•As Institute elects new executives

By Tunde Oso

Marketing leaders, academics, policymakers and business executives have called for a fundamental shift in how brands engage consumers, urging organisations to move beyond traditional marketing approaches and embrace community, culture and authentic human connection as the new drivers of relevance, influence and sustainable growth.

The call formed the central theme of discussions at the 2026 Annual Marketing Conference (AMC) and Annual General Meeting (AGM) of the Nigerian Institute of Marketing of Nigeria (NIMN), held in Port Harcourt under the theme: “Community, Culture and Connection: Reimagining the New Market.”

The conference convened some of Nigeria’s leading thinkers from academia, industry, government and professional bodies to examine the evolving dynamics of consumer behaviour, trust, influence and brand engagement in an increasingly complex and digitally connected marketplace.

Delivering the keynote address, Deputy Vice-Chancellor (Academic) of Pan-Atlantic University, Lagos, Prof. Uchenna Uzo, challenged brands seeking long-term relevance and growth to prioritise consistency, transparency and consumer education in their engagement strategies.

According to him, trust remains the most valuable currency in today’s marketplace, particularly in fragmented markets where consumers increasingly rely on recommendations from peers and trusted communities when making purchasing decisions.

“Consistency is key, especially when you operate in a fragmented market. It must reflect in your investments, engagements and the offerings you provide to your target customers,” he stated.

A major highlight of the conference was the unveiling of a landmark consumer insight report jointly developed by Lagos Business School and NIMN titled, “Community, Culture and Connection: Reimagining the New Market.”

Presenting the report, Prof. Uzo revealed that despite inflationary pressures and economic uncertainty, Nigerian consumers remain remarkably optimistic and aspirational, recording an average aspiration score of 7.5 out of 10.

The report found that peer networks, community influencers and faith-based leaders now play an increasingly significant role in shaping consumer aspirations and purchasing decisions. It also identified peer trust as one of the strongest drivers of buying behaviour across the country.

According to the findings, consumers are placing greater confidence in recommendations from trusted networks than in conventional advertising messages, reinforcing the need for brands to build authentic relationships and communities founded on trust, transparency and shared value.

Speaking during a panel session, Commercial Director of UAC Foods Limited, Dr. Ayo Awosika, described communities as powerful platforms through which brands can build meaningful relationships with consumers by embracing their cultural realities, interests and aspirations.

He noted that successful brands are increasingly differentiated by their ability to demonstrate genuine interest in consumers’ lives rather than merely promoting products and services.

Dr. Awosika also called for stronger collaboration between academia and industry to generate deeper consumer insights and better understand the factors influencing purchasing behaviour.

Also speaking, Prof. Chinyere Stella Nwulu of Rivers State University stressed the importance of policies that promote stronger relationships between organisations and host communities.

While acknowledging that many policies are well designed, she observed that weak implementation and poor accountability often undermine their effectiveness. She therefore called for stronger mechanisms to ensure policy objectives translate into meaningful outcomes for consumers and communities.

From a public sector perspective, Director-General of the Delta State Capital Territory Development Agency, Chief Patrick Ukah, highlighted the critical role of community engagement in effective governance and development.

According to him, many initiatives fail not because of inadequate knowledge or resources but because organisations and governments fail to establish genuine connections with the people they seek to serve.

“The missing link is not knowledge but connection,” he said.

Adding his voice to the conversation, President and Chairman of Council of the Nigerian Institute of Public Relations (NIPR), Dr. Ike Neliaku, described community, culture and connection as the defining pillars of business growth in the modern marketplace.

He noted that consumers are no longer simply purchasing products and services but are increasingly identifying with the values, purpose and stories represented by brands.

According to him, sustainable growth will be driven not by visibility alone but by trust, credibility and meaningful relationships that create lasting value for both businesses and society.

In her address, President and Chairman of Council of NIMN, Dr. Bolajoko Bayo-Ajayi, reaffirmed the Institute’s commitment to strengthening professionalism, ethical standards and regulatory compliance within the marketing profession.

She disclosed that NIMN would intensify enforcement of its statutory mandate requiring all marketing practitioners in Nigeria to register with the Institute, while continuing advocacy and stakeholder engagement efforts aimed at raising professional standards across the industry.

According to her, the initiative is designed to strengthen professionalism, promote ethical practice and enhance the credibility of marketing as a profession in Nigeria.

In her goodwill message, Managing Director and Chief Executive Officer of the Financial Institutions Training Centre (FITC), Dr. Chizor Malize, challenged marketers to harness the growing influence of culture, community and human connection to create sustainable business growth.

