At the prestigious Brand Handlers Summit & Awards, held on August 29th, 2025 at Regency Hall, Ikeja, Lagos, Emmanuel Adediran, Business Unit Director and Digital Transformation Champion at mediaReach OMD Nigeria, delivered a compelling keynote address urging the industry to embrace integrity, digital innovation, and talent development to unlock sustainable brand growth in Nigeria.
Speaking to an audience of industry leaders, marketing professionals, and brand custodians, Adediran emphasized, “Nigeria stands at the threshold of becoming Africa’s growth epicenter. To realize this potential, we must reset our approach—focusing on value creation, collaboration, and a relentless commitment to both brands and consumers.”
Reflecting on the resilience of brands navigating economic headwinds and shifting consumer behaviors, Adediran stated, “Every brand that has weathered these challenging times deserves recognition. Yet, as we look ahead, we must address the realities of subdued consumer confidence, fragmented attention, and the urgent need for renewed trust.”
In his keynote, Adediran outlined eight actionable strategies, with case studies, to drive the next phase of brand growth in Nigeria:
1. Integrity and Quality: “In today’s digital age, integrity is non-negotiable. Brands must double down on quality and authenticity to regain consumer trust.”
2. Embrace Digital Transformation and AI: Adediran highlighted the untapped potential of AI in Nigeria, urging brands to leverage digital tools for sharper insights and operational efficiency. “At mediaReach OMD, we are proud to be among Nigeria’s first AI-powered agencies, using technology to deliver superior outcomes.”
3. Collaboration and ‘Co-opetition’: He called for industry-wide data sharing and cooperative innovation, noting, “When we grow the pie, everyone benefits.”
4. Local Innovation: Brands must address uniquely Nigerian challenges—such as financial inclusion and logistics—through innovation, gaining a competitive edge.
5. Re-evaluating Limiting Marketing Metrics: “Brands must move beyond limited metrics to more holistic KPIs that reflect the realities of the market today like ‘share-of-hearts’ or ‘cultural equity’ and focus on building emotional connections and engaging communities,” Adediran said.
6. Brand x Performance Marketing: He argued that the siloed approach of focusing heavily on performance marketing alone is counterproductive for long-term marketing ROI and stressed the importance of integrating brand-building with performance marketing in a synergistic manner to transform vision into tangible value.
7. Sustainability: With a growing number of consumers influenced by ethical and eco-friendly practices, Adediran urged brands to make real, measurable impact.
8. Talent Development: “Our future depends on investing in the next generation of marketing talent,” he concluded, calling for partnerships across education, industry, and government.
A Call to Action
Adediran closed his keynote with a rallying call: “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. The brands that thrive will be those who turn adversity into opportunity, championing purpose and people to shape the future of marketing excellence.”
About Emmanuel Adediran
Emmanuel Adediran is a distinguished marketing executive and thought leader, currently steering growth for West & Central Africa’s largest media agency network. With a proven track record of driving growth for over 25 top brands across FMCG, banking, fintech, edutech, luxury, media, e-commerce, and telecom sectors, he brings a wealth of cross-industry expertise from media, marketing research, data analytics, consulting and brand management.
He is a member of the Harvard Business Review Advisory Council, the Forbes Council, and co-author of “Africa’s Goldmine.” Emmanuel made history as the first Nigerian agency representative to both win Gold and serve as a judge at the Festival of Media Global Awards. He has also been recognized among the Top 35 Marketing Communications Professionals in Nigeria.
A committed advocate for industry advancement, Emmanuel has played a pivotal role in the publication of The MediaFacts Book, a leading industry resource covering over 20 markets in West & Central Africa since 2001. He has also contributed to several influential publications and was instrumental in the landmark “Economic Contribution of the Marketing Communications Industry in Nigeria” report in collaboration with PwC. In addition, he shares his expertise as a visiting faculty member at The Lagos Business School & Alphabeth Media Academy, helping to shape the next generation of marketing leaders.
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 recently held Brand Handlers Summit & Awards in Lagos.
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