By Efe Onodjae

Stakeholders in Nigeria’s marketing and creative industry have identified culture as a critical driver of modern brand strategy, urging businesses to rethink their engagement models in response to a rapidly evolving media and consumer landscape.

This formed the thrust of discussions at the ADVAN African Awards for Marketing Excellence 2026, where industry leaders highlighted the growing influence of creators, communities, and cultural expression in shaping consumer behaviour.

In his keynote address, the Chief Executive Officer of T2, Obafemi Banigbe, said the era of brand-controlled narratives was fading, giving way to a decentralised system driven by consumers and content creators.

Speaking on the theme, “Culture is the New Infrastructure,” Banigbe noted that Nigeria’s creative economy is redefining how brands connect with audiences and distribute value.

“Marketing has changed forever,” he said, stressing that influence now resides largely with creators and communities rather than corporations.
He cited the rise of viral Nigerian content, from everyday food showcases featuring amala, boli, and shawarma to grassroots cultural events such as the Oju Oba Festival, as evidence of how organic storytelling is driving engagement and consumer action without direct brand involvement.
According to him, brands must shift from attempting to control narratives to participating authentically in cultural conversations already shaped by their audiences.

However, he identified monetisation as a major challenge within the ecosystem, noting that many Nigerian creators struggle to earn sustainable income despite their growing global visibility.
Banigbe attributed this to fragile revenue models heavily dependent on foreign platforms such as YouTube and streaming services, warning that recent uncertainties surrounding these platforms underscore the need for more resilient, locally driven systems.

He called on industry stakeholders to invest in infrastructure that supports creators through improved distribution channels and structured monetisation frameworks.

Earlier in his welcome address, President of the Advertisers Association of Nigeria (ADVAN), Osamede Uwubanmwen, emphasised the importance of collaboration and community in advancing the marketing industry.
He described the awards as more than a celebration of excellence, noting that it also serves as a platform for learning, dialogue, and partnership among professionals.
“Our strength lies in our willingness to listen, recognise contributions, and grow together as a community,” he said, urging participants to actively engage and share insights.

Uwubanmwen added that sustained growth in the sector would depend on continuous knowledge exchange and collective effort across markets and disciplines.
Stakeholders at the event agreed that while Nigeria’s creative economy holds significant potential, unlocking its full value will require deliberate investment in infrastructure, stronger collaboration, and policies that support creators at the centre of cultural production.