Mnena Iyorkegh, Abuja
Nigeria’s Minister of Information and National Orientation, Mohammed Idris, has underscored communication as the strongest instrument and bridge for business, governance, and nation-building.
The Information Minister, who stated this at the National Advertising Conference 2025 in Abuja, Nigeria’s capital, also explained that the nation faces challenges beyond economic or security-related issues, which call for a communication renaissance to project Nigeria as it truly is.
Idris said: “Marketing communication is at the centre of 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 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.”
Speaking on the theme of the conference, the Information Minister said: “This year’s theme, ‘Marketing Communication: Transforming Business and Creating Growth in Challenging Times’, is both timely and strategic. 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.”
Idris explained that one of the gravest challenges Nigeria faces is the deliberate spread of misinformation, particularly the false narrative of Nigeria as a “violator of religious freedom.”
He therefore charged communication experts to remain brand ambassadors of Nigeria on the global scene.
“In this context, marketing communication professionals have an enormous responsibility. You are not only storytellers for brands and businesses, you are also custodians of national perception and image.
“When false narratives about Nigeria are spread, especially internationally, it is your creativity, strategy, and storytelling that can counterbalance them with truth, context, and compelling narratives of hope and progress.
“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,” he explained.
According to the Minister, Nigeria has faced security challenges, which are not targeted at any religion or ethnic group, emphasising that the present administration under President Bola Tinubu is fully committed to ending this scourge.
“We have invested deeply in strengthening our security architecture, rejigging the command and control structure, and injecting new ideas and fresh perspectives into the war against terror. These successes reaffirm our collective determination to secure every inch of our country and restore peace to our communities,” he emphasised.
He, however, assured them that the Ministry of Information and National Orientation will continue to partner with ARCON and all industry stakeholders to ensure that the advertising and communication ecosystem thrives in a regulated but enabling environment.
On his part, the Director-General, Advertising Regulatory Council of Nigeria (ARCON), Dr. Olalekan Fadolapo, noted that the conference is an avenue to re-imagine and interrogate how communication drives not only brand value but also business resilience and sustainable growth.
“Over the next two days, we will hear from experienced speakers, engage in dynamic panel discussions, and explore case studies that demonstrate how creativity, data, and technology can work hand in hand to create meaningful impact.
“In these challenging times, when every sector of the economy is exploring transformational strategies to keep up with sustainability and maintain consistent growth, this conference is our industry’s convergence to learn, unlearn, and relearn better ways of getting out the very best results in our various businesses.
“I encourage every participant to take this opportunity to learn, network, collaborate, and come up with ideas that will reposition our industry,” he said.
The Vice President, International Association of Advertising, Mr. Steve Babaeko, reaffirmed his commitment to fostering collaboration, professional development, and global visibility for African advertising professionals.
The 2025 National Advertising Conference brought together strategists, creators, curators, innovators, and storytellers to exchange insights, challenge assumptions, and share solutions.