Nigeria’s advertising community is gathering in Abuja for one of the industry’s most anticipated events of the year — the National Advertising Conference (NAC), now in its fifth edition. Hosted at the Abuja Continental Hotel, the three-day conference runs from November 12–14, bringing together top creative minds, brand strategists, and marketing leaders.
This year’s theme, “Marketing Communications: Transforming Businesses and Creating Growth in Challenging Times,” reflects the economic pressures facing today’s marketers. Rather than lofty theory, NAC 5.0 promises practical, applicable insights that speak directly to the realities of doing business in uncertain times.
A Generational Debate Sets the Tone
Day one of the conference opens with a thought-provoking fireside chat titled “A Different Generation, a Different Industry.” This session brings Gen Z practitioners face-to-face with their Millennial counterparts, exploring how age, experience, creativity, and technology shape approaches to advertising.
The panel features respected industry leaders, including:
- Dr. Balajoko Bayo-Ajayi – President, National Institute of Marketing of Nigeria (NIMN)
- Anthony Eigbe – Chief Creative Officer, Tecno West Africa
- Maryam Amuda – Aster Integrated Marketing
- Mr. Bello Yussuf – Business Director, 3-IPOD
Their diverse viewpoints are expected to spark lively debate and enrich the conference dialogue.
Global Expertise Meets Local Insight
The NAC 5.0 speaker lineup includes some of the most influential voices in African advertising:
Jacques Burger
Group CEO of Up&Up and co-founder of M&C Saatchi Abel (South Africa).
Burger brings a Pan-African perspective on brand-building across diverse markets — essential for Nigerian agencies looking to scale beyond local borders.
Sola Akinsiku
President, Out-of-Home Advertising Association of Nigeria (OAAN).
With OOH rapidly evolving through digital innovation, Akinsiku’s insights on measurement, creativity, and the future of outdoor advertising will be invaluable.
Lanre Adisa
Founder of Noah’s Ark Communications and President of the Advertising Agencies Association of Nigeria (AAAN).
Balancing the realities of running a top agency with representing the industry at large, Adisa offers a uniquely strategic perspective on systemic industry challenges.
Saidat Lawal Mohammed
CEIBS Africa.
Representing academia and strategy, she brings frameworks and models to help professionals navigate fast-changing consumer markets.
Beyond Keynotes: Breakout Sessions That Drive Real Change
From day two, attendees will participate in interactive breakout sessions tailored to solve practical problems across different sectors of the industry.
Topics include:
- Artificial intelligence and automation
- Programmatic advertising
- Campaign measurement & ROI
- Consumer behavior shifts
- Creative effectiveness in a budget-tight economy
Networking events throughout the conference also create opportunities for meaningful conversation, mentorship, and new partnerships.
Why NAC 5.0 Matters Now
NAC 5.0 arrives at a critical moment for Nigeria’s advertising industry. With shrinking budgets, rising expectations, and economic uncertainty, agencies and brands must do more with less. Marketers are under pressure to deliver measurable results, innovative solutions, and impactful campaigns.
Yet, the opportunity is enormous:
- Nigeria has one of the youngest and most digitally active populations in the world.
- New technologies are leveling the playing field.
- Creativity remains a powerful tool for business transformation.
The central question the conference seeks to answer is clear:
How can advertising professionals create growth in an environment full of challenges?
NAC 5.0 doesn’t promise easy answers — but it offers a powerful platform where leaders, thinkers, and innovators can collaborate to shape the future of marketing in Nigeria.
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