The minister of information and national orientation, Mohammed Idris, has urged advertising practitioners in Nigeria to support and promote the reforms initiated by President Bola Ahmed Tinubu’s administration under the Renewed Hope Agenda.
The minister made this appeal yesterday in Abuja while opening the National Advertising Conference themed “Navigating the Shifts: Technology, Culture, and New Business Models.”
Represented by Mallam Lanre Issa-Onilu, the director general of the National Orientation Agency (NOA), the minister noted that advertisers have the unique ability to reach audiences and inspire confidence through creative and strategic messaging.
“I appeal to you to support and promote the President’s reforms by using your platforms to amplify the administration’s vision for a more prosperous and stable Nigeria,” he said. “Through creative and strategic messaging, advertisers have the power not only to reach audiences but also to inspire confidence in the progress being made.”
He added that supporting these reforms would foster a more conducive environment for the advertising sector, enhance transparency, and encourage investment in media and communication. By aligning with the administration’s vision, advertisers contribute to a vibrant ecosystem that benefits the industry and the country.
According to the minister, the Tinubu administration has introduced crucial reforms to improve the business environment, foster innovation, and create opportunities for industries to thrive. “These reforms represent a vital step forward for Nigeria, addressing challenges in infrastructure, financial inclusion, regulatory transparency, and economic diversification.”
“I am pleased to inform you that through these reforms, we are witnessing the gradual recovery of our economy on the most important foundational level. Today, our debt service-to-revenue ratio has drastically reduced from almost 100 per cent to about 65 per cent, “ he noted.
He said the federal government is actively promoting initiatives that encourage local content development, skill acquisition, and digital literacy within the advertising and creative industries.
He added that by building capacity and fostering an ecosystem for talent to flourish, the government aims to position Nigeria as a leading hub for advertising and media in Africa and beyond.
The minister highlighted the shifts in technology and culture alongside new business models. In an era where consumers have greater power and control, advertising must evolve to be more collaborative, transparent, and value-driven.
“We are witnessing the rise of influencer marketing, subscription models, and direct-to-consumer brands that prioritize authentic engagement over traditional promotional tactics,” he said.
He urged practitioners to remain competitive by being agile and open to experimentation. This includes embracing partnerships, investing in continuous learning, and adapting strategies to stay relevant in a dynamic marketplace.
He emphasised the government’s commitment to supporting a regulatory framework that encourages innovation, protects intellectual property, and provides an enabling environment for all players in the sector.
