Abuja: The Federal Government has called on advertisers and other stakeholders to ensure a communication renaissance to project and promote the positive image of the country. The Minister of Information and National Orientation, Alhaji Mohammed Idris, made the call during the opening of the 5th National Advertising Conference in Abuja.
According to News Agency of Nigeria, the conference, themed ‘Marketing Communication: Transforming Businesses and Creating Growth in Challenging Times,’ was organized by the Advertising Regulatory Council of Nigeria (ARCON). Idris emphasized the theme’s timeliness and strategic importance, stating that businesses must innovate to thrive amid economic challenges, technological changes, and evolving consumer behaviors.
The minister highlighted the central role of marketing communication in this transformation, describing it as the bridge between creativity and commerce and between ideas and impact. He stated that communication is a powerful tool for persuasion and nation-building, emphasizing the need for a communication renaissance that prioritizes facts, unity, and truth.
Furthermore, Idris urged the projection of Nigeria as a diverse and dynamic nation of hardworking individuals who coexist peacefully and strive for a better society. He encouraged marketers to reshape the global perception of Nigeria through integrated campaigns, digital storytelling, and strategic partnerships.
Idris assured that the Federal Ministry of Information and National Orientation would continue collaborating with ARCON and industry stakeholders to ensure a thriving advertising and communication ecosystem. He noted the government’s efforts to align public information machinery with the digital age’s realities and the implementation of the National Values Charter Framework to restore values such as truth, integrity, and patriotism.
In his address, the Director-General of ARCON, Dr. Olalekan Fadolapo, noted the rapid shifts in market algorithms and marketing activities, emphasizing the importance of effective communication in driving business growth and resilience. He stated that the conference serves as a platform for strategists, creators, and innovators to exchange insights and solutions.
Additionally, Mr. Steve Babaeko, Deputy Vice President of the International Advertising Association, congratulated ARCON for organizing the event and highlighted the vital role Nigerians play in international organizations, urging advertisers to ensure a positive narrative of Nigeria.
The event attracted stakeholders from across the marketing communication ecosystem and other sectors.