By Peace Udugba
Advertising professionals have been urged to continuously upgrade their skills, operating models and creative capabilities to remain competitive as artificial intelligence, changing consumer behaviour and emerging technologies reshape the industry.
The call was made during the annual conference of the Association of Advertising Agencies of Nigeria (AAAN) held in Lagos, where industry leaders stressed that adaptation is now essential for agencies seeking long-term relevance.
Delivering a keynote presentation titled, “AdVolution: The End of Advertising as We Know It and How to Win What Comes Next,” Divisional Head, Brand and Communications at Fidelity Bank Plc, Meksley Nwagboh, described the ongoing transformation as an opportunity for agencies to rethink how they create value, engage consumers and deliver results for clients.
According to Nwagboh, the advertising industry has entered a new era where traditional structures and methods are no longer sufficient in a landscape driven by data, automation, artificial intelligence and rapidly evolving audience expectations.
He noted that rather than viewing the end of conventional advertising as a crisis, agencies should see it as an opportunity to build stronger organisations, develop smarter campaigns and create more responsible communication systems.
Nwagboh explained that meaningful evolution goes beyond adopting new technologies, stressing that agencies must deepen their understanding of people, culture and markets while strengthening the strategic and creative capabilities needed to maximise technology’s potential.
He also warned against relying excessively on artificial intelligence at the expense of originality and critical thinking.
“The agencies that will lead tomorrow’s advertising industry will not necessarily be those with the most AI tools, but those with the strongest strategic thinkers, cultural understanding and sound judgement on how and when to deploy technology,” he said.
He encouraged agencies to leverage AI to eliminate repetitive tasks while preserving the originality, imagination and human insight that distinguish impactful advertising, adding that technology should enhance creativity rather than replace it.
On the growing importance of data, Nwagboh said future-ready agencies must be capable of transforming data into actionable insights, insights into strategy, strategy into compelling stories and those stories into measurable business outcomes.
He added that while technology would continue to evolve, creativity, trust and relevance would remain the foundation of successful relationships between brands and consumers.
AAAN President, Lanre Adisa, also urged agencies to embrace change and strengthen the capabilities required to compete in an increasingly dynamic marketplace.
According to him, the greatest threat facing the industry is not change itself but the failure to adapt. He stressed the need for continuous talent development and a better understanding of how emerging technologies can complement human creativity.
Also speaking, Chief Executive Officer of Big Cabal Media, Tomiwa Aladekomo, acknowledged that artificial intelligence is redefining the advertising landscape but maintained that human creativity remains irreplaceable.
He said while AI can support creative processes, it cannot replicate intuition, cultural understanding and original thinking that distinguish exceptional campaigns.
Chairman of the conference and member of the AAAN Board of Trustees, Kelechi Nwosu, encouraged agencies to move beyond executing client projects and explore opportunities to develop and own intellectual property.
He described imagination as one of the industry’s most valuable assets and urged practitioners to channel it into creating innovative and commercially viable ideas.
Representing the Lagos State Governor, Commissioner for Information and Strategy, Gbenga Omotoso, described the conference theme as timely, noting that despite the growing influence of technology on business and society, creativity remains a uniquely human strength.
Participants agreed that evolution is no longer optional for advertising agencies. They noted that organisations willing to invest in talent, embrace innovation responsibly and respond effectively to changing consumer expectations would be best positioned to lead the next phase of the industry’s growth.
The conference concluded that while artificial intelligence and emerging technologies will continue to redefine advertising, sustained success will depend on the ability of professionals to combine technological innovation with human creativity, strategic thinking and cultural insight.
