Industry experts predict Nigeria’s marketing and advertising sector will benefit from the federal government’s economic policies in 2025. According to Udeme Ufot, former chairman of the Advertising Regulatory Council of Nigeria (ARCON), the policies introduced by the Bola Tinubu administration are beginning to show positive effects. Ufot believes improvements will encourage businesses and investors to expand their marketing activities, with major brands seeking to strengthen their market presence and new entrants investing in brand-building efforts.
Ufot also noted that the restructuring of some businesses and changes in brand ownership in the past year will drive increased marketing efforts in 2025. He emphasized that advertising agencies must position themselves strategically to take advantage of these economic improvements. With growing business confidence, agencies need to demonstrate reliability and capability to retain clients in an increasingly competitive market.
Lanre Adisa, President of the Association of Advertising Agencies of Nigeria (AAAN), echoed this optimism, citing improvements in foreign exchange stability, infrastructure investments, and lower energy costs as key factors. He acknowledged the economic struggles businesses faced in the past year but expressed hope that government policies will ease these challenges, leading to better business performance and increased investment in marketing communications.
