Minister of Information and National Orientation, Mohammed Idris, has called on marketing communication professionals across Nigeria to take up the mantle of promoting truth, unity, and positive national perception in the face of growing misinformation and global image challenges.
Speaking at the opening of the 5th National Advertising Conference 2025 on Thursday, the Minister described the event as “a major platform for thought leadership, exhibitions, and networking across the diverse and vibrant ecosystem of marketing communication.”
According to him, the conference brings together stakeholders from marketing, advertising, media planning and buying, outdoor and experiential marketing, broadcasting, academia, regulation, and government, among others — all contributing to the advancement of Nigeria’s communication landscape.
Idris said the theme for this year’s conference, “Marketing Communication: Transforming Business and Creating Growth in Challenging Times,” was both timely and strategic, given the current economic and technological realities businesses face globally.
“We live in an era where businesses must innovate not only to survive but to thrive amid economic headwinds, technological disruption, and shifting consumer behavior,” he said.
The Minister emphasised that marketing communication remains pivotal in linking creativity with commerce and driving growth amid uncertainty.
“Marketing communication is at the centre of this transformation. It remains the bridge between creativity and commerce, between ideas and impact, and between perception and reality. As a tool of persuasion and nation-building, communication has never been more powerful — or more needed — than it is today,” Idris stated.
However, he cautioned that one of Nigeria’s biggest challenges today lies in the spread of deliberate misinformation, particularly the false portrayal of the country as a violator of religious freedom.
“Let me state clearly and emphatically that this narrative is false. It is a distortion of our reality as a nation of diverse peoples and faiths, who have lived together peacefully for generations,” he declared.
He added that while the country has faced serious security threats from terrorists and bandits, these challenges are not targeted at any religion or ethnic group.
“All Nigerians — Christians, Muslims, and people of other faiths — have suffered from the menace of terrorism and banditry,” Idris affirmed.
He commended President Bola Ahmed Tinubu’s administration for investing in strengthening national security through strategic reforms, fresh ideas, and a renewed focus on results.
“Only yesterday, the Chief of Army Staff briefed the media after he met with the President, providing encouraging updates on the significant gains recorded in just the past few days,” the Minister said, assuring Nigerians of continued progress in the fight against insecurity.
Turning to the role of marketing professionals, Idris charged practitioners to see themselves not only as storytellers for brands but as custodians of the national image.
“When false narratives about Nigeria are spread — especially internationally — it is your creativity, strategy, and storytelling that can counterbalance them with truth, context, and compelling narratives of hope and progress,” he urged.
He called for what he described as a “communication renaissance” anchored on integrity, truth, and national pride.
“We need a communication renaissance — one that emphasises facts over fear, unity over division, and truth over propaganda. We must project Nigeria as it truly is: a diverse, dynamic, and resilient nation of hardworking people who coexist peacefully, aspire collectively, and strive daily to build a better society,” he said.
Idris expressed optimism that through integrated campaigns, digital storytelling, and value-based branding, Nigerian marketers can reshape the nation’s global image as a land of opportunity and innovation.
He also reiterated the government’s commitment to working with the Advertising Regulatory Council of Nigeria (ARCON) and other industry stakeholders to ensure the communication ecosystem continues to thrive in a “regulated but enabling environment.”
“We are retooling our public information machinery to align with the realities of the digital age — where truth must travel faster than falsehood, and where the Nigerian story must be told by Nigerians themselves,” the Minister assured.
He noted that the Ministry’s National Values Charter Framework aims to restore key values such as truth, integrity, patriotism, and national pride — principles he said must also guide marketing and communication practice.
Concluding his remarks, Idris commended ARCON’s leadership, particularly its Director-General, Dr Olalekan Fadolapo, for fostering professionalism and vision in the sector.
“In these challenging times, communication remains our strongest instrument — for business, for governance, and for nation-building. Let us therefore use it wisely, creatively, and responsibly,” Idris said.
The Minister then officially declared the 5th National Advertising Conference 2025 open, urging participants to make the most of the platform in advancing the nation’s communication industry.
“It is now my honour and privilege to declare the 5th National Advertising Conference 2025 open. Thank you, and God bless the Federal Republic of Nigeria,” he concluded.
