The Federal Minister of Information and National Orientation, Mohammed Idris, fnipr, has underscored the critical role of marketing communication in shaping both business growth and Nigeria’s global perception.
He made the remarks while addressing participants at the 5th Edition of the National Advertising Conference (NAC) in Abuja, describing the event as a “premier gathering of leaders in marketing, advertising, and communication in our country.”
Minister Idris commended the Advertising Regulatory Council of Nigeria (ARCON) and its Director-General, Dr. Olalekan Fadolapo, for sustaining the annual conference, which has grown into a platform for thought leadership, networking, exhibitions, and professional development across marketing, media, broadcast, and regulatory sectors.
This year’s theme — “Marketing Communication: Transforming Business and Creating Growth in Challenging Times” — reflects the pressing need for businesses to innovate amid economic headwinds, technological disruption, and evolving consumer behavior.
Idris described marketing communication as “the bridge between creativity and commerce, between ideas and impact, and between perception and reality.”
Tackling False Narratives About Nigeria
The minister highlighted one of the gravest challenges facing the nation: misinformation, particularly the portrayal of Nigeria as a “violator of religious freedom.”
“Let me state clearly and emphatically that this narrative is false,” he said. “Nigeria is a nation of diverse peoples and faiths, who have lived together peacefully for generations. Security challenges are real, but they are not targeted at any religion or ethnic group. All Nigerians — Christians, Muslims, and people of other faiths — have suffered from terrorism and banditry.”
Idris cited recent updates from the Chief of Army Staff, noting “significant gains recorded in just the past few days” in restoring security.
He emphasized that the government is committed to ending the scourge of terrorism and ensuring peace across communities.
Marketing Professionals As Custodians Of National Image
The minister called on advertising and marketing professionals to view themselves not only as storytellers for brands but also as guardians of Nigeria’s perception. “
When false narratives are spread internationally, it is your creativity, strategy, and storytelling that can counterbalance them with truth, context, and compelling narratives of hope and progress,” Idris said.
He urged the industry to lead a “communication renaissance” — promoting 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 and aspire collectively,” he added.
Strategic Partnerships And Industry Support
The minister reaffirmed the Federal Ministry of Information’s partnership with ARCON and other stakeholders to strengthen the advertising ecosystem while ensuring a regulated but enabling environment.
He also referenced the ongoing implementation of the National Values Charter Framework, aimed at restoring truth, integrity, patriotism, and national pride — principles he said should underpin marketing and communication practices.
Idris emphasized that public information machinery is being modernized to meet digital-age realities. “Truth must travel faster than falsehood, and the Nigerian story must be told by Nigerians themselves,” he said.
In conclusion, the minister reiterated that communication remains “our strongest instrument — for business, for governance, and for nation-building.”
He commended Dr. Fadolapo and his team for convening the conference and officially declared the 5th National Advertising Conference 2025 open.
“Let us use communication wisely, creatively, and responsibly,” he said, concluding his speech.
Rate, Like 👍, Comment 💬, Share this article, Follow us on our social media handles, and Submit your own story to get featured and earn rewards!
WhatsApp Channel
Telegram Channel
