Insight Publicis: Nigeria’s Most Creative Advertising Agency Redefining Brand Storytelling, Setting Industry Standards
-‘ PR & Reputation Management Agencies To Watch In 2025, How They Shaped 2024’ Series.
Beyond stating the obvious, the Nigerian creative advertising industry is a battlefield. Over the decades, agencies have emerged with promise, only for many to fade into obscurity, casualties of an industry that demands constant reinvention. Many once-thriving agencies now struggle to keep the lights on, while others have disappeared entirely.
Indeed, the business of marketing communications is tough, requiring professionals and agencies to adapt to ever-shifting consumer behaviour, technological disruptions, and the pressure of economic downturns that characterizes the African market, particularly the highly volatile Nigerian market.
Yet, in the midst of this high-mortality rate, one agency has not only survived but thrived, earning the undisputable title as an industry leader—Insight Publicis. As the flagship agency of the Insight Redefini Group, Insight Publicis has outlived its contemporaries, many of whom either no longer exist or are mere shadows of their former selves. However, this agency has done more than endure; it has dominated. It has set the gold standard for marketing communications, continuously evolving to remain ahead of the curve. More than an agency, it has become a creative institution, earning the moniker “The University of the Industry.”
For over four decades, Insight Publicis has been the training ground for Africa’s top strategists, creative directors, art directors, copywriters, and advertising professionals who have shaped the marketing communications industry across the continent. Some of the most prominent advertising minds in Africa today can trace their roots back to Insight Publicis—many of whom have gone on to establish some of the biggest agencies in the region, creating iconic campaigns that have defined brands and influenced consumer behavior at an unprecedented scale.
What makes Insight Publicis different? How has it managed to thrive in an industry notorious for consuming its own? The answer lies in the agency’s ability to reinvent itself. While others have clung to outdated models, Insight Publicis has consistently embraced transformation, from the era of traditional advertising to the digital-first, AI-driven marketing world of today.
According to Dolapo Ogunbambo, COO of Insight Publicis, “While many agencies struggled to evolve, Insight Publicis proactively embraced new technologies, consumer behavior shifts, industry trends, and cutting-edge business solutions, ensuring our relevance in every era.”
That will account for why, as Ogunbambo aptly captures, the agency “….has continued to shape the marketing communications industry in Nigeria through outcome-based business solutions, strategic brand building, groundbreaking campaigns, and industry leadership.”
Indeed, its reinvention is not accidental. It is intentional. Insight Publicis has never been content with being just another agency; it has strived to be a powerhouse that not only creates campaigns but also shapes the industry. Its investments in talent development, strategic partnerships, and the integration of AI, data analytics, and emerging marketing technologies have positioned it as an agency that leads rather than follows.
Shaping 2024
While very few creative advertising agencies on the continent can boast of positively impacting their markets, Insight Publicis has earned the right to thump its chest for being among those who ‘ate’ the year and left the crumbs for others to ‘manage’. Indeed, 2024 was a landmark year for Insight Publicis. While other agencies fought for relevance, Insight Publicis dominated, setting the industry standard and securing its place at the pinnacle of Nigeria’s creative advertising space.
Esosa Osagiede, the agency’s Creative Director, the agency’s vision for the year: “We entered 2024 with one goal—to help our clients win. And win, we did. Campaign after campaign, we shaped narratives, fueled cultural movements, and deepened brand love.”
For Ogunbambo, the agency’s impact has been particularly significant in the three key areas which include driving business growth through effective brand communication: “We have developed and executed integrated marketing campaigns that directly contributed to revenue growth for major brands across FMCG, finance, fintech, sports and government sectors. Through our deep consumer insights and storytelling expertise, we have helped brands not only gain market share but also build emotional connections with Nigerian audiences.”
Another area is, setting new standards for creative excellence. Expressing his point on this, Ogunbambo explains: “Winning the Agency of the Year award at LAIF 2024 is a testament to our commitment to creativity that delivers results. We have consistently been at the forefront of industry innovations, leveraging data, AI, and behavioral analytics to shape high-impact campaigns.”
The last key area is in industry thought leadership & capacity building: “Insight Publicis has remained a hub for developing marketing talent and mentoring the next generation of advertising professionals. We have led knowledge-sharing initiatives, workshops, and partnerships with marketing bodies, ensuring that the industry evolves with global best practices. By continuously pushing the boundaries of marketing communications in Nigeria, we have elevated brand storytelling, increased industry standards, and driven business transformation,” Ogunbambo explains.
