The Nigerian marketing industry must embrace stronger collaboration, ethical practice, and bold innovation if it is to achieve sustainable growth and global relevance, according to Udeme Ufot, Group Managing Director of SO&U.
Speaking as Chairman at the inaugural Brand Handlers Summit and Awards in Lagos, Ufot described the country’s marketing ecosystem as both dynamic and paradoxical. Despite its vibrant creativity and global recognition, he said, it remains fragmented, inconsistent, and underperforming.
“The Nigerian marketing ecosystem is alive, dynamic, and evolving before our eyes. Yet, if we are honest, its state today is a paradox – vibrant but fragmented, creative but inconsistent, promising but underperforming,” Ufot told participants.
He explained that true progress would depend not on individual brilliance but on how well brands, agencies, regulators, academia, and media work together. He urged brands to treat agencies as genuine partners, regulators to collaborate as co-drivers of growth, and media players to reposition as trusted allies in shaping impactful campaigns.
Investing in Talent and Technology
Ufot placed strong emphasis on capacity building, warning that the industry cannot thrive without sustained investment in talent. With digital transformation and artificial intelligence reshaping consumer expectations, he called on universities, institutes, and industry leaders to prepare professionals who are not only employable but also “future-ready.”
“If talent is the currency of modern marketing, then Nigeria must mint it in abundance,” he said.
He also reframed technology as an enabler, not a threat, urging marketers to harness data, analytics, and digital platforms to deepen insights, personalise consumer journeys, and track impact more effectively.
Ethics, Trust, and Nigerian Identity
While advocating innovation, Ufot warned that no ecosystem can flourish without ethics and professionalism. Trust, he argued, is the foundation of marketing. “Without it, even the most brilliant campaigns will collapse,” he said.
He also encouraged industry players to elevate Nigerian stories by embracing local culture, humour, language, and aspirations. “Our identity is not a weakness to be hidden; it is a strength to be celebrated,” he declared.
Marketing as an Economic Driver
Beyond brand building, Ufot positioned marketing as a critical pillar of economic growth, entrepreneurship, and nation-building. “In a country striving for growth, marketing is not a luxury, it is a necessity,” he affirmed.
Concluding his keynote, he urged the industry to reimagine its practices and embrace bold action. “Nigeria has everything it needs: creativity, resilience, diversity, and a population of over 200 million people with aspirations that drive demand. What is required now is alignment, purpose, and bold action. If we seize this moment, we can build an ecosystem that truly drives brand growth, strengthens our economy, and secures our place on the global stage.”
About the Summit
The inaugural Brand Handlers Summit and Awards brought together top voices in marketing, advertising, and media to share insights and celebrate excellence. The platform is positioned as a catalyst for collaboration and higher industry standards, with the goal of shaping the future of Nigeria’s marketing communications landscape.
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