The 2025 edition of the National Advertising Conference (NAC) has been scheduled to take place from November 12–14, 2025, at the Continental Hotel, Abuja, with the theme: “Transforming Businesses and Creating Growth in Challenging Times.”
Speaking on the upcoming edition, Mr. Tunji Adeyinka, FRPA, Chairman of the NAC Organizing Committee, revealed that this year’s gathering will go beyond rhetoric, focusing on actionable strategies for survival, adaptation, and growth within Nigeria’s evolving marketing and advertising landscape.
The conference will feature a keynote address by Jacques Burger, Co-founder and CEO of Up and Up South Africa, whose agency is celebrated for becoming one of Africa’s most successful independent players after buying out its international shareholder, Saatchi & Saatchi. Burger’s case study, Adeyinka noted, will serve as a model of how African businesses can achieve transformation despite systemic challenges.
Adding to the line-up, a fireside chat moderated by industry leaders including Dr. Bolajoko Bayo Ajayi, President of the National Institute of Marketing of Nigeria (NIMN), Maryam Amuda of Aster Integrated, and veteran strategist Mr. Bello Yusuf will open fresh conversations under the session titled “A Different Generation, A Different Industry.” This dialogue is designed to bridge perspectives between younger professionals and seasoned veterans, highlighting evolving debates around work culture, technology adoption, and client engagement.
Adeyinka stressed that this year’s conference represents an evolutionary shift:
“In a departure from previous years where seasoned veterans dominated the discussions, NAC 2025 is deliberately integrating fresh perspectives from the new generation. The industry is getting younger, more tech-driven, and we must embrace this infusion.”
The chairman also noted the disconnect between macroeconomic growth and consumer purchasing power, pointing out that while Nigeria has seen positive movement in economic indicators, inflation continues to erode real business growth. This, he explained, directly influences how brands allocate marketing budgets, creating ripple effects across media, agencies, and client-side operations.
Beyond economics, NAC 2025 will revisit the Brand Nigeria initiative, which continues to work in synergy with the National Orientation Agency (NOA) to ensure cohesive national branding efforts.
Adeyinka further explained that Abuja remains the venue of choice at this stage for its logistical accessibility, but hinted that future editions may expand to other regions once the conference establishes deeper roots.
Underscoring its importance, he urged stakeholders across the marketing communications ecosystem to take part:
“The NAC is not just another talk shop, it is a platform for thought leadership, learning, networking, and creating practical frameworks that impact business, industry, and the national economy.”
With its focus on authentic case studies, generational inclusivity, and strategies for navigating economic headwinds, NAC 2025 is poised to be a turning point for Nigeria’s advertising and marketing communications industry.
