We Must Protect The Integrity Of the Marketing Profession – Bayo-Ajayi On Professionalism, Ethics & The Future Of Marketing

Dr. Bolajoko Bayo-Ajayi is the President of the National Institute of Marketing of Nigeria (NIMN) and Managing Director/CEO of Purple Pearl Consulting Ltd. As the first female to lead NIMN, she brings extensive cross-industry experience and a clear vision for transforming the marketing profession in Nigeria. In this exclusive interview with Brand Communicator’s Jeremiah Agada, Dr. Bayo-Ajayi discusses her five-point agenda, the critical importance of professional standards, talent development initiatives, and what Nigerian marketers must prioritize in 2026.

As the first female President of NIMN, what core responsibilities define your role, and how do you plan to strengthen the institute’s relevance locally and globally?

The core responsibility of NIMN is upholding professional marketing standards. We focus on integrity, ensuring that ethical codes of conduct are maintained, and that standards are clearly defined. In essence, NIMN is the regulator of the marketing industry, and this responsibility is backed by law.

When I assumed office, I came in with a five-point agenda that summarizes what I believe NIMN needs at this time. Point one is strengthening member engagement and reviving members’ pride. Being a member of NIMN should be a source of pride, and members should be proud to recommend and introduce others to the institute. This is both internal and external. We have different tiers of membership: individual members at various levels and corporate members. We want to ensure that members are not just members on paper or just by using the NIMN post nominals (fnimn, mnimn, amnimn, animn) after their names only. We want to build a strong community where members are actively engaged.

The second pillar is driving advocacy. Advocating for professional standards requires significant external engagement. According to the Act that established NIMN, you cannot practice marketing without being a member of NIMN. Anyone doing so is operating outside the law. Our advocacy work involves letting individuals understand why they should join, while demonstrating the value that comes with NIMN membership. Compliance with the NIMN Act is critical. We’re also engaging with government because marketing is foundational to the economy…it’s not just commercial. Across the economy, NIMN is a partner that helps government achieves its objectives. Our advocacy extends to other regulators, sectoral bodies, and various stakeholders.

The third pillar is Promoting Excellence. Any organization that does not have excellence as a core value risks allowing people to do whatever they like, however they like. I emphasize this internally with my team. Everything we do must be done excellently. We’re driving excellence in our operations at the secretariat, in our engagement with stakeholders, and in everything we undertake.

The fourth pillar is Collaboration and Boosting the Organization’s visibility. We have partnerships and strategic alliances with the Lagos Business School, APCON, and NIPR locally. Globally, we have an MOU with the Chartered Institute of Marketing UK, which strengthens marketing practices and exposes our members to global best practices. We’re also affiliated with the African Marketing Confederation, a body that encompasses all marketing associations and institutes across Africa. There’s an annual drive engagement, conference where we contribute to strategic conversations and discussions. These partnerships help boost our image and ensure our members benefit from these collaborations.

The fifth pillar is championing Diversity and Inclusion. We recognize that we are one body with different people, different demographics, and different sectors within the marketing industry. It’s important that we recognize these differences while emphasizing our commonality. We have initiatives to strengthen the understanding that we are one, but diverse.

This is my plan to strengthen the relevance of NIMN locally and internationally.

Professional standards and ethics are critical to the marketing profession. How is NIMN addressing issues of professionalism, regulation, and credibility in the industry?

It’s important that we have conversations about professionalism and ethical practices. When we look at ethical practices, we examine them vis-à-vis how marketing should be practiced. The standards have been set in place and continue to be updated. If you look at other professional bodies in Nigeria, you’ll see that there are consequences for violating codes of conduct and ethics, and members are held accountable. That’s where we’re going as an institute, because the integrity of the profession needs to be protected and strengthened.

When people are inducted into our institute, they take what we call the pledge—it’s like an oath-taking exercise. There’s also the code of conduct, which means that as a member of NIMN, you are accountable for your professional practice. If you run foul of that code of conduct, there are consequences.

For us, it’s about ensuring that the integrity of the marketing professional is protected. We need to enforce our mandate. The Act mandates the free practice of marketing and thus the code of conduct, which sets very clear ethical boundaries. The Act specifies penalties for violations. We must drive accountability.

How are we going to do this? We’re going to make our voice heard more. We are going to speak more. We are going to make this a topical issue that we’ll address internally and externally. We’ll also create platforms where members can be called out if they violate the codes of conduct.

Regarding regulation, particularly advertising regulation, since part of ethical marketing applies to the claims brands make about product efficacy, ARCON is the body that regulates that aspect, so I won’t delve into that.

Our focus is ensuring that the credibility of the industry is protected through the actions of our members, and that we hold our members accountable. It is important that our brands and our people earn the respect they deserve locally and globally. The credibility of marketing professionals, especially NIMN members, must not be called into question. This is something we are going to focus on intensively.

Talent development remains a concern in the marketing sector. What strategies are you implementing to prepare the next generation of Nigerian marketers for global competitiveness?

There’s a knowledge gap in the industry. I think older professionals may not be doing enough to help bring up the younger ones and bridge that gap. On the other hand, younger professionals are sometimes impatient and want to reach the top immediately without going through the learning process.

