Abayomi Susan
The Association of Advertising Agencies of Nigeria (AAAN) has declared that artificial intelligence (AI) is not the end of advertising but a catalyst for transformation, urging agencies to embrace innovation, strengthen their capabilities, and position themselves for success in the next phase of the industry’s evolution.
The call was made during the 53rd Annual General Meeting (AGM) and Congress of the Association, held at Providence Hotel, Ikeja GRA, Lagos. The two-day event brought together advertising professionals, government officials, regulators, and key stakeholders across the marketing communications industry to explore the future of advertising in an increasingly technology-driven world.
With the theme, “AdVolution: The End of Advertising as We Know It and How to Win What Comes Next,” the conference examined the growing influence of artificial intelligence, shifting consumer behaviour, digital innovation, and emerging creative models on the future of the advertising profession.
The AGM commenced on Thursday with a members-only business session, featuring the President’s stewardship address alongside reports from various committees highlighting the Association’s activities, achievements, and strategic priorities.
A major highlight of the session was the induction of three new member agencies—JT Agency, Purple Stardust Limited, and Omnifique Options Limited—into the Association. The new entrants were welcomed as part of AAAN’s ongoing efforts to broaden its membership and strengthen collaboration within Nigeria’s advertising and marketing communications industry.
Opening the conference on Friday, AAAN President, Lanre Adisa, described the industry as being at a defining moment that demands adaptability, continuous learning, and innovation.
According to him, the greatest threat facing the industry is not technological change itself but the inability to evolve alongside it.
“The greatest challenge before us is not change, but the risk of failing to adapt. Agencies must continue to invest in talent development and deepen their understanding of how emerging technologies can complement—not replace—human creativity,” Adisa said.
The conference featured keynote presentations by the Chief Executive Officer of Big Cabal Media, Tomiwa Aladekomo, and the Division Head, Brands and Communications at Fidelity Bank Plc, Dr. Meksley Nwagboh, both of whom explored how agencies can remain competitive as technology continues to reshape the advertising landscape.
Delivering his keynote address, Aladekomo observed that although artificial intelligence is redefining industry practices, creativity remains the most valuable asset agencies possess.
He urged advertising professionals to focus on delivering value to clients, stressing that while AI can enhance efficiency and support creative processes, it cannot replace human intuition, cultural insight, originality, or strategic thinking.
Dr. Nwagboh described the ongoing transformation within the industry as an opportunity for agencies to redefine the value they offer clients. He noted that today’s consumers increasingly seek authenticity, relevance, and meaningful engagement from brands.
According to him, agencies that successfully combine data, technology, and human judgement will be best positioned to deliver compelling campaigns that resonate with modern audiences.
Representing Lagos State Governor Babajide Sanwo-Olu, the Commissioner for Information and Strategy, Mr. Gbenga Omotoso, described the conference theme as timely, noting that while technology continues to transform society, creativity remains an inherently human strength.
A panel discussion moderated by Oyindamola Fakile featured industry leaders, including Segun Akinyemiju, Head of White Spirit, MSS Category at Guinness Nigeria Plc; Rotimi Ade-Onajobi, Creative Director at Spice 360; Damola R. Salvador, Managing Director/Chief Executive Officer of Digisplash Limited; Oluwatobiloba Beckley-Williams, Creative Director at 7even Interactive; and Seun Adaramola, Marketing Director, Visa Nigeria.
The panel explored evolving business models and strategies agencies must adopt to remain competitive in an AI-powered environment.
Panelists agreed that while artificial intelligence can significantly improve operational efficiency and enhance creative workflows, strategic thinking, innovation, emotional intelligence, and human judgement remain indispensable in delivering impactful campaigns. They also emphasised the importance of balancing data-driven insights with creativity to build stronger and more meaningful relationships between brands and consumers.
The 53rd AAAN AGM and Congress will culminate with the Association’s Gala and Awards Night, where outstanding individuals and organisations will be honoured for their exceptional contributions to the growth and development of Nigeria’s advertising industry.
