NAC 2025: Experts Highlight Importance of Inter-Generational Collaboration in Marketing, Workplace
Experts in the Integrated Marketing Communications sector on Wednesday highlighted the importance of fostering a culture of knowledge sharing and inter-generational collaboration to enhance productivity in the workplace. They stressed that such practices can bridge the generational gap and create a more enabling environment, especially in workplaces with multiple generations.
The remarks were made during the opening of the 5th National Advertising Conference (NAC) held at the Abuja Continental Hotel, Abuja. The discussion took place during a Fireside Chat themed: “A Different Generation, a Different Industry.”
Panelists included Dr. Bolajoko Bayo-Ajayi, President of the Nigerian Institute of Marketing (NIMN); Anthony Eigbe of Tecno West Africa; Maryam Amuda of Aster Integrated Marketing; and Bello Yussuf of 3-IPOD.
Dr. Bayo-Ajayi emphasized that collaboration and knowledge sharing between older and younger generations are crucial for closing the talent gap in the industry. She called for creating an environment where young professionals can speak freely without fear and leaders are accessible.
“In a multi-generational team, if you don’t foster an enabling environment, some members may feel unappreciated, which can negatively impact productivity,” she said. “As leaders, it’s our responsibility to provide access and to break down barriers that hinder collaboration and knowledge transfer.”
She also advocated for documenting knowledge, noting that sharing experiences and insights can shorten learning curves for young professionals. “People don’t always need to go through the same experiences; sharing and documenting knowledge helps others learn faster. Leaders should ensure that valuable insights are preserved so that others don’t have to reinvent the wheel.”
Dr. Bayo-Ajayi acknowledged that over time, some knowledge may become obsolete, but emphasized that accumulated knowledge remains valuable.
Supporting her views, Bello Yussuf noted that while trends change, some fundamentals remain constant. “Change is inevitable, but the core principles of the industry must stay intact. If an organization neglects its fundamentals, it will eventually show.”
Maryam Amuda pointed out that today’s industry landscape is shaped by a more dynamic and intentional audience, which influences how brands engage with consumers.
In a goodwill message, Lanre Adisa, President of HASG and AAAN, stated that NAC 2025 is not just a platform for discussion but a space for sharing ideas and insights. He praised the conference as a valuable forum for industry stakeholders to exchange knowledge and forge connections.