Groundbreaking works in 2024
Insight Publicis boasts some of the best groundbreaking works from the continent in 2024. They include works for brands like Pepsi, Heineken, Amstel Malta, and Desperados which did more than promote products—it ignited trends, influenced lifestyles, and turned ordinary campaigns into national conversations.
Pepsi’s Big Big Tinz campaign, a reinvention of its Long Throat era, saw a resurgence of mass engagement. “Building on the nostalgia of the iconic Long Throat campaign, we got Nigerians vibing again—this time to Big Big Tinz (Pepsi Remix) with Young Jonn. The streets caught on, social media exploded, and trade visibility soared. Sales surged as the 60cl bottle made a statement—bigger, bolder, and louder than ever. This wasn’t just a reintroduction; it was a cultural moment that reminded everyone why Pepsi remains an icon,” Osagiede reveals.
Insight was also the agency behind the Heineken’s 45cl launch which seamlessly fused product marketing with high fashion, creating a unique intersection of brand and culture, “Heineken’s 45cl launch was anything but conventional. By unveiling it at Lagos Fashion Week and collaborating with top designers, Heineken turned product placement into a fashion movement. Press events across major cities solidified its market presence, while the Heineken 45 Collection fashion collab positioned the new bottle as a stylish, aspirational choice for modern consumers,” she adds.
The agency was behind the Amstel Malta’s 30th anniversary which redefined legacy marketing, celebrating three decades of excellence with innovation and a bold, modern appeal.
Meanwhile, Desperados’ collaboration with streetwear brand Cruise Gang which reinforced the brand’s position as the go-to choice for the Alte and urban culture demographic is another notable campaign executed by the agency. “The campaign, led by Ladipoe and top fashion influencers, blended street fashion, music, and community-driven experiences. Through pop-ups and social media buzz, Desperados strengthened its connection with young trendsetters, proving that self-expression is more than a statement—it’s a lifestyle,” she says.
Nigeria’s Most Creative Agency – LAIF
For an agency that had already left a mark on the industry, 2024 was about blazing more trails. The pinnacle of this dominance came with its recognition at the Lagos Advertising and Ideas Festival (LAIF), where Insight Publicis was named the Most Creative Advertising Agency of the Year—not by a slim margin, but by a landslide. Beyond just being an accolade, the victory was a declaration of supremacy, an affirmation of the agency’s creative excellence and ability to execute world-class campaigns that drive business impact. “Our success at LAIF 2024, winning Agency of the Year, reinforces that Insight Publicis is setting the pace for the entire industry,”Ogunbambo says.
“In 2024, we didn’t just execute campaigns—we created moments that mattered. We turned nostalgia into relevance, product launches into cultural statements, and collaborations into game-changing movements. Through it all, we stood firm—an undeniable force, setting the industry standard,” Osagiede concludes.
Beyond 2024: Setting Sights on the Future
For many agencies, such a dominant year would be the peak. But for Insight Publicis, it is just another milestone. The agency is not content with short-term wins; it is building for the long haul, setting its sights on redefining not just 2025 but the future of advertising itself.
With its 50th anniversary on the horizon, Insight Publicis is thinking beyond survival. It is thinking legacy. It is looking at what the next 50 years will look like.
Ogunbambo offers a glimpse into this vision: “Approaching our 50th anniversary is not just a celebration of legacy—it’s a reaffirmation of our commitment to shaping the future of marketing communications in Nigeria and Africa.”
That future involves a deeper integration of AI and data-driven marketing, ensuring that brands connect with audiences in ways that are more intelligent, personalized, and culturally relevant. The agency is also expanding its thought leadership, reinforcing its role as the “University of the Industry” through formalized training programs, partnerships with academic institutions, and structured mentorship initiatives that will prepare the next generation of African marketing leaders.
Osagiede echoes this sentiment: “We are doubling down on thought leadership, publishing industry-defining insights, hosting masterclasses, and mentoring the next generation of creative and strategic minds.”
The Formula for Staying Power, Dominance & Excellence
For an agency in its forties, Insight Publicis has thrived where many contemporaries have faltered. Dolapo Ogunbambo attributes this to adaptability, innovation, and strong leadership. “Many agencies struggled to evolve, but Insight Publicis proactively embraced new technologies, consumer behavior shifts, industry trends, and cutting-edge business solutions, ensuring our relevance in every era,” he asserts.
The agency’s commitment to talent development has also played a huge role in its success. “We are intentional and aggressive about growing a younger team. Presently, about 68% of our team are under 30. More importantly, we ensure that they are equipped with best-in-class skills to build their competence and capacity, enabling them to compete globally.” Ogunbambo highlights.
