the umbrella body representing key sectoral associations within Nigeria’s advertising and marketing communications industry, working collaboratively to drive industry growth, regulation, and global competitiveness.
