Adediran Urges Bold Reset for Nigeria’s Marketing Industry at Brand Handlers Summit

Adediran Urges Bold Reset for Nigeria’s Marketing Industry at Brand Handlers Summit

From L-R: Victoria Uwadoka (Head, Corporate Communications, Nestlé); Lukman Ayobami Ishau (Convener, The Brand Handlers Summit & Awards); Udeme Ufot (Group CEO, SO&U Ltd); Emmanuel Adediran (Business Unit Director, mediaReach OMD); Clara Okoro (COO, Brandworld Media); and John Ajayi (Chief Editor, Marketing Edge) at the Brand Handlers Summit & Awards in Lagos.

Lagos, Nigeria – August 31, 2025 — Marketing professionals, brand custodians, and industry leaders gathered at the Brand Handlers Summit & Awards on August 29, 2025, where Emmanuel Adediran, Business Unit Director and Digital Transformation Champion at mediaReach OMD Nigeria, delivered a keynote address calling for a fundamental reset in Nigeria’s marketing ecosystem.

Adediran urged the industry to embrace integrity, digital innovation, and talent development as the foundation for sustainable brand growth, noting that Nigeria has the potential to become “Africa’s growth epicenter” if its marketing practice evolves to meet new realities.

“To realize this potential, we must reset our approach—focusing on value creation, collaboration, and a relentless commitment to both brands and consumers,” he said.

The keynote highlighted the resilience of brands navigating economic headwinds and shifting consumer behavior, while stressing the urgency of addressing subdued consumer confidence, fragmented attention, and declining trust.

Eight Strategies for Brand Growth

Adediran outlined a roadmap of eight strategies to drive the next phase of marketing transformation in Nigeria:

1. Integrity and Quality – Building consumer trust through authenticity and uncompromising quality.
2. Digital Transformation and AI – Harnessing artificial intelligence for deeper insights and operational efficiency.
3. Collaboration and ‘Co-opetition’ – Encouraging data-sharing and cooperative innovation across the industry.
4. Local Innovation – Tackling uniquely Nigerian challenges, such as logistics and financial inclusion, with homegrown solutions.
5. Holistic Marketing Metrics – Shifting from narrow performance indicators to broader KPIs like cultural equity and community engagement.
6. Brand + Performance Integration – Uniting brand-building with performance marketing for stronger long-term ROI.
7. Sustainability – Driving impact through eco-friendly and ethical practices that resonate with consumers.
8. Talent Development – Investing in the next generation of marketing leaders through partnerships with academia and government.

Closing his address, Adediran declared:

“True brand growth in Nigeria is no longer about choosing between brand or performance—it’s about multiplying both through relentless localization, digital innovation, and a steadfast commitment to trust and integrity.”

Industry Recognition

Adediran, a Harvard Business Review Advisory Council member and co-author of Africa’s Goldmine, has worked with over 25 top brands across FMCG, banking, fintech, telecom, and other sectors. He is also the first Nigerian agency representative to win Gold and serve as a judge at the Festival of Media Global Awards.

The summit, held at Regency Hall, Ikeja, Lagos, also featured leading voices in marketing and communications, underscoring the industry’s collective push for transformation and excellence.