mediaReach OMD: Redefining Nigeria’s Media Landscape In 2024, Pioneering Advertising Future In 2025

A Legacy of Innovation and Leadership

For over two decades, mediaReach OMD has proudly stood as a titan in Nigeria’s media and advertising industry. Established in 1999, the agency has not only weathered the dynamic shifts of the market but has consistently led its evolution, holding the No. 1 position in market share since RECMA audits began in 2011. Last year, the agency celebrated its 25th anniversary, doing so in style by reinforcing its reputation as a trailblazer through groundbreaking initiatives, cutting-edge technology, and an unrivaled commitment to client success.

Central to the success of this agency is its mission to be “Nigeria’s most trusted and professional media agency” by pioneering world-class solutions. Stephen Onaivi, Managing Director, encapsulates this ethos in the agency’s rebranded mantra: “We Create What’s Next.” This forward-thinking philosophy has driven mediaReach OMD to launch industry-defining platforms, promote thought leadership, and deliver measurable results for global and local brands alike.

With a vision to be Nigeria’s most trusted and professional media agency, pioneering world-class solutions, the agency is a people-driven, outcome-focused organization fueled by integrity, innovation, and accountability. The journey to actualizing its set vision is captured in its mission of being the first in revenue and reputation by delivering integrity-led solutions, media planning dexterity, value-based buying, prompt payments, and accountability while embracing continuous improvement and urgency.

Armed with values of professionalism, mutual and self-respect, client responsiveness, innovation, and integrity, the agency has created impact for clients’ brands, giving them the much-needed advantage to win in the marketplace.

Beyond its impact on brands, as a pioneer in the Nigerian media landscape, MediaReach OMD has been instrumental in setting industry standards and best practices. Through initiatives such as training programmes, knowledge-sharing sessions, and collaboration with regulatory bodies, the agency has contributed to the professionalization of the industry. As Onaivi adds, “We also collaborate closely with the relevant industry stakeholders like regulatory and sectoral groups on initiatives that foster collective growth and advancement of the industry. For example, we played a very active role in the inaugural study that quantified the value of the marketing communication industry and its contribution to the National GDP working with ARCON, relevant cross-sectoral groups and the consulting firm – PWC.”

2024: A Year of Industry Leadership and Breakthrough Innovations

Success is best measured by the success of brands in the marketplace and industry recognition. Recently, Indomie, one of the brands it works for, was crowned the prestigious Brand of the Year at the ADVAN Africa Awards for Marketing Excellence held in Lagos. Other big winners at the prestigious awards include Lush Hair, Colgate, and other brands the agency works for. The agency has also executed groundbreaking campaigns for Johnnie Walker, MoniePoint, Smirnoff, Dettol, and Kellogg’s, among others.

Indeed, it is easy to see that the agency boasts a ‘Midas Touch’ for helping brands succeed. The reason may not be far-fetched, as it leverages its affiliation with OMD’s global network to access cutting-edge tools and methodologies while tailoring these solutions to suit the unique needs of the Nigerian market. By adopting a “glocal” approach—combining global best practices with local insights—the agency ensures that clients benefit from world-class strategies that are both relevant and impactful in the local context.

Beyond the brands it works on, mediaReach OMD’s influence in 2024 was evident in its commitment to revolutionizing media strategy through advanced consumer intelligence, innovation, and industry engagement. A defining moment for the agency was the launch of the OMD Consumer Intelligence (OCI) platform in partnership with GeoPoll. This powerful tool has changed the way brands approach media planning by offering real-time consumer insights, making campaigns more precise and effective.

Mr. Onaivi highlights the importance of this platform, stating, “OCI has revolutionized how our team approach media strategy for clients in Nigeria & West and Central Africa. By offering real-time consumer insights, the platform provides a deeper understanding of audience behavior, preferences, and consumption patterns. This data-driven approach allows clients to make informed decisions, optimize media spend, and target audiences more precisely. In a market as diverse and dynamic as Nigeria, such tools are invaluable in bridging the gap between strategy and execution, ensuring campaigns resonate with the right audiences and deliver maximum ROI.”

Beyond data intelligence, mediaReach OMD strengthened its position as an industry thought leader through initiatives such as the Media Fact Book and Top Trends 2025. The Media Fact Book remains an essential resource for industry professionals, offering a detailed analysis of Nigeria’s media investments and consumer behavior. Meanwhile, Top Trends 2025 provided key insights into upcoming shifts in the business, consumer, and media landscape, identifying major trends such as media inflation, the rise of gaming, Video-on-Demand penetration, and the increasing role of AI in marketing.

