MACK HACK 1.0 ends with call on reigniting disruptive marketing ideas
By Oghale Mafuru
The maiden edition of the Mack Hack 1.0, a novel initiative of GDM Group and Eko Innovation Centre to expand the frontiers of the marketing and media ecosystem in Nigeria through disruptive and innovative solutions has officially come to an end with a renewed call on practitioners to reignite the industry through creative ideas that improve value delivery.
Delivering his keynote speech at the event held at the prestigious D’Podium Centre, Ikeja Lagos, Mr. Idorenyen Enang, President of the National Institute of Marketing of Nigeria, NIMN charged practitioners to continue to improve their knowledge of consumer engagement and channels of communication to improve on retail experience noting that effective deployment of channels in marketing communication depends on deep insights into the channels that align with the message and target audience.
He said: “We must learn to define how we use channels appropriately. It is always a big challenge and in doing that, there are certain disciplines that must come to play. Now if I take the ecosystem of omnichannel marketing within the Nigeria space, what is the first thing that hits you? I will say over 85 to 90. If I want to be generous, I will say 85% of our setting here really sits within the traditional. The second big piece in that ecosystem will be customer service”.
Curator of the event and founder of GDM Group and Eko Innovation Centre, Victor Afolabi while fielding questions from journalists stated that the initiative emanated from the desire to expand the frontiers of the marketing and media landscape through technology and disruptive ideas.
In his words: “We have looked at the marketing and the media landscape and have seen technology disrupting almost all industries all over the world. We foresee that to continue to deliver value to our clients, value to our consumers because the marketing and the media landscape is a very powerful industries that shape perceptions, opinions; drive narratives, create demand and ultimately a major driver of the economy of any organisation because it drives consumer demand and consumer purchases; we perceived the Nigeria marketing and media industry was ripe for disruption to co-create the disruption we anticipate”.
According to him, disruption and collaboration are required to revolutionise the marketing industry in response to the rapid shift in technological adoption globally.
Representing governor of Lagos State, Babajide Sanwo-Olu, Commissioner for Science and Technology, Lagos State, Mr. Hakeem Popoola reaffirmed the resolve of the Lagos state government to accelerate technology adoption in the state.
“Technology is everywhere and for us to really benefit from technology, we need to be innovative. Governor Babajide Sanwo-olu is very committed to harnessing the power of technology and if you can look around you today in Lagos you see what the government is doing with infrastructure. We are putting in quite a number of docks that will allow Fiber optic cables to spread all over the states. This will create a super highway for moving data and information which will propel Lagos to newer heights”.
The program, which had over 500 participants drawn from five continents of the world, saw team ‘LiveBic’ emerge as winner after a keenly contested pitch with other nine teams before a grand jury consisting of iconic marketing and media experts.
The winning team was awarded a cash prize of $10,000.
Some of the dignitaries present at the event are the Lagos State governor represented by the Special Adviser on Innovation & Technology, Olatubosun Alake, Executive Assistant, Commissioner for Science and Technology, Lagos State, Mr. Hakeem Popoola, President of the National Institute of Marketing of Nigeria, NIMN, Seyi Tinubu, CEO/Chairman, Loatsad Promomedia; Frankline Ozekhome, CEO & Head of Growth, Identiture Africa; and Muyiwa Aleshinloye, Head of Marketing, Wakanow, Assistant Regional Manager for Nestle’s Zone AOA (Africa, Oceania, and Asia), Kayode Oladapo, CEO, of Entod Marketing Ltd Iquo Ukoh, CEO, X3M Ideas, and President of the Association of the Advertising of Nigeria, AAAN, Steve Babaeko amongst others.
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