The Advertising Regulatory Council of Nigeria (ARCON) held its third Advertising Industry Colloquium (AIC 3.0) in Lagos as part of efforts to bridge the gap between the town and gown.

The event, with theme “From Dialogue to Data: Merging Storytelling, Human Engagement, and Techs in Marketing Communication,” had industry players, scholars, and students as participants.

In his welcome address, Director General of ARCON, Dr. Olalekan Fadolapo, underscored the importance of bridging the gap between theoretical knowledge and practical application in the advertising industry. 

He highlighted the relevance of this year’s theme, noting that “in today’s fast-paced digital landscape, the marketing world is constantly evolving,” explaining that the colloquium was designed to bring together experts to share insights on harnessing the power of storytelling, human engagement, and technology in driving impactful marketing communication.

In his keynote address, Founder/CEO, Zuri Media, Dr. Olufemi Odugbemi, said the theme speaks directly to a crossroads that the industry and the society find itself.

“We are in an era where technology and data seems to drive all communication strategies, but we are also well-reminded that at the very core of every message that actually moves a person is a story. It is in the storytelling that we find meaning.

“Because in our age of instant content, viral videos, and fleeting attention spans, we risk forgetting that not all stories are created equal.

The stories we choose to tell—about our people, our brands, our culture, shape how we see ourselves, and how the world sees us. And the same applies to our brand stories.

“In today’s world, engagement has become the holy grail of marketing. Yet, to engage is not simply to capture attention. To truly engage is to connect with emotion, with meaning, and with identity. What drives human engagement is not how often you post, or how many platforms you’re on—but how deeply you are understood. Nigeria is not a monolith. Our people are not data points. We are diverse, culturally complex, aspirational, and evolving. We want to be seen, to be heard, to be valued. And so, our marketing communication must reflect this human truth. It must respect cultural nuance. It must celebrate everyday triumphs. It must honour dignity and possibility,”Odugbemi said.

Founder/CEO X3M Ideas, Steve Babaeko, restated storytelling’s importance. Babaeko, also President of the International Advertising Association (Nigeria Chapter), represented by Arinola Gbalajobi, highlighted the need for campaigns to carry cultural weight and evoke emotional responses.