As an institute, we recognize this challenge and have several initiatives in place.

Let me start from the entry point. We have people studying marketing in universities, and much of what they learn is theoretical…maybe case studies from other contexts, but primarily theoretical. When they finish school and enter the business world, they often have to figure things out for themselves.

One initiative I am implementing is an internship program. I’ve been engaging with marketing directors to provide opportunities for marketing students to do internships with their organizations. If students have the opportunity to enter the workplace while still in school, it helps broaden their horizons and gives them early exposure to the practical aspects of marketing.

A key aspect of NIMN statutory function is accreditation of institutions undertaking Marketing as a course of study. This allows for standardization of curriculum. We have a student conference that brings the industry to the students through interactions and relevant topics for discussion, as well as case studies. Our Learning & Development programs also provide such opportunities for learnings, knowledge transfer and engagement.

Another initiative we are launching next is structured mentorship. There’s tremendous talent in this industry, and while some people are doing good work informally, we want to create a structured program where seasoned professionals can mentor emerging talent over a sustained period. This helps ensure there is no gap in the pipeline and strengthens the knowledge base within the industry. Young marketers need people to aspire to and people who can guide them through the process.

All of these will help us develop future marketing leaders who will uphold professionalism in the industry. We also have a learning and development team working to strengthen our faculty and programs in terms of capability development for our members.

Marketing today increasingly integrates data, creativity, technology, and culture. In your view, what major shifts should Nigerian marketers be prepared to adapt to in 2026?

We have already seen some trends that started in previous years, and in 2026, they’re probably moving toward maturity—not full maturity, but tending in that direction.

Internet penetration continues to increase, meaning the majority of consumers are now online. This is an opportunity, but if brands fail to capitalize on it, it can also work against them. Marketing has evolved beyond the days of spray-and-pray approaches. Now it’s data-driven. Marketers must make better use of data to deliver personalized experiences to consumers in ways that create value for brands.

I also believe we’ll see more cultural storytelling this year. Storytelling has always had strong value in marketing. Beyond brands talking about functionality and functional value, storytelling helps endear people to a brand, builds bonds, and creates community. We see Nigerians embracing Nigerian culture across different sectors—music, fashion, and more. I believe cultural storytelling will be a significant trend this year, and marketers need to be aware and open-minded toward it.

Consumers will also hold brands more accountable in 2026. Because data exists, consumer footprints are everywhere, and brands can benefit from data analysis. However, consumers also care about privacy, so data privacy will be a critical factor that brands must navigate carefully.

Authenticity will always be essential in marketing—it doesn’t go out of fashion. Brands need to be authentic to who they are, and that authenticity must show in how they operate and engage with customers.

I also believe the upcoming election will have implications for how brands engage this year. We might see shifts in communication platforms and strategies. With all the noise out there, brands need to be smarter about engaging with their consumers to cut through the clutter.

Finally, sustainability is increasingly important. We’re finding that Gen Z consumers patronize brands that have sustainability as part of their agenda. It’s important that brands begin to look at how they drive sustainable marketing in their operations.

You have extensive experience across multiple sectors. What cross-industry lessons should marketers pay closer attention to in 2026?

Cross-industry experience teaches marketers to appreciate different consumer behaviors, operational strategies, and storytelling approaches across sectors. Understanding these differences helps marketers adopt best practices, innovate, and tailor strategies to both local and global contexts. The ability to learn from one industry and apply those insights to another is invaluable for staying competitive and relevant.

As the first female president, how has your reception been, and how have stakeholders related with you?

When I was elected, the sentiment about being the first female president was quite high. Interestingly, it wasn’t even on my mind until an older woman pointed it out to me before my election.

I would say I’ve had very good support, both internally and externally. Within NIMN, people have reached out to tell me, “We’re ready to work, we’re ready to support you if you ever need us.” That was very encouraging to hear.

Externally, I’ve also had several stakeholders (even people outside of marketing) reach out with their support. Personally, throughout my career, I’ve never focused on gender. People who work with me know that. I don’t operate based on being a woman or use that as an excuse. I do my work, and I probably push myself harder to ensure there’s no gap where someone could say, “Oh, it’s because she’s a woman.”

I’ve never really positioned myself on a gender platform. But of course, you appreciate the importance of the statistics, the first female to hold this position. I believe a lot needs to be done, and I’m approaching this strategically. The five-point agenda is a roadmap for what my presidency will look like and the initiatives I’ll implement.

Basically, it’s been a good experience these past few months, and I’m grateful for it.

Finally, reflecting on your presidency, what legacy do you hope to leave behind?

The first would be professional transformation…embedding ethics, professionalism, and credibility into the marketing profession in Nigeria. I want NIMN to be recognized as a globally respected organization, and I want marketing to be seen as a strategic driver of national growth.

I want marketing to receive the respect it deserves beyond the marketing industry and be recognized as a strategic driver of national development and not just a commercial activity. I also want to ensure that marketing is practiced only by professionals, giving it the respect it deserves from a professional standpoint.

The second legacy is redefining leadership. I want to be remembered as someone who pushed the frontier on excellence, inclusivity, and creating platforms for others to access leadership positions in marketing. It’s about opening doors and setting standards that will outlive my tenure.