Lagos, Nigeria – Former Chairman of the Advertising Practitioners Council of Nigeria (APCON), now the Advertising Regulatory Council of Nigeria (ARCON), Lolu Akinwunmi, has declared that traditional advertising, as it was once known, died 10 to 15 years ago. Speaking during a recent appearance on *C-Suite Café*, a podcast hosted by veteran journalist and brand strategist Ikem Okuhu, Akinwunmi stated that the industry has evolved into a fusion of marketing communication disciplines, necessitating a name change.
Akinwunmi, who is also the Chairman of Pria Garnet Africa Group, argued that the term “Advertising” no longer accurately reflects the current practice, which now integrates Public Relations (PR), Digital, and Experiential Marketing. He proposed that the industry should adopt a broader term like “Marketing Communication” to represent this convergence.
Akinwunmi emphasised that the lines between advertising and PR have blurred, with clients now issuing holistic briefs rather than separate directives for each function.
“PR and advertising functions have converged. Clients who are savvy no longer brief agencies differently. You no longer get different advertising briefs and PR briefs. The convergence is real. There is a loop; Advertising uses PR, and PR uses advertising. This presents a more robust way of reaching the target audience,” he explained.
He noted that agencies must now either expand their capabilities to cover all aspects of marketing communication or collaborate with specialised consultants to meet client demands.
When asked whether this convergence could compromise service quality, Akinwunmi disagreed, stating that a unified strategy ensures coherence across all marketing efforts.
“A single strategy can drive everything you want to do. The strategy is the heartbeat, it is the engine of everything. The different disciplines are just tapping into it. As long as the communication connects to the strategy, whether it’s advertising, PR, experiential, or digital, everything will work well,” he asserted.
Reflecting on the industry’s evolution, Akinwunmi recalled the absence of technology when he began his career, contrasting it with today’s digital-dominated landscape.
“When I joined the industry, there was virtually no technology as we know it today. Everything was manual. Now, digital has taken about two-thirds of advertising budgets globally, and Nigeria cannot afford to be left behind,” he said.
He also highlighted growing consumer scepticism towards traditional advertising, noting that audiences increasingly distrust paid promotions, giving PR an advantage due to its perceived authenticity.
“Consumers see advertising as paid for, so they question its truthfulness. PR can operate without heavy sponsorship, making it more credible,” he explained.
Additionally, Akinwunmi raised concerns about data privacy, citing the unauthorised sale of personal data by institutions, leading to unsolicited communications.
Akinwunmi reflected on his tenure as APCON Chairman, where he spearheaded reforms to modernise the industry, including the introduction of the *5th Code of Advertising* to enhance consumer protection and regulation.
“We saw incursions from management consultants and accounting firms handling advertising briefs, so we brought them under APCON’s regulatory umbrella. We also included modelling agencies, production houses, and created associate memberships for independent practitioners,” he said.
He revealed efforts to integrate PR and marketing professionals under a unified platform, such as the National Institute of Marketing of Nigeria (NIMN), while suggesting that ARCON could further expand to accommodate all marketing communication disciplines.
Akinwunmi’s remarks underscore a seismic shift in Nigeria’s marketing landscape, where traditional advertising has given way to an integrated, digitally driven approach. His call for rebranding the industry as “Marketing Communication” reflects the need for agencies and practitioners to adapt or risk obsolescence.
As the industry continues to evolve, Akinwunmi’s insights serve as a roadmap for navigating the challenges and opportunities of modern marketing.
