By Opeyemi Adebiyi
The Advertising Industry Council (AIC) hosted its second Annual Advertising Industry Colloquium, themed “Harnessing Emerging Technologies for Sustainable Advertising Education and Practice in Nigeria,” on June 27, 2024, at the Sheba Event Centre, Ikeja, Lagos. The event brought together industry professionals, academia, and students to explore the transformative power of technology in shaping the advertising and marketing communications landscape.
In his welcome address, Dr. Olalekan Fadolapo, Director-General of ARCON, emphasized the importance of collaboration between academia and industry. He highlighted the need for a symbiotic relationship to drive growth and innovation in the sector, stressing the significance of harnessing emerging technologies to equip students with the skills and knowledge required to thrive in the rapidly evolving landscape.
Prof. Rotimi Olatunji, Chairman of AIC 2.0, spoke on the transformative power of technology in shaping advertising and marketing communications education and industry. He discussed the impact of digital communication on the industry and the necessity for academia and industry to work together to develop relevant curricula and training programs.
HOD Masscomm Ambrose Ali University Ekpoma.
Prof. Umaru Pate, acting as chairman in place of the executive secretary, TETFund, welcomed guests from various sectors and highlighted the importance of updating both student and faculty training to align with industry developments. He noted that the current curriculum often fails to equip students adequately for modern challenges, especially with the rise of digital communication. To address this, a comprehensive review led to the creation of eight new degree programs in mass communication, now mandated by the National Universities Commission (NUC).
In response, Dr. Fadolapo expressed his appreciation for Prof. Pate’s stance on bridging the gap between academia and industry. He assured ARCON’s support for visiting schools, especially in the Northern and Southern parts of the country, as they did with the University of Ilorin last year. He emphasized the need for continued collaboration to develop relevant training programs and curricula that meet industry needs.
The event featured a pitch contest on drug abuse involving eight selected schools representing each geographical zone in the country. The contest aimed to raise awareness about the dangers of drug abuse and the role of advertising in promoting or combating the issue. Mr. Segun Oke, Assistant Commander General of Narcotics, represented the Chairman/CEO of NDLEA and spoke on the efforts of the NDLEA in combating drug supply and demand. He drew a parallel between advertising and drugs, arguing that advertisements can influence public perception and potentially promote drug abuse. He proposed stricter regulations on advertisements that may contribute to drug abuse.
Following the pitch contest, the results were announced, with Covenant University emerging as the overall winner, taking home a prize of N1 million. The University of Ilorin and Lagos State University were the first and second runners-up, respectively. Other schools that participated in the pitch competition included River State University, Ebonyi State University, and Federal University of Kashere, Gombe State.
The AIC 2024 colloquium successfully brought together industry professionals, academia, and students to explore the transformative power of technology in shaping the advertising and marketing communications landscape.
The event also marked the unveiling of the inaugural edition of the ARCON Advertising and Marketing Communications (AJAMC) Industry Journal, which compiles research and key contributions to the field. This journal strengthens the relationship between academia and industry, informing participants about current knowledge, professional practices, and the skill sets required for success in advertising and related fields.