Speaking on the accuracy of mediaReach OMD’s predictive insights, Onaivi noted, “The Top Trends for 2025 identified by mediaReach OMD reflect a keen understanding of both local and global market dynamics. Since inception, our Trends have maintained a prediction accuracy of over 90%. Trends such as media inflation, opportunities in gaming, Video-on-Demand penetration, localization of brands, the growing importance of personalization, and the increasing adoption of AI in marketing among many others align with broader industry indicators. By highlighting these trends, mediaReach OMD not only showcases its thought leadership but also equips its clients with the foresight needed to navigate the challenges and opportunities of the future.”

Another major highlight in 2024 was the launch of the Red Room initiative at the National Advertising Conference. Designed as a dynamic forum for real-time discussions on industry trends, the Red Room brought together marketing professionals, creatives, and influencers to collaborate and engage in meaningful conversations about the future of advertising and media in Nigeria.

In addition to these landmark initiatives, 2024 was a year of resounding industry recognition for mediaReach OMD. The agency reinforced its dominance by maintaining its No. 1 position in market share, a feat it has achieved consistently since RECMA audits began. With a 23.3% market share, mediaReach OMD remains the most trusted name in media planning and buying. As the only Nigerian agency to represent the country 11 times at the prestigious Cannes Young Lions Media competition since 2008, mediaReach OMD has also made history as the first African agency to achieve Top 6 global work at Cannes in both 2022 and 2024.

The agency also won three major industry awards, adding to an impressive tally of over 66 accolades, including prestigious honours such as the Pitchers Awards and Young Lions Awards.

A Future-Ready Approach

With 2025 nearing its second quarter, mediaReach OMD is setting the stage for continued success by leveraging cutting-edge technology, addressing media fragmentation, and investing in talent development. A major priority is the integration of AI and machine learning into media strategy, which will enhance predictive analytics and improve campaign performance.

Onaivi emphasizes the agency’s commitment to staying ahead of industry trends, stating, “As an agency, we envision a future defined by innovation, client success, and industry leadership. We will continue to invest in talent, technology, and thought leadership. We seek to empower brands, drive industry growth, and inspire the next generation of media professionals by solidifying its legacy as a trailblazer in the Nigerian media landscape.”

With a legacy built on excellence and a future powered by innovation, mediaReach OMD is not just an agency that shaped 2024—it is already making a lasting impact in 2025 and beyond.

A Legacy of Innovation and Leadership

For over two decades, mediaReach OMD has proudly stood as a titan in Nigeria’s media and advertising industry. Established in 1999, the agency has not only weathered the dynamic shifts of the market but has consistently led its evolution, holding the No. 1 position in market share since RECMA audits began in 2011. Last year, the agency celebrated its 25th anniversary, doing so in style by reinforcing its reputation as a trailblazer through groundbreaking initiatives, cutting-edge technology, and an unrivaled commitment to client success.

Central to the success of this agency is its mission to be “Nigeria’s most trusted and professional media agency” by pioneering world-class solutions. Stephen Onaivi, Managing Director, encapsulates this ethos in the agency’s rebranded mantra: “We Create What’s Next.” This forward-thinking philosophy has driven mediaReach OMD to launch industry-defining platforms, promote thought leadership, and deliver measurable results for global and local brands alike.

With a vision to be Nigeria’s most trusted and professional media agency, pioneering world-class solutions, the agency is a people-driven, outcome-focused organization fueled by integrity, innovation, and accountability. The journey to actualizing its set vision is captured in its mission of being the first in revenue and reputation by delivering integrity-led solutions, media planning dexterity, value-based buying, prompt payments, and accountability while embracing continuous improvement and urgency.

Armed with values of professionalism, mutual and self-respect, client responsiveness, innovation, and integrity, the agency has created impact for clients’ brands, giving them the much-needed advantage to win in the marketplace.

Beyond its impact on brands, as a pioneer in the Nigerian media landscape, MediaReach OMD has been instrumental in setting industry standards and best practices. Through initiatives such as training programmes, knowledge-sharing sessions, and collaboration with regulatory bodies, the agency has contributed to the professionalization of the industry. As Onaivi adds, “We also collaborate closely with the relevant industry stakeholders like regulatory and sectoral groups on initiatives that foster collective growth and advancement of the industry. For example, we played a very active role in the inaugural study that quantified the value of the marketing communication industry and its contribution to the National GDP working with ARCON, relevant cross-sectoral groups and the consulting firm – PWC.”

