Brandcom - Linking the future

The Founder and CEO of Watermark & Victoria, Victoria Adewunmi, has predicted a data-driven, tech-powered, and personalised future for Nigeria’s experiential marketing industry, warning that brands and agencies must evolve or risk irrelevance in the increasingly sophisticated market. She made this known during an exclusive interview with Brand Communicator recently, where she outlined key issues that lie ahead for agencies and brands across Nigeria and Africa. According to Adewunmi, the next phase of…

MTN Group has reported a strong financial performance for 2025, posting a 23% increase in revenue to R218.5 billion, driven largely by robust growth in its West African markets. Nigeria and Ghana emerged as key contributors, with service revenue rising by 54.9% and 35.9% respectively. The performance marks a notable shift in the company’s growth engine away from its traditional stronghold in South Africa, where growth remained modest at 2%. MTN Nigeria led the surge, more than doubling profitability and…

Nigeria's digital revolution has hit warp speed, with total internet traffic exploding 168% from 517,670.15 terabytes in January 2023 to a staggering 1,385,536.04 terabytes in January 2026, according to Nigerian Communications Commission (NCC) data. This blistering growth, fueled by annual leaps of roughly 39%, 39%, and 38%, underscores a nation hurtling toward full digital immersion, propelled by skyrocketing demand for data-hungry services. Broadband penetration rocketed to a record 53.07% in January…

Nigerian artists generated over N60 billion in royalties from Spotify streams in 2025, marking a 140% revenue increase over the past two years, according to the platform's latest report. This figure underscores the explosive global growth of Nigerian music, with earnings more than doubling from previous years. The report highlights 30.3 billion streams and 1.6 billion listening hours generated by Nigerian artistes on Spotify throughout 2025. A significant portion of these royalties stemmed from international…

The Nigerian Exchange (NGX) All-Share Index soared to an unprecedented high of 201,474.9 points on March 16, 2026, marking a 1.55% surge that lifted total market capitalization to N129.3 trillion. Spearheading this remarkable rally was BUA Cement, which surged 10% from N270 to N297 per share, topping the gainers’ list and generating an impressive N649 billion in new investor wealth. This stellar performance, complemented by strong gains from Zenith Bank, propelled the market cap by N1.97 trillion in a single day,…

...Conference To Focus On Industry Repositioning For Next Frontier One of the most anticipated gatherings in Nigeria’s marketing communications calendar, the National Advertising Conference (NAC) 2026 is set to take place from November 11 to 13, 2026, in Abuja. Now in its 6th edition, the conference will focus on repositioning the advertising and marketing communications industry for the next frontier, with the theme “Repositioning the Marketing Communications Industry for the Next Frontier.” Organised by…

Indomie, Nigeria’s most loved instant noodle brand and a trusted household staple across generations, is once again raising the bar in brand innovation with the launch of the 2026 edition of Show Some Love To Mum Campaign, an imaginative Mother’s Day campaign that blends artificial intelligence with Nigeria’s rich cultural heritage to create personalised praise poetry celebrating mothers. Setting a new benchmark for creative storytelling, Indomie is pioneering a first-of-its-kind approach in Africa by combining…

Publicis Groupe has announced the acquisition of AdgeAI, an industry-leading measurement and content intelligence company, in a move designed to enhance real-time creative performance analysis for brands by integrating AdgeAI into its production ecosystem. AdgeAI is one of the industry’s largest and most advanced, powered by connected identity, Publicis aims to deliver real-time content measurement and predictive performance insights that brands can immediately act upon to improve content effectiveness and…