AAAN President Calls for Bold Thinking, Tech Embrace Ahead of AGM
Lanre Adisa reflects on one year in office, AI fears in advertising, and the industry’s path forward
As the Advertising Agencies Association of Nigeria (AAAN) prepares for its 2024 Annual General Meeting (AGM), its president, Lanre Adisa, is urging industry stakeholders to confront not fear the technological shifts reshaping advertising and marketing communications.
In an exclusive conversation, Adisa, who is marking one year at the helm of AAAN since his election in Abeokuta last year, described his leadership experience as demanding but deeply fulfilling. “Serving at this level of the association has been a completely different experience,” he said. “You gain a broader view of what it takes to lead a body with such legacy, and how to guide the industry’s future.”
A Bold Theme for a Changing Era
The theme of this year’s AGM, “Charting a Bold Path Forward,” reflects a deliberate call for vision and courage amid rapidly changing global and local business environments.
“The business landscape is shifting globally and in our own industry,” Adisa explained. “Technology, especially AI, is often viewed with suspicion, but we must choose to see opportunities where others see threats. We’re in this for the long haul, and survival means looking forward.”
He emphasized the importance of relevance, creativity, and adaptability. “Advertising isn’t just about selling it’s about seeing and expressing possibilities. That’s how we stay meaningful,” he said.
Facing AI With Knowledge, Not Fear
Adisa addressed the growing concern among practitioners that Artificial Intelligence could threaten jobs in the creative sector. Rather than deny those fears, he advocates for confronting them with knowledge.
“We’ve hosted trainings and sessions, including the HASG initiative, to unpack AI’s impact. Fear is natural, but ignorance is dangerous,” he said. “If you don’t understand the tool, you can’t control or apply it. The goal is to use AI more effectively than the average person that’s how our value as professionals remains clear to clients.”
What to Expect at the AGM
Set to open with a keynote by Idowu Akinde, CEO of Impact Hub, the AGM promises more than just high-level speeches. Airtel’s Bolanle Oshitelu will deliver another keynote, followed by engaging panel discussions aimed at generating actionable insights.
“We’re not just here to talk,” Adisa noted. “Our goal is to walk away with real strategies including training and skill development initiatives that will strengthen our member agencies for both the present and the future.”
2024: A Better Outlook, but Challenges Remain
Reflecting on the year so far, Adisa observed signs of recovery compared to the uncertainties of 2023. “There’s a bit more macroeconomic stability. Many of our clients who faced losses last year are doing better now, which naturally improves our industry’s prospects,” he said.
However, he acknowledged that high living costs and income struggles remain widespread. “We’re not out of the woods yet, but we’re in a technically better position than we were a year ago.”
On Nigeria’s Tax Reforms
Adisa commended the federal government’s new approach to tax policy, especially the push to harmonize taxes across federal, state, and local levels.
“Businesses have long suffered under the fragmented tax system. So the intent behind this reform is commendable,” he said. “For us, the real issue lies in how well it is executed. Good policy must come with efficient implementation if it’s truly to support growth.”
Looking Ahead: Talent and Training
As for the year ahead, Adisa reaffirmed his commitment to the REV Agenda — a strategic framework he introduced at the start of his tenure.
“Talent development remains at the heart of our agenda,” he said. “In May, we ran a month-long training the first of its kind in years with participation from agencies in Nigeria, Cameroon, and even client-side professionals. That’s the kind of initiative we want to expand.”
According to him, a major milestone on the horizon is the launch of a dedicated advertising school aimed at building convergence between talent, practice, and evolving global trends.
“Our goal is to build an ecosystem where Nigerian advertising isn’t just keeping pace, but setting the tone,” he concluded.