He further highlights, “At Insight Publicis, our core values and philosophies are deeply embedded in our culture, work ethic, and strategic approach to marketing communications. These are the pillars that differentiate us from others in the industry: excellence as a standard, not an option. We believe that excellence is not an achievement but a continuous pursuit. Every campaign, strategy, and execution is held to the highest standard—this commitment has made us the leading force in the industry.
“Secondly, insight-driven creativity: Unlike agencies that create for creativity’s sake, we merge creativity with deep consumer insights, data, and behavioral science to create work that is not only great but delivers on effectiveness. This approach ensures our campaigns are not just engaging but deliver business results.
“The third is that we adopt a client-centric approach. Our operational philosophy is built around being strategic partners to our clients rather than just vendors. We understand their business objectives, market challenges, and industry landscapes, allowing us to craft solutions that drive real impact.
“Agility and innovation is yet another. We embrace new technologies, digital trends, and AI-powered solutions to stay ahead of industry shifts. Whether it’s programmatic advertising, AI-driven consumer insights, or social commerce strategies, we lead with innovation. Lastly, is our talent & people development. Our people are our greatest assets. We invest in continuous learning, mentorship, and leadership development, ensuring that our team remains at the forefront of the industry. This focus on talent has helped us sustain excellence across decades.”
He concludes: “In the words of our Founder and Chairman, Dr. Biodun Shobanjo, “if we do great work (for our clients and ourselves) and treat our people right, fame and fortune will follow.” These principles are the foundation of our success, ensuring that Insight Publicis continues to lead, influence, and shape the marketing communications industry in Nigeria and beyond.”
Redefining Creativity with Data and Purpose
Looking ahead to 2025, Insight Publicis is setting new industry benchmarks. “Braver creativity is the goal,” Osagiede affirms. “We will push bold, culturally disruptive storytelling that goes beyond advertising to shape behavior, influence society, and drive business results.”
The agency is also leaning into AI and data-driven insights to create hyper-personalized campaigns. “AI isn’t going anywhere, and we are embracing that head-on. Expect deeper AI-driven consumer intelligence that delivers culturally relevant campaigns that don’t just talk at audiences but evolve with them,” he explains.
The Road to 50: A Legacy of Innovation
As Insight Publicis nears its 50th anniversary, it continues to position itself as a thought leader. Ogunbambo sheds light on the agency’s long-term vision: “We are doubling down on thought leadership, publishing industry-defining insights, hosting masterclasses, and mentoring the next generation of creative and strategic minds.” The establishment of the Insight Publicis Academy further demonstrates this commitment.
Additionally, the agency is at the forefront of AI-driven marketing innovations, integrating automation and behavioral analytics into campaigns. “Our goal is to create a hybrid of human creativity and machine intelligence that delivers unprecedented impact in advertising,” says Ogunbambo.
Evolving with Changing Consumer Behaviors
Understanding shifts in consumer behavior is another area where Insight Publicis excels. Osagiede highlights: “The Nigerian consumer is evolving rapidly, becoming more digitally savvy and value-conscious. Our job is to stay ahead of these changes and craft marketing solutions that meet consumers where they are.”
The agency’s ability to blend traditional storytelling with emerging technologies has set it apart. From AI-powered creative solutions to immersive digital experiences, Insight Publicis continues to push boundaries, ensuring that brands remain culturally relevant while delivering tangible business results.
The journey to 50 years is not just about celebrating past successes; it is about laying the foundation for the next 50 years of innovation, leadership, and creative excellence. And as 2025 approaches, one thing is certain—Insight Publicis is not just keeping pace with the industry; it is leading the charge, shaping the very future of advertising in Nigeria and beyond.
Redefining 2025 and Beyond
While 2024 was a year of dominance, 2025 is shaping up to be even more transformative for Insight Publicis. The agency is already setting new industry benchmarks, exploring bolder storytelling techniques, AI-powered consumer insights, and real-time campaign adaptability that ensures brands stay ahead of trends rather than chase them.
As the marketing communications landscape shifts, Insight Publicis remains the gold standard in Nigeria’s advertising space. With a rich legacy, an innovative mindset, and a future-focused leadership, the agency is poised to continue redefining storytelling, brand engagement, and creative excellence. “2025 is not just about what’s next—it’s about what’s necessary. Insight Publicis is ready to lead the charge,” Osagiede concludes.
The road to 50 years is not just about celebrating past successes. It is about laying the foundation for the next 50 years of innovation, leadership, and creative excellence. And as 2025 is fast nearing the end of its first quarter, one thing is certain—Insight Publicis is not just keeping pace with the industry; it is leading the charge, shaping the very future of advertising in Nigeria and beyond.