It was a night of celebration and nostalgia as Kunle Onime, one of Nigeria’s most respected marketing professionals, received the Edge Experiential Marketing Legend of the Decade award at the MARKETING EDGE Awards.

The glamorous ceremony held at the Balmoral Convention Centre in Lagos.

The honour crowned a career defined by innovation, strategic thinking, and a seamless evolution from hands-on experiential practice to radio broadcast entrepreneurship.

A Journey Defined by Creativity and Vision

Onime’s professional journey has been nothing short of dynamic.

Known for his creative energy, strategic brilliance, and passion for consumer engagement, he built a reputation as one of the most formidable minds in experiential marketing.

Obviously, this was before venturing into the world of radio broadcasting.

 

He is also one of the founding members of the Experiential Marketers Association of Nigeria, known today as EXMAN.

Without doubt, this is a professional body that has played a vital role in institutionalising experiential marketing as a structured discipline in Nigeria.

Early Career and Foundational Experience

Onime’s career began in the early 1990s when he served as Promotions and Public Relations Manager at DP Lekki Nigeria Limited.

 

There, he was responsible for organising corporate events and managing the public image of the company.

His flair for strategic brand communication and event coordination quickly distinguished him as a rising talent in the industry.

He later joined Group Africa (EXP) as Operations Director for West Africa, where he oversaw operations in Nigeria, Ghana, Côte d’Ivoire, and Cameroon.

In that role, he coordinated large-scale experiential and promotional campaigns, honing his expertise in cross-border brand engagement and operational leadership.

In addition, his work at EXP set the stage for a new wave of experiential innovation across the region, introducing structured campaign planning and regional coordination in a sector that was still taking shape.

Building MPC and Shaping an Industry

In 1999, driven by a vision to create a homegrown experiential marketing powerhouse, Kunle Onime founded Marketing and Promotions Concepts Limited (MPC).

As Managing Director and Chief Executive Officer, he has led MPC for over 26 years, transforming it into one of Nigeria’s most respected agencies in experiential marketing and brand activation.

Under his leadership, MPC has championed creativity, innovation, and excellence in brand experiences.

Not only that, the company has delivered groundbreaking campaigns for both multinational and indigenous brands, combining strategic insight with cultural relevance.

Celebrating 26 years of creativity and impact, MPC has inspired campaigns, elevated brands, and connected people through experiences that continue to define the industry’s evolution.

Obviously, through MPC, Onime has nurtured a generation of marketing professionals.

Besides this, he has contributed to capacity building, and strengthened the framework for experiential practice across Nigeria.

Transitioning from Experiential to Radio Broadcasting

Meanwhile, speaking with MARKETING EDGE, Onime described his transition from experiential marketing to radio as a natural progression of his mission to connect brands and audiences more deeply.

In 2019, he expanded his creative frontier by establishing Roots 97.1 FM, where he serves as Managing Director.

He explained that the station was founded to bridge entertainment, community engagement, and brand storytelling.

“Roots 97.1 FM is not just another radio station,” he said, “it is a living space for brand conversations, creative activations, and consumer participation.”

Through it, he collaborates with media planners, buying agencies, and advertisers to deliver campaigns that resonate emotionally while maintaining measurable impact.

Roots 97.1 FM as a Hub of Brand Experience

Since its establishment, Roots 97.1 FM has redefined radio engagement across its host state and neighbouring regions.

It has become a hub for experiential extensions.

Most especially, hosting live brand activations, audience-driven programmes, and interactive shows that connect listeners directly with the brands they love.

Onime noted that this fusion of experiential philosophy and broadcast technology has created stronger bonds between advertisers and communities, turning listeners into loyal brand advocates.

Championing the Evolution of Experiential Marketing

Reflecting on the changing landscape of experiential marketing, Onime observed that the discipline has become increasingly data-driven and technology-led.

He highlighted that clients now demand more than visibility; they expect measurable impact, real-time engagement, and seamless integration across digital platforms.

He explained that successful experiential campaigns must now merge with radio storytelling, social media interactivity, and digital ecosystems to achieve full audience immersion.

Navigating a Competitive Media Landscape

Onime also acknowledged the rising competition among media platforms, noting that radio and digital are no longer rivals but collaborators in delivering value-driven campaigns.

In his view, the real opportunity lies in harmonising creativity, analytics, and consumer insights to produce campaigns that feel authentic and culturally grounded.

A Humbling Honour and Renewed Commitment

Reacting to his award, Onime described the recognition as deeply humbling and symbolic of a lifelong commitment to pushing creative boundaries.

He said it reaffirmed his belief that experiential ideas could live beyond physical spaces, evolving into soundscapes that touch lives daily.

“This honour represents a journey of resilience, innovation, and reinvention,” he said, adding that the award inspires him to continue using radio as a tool for brand transformation and consumer connection.

Excellence Beyond Mediums

For many across the marketing and communications community, Onime’s recognition represents more than an individual achievement but a celebration of visionary leadership, innovation, and service to an industry.

Whether in boardrooms, event arenas, or across the airwaves, Kunle Onime continues to prove that creativity knows no boundaries

From his early beginnings in public relations to his pioneering work at EXP, his 26-year legacy at MPC, his role as a founding member of EXMAN, and his transformative leadership at Roots 97.1 FM, Onime’s journey embodies excellence, resilience, and reinvention.

 

His name remains synonymous with experiential storytelling that transcends mediums and continues to shape the future of brand engagement in Nigeria and beyond.