By Collins Yakubu-Hammer
The Federal Government has called on advertisers and other stakeholders to ensure 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 when he declared opened the 5th National Advertising Conference in Abuja on Thursday.
The conference, which has “Marketing Communication: Transforming Businesses and Creating Growth in Challenging Times” as its theme, was organised by the Advertising Regulatory Council of Nigeria (ARCON)
According to Idris, the theme of the conference is both timely and strategic.
The minister said, “We live in an era where businesses must innovate not only to survive but to thrive amid economic headwinds, technological disruption, and shifting consumer behaviour.
“Marketing communication is at the centre of this transformation. It remains the bridge between creativity and commerce, between ideas and impact, and between perception and reality.
“As a tool of persuasion and nation-building, communication has never been more powerful, or more needed than it is today.
“We need a communication renaissance; one that emphasises facts over fear, unity over division, and truth over propaganda.
“We must 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.
“Through integrated campaigns, digital storytelling, strategic partnerships, and value-based branding, our marketers can reshape how Nigeria is perceived globally, as a land of opportunity, innovation, and creativity, not of conflict or crisis,” Idris said.
He assured that the Federal Ministry of Information and National Orientation would continue to partner with ARCON and all industry stakeholders to ensure that the advertising and communication ecosystem thrives in a regulated but enabling environment.
According to him, government is retooling 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.
“The National Values Charter Framework, being implemented by the Ministry, is aimed at restoring the values of truth, integrity, patriotism, and national pride.
“These are values that must also underpin all marketing and communication practices in this country.
“In these challenging times, communication remains our strongest instrument for business, governance, and nation-building. Let us therefore use it wisely, creatively, and responsibly.
“The present administration under President Bola Tinubu is fully committed to ending the scourge of terrorism. We have invested deeply in strengthening our security architecture, rejigging the command and control structure,” he said.
In his address of welcome, the Director-General of ARCON, Dr Olalekan Fadolapo, said in today’s world, market algorithm and marketing activities are shifting faster than ever.
Fadolapo added that consumer behaviour and insight are becoming challenging to track, and digital disruption is now redefining the rules of engagement, which makes our ability to communicate effectively more vital
“Today, we recognise the pivotal role that marketing communications play in driving business growth and navigating uncertain times.
“At this 2025 National Advertising Conference, we have come together as strategists, creators, curators, innovators, and storytellers to exchange insights, challenge assumptions, and share solutions.
“This conference is a platform to re-imagine and interogate how communication drives not only brand value, but also business resilience and sustainable growth especially in tough times,” he said.
Also speaking, the Deputy Vice President of the International Advertising Association, Mr Steve Babaeko, congratulated ARCON for organising such a great event.
According to him, Nigerians are playing vital role in international organisations and events that is worthy of projection. Advertisers should ensure positive narrative of Nigeria.
News Agency of Nigeria (NAN) reports that the event attracted stakeholders across the ecosystem of marketing communication and others. (NAN)
Edited by Deji Abdulwahab
