In a world where stories hold the power to shape perceptions and drive economies, Obi Asika, the Director-General of the National Council for Arts and Culture (NCAC), has called on Nigeria’s creative and advertising industries to embrace the art of intentional storytelling. Speaking at the 54th Art, Culture, and Creative Summit in Abuja, Asika emphasized that the key to unlocking Nigeria’s immense creative potential lies in the stories we choose to tell and how we tell them.
In an exclusive interview with The Brand Colossus, Asika shared his vision of a Nigeria where the advertising sector and the creative industry work hand-in-hand to create value. “For me, it’s about unlocking value, and to do that, I need to work with people,” Asika said. He likened the advertising sector to the banking industry for creatives, highlighting its pivotal role in providing the resources and platforms necessary for storytelling.
“There has been a gap between the advertising sector and the creative industry,” Asika noted. “But I’ve worked on both sides, and for me, they need to be more intentional about the stories they’re telling and the copies they’re writing. If you don’t exalt yourself, nobody will. If you don’t talk about your greatness, nobody will.”
Asika passionately argued that every region in Nigeria must take charge of its narrative by promoting its self-image through intentional storytelling. He expressed concern that the lack of focus on telling the right stories is holding Nigeria back. “Some of the things we’re trying to push at NCAC include the Nigeria Original Slate, which will air on Nigerian television. If we’re not sharing the right stories, we’re not helping ourselves at all.”
Asika also spoke about the NCAC’s commitment to finding partners with the capacity, experience, and willingness to collaborate in building pipelines that support the broader creative economy. “We’re interested in building pipelines that affect sports—because sports is culture—film, music, and all these industries. Not just talents on air or on screen, but also behind the camera.”
Reflecting on the vast opportunities within Nigeria, Asika pointed out that the Nigerian market, despite its challenges, remains the largest and most promising in Africa. “The Nigerian market is the biggest market with the biggest opportunity for every Nigerian. If you control the Nigerian market, you’re already a billionaire. See the value in yourself.”
Asika’s message is clear: Nigeria’s creative and advertising sectors must recognize their power to shape the nation’s narrative and, in doing so, unlock economic growth. By being intentional about the stories they tell, they can elevate not only their industries but the entire country. In his words, “It’s the same thing in Oil and Gas. You sit in your village, and one random person comes and tells you your village is sitting on oil.” The implication is unmistakable—Nigeria’s creative potential is a vast, untapped resource, waiting to be discovered and harnessed through the power of storytelling.
