HASG Inaugurates Digital & AI and AfCFTA Committees to Future-Proof Nigeria’s Advertising Industry
In a significant move to position Nigeria’s advertising industry for the future, the Heads of Advertising Sectoral Groups (HASG) officially inaugurated two strategic industry committees—the Digital & Artificial Intelligence (AI) Committee and the AfCFTA (African Continental Free Trade Area) Committee—on April 10, 2026. The event underscored a proactive approach to transforming Nigeria’s marketing communications landscape amid rapid technological and economic changes.
The inauguration ceremony, attended by key stakeholders including the Director-General of ARCON, Dr. Lekan Fadolapo, sectoral group representatives, and committee members, marked a decisive step toward industry innovation and competitiveness.
Delivering the opening remarks, HASG Chairman Lanre Adisa emphasized that the formation of these committees reflects a shift from passive adaptation to active leadership. “We are operating at a time of profound shift. Artificial Intelligence is redefining creativity and execution, while AfCFTA is expanding the scale at which African brands can operate. The question before us is simple—will we react, or will we lead?” he said.
He further highlighted that these committees are not symbolic but operational bodies tasked with delivering practical frameworks, actionable recommendations, and measurable outcomes to steer Nigeria’s advertising industry into the future.
The Digital & AI Committee, chaired by Patrick Gomez of MIPAN, aims to explore how AI and digital innovations can be responsibly integrated into Nigeria’s advertising ecosystem. Its key responsibilities include developing ethical and operational guidelines for AI adoption, identifying opportunities across creative, media, and data value chains, recommending industry standards and policies, and building capacity through training and knowledge-sharing initiatives.
Meanwhile, the AfCFTA Committee, led by Kelechi Nwosu of AAAN, is focused on positioning Nigerian agencies to leverage continental trade opportunities. Its mandate includes identifying export opportunities for Nigerian creative services, recommending frameworks for cross-border collaboration, addressing regulatory, infrastructural, and capacity gaps, and developing strategies to protect intellectual property and promote fair trade practices.
Dr. Lekan Fadolapo reaffirmed the regulator’s support, stating, “All findings and recommendations from the committees will be reviewed and presented to the Honourable Minister for approval before being shared with the wider industry.” He emphasized the importance of collaboration between regulators and practitioners, describing the process as a “shared journey that must deliver a win-win for the entire ecosystem.”
Chairman of the National Advertising Conference, Mr. Tunji Adeyinka, also underscored the collective responsibility, remarking, “The onus lies on all stakeholders to understand these changes and position themselves within them. What we put in is what we get.” Committee members expressed strong commitment to delivering impact-driven outcomes aligned with global best practices, safeguarding the industry’s integrity, and fostering sustainable growth.
Both committees have been given a three-month mandate, with deliverables expected by July 2026. Their outputs will include strategic frameworks, policy recommendations, industry guidelines, and reports for regulatory and ministerial review. These results are poised to influence discussions and decisions ahead of the upcoming National Advertising Conference (NAC) 2026.
In closing, HASG Chairman Lanre Adisa reiterated the importance of the initiative: “The Nigerian advertising industry has never lacked creativity. What this moment demands is coordination, courage, and clarity of direction.” The inauguration represents a critical step toward building a future-ready, Africa-facing, and globally competitive industry.