As Nigeria searches for solutions for national cohesiveness and nation building, experts have pointed the way of using storytelling to shape Nigeria’s identity, promote unity and inspire hope.
The marketing experts believed story-telling not just by brands but leaders and marketers is essential pillar to nation building as it also connects the past to the present and cements societies.
The experts spoke at the Advertising Industry Colloquium 3.0 the theme: “From Dialogue to Data: Merging Storytelling, Human Engagement & Techs in Marketing Communication,” organised by Advertising Regulatory Council of Nigeria, ARCON.
Leading the discussion, Femi Odugbemi, CEO of Zuri24 Media Lagos, buttressed the point that if Nigeria is to build tomorrow, “we must recognize the role of immersive storytelling not just as a mirror to society—but as a blueprint for what is possible”
Odugbemi said “when we showcase characters who rise above odds, who solve real problems,and elevate their communities, we offer more than content—we offer a mirror of possibility. A mosaic of inspiration. These stories sow seeds of ambition. They plant resilience. They nourish imagination. In them, young minds see not just entertainment—but their own potential”.
While challenging marketers and leaders in all spheres on story-telling, Odugbemi said in telling stories “we must choose stories that elevate, not trivialize, stories that illuminate, not exploit, stories that reframe our country and our cultures, not through pity, but through pride”.
He said Nigeria needs to show the world not just our struggles, but our resilience, ingenuity, and triumph over adversity. “Through the lens of storytelling, be it film, music, advertising, or branded content, we can instill a culture of determination and creativity. This is the kind of engagement that builds not just audiences, but communities and nations”, he said.
He said the responsibility to build the future cannot fall on creatives alone. Our schools, our regulators, and our industry bodies must rise to the occasion together. Education must evolve. We must teach not just skills, but vision. We must equip our students to not only execute campaigns, but to imagine impact. He commended ARCON in setting standards and fostering collaboration between academia and the industry.
Also speaking, Jibrin Baba Ndace, Director General, Voice of Nigeria (VON) said the blend of data analytics, artificial intelligence, and digital platforms has redefined how we reach and retain audiences.
He said technology is only as powerful as the purpose behind it. The future of marketing communication lies not only in innovation, but in ethical, inclusive, and impactful engagement.
In his comment, Idy Enang of Mass Communication, Babcock University told marketers that communication is no longer about pushing messages, but about pulling engagement through active listening. He said a lot of marketers don’t listen to themselves and to the consumer and when you don’t listen, you will create garbage.
He challenged marketers to be versed in crafting compelling narratives and regretted that some works are off the hook. He said storytelling is not automatic as it involves a process and challenged marketers to align their brand purpose to resonate with the audience.
Lanre Odufuwa, Head of Marketing, OmniRetail while stating that AI is not replacing marketers told marketers that they need to apply their natural intelligence in order to use AI efficiently.
Earlier, Lekan Fadolapo, DG of ARCON said that in today’s fast paced digital landscape, the marketing world is constantly evolving.
He said the purpose of AIC 3.0 was to bring industry experts to share their insights on harnessing the power of storytelling, human engagement and technology in driving impactful marketing communication.
At the programme, Covenant University won the student pitch competition.
