The advertising industry has paid what can be described as a glowing tributes to two of Nigeria's foremost communication professionals-turned-public officers recently, as the Advertising Regulatory Council of Nigeria (ARCON) honoured the Minister of Information and National Orientation, Alhaji Mohammed Idris, and the Minister of Solid Minerals Development, Dr. Dele Alake, at its maiden ARCON Special Recognition Awards (ASRA).
The ceremony, themed "An Evening of Many Honours," held at the prestigious Balmoral Convention Centre, Sheraton Hotel, Ikeja, Lagos. It brought together industry leaders, government representatives and trade-group officials to recognise individuals, brands and agencies for professional excellence and compliance with advertising standards.
Mallam Idris received the Distinguished Service Award, for his exceptional contributions to public relations, media entrepreneurship and strategic communication. A Fellow of the Nigerian Institute of Public Relations (FNIPR) and an Associate Registered Practitioner of Advertising, Idris has spent more than three decades in communication, journalism and public relations. He founded Bifocal Communications, a public relations consultancy, and built a media stable in Abuja that includes The Market magazine, Blueprint Newspapers, WE FM and Blueprint FM.
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Before joining the Federal Executive Council, he was Director of Strategic Communications of the Tinubu/Shettima Presidential Campaign Council. He was sworn in as Minister on August 21, 2023. His record in office includes the establishment of the Nigeria Reputation Management Group with the NIPR, the championing of October 15 as National Reputation Day, Nigeria's successful bid to host the UNESCO Category 2 International Media and Information Literacy Institute, and the Digital Switchover programme. He has also strengthened regulatory accountability in the advertising sector through the inauguration of the Advertising Offences Tribunal, a development of direct interest to the industry.
Alake, a former newsman whose career straddles journalism, politics and strategic communication, was also similarly honoured. A graduate of Political Science and Mass Communications of the University of Lagos, he was Editor of Sunday Concord and National Concord, then Lagos State's Commissioner for Information and Strategy from 1999 to 2007, and later Vice Chairman of TVC Communications. Appointed minister by President Bola Ahmed Tinubu in August 2023, he launched a Seven Point Agenda for the solid minerals sector and has led a campaign for value addition to end the export of raw minerals. He is also pioneer Chairman of the Africa Minerals Strategy Group.
The ASRA honour follows the Fellowship of ARCON conferred on Alake earlier this year. Reacting in July, he had said: "I started my career in the newsroom, and clear, honest communication has always been my anchor," adding that the recognition was "a reminder that policy only works when people actually understand it."
ARCON Director-General, Dr Olalekan Fadolapo, said the awards were "designed to complement our regulatory and enforcement responsibilities," adding that the Council's mandate extended beyond regulation and the imposition of sanctions. "Awards are extremely important because we need to continuously recognise people who have done well in different areas," he said.
Fadolapo said the Council introduced the awards because regulation alone cannot build a great industry. "ARCON is known for vetting, monitoring and sanctioning. Tonight we are showing the other side of the Council, one that celebrates those who play by the rules and those whose work has shaped this industry," he said.
On the two ministers, he said: "the distinguished Minister of Information has brought professional public relations practice into the heart of government and given the industry the Advertising Offences Tribunal to deepen accountability. Dr Dele Alake has spent a career at the meeting point of journalism and strategic communication, and today he leads a sector central to our national economy. Their stories remind us that communication is a tool for nation-building."
Chairman of the ASRA Planning Committee and Group Managing Director of Omnicom Media Group, West and Central Africa, Yinka Adebayo, said winners emerged through nominations, eligibility screening, technical assessment, public voting, jury review and final ratification, with an independent audit firm verifying the process. Chairman of the Advertising Standards Panel, Dr Emmanuel Agu, said compliance protects consumers, strengthens brand reputation and promotes fair competition.
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Among the individual honourees, Prof. Osaren Emokpae, chairman of Mindshare Communications, received the Frontrunner Award for pioneering independent media practice and championing the Media Independent Practitioners Association of Nigeria (MIPAN). Olufunmilayo Onabolu, founder of Centa Group, was recognised for pioneering work in experiential marketing and brand activation, while the late Simeon Olaghere was honoured posthumously for foundational contributions to outdoor advertising. Dr Biodun Shobanjo, Sir Steve Omojafor, Senator Akin Odunsi and Babu Akinbobola were also on the honours list.
On the brand side, Peak Milk won in the food category, Chicken Republic in hotels, restaurants and cafés, Coca-Cola Nigeria in non-alcoholic beverages, Moniepoint in fintech, Fidelity Bank in banking, Lekki Gardens in real estate and the National Open University of Nigeria in education. The National Orientation Agency was named Public Information Campaign of the Year.
