A Business Unit Director at mediaReach OMD Nigeria,
Emmanuel Adediran, has urged Nigerian brands to prioritize integrity and talent development as core drivers of growth.

Speaking at the Brand Handlers Summit & Awards on August 29, Adediran emphasized that consumer trust and human capital are critical to navigating economic challenges.

“Every brand that has weathered these challenging times deserves recognition. Yet, as we look ahead, we must address the realities of subdued consumer confidence, fragmented attention, and the urgent need for renewed trust,” he said, addressing a room of marketing professionals and brand custodians.

He highlighted actionable strategies for Nigerian brands, including sustainability, talent development, industry collaboration, and local innovation to tackle challenges such as financial inclusion and logistics.

Adediran also urged brands to leverage digital tools and AI, noting the untapped potential of technology in Nigeria and emphasizing that digital innovation is critical to driving growth and operational efficiency.

“At mediaReach OMD, we are proud to be among Nigeria’s first AI-powered agencies, using technology to deliver superior outcomes,” he added.

Adediran stressed that integrating brand-building with performance marketing and adopting holistic KPIs are essential for long-term success.

Adediran’s career spans FMCG, banking, fintech, edutech, luxury, media, and telecom sectors, with a track record of driving growth for over 25 top brands.

A member of the Harvard Business Review Advisory Council and Forbes Council, he co-authored Africa’s Goldmine.

Adediran has contributed to landmark industry reports, mentoring the next generation of marketing leaders through Lagos Business School and Alphabeth Media Academy.