For three days last week, players in the nation’s creative industry, under the aegis of the Association of Advertising Agencies of Nigeria (AAAN), converged on the ancient city of Ibadan to take the yearly stock of their operations. It was the 52nd General Meeting of AAAN and as usual, members showed up with all excitement and enthusiasm to review, rework, network and celebrate.

With the theme ‘Charting Bold Paths Forward’, the organisers sure gave an inkling of likely conversations that would shape the event. From the evening of Thursday, July 17, when a Fireside chat was held at The JAGZ, a sprawling hotel at the heart of Iyakanku GRA, Ibadan, to the Friday July 18 opening ceremony, speakers, led by the Director General of the Advertising Regulatory Council of Nigeria (ARCON), Lekan Fadolapo, and the AAAN President, Lanre Adisa, spoke to the theme and reminded members on the need for recreation and professionalism in the industry.

However, while Fadolapo addressed issues around regulation, self regulation and government/ industry collaboration, Adisa set the tone for discussions around creative rebirth and urged practitioners to embrace bold thinking and radical reinvention to create a viable path to sustainable progress.

The AAAN President stated that that the theme of the 2025 AGM was deliberate and meant to reawake the consciousness of the players to the emerging trend in the industry. He pointed out that the theme was a declaration of intent and a challenge to the entire ecosystem to keep moving forward despite the uncertainties of a rapidly evolving landscape.

The keynote speaker, who is also the CEO of Impact Hub Lagos, Idowu Akinde, spoke on the industry global outlook. He stated that the challenges affecting the local advertising industry are not unique to Nigeria but a global phenomenon.

Akinde linked the challenges facing the industry in Nigeria to rapid technological advancement, shifting consumer expectations, economic volatility, global uncertainties, and national vulnerabilities. According to him, all these are the very forces that define the startup ecosystem.

The AGM also featured discussions on industry trends, regulatory matters, and the creative economy, with a focus on embracing bold thinking and reinvention.

Cultural Renaissance…
The main focus on the industry rebirth notwithstanding, the creative giants still used the opportunity to creatively sell Nigeria and her cultural heritage to the world. In setting, dressing, food and musical interludes, the AGM stood out as one of the unique platforms in recent time, through which Nigeria cultural heritage has been showcased. From the entrance of the venue to the event hall, there were various esthetic feels with cultural ambience that welcomed AAAN members and guests.

The peak of this culture showcase was at the Gala Night and Awards on Saturday, July 19, where all practitioners appeared in African dresses in different shades and styles. Chairman, Board of Trustee, Sir Udeme Ufot and Adisa let go of their usual corporate appearance and adorned complete African wears. Udeme appeared in what is known as ‘Senator’ in Nigeria parlance while Adisa chose complete Agbada made with a mixture of plain fabric and Adire.

A former President of the association and CEO, X3M Ideas, Steve Babaeko, also did away with foreign dress as he entered the hall in flowing agbada and kembe, made from Aso Oke. His was like a royal entry because of the special effect he created alongside a few of the X3M Ideas team, who all came in Aso Oke made in different styles.

Speaking to journalists on the sidelines of the gala night, Babaeko said the aesthetic effect and cultural display at the event were in line with the theme of the AGM. He described AAAN as a creative family with a patriotic zeal, pointing out that impacting businesses and promoting brand Nigeria are intrinsic to their operations.

“As creative experts, members of the AAAN owe the country the responsibility to impact brands and position our nation. In all markets, Advertising plays a crucial role in nation building by stimulating economic growth through various positioning strategies and sustaining her heritage.”
Ayodeji works with RightHand Media, Lagos

As an industry that is strategically positioned to influence cultural norms and values, practitioners should live by example by showcasing our culture and promoting made-in-Nigeria goods. It’s evident in the faces of our colleagues that they are excited to appear in full African regalia this evening,” Babaeko said.

New Members, New Frontiers
Though the AGM was used primarily to re-awake the practitioners, it was also used to show the world that the industry is growing in both practice and membership as eight new member agencies were inducted into AAAN fold.

The newly inducted agencies, having fulfilled all regulatory, ethical, and professional requirements, were welcomed into the family, bound by the AAAN code of conduct and a shared vision of advancing creative excellence and industry best practices. The agencies are: Grandeur Limited, Octoplus Marketing Limited, Hephzibah Experiential Limited, Adept Creation Enterprise Limited, Take-Out Media (an Abuja-based agency), Flow Universal Solutions Limited, Blue Sky Media Promotion, and Whyfinite Martech Limited

In his remarks, Adisa congratulated the new members and charged them to uphold the standards, ethics, and collaborative spirit that have kept the Association thriving for over five decades.

With the induction, AAAN continues to grow not only in numbers but in influence, drawing in a wider mix of traditional advertising agencies, integrated marketing firms, digital specialists, and media solution providers.