HASG Unveils AI and AfCFTA Committees to Reposition Nigeria’s Advertising Industry

• Apr 10, 2026

IIn a decisive move to strengthen the future of Nigeria’s marketing communications landscape, the Heads of Advertising Sectoral Groups (HASG) has inaugurated two strategic committees focused on Digital & Artificial Intelligence (AI) and the African Continental Free Trade Area (AfCFTA).

The inauguration ceremony brought together key industry stakeholders, including the Director-General of the Advertising Regulatory Council of Nigeria, Olalekan Fadolapo, alongside sectoral group leaders and committee members, signaling a unified commitment to industry transformation.

Speaking at the event, HASG Chairman Lanre Adisa described the initiative as a critical turning point, emphasizing the urgency for the industry to take a leadership position in navigating rapid global shifts.

“We are operating at a time of profound shift. Artificial Intelligence is redefining creativity and execution, while AfCFTA is expanding the scale at which African brands can operate. The question before us is simple, will we react, or will we lead?”

Adisa stressed that the committees are designed as active, results-driven bodies rather than symbolic structures.

“These are not symbolic committees. They are working bodies tasked with delivering practical frameworks, actionable recommendations, and measurable results,” he said.

The Digital and AI Committee, chaired by Patrick Gomez of the Media Independent Practitioners Association of Nigeria, is expected to guide the responsible integration of artificial intelligence into the advertising ecosystem. Its work will center on shaping ethical standards, unlocking new opportunities across creative and media processes, and building industry capacity through structured knowledge-sharing.

At the same time, the AfCFTA Committee, led by Kelechi Nwosu of the Association of Advertising Agencies of Nigeria, will focus on positioning Nigerian agencies to compete more effectively across the continent. The committee is expected to explore cross-border opportunities, address regulatory and operational barriers, and develop frameworks that protect intellectual property while enabling fair and scalable collaboration within Africa’s growing single market.

Reinforcing regulatory backing for the initiative, Olalekan Fadolapo noted that the outcomes of the committees will feed directly into national policy considerations.

“All findings and recommendations from the committees will be reviewed and presented to the Honourable Minister for approval before being shared with the wider industry,” he said, describing the effort as “a shared journey that must deliver a win-win for the entire ecosystem.”

Both committees have been given a three-month timeline, with expectations that their work will culminate in strategic frameworks and implementation roadmaps by July 2026. The accelerated timeline underscores the urgency with which industry leaders are approaching the twin forces of technological disruption and continental expansion.

Also speaking at the event, Chairman of the National Advertising Conference,  Tunji Adeyinka, underscored the importance of shared responsibility in navigating the industry’s evolving landscape. He noted that meaningful transformation will depend on how well stakeholders understand emerging shifts and actively position themselves to take advantage of them.

“The onus lies on all stakeholders to understand these changes and position themselves within them. What we put in is what we get,” he said.

Across both committees, members signaled a strong commitment to delivering measurable, impact-driven outcomes. There was a clear consensus around the need to align with global best practices, safeguard the integrity of the profession, and drive sustainable growth that strengthens the industry’s long-term competitiveness.

Both committees have been given a defined three-month mandate, with deliverables expected by July 2026. Their work is set to culminate in the development of strategic frameworks, policy recommendations, and comprehensive industry guidelines, alongside practical adoption roadmaps designed to accelerate implementation across the sector.

 Closing the event, Lanre Adisa reiterated the importance of decisive action at this pivotal moment for the industry.

“The Nigerian advertising industry has never lacked creativity. What this moment demands is coordination, courage, and clarity of direction,” he said.

The inauguration marks a significant step in repositioning Nigeria’s advertising ecosystem to be more responsive, more competitive, and better aligned with both global innovation trends and Africa’s expanding economic landscape.

The Heads of Advertising Sectoral Groups serves as the umbrella body for key sectoral associations within the industry, working collaboratively to drive growth, strengthen regulation, and enhance global competitiveness.