By Kehinde Ibrahim, Lagos
THE Association of Advertising Agencies of Nigeria, AAAN, is set to convene key stakeholders across the advertising, marketing and media ecosystem for its 53rd Annual General Meeting, AGM, and Congress, with discussions expected to focus on how technological innovation and changing consumer behaviour are redefining the future of the industry.
Scheduled to hold next week, at Providence Hotel, Ikeja GRA, Lagos, the annual gathering will bring together advertising professionals, brand custodians, policymakers, regulators, media executives and creative industry leaders to explore emerging trends and strategies required to sustain growth in an increasingly digital marketplace.
Themed, “AdVolution: The End of Advertising as We Know It and How to Win What Comes Next,” this year’s congress comes against the backdrop of rapid advances in artificial intelligence, the growing influence of digital platforms, evolving consumer expectations and the expanding creator economy, all of which continue to reshape brand communication and customer engagement.
Participants will examine critical issues affecting the industry, including the transition from traditional interruption-based advertising to audience participation and engagement, the evolution of agencies into technology-driven business ecosystems, the growing influence of content creators, and the need for agencies to shift from conventional commission-based models to performance-driven value creation.
Speaking ahead of the event, AAAN President, Lanre Adisa, described the theme as a reflection of the profound transformation currently taking place within the advertising profession.
According to him, the industry has reached a defining moment where innovation, adaptability and collaboration have become essential for sustained relevance and competitiveness.
“This year’s AGM comes at a defining moment for our industry. AdVolution captures the reality we are all facing—a period of deep change that is reshaping how we work, create and deliver value. This gathering provides an opportunity for industry players to exchange ideas, share perspectives and collectively shape the future of advertising in Nigeria,” Adisa said.
Activities for the AGM will begin with members-only business session, during which the association’s leadership will present stewardship reports, committee updates and strategic plans aimed at strengthening the organisation and positioning the industry for future opportunities.
The conference is expected to be declared open by the Governor of Lagos State, Babajide Olusola Sanwo-Olu.
Other dignitaries expected at the event include the Minister of Information and National Orientation, Mohammed Idris Malagi; Director-General of the Advertising Regulatory Council of Nigeria (ARCON), Lekan Fadolapo; senior government officials; regulators; chief executives; and leading practitioners across the integrated marketing communications sector.
The congress will also feature keynote presentations by Dr. Meksley Nwagboh, Chief Marketing Officer of Fidelity Bank, and Tomiwa Aladekomo, Chief Executive Officer of Big Cabal Media. Both speakers are expected to provide insights into emerging business models, digital transformation, consumer engagement strategies and the future direction of advertising in an increasingly technology-driven environment.
The event will conclude with the AAAN Gala and Awards Night, where outstanding individuals and organisations will be recognised for their contributions to the growth, creativity and professional development of Nigeria’s advertising industry.
As the umbrella body representing advertising agencies in the country, AAAN said it remains committed to promoting professionalism, innovation, ethical standards and collaboration while supporting initiatives that strengthen the nation’s marketing communications industry and prepare practitioners for the evolving global advertising landscape.