She observed that digital transformation has fundamentally altered consumer expectations and urged brands to build communities that inspire loyalty, advocacy and long-term engagement.

According to her, organisations that successfully integrate culture, community and connection into their strategies will be better positioned to thrive in an increasingly competitive and technology-driven business environment.

As discussions concluded, participants agreed that the future of marketing lies in understanding cultural contexts, building authentic relationships and creating meaningful experiences that foster trust, belonging and advocacy.

The conference reinforced the growing recognition that community, culture and connection have become the new currencies of influence, relevance and sustainable growth.

New Leadership Emerges as NIMN Concludes 2026 Council Elections

A major highlight of the Annual General Meeting was the successful conclusion of the Institute’s 2026 Council Elections, which produced a new set of officers and Council members to help shape the strategic direction and governance of the Institute.

In the election for First Vice President, Dr. Yakasai Ibrahim Yusuf, fnimn, secured a decisive victory with 332 votes, representing 78.49 per cent of votes cast.

For the position of Second Vice President, Dr. Chidi Nwankpa Sylvanus, fnimn, emerged victorious with 229 votes, representing 54.14 per cent of the total votes cast, ahead of Dr. Nwosu Evelyn Irekpitan, fnimn, who polled 176 votes.

Members also elected seven Council representatives to serve on the governing Council of the Institute. Ms. Amachree Sundayba Sandra, fnimn, topped the poll with 253 votes, representing 59.81 per cent of votes cast, followed by Dr. Joda Kehinde Adegbemiga, fnimn, who secured 224 votes.

Other successful candidates were Chief Gbagi Hope Moninu, fnimn (206 votes), Mr. Akomolafe Ayoola Obafemi, fnimn (203 votes), Mr. Junaid Bolaji (183 votes), Dr. Igwe Chinyere Emmanuel, fnimn (156 votes), and Chief Niyi-Ladipo Abisola, fnimn (147 votes).

The newly elected officers and Council members are expected to work closely with the Institute’s leadership to deepen professional excellence, strengthen member engagement, advance ongoing reforms and position NIMN for greater impact within Nigeria’s evolving marketing ecosystem.

Tolaram-Sponsored Student Marketing Conference Bridges Gap Between Classroom and Industry

Another major highlight of the conference was the Student Marketing Conference, sponsored by Tolaram Group, which brought together marketing students from tertiary institutions across Nigeria under the theme, “From Classroom to Marketplace.”

Speaking at the event, Chairman of the Student Conference Committee, Mr. Oluwafemi Adeniba, said the initiative was designed to bridge the gap between academic learning and industry practice by exposing students to real-world marketing experiences and contemporary industry expectations.

The keynote speaker, Mr. Onwudiwe Uche, a respected marketing and innovation leader, encouraged participants to remain innovative, consumer-centric and visionary as they prepare for careers in an increasingly dynamic marketplace.

The conference featured both group and individual competitions that tested participants’ marketing knowledge, creativity and strategic thinking.

At the end of the competition, Adajine Josiah Omeiza, a 300-level Marketing student of the University of Port Harcourt, emerged as the overall winner and was crowned the 2026 NIMN Market-Ready Marketer.

His prize package included a cash award of ₦150,000, a Winner’s Certificate, recognition as the 2026 NIMN Market-Ready Marketer, and fast-track recruitment consideration and employment opportunity with Tolaram Group.

Newman Nwachinemere Isaac, also a 300-level Marketing student of the University of Port Harcourt, emerged as First Runner-Up and received a cash prize of ₦100,000, a Certificate of Excellence and recognition at the symposium.

The Second Runner-Up position went to Nzuruike Uchechi Jennifer, a 300-level Marketing student of Ignatius Ajuru University of Education, who received a cash prize of ₦50,000, a Certificate of Excellence and special recognition.

All 13 individual finalists received Market-Ready Marketer Finalist Certificates, recognition as members of the Top 13 Student Marketers in the competition and inclusion in the NIMN Emerging Marketing Talent Pool.

The conference and AGM concluded with a renewed commitment by stakeholders to strengthen professionalism, deepen industry-academia collaboration and position marketing as a critical catalyst for sustainable economic growth and national development.

The NIMN is the statutory regulatory body for the marketing profession in Nigeria, which is responsible for regulating, controlling and determining the standards of knowledge, skills and practice required of marketing professionals while promoting ethical conduct, professional excellence and industry development.