Nigeria’s advertising industry has huge growth potential — ARCON DG

The Director General of the Advertising Regulatory Council of Nigeria (ARCON), Dr Lekan Fadolapo has called on advertising experts from across Africa to invest in Nigeria, noting that the industry has huge growth potentials.

Dr. Fadolapo stated this while delivering a keynote address at the Dentsu Africa 2024 Now Summit in Lagos to mark the 10th anniversary of Dentsu Nigeria.

“We are open to partnership and recommendations that would develop our advertising industry, but we won’t compromise on promoting local content,” Fadolapo added.

He reaffirmed the commitment of the regulatory apex body to penalize any individuals or organizations, such as OAPs, influencers, skit makers, advertising agencies, and brand owners who breach the Nigerian Code of Advertising and the ARCON Act by broadcasting unapproved ad campaigns.

The Director General stated that the majority of unapproved campaigns and hypes from certain individuals have had a negative impact on society.

“It is important for all individuals, including influencers and media personalities, to be aware of the rules and regulations that govern these activities. These guidelines apply to everyone in order to ensure fairness and accountability.

“The definition of advertisements already emphasizes the importance of conducting ad campaigns in a proper manner. Failure to regulate these exaggerations may result in unimaginable consequences and potentially harm the public,” he said.

Commenting on MediaFuse-Dentsu Nigeria 10th year anniversary, Dr. Fadolapo described the firm as a trailblazer and a partner in progress.

“I congratulate Dentsu Nigeria for its achievements in this industry. I am proud to be a part of this journey and I wish Emeka and his team the very best,” the ARCON DG said.

Earlier in his remark, the Group Chief Executive Officer of MediaFuse-Dentsu Nigeria, Emeka Chris Okeke, expressed delight at the progress made by the company in the past 10 years.

He noted that the company had broken many grounds and pioneered many initiatives in the Nigerian market.

The marketing communications expert said, “MediaFuse-Dentsu Nigeria has grown into a leading force in marketing communications, consistently pushing boundaries and exceeding expectations since our humble beginnings in January 2014.

“We challenged the status quo in 2014 when we became the first indigenous media agency to launch total communication services that cut across creative services, production, digital marketing, original content development, influencer marketing, data, and technology against the established norm of these services being launched by full-service creative agencies.

On her part, the Dentsu Africa Chief Executive Officer, Dawn Rowlands, described the 10-year existence of Dentsu Nigeria as “incredible”.

Rowlands, said the decision to invest in Nigeria through MediaFuse-Dentsu was informed by the entrepreneurial talent, growth potential and scalability of Nigeria’s economy.