The success of marketing campaigns is no longer hinged solely on creative excellence. It now demands strategic collaboration, data-driven insight, technological fluency, and above all, strong agency-client partnerships. This was the thrust of the exclusive interview granted to Brand Communicator by Roseline Abaraonye, Marketing Director, Imperio Nigeria, on the sidelines of the ongoing Brand Experience (BEX) Summit organised by the Experiential Marketers Association of Nigeria (EXMAN) at the Balmoral Hall, Ikeja, Lagos.
The session that preceded the interview was a robust panel discussion titled “Data-Driven Creativity: The Intersection of AI, Analytics & the Consumer.” Moderated by Mr. Tunji Adeyinka, Group Managing Director of the Republicom Group, the panel featured a rich blend of insights from thought leaders including Dr. Uchenna Uzo of Lagos Business School; Kemi Longe, Profile Director for Southern West & Central Africa, Diageo; Oscar Onyinsan, MD/CEO, Rapid Broadcasting Network Limited; Feyi Olubodun, Founder & Managing Partner, Open Squares Africa; and Damilola Dania, Marketing Manager, Unilever Nigeria Plc.
However, it was Abaraonye’s take on agency-client relationships in the context of leveraging AI, consumer insights, and limited budgets that resonated most deeply, particularly at a time when brands are rethinking traditional engagement models.
A seasoned marketing professional with over two decades ‘experience, Roseline Abaraonye has led brands from inception to market leadership within Nigeria’s fiercely competitive FMCG sector, particular the Molfix baby diaper brand while she was the National Marketing Director at Turkish multinational giants, Hayat Kimya. She knows the rigour and discipline it takes to get there, and even more so, the value of collaboration.
Speaking exclusively with Brand Communicator, Abaraonye began by establishing the fundamental expectation she has from agency partners: “Agencies must add value to the table. Don’t just come and say you’re going to help me sell…I’m already selling. What else are you bringing?”
She emphasized the increasing importance of data, AI, and speed in decision-making, stressing that agencies should come equipped with insights that the client may not already possess. “Bring something to the table. Make yourself indispensable. That’s what agencies should focus on,” she said.
From the client’s perspective, she was equally candid. “Clients must begin to see agencies as partners, not outsiders. When we work as real partners, we share not just briefs but visions. That’s how I was able to build a brand from scratch to market leadership. We partnered, we shared ideas, and we were flexible.”
In her experience, Abaraonye believes the biggest barrier to effective collaboration is the failure to nurture that sense of joint ownership. “Real partnership means sometimes you waive certain things, you try something new, not everything is about the money. It’s about ideas, insight, and trust.”
The conversation inevitably turned to the role of AI and how both clients and agencies must adapt their strategies in light of shrinking consumer spending and reduced marketing budgets. According to her, the pressure of tighter budgets must inspire more intelligent marketing, not less of it.
“We’re dealing with reduced consumer purchasing power and declining marketing budgets. Yet the expectations from marketing remain high. That’s where data and AI come in. With AI, we can hyper-target, personalize, and optimize campaigns for impact, even on a shoestring budget.”
She referenced the ADVAN award criterion on “marketing on a shoestring” as a model for lean brand building. “It’s possible to promote a brand effectively with limited resources if you’re driven by insight. Insight helps us go where the consumer is, speak directly to them, and cut the noise. Paparazzi campaigns are what kill businesses,” she noted.
According to her, agencies that align with the client’s realities, including budget constraints, and still manage to deliver impact are the ones that earn long-term trust. “If my agency knows I don’t have money but is still willing to partner with me, gather insights, and creatively circumvent the challenge, that’s a partner I will keep.”
She also issued a clear challenge to agencies: “Ask yourself, how indispensable are you to your client? Can they drop you tomorrow and not feel it? If the answer is yes, then something is wrong. You must be bringing value, values like insights, foresight, creative solutions, and ease.”
Abaraonye also calls for a mindset shift on both sides of the aisle. For agencies, the challenge is to stop being passive implementers and start becoming strategic advisors. For clients, the task is to stop seeing agencies as vendors and start embracing them as integral to brand success.
“Agencies need to reevaluate the values and additional value they bring, while clients need to reassess their partnership stance. Are you treating your agency as a strategic partner or as a tool? If you don’t see them as a partner, they will never act like one,” she concluded.