The MUSON Centre in Lagos came alive with energy and creative brilliance over the weekend as the Advertisers Association of Nigeria (ADVAN) hosted the 2026 ADVAN African Awards for Marketing Excellence. The prestigious event drew leading voices in marketing and business from across the continent for an evening dedicated to celebrating brands and individuals driving innovation, shaping industry standards, and contributing significantly to economic growth.
With nearly 200 entries submitted across multiple categories, this year’s edition marked a significant milestone in the evolution of the awards. Notably, an international panel of judges was introduced, reinforcing the platform’s commitment to global best practices and elevating its credibility on the African marketing stage.
In his welcome address, ADVAN President, Osamede Uwubanmwen, commended the industry for its continued growth and the exceptional quality of submissions. He encouraged participants to embrace continuous learning, noting that the awards serve not just as recognition but as a platform for knowledge sharing and industry advancement. He reaffirmed ADVAN’s role as a champion of innovation and strategic excellence within the marketing ecosystem.
The highlight of the evening was the announcement of winners, showcasing a compelling mix of legacy brands and emerging innovators. Indomie reinforced its long-standing market dominance by clinching the Legacy Brand of the Year award, ahead of MTN and Haier Thermocool. The brand also secured top honours in the Digital and Social Media Campaign of the Year category, underlining its continued relevance in the digital space.
Terra Cube emerged as Brand of the Year, outperforming strong contenders including Indomie and Golden Morn. The awards further celebrated excellence across key marketing disciplines. Coca-Cola won Consumer Promotion of the Year, while Three Crown led in the Experiential Campaign category. Stanbic was recognised for its impact-driven initiatives, winning CSR Campaign of the Year, with Cowbell and Hypo following closely behind.
Innovation remained a central theme throughout the ceremony. AddMe claimed Innovation of the Year, while Golden Terra stood out in the Best Use of AI category. In the New Brand/Extension/Revitalisation category, Golden Morn took the top spot, reflecting its strong market repositioning and consumer appeal.
The event also highlighted indigenous excellence, with Golden Morn winning Indigenous Brand of the Year, followed by Peak and AddMe. Other notable recognitions included Dulux for Judges’ Choice, Chupa Chups as People’s Brand, Peak Milk for Campaign of the Year, and Morning Fresh for Public Relations Campaign of the Year.
Delivering the keynote address, Obafemi Banigbe, CEO of T2Mobile, challenged brands to rethink traditional marketing approaches in an increasingly dynamic and culturally driven environment. He emphasised that the future of marketing lies beyond boardroom strategies, urging brands to build communities and connect authentically with culture to remain relevant.
Beyond brand achievements, the ceremony honoured outstanding business leaders whose contributions continue to shape Nigeria’s corporate landscape. Among the distinguished honourees were Olusegun Alebiosu of First Bank of Nigeria, Girish Sharma of Guinness Nigeria, Karl Toriola of MTN Nigeria, and Chief Oladimeji Adekunle Osingunwa of Mouka Limited.
By celebrating both corporate excellence and visionary leadership, the ADVAN 2026 Awards reaffirmed its position as a benchmark for marketing excellence; one that not only recognises achievement but also inspires the future of the industry.