The Association of Advertising Agencies of Nigeria (AAAN) sparked a dynamic discussion on creativity and innovation as key drivers of economic development and perception management during the second day of its 51st Annual General Meeting (AGM). Held today in Abeokuta under the theme “Breaking the Mold: Creativity and National Development,” the event drew industry veterans, past presidents, and notable figures.
The conversation highlighted the critical role of storytelling in advertising, urging practitioners to innovate and deliver impactful solutions while celebrating the unique narratives that define Nigeria’s national identity and pride.
The event was declared open by the Honourable Minister of Information and National Orientation, Alhaji Mohammed Idris, represented by the Director General of the Advertising Regulatory Council of Nigeria (ARCON), Dr. Olalekan Fadolapo. In his opening remarks, Dr. Fadolapo highlighted the powerful role of advertising in shaping public opinion, driving social change, and promoting national unity and development.
“Creativity remains the lifeblood of the advertising industry. It fuels innovation, drives economic growth, and shapes societal values. In a world where information flows at an unprecedented pace, the ability to craft compelling narratives and impactful messages is more critical than ever. I will therefore appeal to you not only to influence consumer behavior but also to assist the government in mobilizing the entire population towards collective goals”.
In his welcome address, AAAN President Mr. Steve Babaeko reflected on the association’s achievements over the past four years. He emphasized the need for a critical review of the industry’s relevance and its role in nation-building to identify areas for improvement and growth.
“Reflecting on the journey since assuming leadership in 2020, it has been a period marked by both challenges and remarkable achievements,” Babaeko stated. “None of our accomplishments would have been possible without the steadfast support and cooperation of all members present here today. Together, we have overcome significant hurdles and have emerged stronger as an association.”
Commenting on the theme, Mr. Lolu Akinwunmi, Chairman of the AAAN 51st AGM, urged professionals to embrace the evolving landscape of creativity.
“In an era where change is constant, we must relentlessly innovate and redefine creative boundaries. Breaking the mould demands challenging the status quo, thinking beyond conventions, and venturing into uncharted territories. This pursuit of innovation propels the advertising industry forward and fosters transformative ideas.
“Creativity transcends mere aesthetics; it involves crafting compelling narratives that connect with our diverse audience. By harnessing the power of storytelling, we can inspire, influence, and make a significant impact. As advertising practitioners, we possess a unique capacity to shape perceptions and drive social change through our creative efforts.”
During the AGM, Femi Odugbemi, Founder of Zuri35 Media, and Chichi Nwoko, Founder & CEO of What Media Group, emphasized the importance of using creative assets to foster a positive mindset and perception of Nigeria.
Femi Odugbemi, speaking extensively about imagination reengineering, highlighted the necessity of channeling one’s perception of the country towards the positive. He pointed out that many of the challenges Nigeria faces are often issues of perception, and by reimagining these perspectives creatively, a more optimistic and progressive image of the nation can be cultivated.
Chichi Nwoko deepened the discourse by focusing on the power of effective storytelling. She stressed that storytelling should go beyond mere functional benefits and should engage audiences on a deeper level. Nwoko urged practitioners to delve into deep creativity and innovation when telling the story of Nigeria, showcasing its unique cultural heritage, resilience, and potential. By doing so, she argued, advertising professionals can create narratives that resonate more profoundly with both local and international audiences, thereby enhancing Nigeria’s image and fostering national pride.
The event was well attended by industry stalwarts cutting across the broad spectrum of the integrated marketing communications industry. Notable attendees included veteran professional Mr. Lolu Akinwunmi, Former Chairman of AAAN BOT; Sir Steve Omojafor, Past AAAN President; Mr. Jenkins Alumona, Vice President of AAAN; Dr. Femi Adelusi, Chairman of the Heads of Advertising Sectoral Group; presidents of various sectoral groups; esteemed past presidents; distinguished delegates; members of the press; and other notable personalities.
