The Advertising Regulatory Council of Nigeria (ARCON) second annual Advertising Industry Colloquium (AIC 2.0), took place on June 27, 2024, at the Sheba Events Centre in Ikeja, Lagos. This year’s theme, “Harnessing Emerging Technologies for Sustainable Advertising Education and Professional Excellence in Nigeria,” brought together academics and professionals from the marketing communications industry to explore the transformative impact of technology on the sector.
Alhaji Mohammed Idris, Honourable Minister of Information and National Orientation, in inaugurating the event, underscored its significance in aligning educational and professional standards within the industry. The colloquium organized by the Advertising Industry Colloquium and Journal Committee, came up the following goals:
- To plan, organize, and execute the Annual Advertising Colloquium for industry academics and professionals.
- To edit and publish an annual academic journal dedicated to the advertising profession in Nigeria.
- To secure funding through grants, sponsorships, exhibitions, and fees to support these initiatives.
The theme of AIC 2.0, “Harnessing Emerging Technologies for Sustainable Advertising Education and Professional Excellence in Nigeria,” highlighted the critical role of scientific and technological innovations in driving human development. The Fourth Industrial Revolution (4IR), characterized by disruptive digital technologies such as advanced analytics, machine learning, artificial intelligence (AI), human-machine interactivity, virtual reality (VR), augmented reality (AR), the Internet of Things (IoT), and robotics, is revolutionizing communication and media. These technologies are significantly influencing advertising and marketing communication education and professional practices.
AIC 2.0 is a non-fee-paying, pro bono program, supported by advertisers, marketing communication sectorial groups, and regulatory agencies, including ARCON. The program fosters collaboration between academia and industry, ensuring participants are informed about current knowledge, professional practices, and essential skill sets for success in advertising and related fields.
The event has garnered support from numerous national and international corporate organizations, government institutions, and other patriotic Nigerians. Sponsors will be recognized in the event’s brochure, including those who placed advertisements in the maiden edition of the ARCON Journal of Advertising and Marketing Communications (AJAMC).
ARCON extended a call to corporate bodies and patriotic individuals to support this noble initiative, which aims to elevate the status of advertising and marketing communication education and professional practices in Nigeria. The council also thanked media organizations that have generously provided airtime and media space on a pro bono basis for pre-event communications and program promotion. Commercials for AIC 2.0 have received extensive exposure, enhancing awareness and participation.
Media partners were invited to continue their support to ensure the success of the Second Annual Advertising Industry Colloquium. This partnership was acknowledged and appreciated as a vital contribution to the development of marketing communication education and the industry in Nigeria.
In conclusion, Dr. Olalekan Fadolapo, Director General of ARCON, emphasized the council’s commitment to aligning university education with industry needs and bridging the gap between academics and practitioners. He highlighted ongoing industry involvement in curriculum development for advertising and marketing communication, addressing outdated teaching methods in Nigerian universities, and the importance of credible academic publications to enhance employability for Nigerian graduates in the marketing communications field.
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