In a significant step to expand knowledge and bridge the gap between academia and industry, the Advertising Regulatory Council of Nigeria (ARCON), has announced the second Annual Advertising Industry Colloquium (AIC). The event, themed ‘Harnessing Emerging Technologies for Sustainable Advertising Education and Professional Excellence in Nigeria’, is set for June 27th, 2024 at the Sheba Centre, Lagos.
Dr. Olaleken Fadolapo, Director General of ARCON, emphasized the importance of creating a synergistic relationship between academia and practicing professionals to develop the body of knowledge essential for the growth of the advertising industry. “Any industry that does not bridge the gap between the town and gown will run into crisis. This engagement ensures that both academics and professionals are on the same pedestal, crucial for an industry facing numerous challenges,” he stated.
Dr. Fadolapo highlighted the evolving nature of advertising, noting that technological advancements are causing significant disruptions.
“Advertising changes constantly. The definition from several years ago is not the same today. The line between advertising and other fields like PR is increasingly blurred, with new tools becoming critical to our profession,” he said.
In addition to the colloquium, ARCON will formally present its new advertising journal, a comprehensive collection of research in various advertising fields. This journal aims to make critical academic research accessible to industry professionals, enhancing the overall body of knowledge in advertising.
Prof. Rotimi Olatunji, Chairman of the planning committee, stated that the event is designed to promote the town and gown relationship and to update participants on the latest knowledge, practices, and skills required for success in advertising and related fields. The event will be inaugurated by Mohammed Idris, the Honorable Minister of Information and National Orientation of the Federal Republic of Nigeria.
The colloquium will facilitate interactions between academia and industry, exploring emerging technologies for sustainable advertising education and professional excellence in Nigeria. It will educate academics and students on career success requirements in various marketing communication areas amid evolving global technologies.
Additionally, the event will discuss contemporary trends in creative advertising, marketing communication planning, media campaigns, digital marketing processes, and advertising regulation. It will also provide a platform for students to showcase their creative skills in advertising and marketing campaign planning and execution, and inform participants about maximizing the potential of emerging technologies in advertising and marketing scholarship and professionalism.
The colloquium presents unique opportunities for students and academics in Mass Communication, Advertising, and other integrated marketing communication (IMC) fields to engage with advertising professionals, media practitioners, policymakers, and regulatory agencies.
Together, they will explore strategies for leveraging eme g technologies to achieve sustainable advertising education and professional excellence in Nigeria.
A highlight of the event will be the launch of the maiden edition of the ARCON Journal of Advertising and Marketing Communications (AJAMC). This academic and professional publication aims to advance integrated marketing communications scholarship and practice in all its forms.
This year’s Advertising Industry Colloquium (AIC) 2.0 will also feature an Advertising Pitch Competition, with participation from eight tertiary institutions: University of Ilorin, Covenant University, Federal University, Covenant University, Federal University of Kashere, Nile University, Abuja, Ebonyi State University, Rivers State University, Kano State Polytechnic, and Lagos State University.
