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Winning The New Attention Economy: How Data And Creativity Must Coexist To Drive Engagement
Marketing leaders face an unprecedented challenge: capturing and retaining audiences that are more fragmented than ever. As consumers sift through countless messages daily, the traditional playbook of “big idea” campaigns no longer…
Why FMCG Brands Must Think Like Data Companies To Stay Relevant In 2025
The Attention Economy Has Changed, So Must Your Strategy
Five years ago, launching a successful FMCG campaign meant hiring a top-tier agency, shooting a slick TV commercial, and backing it with enough media spend to dominate…
5 Important Things The New Marketing Director Of Nigerian Breweries Must Do
Since the news of the appointment of Sarah Agha as Marketing Director for Nigerian Breweries, the media have plastered her CV all over the place to the point that any further articles about the lady will be superfluous, more than…
When Strategy Misses the Mark: A Candid Look At GB Foods’ Use Of 2Face In Bama Sharwama Ad
How does a company that scores so highly with brand affinity and fit by partnering with Hilda Baci for its Gino Tomato mix and seasoning brand suddenly jump to using 2Face Idibia as the face of its next major food ad campaign? What…
Comics: Can Brands Utilise This Supple Medium To Grow Reading Culture Of Kid Consumers?
In Nigeria, May is the month most school kids look forward to with great anticipation and excitement. It is a month kids are celebrated in a very special way. During this period, governments at all levels, brands, religious groups,…
Is Nigeria Truly Ready To Host The World Public Relations Forum? After NPRW Uyo, I Might Have An…
Brand Communicator's Jeremiah Agada was in Uyo, Akwa Ibom State, to cover the recently concluded Nigeria Public Relations Week (NPRW), a flagship gathering of communication professionals across the country. This year’s edition was…
Sufferhead Marketing: How To Build A Brand With No Budget And Still Win
If you’ve never used your personal phone number as your brand’s official customer care line, are you even a real entrepreneur in Nigeria?
Let’s be honest: this is not Silicon Valley. It’s not even Sandton. This is Nigeria – the land…
AI And Its Promise Of Rendering Creatives Jobless
Every time something new (Technology) shows up, we panic. When GSM came, we said, “Who go afford am?” When the internet landed, we said, “Ah, this thing will take jobs.” When Google became a thing, teachers feared assignments…
Reputation Is Currency—Building Trust In Africa’s Financial Ecosystem
In Africa's financial landscape, trust isn't merely an intangible asset, it’s the fundamental currency that determines success. Recent events have dramatically highlighted this reality.
In early 2023, Nigeria's central bank…
Nigerian Brands, Where’s The Value?
It’s the market asking. I’m only a dispatch writer. Because, whenever a Nigerian brand announces increment in price, 2 kinds of market reactions typically follow it.
The first kind outrightly condemns the increment. With little to…