Top marketing executives, media strategists, and regulatory leaders converged at the Abuja Continental Hotel on Thursday, November 12, 2026, during the 6th National Advertising Conference (NAC 2026) to examine how Nigeria’s marketing communications ecosystem can navigate shifting consumer dynamics, macroeconomic pressures, and evolving media measurement standards.
Anchored on the conference theme, “Repositioning the Marketing Communications Industry for the Next Frontier,” Thursday’s sessions featured robust high-level dialogues, notably the flagship CMO Forum titled “Re-thinking Marketing Communications: The CMO’s Perspective,” alongside mediaReach OMD’s “Red Room” thought-leadership series.
Speaking during the CMO Forum, Chioma Mbanugo, Chief Marketing Officer at PZ Wilmar / PZ Cussons, underscored the urgency for brand custodians to realign their value propositions with current household realities.
She noted that marketing communications can no longer rely on legacy playbooks or operate in isolation from consumer purchasing power. According to Mbanugo, modern brand leadership demands agility, localized empathy, and purposeful storytelling capable of balancing long-term brand equity with immediate commercial performance.
Joining her on the CMO panel, Idemudia Dima-Okojie, Marketing Director for West Africa at Mastercard, emphasized the intersection of technology, consumer trust, and practical utility. Drawing from digital and financial ecosystems, Dima-Okojie stated that brands must transition from broad, one-size-fits-all messaging to data-driven, hyper-personalized consumer journeys.
He maintained that consumers gravitate toward brands that eliminate everyday friction points, urging practitioners to look beyond conventional advertising silos toward cross-sector collaborations, passion-point engagement, and measurable value creation.
Offering insights from a fast-moving consumer goods (FMCG) perspective, Manpreet Singh, Chief Marketing Officer at Tolaram Group, highlighted scale resilience and deep consumer insight as vital pillars for sustaining market share and brand loyalty during periods of economic disruption.
In parallel media and measurement discussions, including mediaReach OMD’s “Red Room” session moderated by Emmanuel Adediran, Business Unit Director at mediaReach OMD / Acuity Ltd, participants examined the imperative of verifiable audience data and media accountability.
Featuring Dr. Charles Ebuebu, Director-General of the National Broadcasting Commission (NBC), and Patrick Gomes, Chief Operating Officer of First Media and Entertainment Integrated Limited (FMEIL), the dialogue served as a critical companion to the conference plenary presentation of early data from the DeepMove Meter television audience measurement system.
Contributing a headline sponsor and media leadership perspective at the conference, Adeola Amosun, Group Head of Media at Tolaram Group, stressed that repositioning the industry requires deeper collaboration among advertisers, agencies, regulators, and media owners. Amosun emphasized that verifiable reach quality, media cost-efficiency, and strategic affordability, lowering barriers to entry for everyday consumers rather than merely discounting, are essential for justifying marketing investments and driving sustainable market growth.
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