Shobanjo urges new fellows to redefine excellence in advertising

In a keynote speech that blended history, wisdom and challenge, Dr Biodun Shobanjo, widely regarded as the “Czar of Advertising” in Nigeria, urged newly-inducted Fellows of the Advertising Regulatory Council of Nigeria (ARCON) to see their recognition not as a mere badge of seniority, but as a permanent call to elevate standards, redefine excellence and protect the integrity of the industry.

Delivering the keynote at the induction ceremony, at which 45 seasoned practitioners were formally decorated as Fellows, Dr. Shobanjo questioned the value and meaning behind professional recognition that is not anchored in purpose and substance.

“Let’s ask ourselves—beyond the certificate, the plaque, and the medal—what exactly does it mean?” Shobanjo challenged.

“Being a Fellow must go beyond years of service. It must be a reflection of your conduct, your contrbution, and your character.”

Drawing parallels with the legal profession, where the Senior Advocate of Nigeria (SAN) title commands reverence due to consistent excellence and ethical distinction, Shobanjo urged ARCON and its Fellows to redefine what fellowship means in the creative economy.

“If the legal profession holds its SANs in such high esteem, then our own Fellowship must come to represent something equally aspirational and substantive,” he said.

The event which held in Lagos recently, brought together top leaders of Nigeria’s marketing communications industry, regulators, and veterans to honour the 45 new Fellows — drawn from advertising, media, public relations, and brand management circles.

The inductees, carefully selected by ARCON’s Fellowship Committee after a rigorous review process, represent a new cadre of industry custodians expected to uphold ethics, mentor younger practitioners, and contribute to the growth of Nigeria’s fast-evolving advertising ecosystem.

ARCON’s Director-General, Dr. Olalekan Fadolapo, underscored that the Fellowship is “not ceremonial, but a symbol of responsibility and leadership.”

He reminded the audience that the regulatory council’s mission extends beyond licensing—it is about standardising practice, enforcing ethics, and protecting the credibility of advertising in Nigeria.

“The ARCON Act 2022 mandates us to professionalise this industry. Fellowship is one of the highest recognitions of that process—earned through excellence, integrity, and impact,” Fadolapo noted.

The list of the newly inducted Fellows includes Oladapo Ojo, Founder/GMD, DM Holdings; Osubor Fillius, Founder/GMD, Rinet Ltd; Nwagwu Brenda, Founder/CEO, QVT Media; Felix Ehikhuemen, CEO, Landmarks O.H.M.S Ltd.; Adesanya Olutomiwa, CEO, Benevolence Treasures Ltd; Kayode Ebatamehi, GMD, Bluebird Group; Tony Udenze, CEO, Canod Ltd; Fagade Abisoye, Founder, Sodium Brand Solutions; Tade Adekunle, Principal Partner, Keskese; Tolulope Medebem, COO/Lead Consultant, AsterIML; Julius Agenmonmen, Founder/CEO, Brandlife; Akiolu Adegbola, CEO, LASAA and Dr. Arowa Oladipo, Founder/ CEO, Adgenda Media Ltd.

Delivering his goodwill message, Lanre Adisa, President of the Association of Advertising Agencies of Nigeria (AAAN), congratulated the inductees, noting that their recognition reflects the depth of their contribution to the growth and credibility of Nigeria’s advertising industry.

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He urged the new Fellows to continue promoting creativity, professionalism and ethical standards in their respective fields, especially as the industry confronts both fresh challenges and new opportunities.

Speaking in the same vein, Steve Babaeko, Vice-President of the International Advertising Association (IAA), Africa, described the Fellowship status as the highest professional recognition in the advertising industry — akin to the revered Senior Advocate of Nigeria (SAN) status in the legal profession.

He congratulated the inductees and reminded them of their duty to uphold the integrity of the profession and to serve with a level of passion and mentorship that will inspire younger practitioners.

The induction further opens up opportunities for mentorship and generational renewal — the Fellows are expected to guide younger practitioners, raise standards of ethics, creativity and professional conduct. This becomes more apparent as ARCON hints at a review of the criteria for future Fellowships.

The message is clear: the Fellowship is not a destination but the start of a renewed contract — one between the inductees and the profession that gave them this honour.

Dr. Shobanjo’s concluding words lingered: “Titles don’t make professionals — conduct does. This recognition must inspire you to become the conscience of advertising in Nigeria.”