Isiyaku Ahmed
In an era where digital disruption is redefining how businesses communicate, the advertising industry in Northern Nigeria is confronting a critical question: adapt or be left behind.
From shrinking traditional media revenues to the growing influence of social media and artificial intelligence (AI), practitioners are under increasing pressure to remain relevant in a rapidly changing global marketplace.
It was against this backdrop that stakeholders across the advertising and marketing communications sector gathered in Kano for a landmark regional summit to chart a new course for the industry.
The event brought together regulators, media executives, creative professionals, marketing experts, and policymakers to discuss the future of advertising in a region seeking stronger representation and greater inclusion in Nigeria’s creative economy.
Speaking at the summit on Wednesday, the Chairman of the Advertising Practitioners’ Association Kano (APAK) and Chairman of the Organizing Committee of the 2-Day Regional Summit on Advertising and Marketing Communications, Sammani Shariff Bashir, urged stakeholders in the advertising industry to embrace collaboration, innovation, and capacity building to reposition the sector for sustainable growth and national development.
He said advertising now goes beyond promoting products and services, serving as a tool for economic growth, social transformation, and cultural preservation.
Bashir acknowledged challenges facing the industry, including technological disruption, changing consumer behaviour, regulatory pressures, talent shortages, and declining traditional media revenues.
He also noted issues of underrepresentation and limited industry infrastructure in Northern Nigeria.
To address these challenges, he called for stronger collaboration among stakeholders, adoption of digital technology and creativity, and greater investment in mentoring young professionals.
The APAK chairman also announced an Award and Recognition Night to honour notable personalities for their contributions to the industry and society, including Kano State Governor, Abba Kabir Yusuf, Olalekan Fadolapo, Salihu Abdulhamid Dembos, Garba Bello Kankarofi, and Mustafa Ado Muhammad.
He urged participants to remain committed to excellence and innovation, saying the summit should mark “a moment we chose progress over complacency, unity over division, and innovation over fear.”
Dr. Olalekan Fadolapo is the Director General of the Advertising Regulatory Council of Nigeria (ARCON).
Delivering a presentation on the ‘Overview of the Nigerian Advertising Industry Reforms: Benefits and Challenges/Town Hall Meeting, he said we must recognize the enormous market opportunities that Northern Nigeria offers.
“This conversation is not only about advancing the advertising profession, but also about ensuring that the region fully benefits from the economic and developmental opportunities within the advertising industry.
“We will work closely with the association and other key stakeholders to not only attract greater advertising investment to the North, but also expand and strengthen the market across the region.
“Our commitment extends to supporting SMEs and start-ups, while fostering collaboration with all relevant stakeholders to drive sustainable growth and development.”
Speaking to newsmen, the Director-General (DG) of the Kano State Signage and Advertisement Agency (KASA), Kabir Saidi Dakata, welcomed the position of the Director-General of the Advertising Regulatory Council of Nigeria (ARCON) that advertising content should be developed locally by stakeholders within the region.
According to him, the move would address concerns surrounding ownership and representation in the advertising sector while creating more opportunities for local professionals.
He noted that Kano possesses the key factors needed for a thriving advertising industry, including a large population, a vibrant market, and qualified professionals.
“Most companies advertise in Kano because the primary objective of advertising is visibility, and Kano offers one of the largest audiences in the country,” he said.
Dakata explained that increased advertising activities in the state would generate more revenue for the government through agencies such as KASA, while also creating employment opportunities for stakeholders in the industry.
He added that the growth of the sector would benefit both the government and residents of the state, particularly as many professionals in the industry are indigenes of Kano.
The KASA DG urged stakeholders to ensure full compliance with policies promoting local content development in the advertising industry.
