ARCON, Stakeholders Push Digital Transformation of Northern Advertising Sector to Drive Economic Growth
Stakeholders in Nigeria’s advertising and marketing communications industry have called for stronger investment in innovation, digital transformation, and strategic partnerships to unlock emerging opportunities in Northern Nigeria’s creative economy.
The call formed the centrepiece of discussions at the Northern Regional Summit on Advertising and Marketing Communications held in Kano, where regulators, advertising professionals, media executives, government officials, and business leaders gathered to examine the future of the industry in the region.
Organized by the Advertising Regulatory Council of Nigeria (ARCON), speakers at the summit said the rapid evolution of digital communication and changing consumer behaviour require industry players to adopt modern advertising strategies capable of driving economic growth, youth employment, and business expansion.
In his keynote address, the Chairman of the Advertising Practitioners Association of Kano (APAK), Sammani Shariff Bashir, said collaboration among regulators, practitioners, agencies, and private sector actors remained critical to the growth of the industry.
“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,” Bashir said.
He identified key challenges facing the sector in Northern Nigeria to include technological disruption, limited professional development, market expansion difficulties, and the increasing demand for digital transformation.
According to him, stakeholders must reposition the region to compete effectively in branding, digital marketing, strategic communication, and creative enterprise development.
The summit also featured commitments from regulatory authorities to strengthen professional standards and expand opportunities for practitioners and businesses operating within the industry.
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Representatives of the Advertising Regulatory Council of Nigeria (ARCON) assured participants that the council would continue to support the development of advertising practice across Northern Nigeria through stronger partnerships and market-driven reforms.
“ARCON will ensure that the Northern region gets maximum benefit from advertising and marketing communications. We are committed to developing the practice, expanding market opportunities, and working closely with stakeholders across the industry,” the council stated.
The council further pledged collaboration with advertising agencies, media organisations, small and medium enterprises (SMEs), and other stakeholders to strengthen the sector’s contribution to economic growth and youth empowerment.
In his part, Director-General of the Kano State Advertising and Signage Agency (KASA), Kabiru Saidu Dakata, said Kano State stands to benefit economically from the expansion of advertising and communication activities in the region.
He noted that increased advertising operations would boost internally generated revenue while creating employment opportunities for local advertisers, media professionals, and creative industry operators.
“Kano State will benefit significantly from the expansion of advertising activities. More businesses are expected to embrace modern advertising systems to promote their products and services,” Dakata said.
Participants at the summit identified advertising and marketing communications as critical drivers of entrepreneurship, digital innovation, business visibility, and job creation.
Discussions also focused on emerging trends in digital advertising, ethical communication practices, youth participation in the creative industry, and strategies for strengthening professional standards across the region.
Industry analysts said the summit reflects growing recognition of Kano as an emerging commercial and communication hub in Northern Nigeria amid increasing adoption of modern branding and digital marketing strategies by businesses.
They added that sustained collaboration among regulators, practitioners, media organisations, SMEs, and government institutions could significantly transform the advertising sector into a major contributor to regional economic development.
By PRNigeria
