Top leaders in Nigeria's marketing and public relations sector have issued a powerful call for a renewed commitment to excellence across the industry. The appeal was made at the prestigious Brandcom Awards 2025, held recently in Lagos.
A Unified Call for Higher Standards
The event saw prominent figures, including Ike Neliaku, President of the Nigerian Institute of Public Relations (NIPR), and Tolulope Medebem, President of the Experiential Marketers Association of Nigeria (EXMAN), emphasise the critical need for professionalism. Neliaku praised the awards' convener, Joshua Ajayi, for turning a visionary idea into a celebrated accomplishment that has achieved great feats over the years. He stressed that excellence must become a lasting legacy for the industry.
Building a Sustainable Ecosystem
In an interview, EXMAN's Tolulope Medebem provided a detailed blueprint for achieving sustainable excellence. She stated that excellence is a deliberate outcome, not accidental. "It is the outcome of discipline, professionalism and continuous investment in talent," she told The Guardian.
Medebem outlined several key requirements for the industry's growth:
- Strengthening ethical frameworks across all operations.
- Encouraging comprehensive capacity building for practitioners.
- Deepening reliance on data-driven insights for decision-making.
- Fostering inter-agency collaboration instead of working in isolated silos.
- Fully embracing technology, from AI to MarTech tools, to boost creativity and efficiency.
She argued that a culture which rewards innovation, accountability, and measurable impact is fundamental for long-term success.
Collaboration is Key to Global Competitiveness
Medebem highlighted the crucial role of industry bodies working in unison. She pointed to the need for continued collaboration among:
- National Institute of Marketing of Nigeria (NIMN)
- Nigerian Institute of Public Relations (NIPR)
- Experiential Marketers Association of Nigeria (EXMAN)
- Association of Advertising Agencies of Nigeria (AAAN)
- Media Independent Practitioners Association of Nigeria (MIPAN)
- Out-of-Home Advertising Association of Nigeria (OAAN)
- Advertisers’ Association of Nigeria (ADVAN)
These associations, she noted, must work with regulators to elevate standards and create an enabling environment. "We have the talent, we have the ideas and have a vibrant consumer market," Medebem said. "What we now need is consistent alignment and an unwavering commitment to best practices." She expressed confidence that with a focus on professionalism and innovation, Nigeria's marketing communications sector can not only compete globally but also set new benchmarks for Africa.
Bolajoko Bayo-Ajayi, President of the NIMN, echoed these sentiments, commending Joshua Ajayi and his team for organising the impactful awards ceremony.
Recognising Excellence and Innovation
Joshua Ajayi, the convener, explained that the Brandcom Awards were specifically designed to spotlight and reward exceptional performance in all areas of marketing and brand management. The platform recognises both individuals and corporate giants who demonstrate outstanding influence in their fields.
Concluding her remarks, Medebem acknowledged the growing credibility of the Brandcom Awards. She observed that the platform has become a major event for celebrating innovation, professionalism, and leadership. Each edition, she said, reflects the dynamic evolution of Nigeria's marketing communications landscape, notably highlighting rising talent through recognitions like the 35 under 35 award category.
