Rethinking Marketing Communications: Olu Akanmu Advocates for Collaboration, Agile Regulation, and Ethical Innovation
By Azeez Disu
Recently, Olu Akanmu, the Academic Director of Lagos Business School’s Teach-leap Initiative, delivered a compelling keynote address at the fourth edition of the Advertising Industry Colloquium organised by the Advertising Regulatory Council of Nigeria (ARCON). The event, held in Lagos, brought together key stakeholders from across the marketing and advertising sectors to deliberate on the evolving landscape of the industry amid rapid technological change.
In his address, Olu Akanmu emphasised that the core of ongoing industry transformation is rooted in the shifting “centre of gravity”—the interplay between platforms, consumers, and regulatory frameworks. He articulated that the industry is no longer solely about creative excellence but is increasingly driven by the intelligent integration of technology, data, and ethics.
“Every technological innovation has expanded advertising’s reach and altered audience behaviour. Today, we are witnessing a dynamic ecosystem where platforms play a central role in controlling attention, and algorithms determine what consumers see, when, and how often,” Akanmu explained.
He underscored the importance of regulation keeping pace with technological disruption. “Regulators must adopt an agile and proactive approach, anticipating changes rather than merely reacting to them,” he urged. Highlighting Nigeria’s unique position, he called for the development of co-regulatory frameworks that involve industry practitioners, government, academia, and platform owners working in tandem to foster innovation while protecting public interests.
Akanmu also discussed the rise of the creator economy and its influence on consumer trust, noting that peer voices and micro-influencers now command significant sway over audiences, especially among digital-native youth. “Authenticity and purpose-driven narratives resonate more than traditional advertising. Our industry must adapt to these new trust dynamics to remain relevant,” he said.
Further, he addressed the challenges and opportunities presented by generative artificial intelligence (AI). “The integration of native AI tools enables hyper-personalised, dynamic ad creation at scale, but raises urgent questions around data sovereignty, brand safety, and ethical boundaries,” he observed.
Concluding his speech, Akanmu called for a collective effort to shape Nigeria’s advertising future responsibly. “Our goal should be to create a digital ecosystem characterised by transparency, accountability, and inclusivity—where innovation serves the public good and sustains economic growth,” he asserted.
His insights resonate with the broader industry sentiment that the future of marketing lies in balancing technological advancement with ethical governance.