AAAN to Champion Advertising Innovation at Summit

 

The Association of Advertising Agencies of Nigeria (AAAN) is gearing up to host its highly anticipated 52nd Annual General Meeting and Congress, with this year’s edition expected to focus squarely on driving innovation in Nigeria’s advertising and marketing communications industry. Scheduled to hold from July 17 to 19, 2025, at the JAGZ Hotel in Ibadan, Oyo State, the summit will gather top industry leaders, creative professionals, government officials, and regulators to chart a fresh path for the future of advertising in the country.

The summit’s theme, “Charting Bold Paths Forward,” highlights AAAN’s renewed commitment to encourage agencies to embrace emerging technologies, new storytelling techniques, and digital tools that can help Nigeria’s advertising sector keep pace with global trends. For the AAAN, this year’s event is more than just a gathering; it is a call for the entire industry to reimagine its role in shaping narratives, building brands, and contributing meaningfully to national growth.

Governor Seyi Makinde of Oyo State is expected to officially declare the summit open on July 18. The event will also attract key government dignitaries, including the Minister of Information and National Orientation and the Minister of Art, Culture, and the Creative Economy. The Director-General of the Advertising Regulatory Council of Nigeria (ARCON) will also be present to lend regulatory perspective to conversations that will shape advertising practice in the years to come.

AAAN President Lanre Adisa has stressed that the industry must push boundaries if it is to remain relevant in a rapidly changing world. He noted that the summit would be a platform not just for celebrating creativity but also for sparking practical ideas that agencies can implement to solve real-world challenges. He said the future belongs to agencies that dare to innovate and that the summit is about laying the groundwork for a more vibrant, resilient, and forward-looking advertising sector.

A major highlight of the summit will be a keynote address by Dr. Cherry Eromosele, Group Chief Marketing and Communications Officer at Interswitch, who will speak on how technology and data are transforming advertising globally. There will also be panel discussions chaired by leading figures like Dr. Tayo Oyedeji, CEO of Insight Publicis Group. The sessions will cover topics such as marketing automation, digital analytics, immersive storytelling, and multi-platform campaign measurement.

Over the three days, participants will examine how agencies can leverage artificial intelligence and data-driven insights to craft more effective campaigns that speak to today’s dynamic audiences. They will also explore strategies for improving industry standards, compliance, and ethical practice, which remain vital for sustaining public trust in advertising messages.

Networking will be a central part of the summit, giving agency leaders, marketing directors, creative talents, and regulators the chance to connect, exchange ideas, and forge partnerships that can help push the industry forward. Many expect the summit to produce tangible commitments, including new collaborations, knowledge-sharing projects, and training initiatives aimed at strengthening capacity within the sector.

One of the expected outcomes is the election of a new AAAN executive committee to steer the association for the next two years. The new leadership will be tasked with building on the momentum generated by this summit and delivering on promises to strengthen the industry’s position as a catalyst for national development.

In addition to technical sessions and strategy meetings, the summit will also celebrate creativity and excellence through an awards and gala night, where agencies and individuals who have demonstrated outstanding contributions to advertising will be recognised. Such recognition, AAAN says, is essential for encouraging higher standards and inspiring young professionals to aim for global best practices.

Over the past few years, AAAN has made deliberate efforts to invest in capacity building through initiatives like the Art of Advertising Masterclass, which has helped hundreds of young creatives sharpen their skills in areas such as strategy, copywriting, art direction, and account management. The association believes that sustained investment in human capital will ensure that Nigerian advertising professionals remain competitive and prepared to handle the demands of a fast-evolving marketplace.

At the policy level, AAAN has strengthened its collaboration with ARCON and other regulatory bodies to promote clearer advertising standards and protect the integrity of the profession. During this summit, participants will discuss how the industry can navigate regulatory changes, balance creative freedom with ethical responsibility, and contribute positively to national values.

Stakeholders have described this summit as timely, noting that Nigeria’s advertising industry must adapt quickly to shifts in technology, audience behaviour, and the expectations of clients who now demand more measurable returns on their marketing investments. They believe that by championing innovation, AAAN is sending a strong message that Nigerian agencies are ready to compete with the best in Africa and beyond.

As the Ibadan summit approaches, the advertising community is looking forward to practical outcomes rather than just rhetoric. There is hope that ideas generated at the sessions will translate into concrete actions—new tools, new collaborations, and new ways of telling stories that resonate with diverse audiences.

For AAAN, the goal is clear: to ensure the industry is not left behind in the age of digital disruption and to position Nigeria’s creative agencies as leaders in Africa’s growing marketing landscape. By driving innovation, upskilling talent, and deepening collaboration with regulators and policymakers, AAAN believes the advertising industry can contribute more significantly to Nigeria’s economic growth, social development, and cultural influence.

As stakeholders gather in Ibadan, all eyes will be on how well the summit delivers on its promise to chart bold paths forward—paths that will define the next chapter of Nigerian advertising.