2024: A Year of Industry Leadership and Breakthrough Innovations

Success is best measured by the success of brands in the marketplace and industry recognition. Recently, Indomie, one of the brands it works for, was crowned the prestigious Brand of the Year at the ADVAN Africa Awards for Marketing Excellence held in Lagos. Other big winners at the prestigious awards include Lush Hair, Colgate, and other brands the agency works for. The agency has also executed groundbreaking campaigns for Johnnie Walker, MoniePoint, Smirnoff, Dettol, and Kellogg’s, among others.

Indeed, it is easy to see that the agency boasts a ‘Midas Touch’ for helping brands succeed. The reason may not be far-fetched, as it leverages its affiliation with OMD’s global network to access cutting-edge tools and methodologies while tailoring these solutions to suit the unique needs of the Nigerian market. By adopting a “glocal” approach—combining global best practices with local insights—the agency ensures that clients benefit from world-class strategies that are both relevant and impactful in the local context.

Beyond the brands it works on, mediaReach OMD’s influence in 2024 was evident in its commitment to revolutionizing media strategy through advanced consumer intelligence, innovation, and industry engagement. A defining moment for the agency was the launch of the OMD Consumer Intelligence (OCI) platform in partnership with GeoPoll. This powerful tool has changed the way brands approach media planning by offering real-time consumer insights, making campaigns more precise and effective.

Mr. Onaivi highlights the importance of this platform, stating, “OCI has revolutionized how our team approach media strategy for clients in Nigeria & West and Central Africa. By offering real-time consumer insights, the platform provides a deeper understanding of audience behavior, preferences, and consumption patterns. This data-driven approach allows clients to make informed decisions, optimize media spend, and target audiences more precisely. In a market as diverse and dynamic as Nigeria, such tools are invaluable in bridging the gap between strategy and execution, ensuring campaigns resonate with the right audiences and deliver maximum ROI.”

Beyond data intelligence, mediaReach OMD strengthened its position as an industry thought leader through initiatives such as the Media Fact Book and Top Trends 2025. The Media Fact Book remains an essential resource for industry professionals, offering a detailed analysis of Nigeria’s media investments and consumer behavior. Meanwhile, Top Trends 2025 provided key insights into upcoming shifts in the business, consumer, and media landscape, identifying major trends such as media inflation, the rise of gaming, Video-on-Demand penetration, and the increasing role of AI in marketing.

Speaking on the accuracy of mediaReach OMD’s predictive insights, Onaivi noted, “The Top Trends for 2025 identified by mediaReach OMD reflect a keen understanding of both local and global market dynamics. Since inception, our Trends have maintained a prediction accuracy of over 90%. Trends such as media inflation, opportunities in gaming, Video-on-Demand penetration, localization of brands, the growing importance of personalization, and the increasing adoption of AI in marketing among many others align with broader industry indicators. By highlighting these trends, mediaReach OMD not only showcases its thought leadership but also equips its clients with the foresight needed to navigate the challenges and opportunities of the future.”

Another major highlight in 2024 was the launch of the Red Room initiative at the National Advertising Conference. Designed as a dynamic forum for real-time discussions on industry trends, the Red Room brought together marketing professionals, creatives, and influencers to collaborate and engage in meaningful conversations about the future of advertising and media in Nigeria.

In addition to these landmark initiatives, 2024 was a year of resounding industry recognition for mediaReach OMD. The agency reinforced its dominance by maintaining its No. 1 position in market share, a feat it has achieved consistently since RECMA audits began. With a 23.3% market share, mediaReach OMD remains the most trusted name in media planning and buying. As the only Nigerian agency to represent the country 11 times at the prestigious Cannes Young Lions Media competition since 2008, mediaReach OMD has also made history as the first African agency to achieve Top 6 global work at Cannes in both 2022 and 2024.

The agency also won three major industry awards, adding to an impressive tally of over 66 accolades, including prestigious honours such as the Pitchers Awards and Young Lions Awards.

A Future-Ready Approach

With 2025 nearing its second quarter, mediaReach OMD is setting the stage for continued success by leveraging cutting-edge technology, addressing media fragmentation, and investing in talent development. A major priority is the integration of AI and machine learning into media strategy, which will enhance predictive analytics and improve campaign performance.

Onaivi emphasizes the agency’s commitment to staying ahead of industry trends, stating, “As an agency, we envision a future defined by innovation, client success, and industry leadership. We will continue to invest in talent, technology, and thought leadership. We seek to empower brands, drive industry growth, and inspire the next generation of media professionals by solidifying its legacy as a trailblazer in the Nigerian media landscape.”

With a legacy built on excellence and a future powered by innovation, mediaReach OMD is not just an agency that shaped 2024—it is already making a lasting impact in 2025 and beyond.