Stakeholders in Nigeria’s advertising and marketing communications industry have called for stronger collaboration, innovation, and strategic partnerships to unlock the enormous economic and creative opportunities within Northern Nigeria.
The call was made during the two-day Northern Regional Summit on Advertising and Marketing Communications held in Kano, where industry regulators, practitioners, government officials, media executives, and business leaders gathered to discuss the future of advertising practice in the region.
Speaking at the summit, the Kano State Chairman of the Advertising Practitioners’ Association of Nigeria (APAK), Sammani Shariff Bashir, said the advertising industry could only thrive through collective efforts and sustained professional development.
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“No single practitioner, agency, regulator, or institution can build the advertising and marketing communications industry alone. It is only through collaboration, innovation, and capacity building that the sector will truly thrive,” he stated.
Bashir noted that the advertising and marketing communications sector in Northern Nigeria faces numerous challenges, including rapid technological changes, inadequate professional development, limited market expansion, and the growing demand for digital transformation.
According to him, stakeholders must adopt modern communication strategies capable of positioning Northern Nigeria as a competitive hub for advertising, branding, digital marketing, and creative enterprise.
He emphasized that innovation remains critical as businesses increasingly rely on digital platforms and modern communication systems to engage consumers and expand their markets.
The summit also featured strong commitments from regulatory authorities to strengthen the advertising industry and create more opportunities for practitioners and businesses across the region.
During the event, the Director-General of the Advertising Regulatory Council of Nigeria (ARCON) assured participants that the council would ensure Northern Nigeria maximizes the opportunities available in the advertising and marketing communications industry.
The ARCON leadership stated that the council is committed to developing professional advertising practice, expanding market opportunities, and strengthening partnerships with industry stakeholders.
“ARCON will ensure that the Northern region gets the maximum advantage and benefit from advertising and marketing communications. We are committed to developing the practice, expanding market opportunities, and working closely with APAK, SMEs, and every relevant stakeholder,” the Director-General stated.
The council further pledged to collaborate with the Advertising Practitioners’ Association of Nigeria, Small and Medium Enterprises (SMEs), media organizations, and other stakeholders to strengthen the industry’s contribution to economic growth and youth empowerment.
On his part, the Director-General of the Kano State Advertising and Signage Agency (KASA), Kabiru Saidu Dakata, said Kano State stands to benefit enormously from the summit and the expansion of advertising activities in the region.
According to him, increased advertising and marketing activities would generate more revenue for the state while creating employment opportunities for local advertisers, media professionals, and creative industry players.
“Kano State will benefit from this summit in different ways. KASA will generate more revenue from companies and media organizations after they run their advertisements,” Dakata stated.
He added that more companies are expected to embrace modern advertising systems in promoting their products and services, thereby stimulating economic activities and strengthening the media sector.
“More local advertisers will have employment opportunities, while many companies will utilize the system to advertise their products and services,” he added.
Stakeholders at the summit identified advertising and marketing communications as critical drivers of entrepreneurship, digital innovation, job creation, and business expansion in Northern Nigeria.
Participants also discussed emerging trends in digital advertising, ethical communication practices, youth participation in the creative industry, and strategies for enhancing professional standards across the region.
Industry analysts say the summit reflects growing recognition of Kano State as an emerging commercial and communication hub in Northern Nigeria, particularly as businesses increasingly adopt modern branding and digital marketing strategies.
It is further noted that stronger collaboration among regulators, practitioners, media organizations, SMEs, and government institutions could significantly transform the advertising industry into a major contributor to regional economic development and youth employment.
The summit renewed calls for sustained partnerships, professional capacity building, and innovative approaches aimed at strengthening the future of advertising and marketing communications across Northern Nigeria.