Nigeria’s marketing communications industry is set for a major policy and industry conversation as regulators, advertisers, media practitioners and other stakeholders assemble in Abuja for the sixth National Advertising Conference (NAC 2026), scheduled to hold from November 11 to 13 at the Continental Hotel, Abuja, FCT.
The event organised by the Advertising Regulatory Council of Nigeria (ARCON), is themed, “Repositioning the Marketing Communications Industry for the Next Frontier.”
Speaking at the press briefing to announce the event, Chairman of the NAC 2026 Planning Committee, Tunji Adeyinka, said the conference would focus on the rapid changes reshaping the industry, particularly artificial intelligence (AI), digital platforms, changing consumer behaviour, data management, talent, business models and regulation.
He stressed that NAC had evolved beyond a platform for discussions and networking, with the organisers determined to make it a catalyst for practical reforms and measurable industry progress.
Adeyinka disclosed that a cross-functional committee, working with ARCON and the Heads of Advertising Sectoral Groups (HASG), had been examining the regulatory challenges created by emerging technologies, the recommendations are expected to be discussed with regulators and stakeholders before being presented as a practical model capable of supporting innovation while addressing industry and consumer concerns.
“The conference will examine the implications of the African Continental Free Trade Area (AfCFTA) for Nigeria’s marketing communications sector. A dedicated committee is expected to present its findings and proposed action plan, with discussions focusing on opportunities for Nigerian agencies and creative businesses to expand their expertise across Africa and compete effectively in an increasingly integrated continental market,’’ he added.
He mentioned that, ‘’Audience measurement, data protection and media transformation will also feature prominently. Stakeholders are expected to examine early insights from the DeepMove Meter, the new television advertising audience measurement system, and assess its implications for media planning, advertising investment and accountability. Data protection will equally come under scrutiny as advertisers increasingly rely on consumer information for targeting, personalisation and campaign measurement, particularly with the growing use of AI.’’
In their own views, President of the Association of Advertising Agencies of Nigeria (AAAN), Lanre Adisa, President of EXMAN, Tolulope Medebem, and President of MIPAN, Brenda Nwagwu, stressed the need for collective action to address the pressures confronting the industry. They noted that technology, evolving consumer expectations, accountability requirements and digital platforms were changing the way brands communicate, making collaboration essential to building a more innovative, ethical, professional and competitive sector.
Also speaking on political communication and the cost of outdoor advertising is the President of the Out-of-Home Advertising Association of Nigeria (OAAN), Dr Sola Akinsiku, raised concerns over what he described as excessive government-imposed charges for political outdoor advertising in some states. He warned that the high fees could make political communication more expensive, discourage candidates unable to meet the financial demands and create an uneven playing field ahead of the 2027 general elections.
The programme will further examine Nigeria’s economic outlook and its impact on marketing communications. The conference will open with a fireside chat featuring Chairman of Access Holdings Plc, Aigboje Aig-Imoukhuede, while other sessions will bring together chief marketing officers and industry experts to discuss the economy, changing business conditions and the future of the profession. The creative economy, broadcast digitisation, the informal market, cultural representation and language use in advertising will also be addressed.
Gender and leadership will form part of the conference agenda through a panel titled, “The Future is Female,” featuring three industry leaders: President of MIPAN, Brenda Nwagwu; President of EXMAN, Tolulope Medebem; and President of NIMN, Bolajoko Bayo-Ajayi. Industry leaders have also called for greater collaboration among advertising, media, experiential marketing and other sectors, noting that technological convergence is increasingly blurring traditional boundaries within the profession.
According to ARCON NAC 2026 is expected to attract at least 700 participants, compared with about 500 at the previous edition, urged media organisations to create wider awareness around the conference and its outcomes. With industry stakeholders increasingly facing pressure from AI, digitalisation, fragmented media consumption, data privacy, regulation and economic uncertainty, the conference is expected to provide an opportunity to move beyond identifying challenges and develop actionable frameworks that can shape the future of Nigeria’s marketing communications industry.
Also speaking on political communication and the cost of outdoor advertising, President of the Out-of-Home Advertising Association of Nigeria (OAAN), Dr Sola Akinsiku, raised concerns over what he described as excessive government-imposed charges for political outdoor advertising in some states. He warned that the high fees could make political communication more expensive, discourage candidates unable to meet the financial demands and create an uneven playing field ahead of the 2027 general elections.
The programme will further examine Nigeria’s economic outlook and its impact on marketing communications. The conference will open with a fireside chat featuring Chairman of Access Holdings Plc, Aigboje Aig-Imoukhuede, while other sessions will bring together chief marketing officers and industry experts to discuss the economy, changing business conditions and the future of the profession. The creative economy, broadcast digitisation, the informal market, cultural representation and language use in advertising will also be addressed.
Gender and leadership will form part of the conference agenda through a panel titled, “The Future is Female,” featuring three industry leaders: President of MIPAN, Brenda Nwagwu; President of EXMAN, Tolulope Medebem; and President of NIMN, Bolajoko Bayo-Ajayi. Industry leaders have also called for greater collaboration among advertising, media, experiential marketing and other sectors, noting that technological convergence is increasingly blurring traditional boundaries within the profession.
According to ARCON, NAC 2026 is expected to attract at least 700 participants, compared with about 500 at the previous edition. The Council also urged media organisations to create wider awareness around the conference and its outcomes. With industry stakeholders increasingly facing pressure from AI, digitalisation, fragmented media consumption, data privacy, regulation and economic uncertainty, the conference is expected to provide an opportunity to move beyond identifying challenges and develop actionable frameworks that can shape the future of Nigeria’s marketing communications industry.
