Nigeria’s marketing communications industry is steadily regaining confidence, with practitioners projecting a more favourable operating environment in 2026 shaped by economic stabilisation, renewed brand activity and deeper professional engagement across the ecosystem.

From media buying and creative services to experiential marketing and advertising strategy, industry voices say the sector is moving away from survival mode towards more deliberate growth.

Rising Participation Signals Renewed Confidence

Speaking on the evolving outlook, Mr Eki Adzufeh, Chief Executive Officer of AMA, said industry participation has expanded noticeably compared to previous years. He observed that professionals who were absent from industry gatherings in the past have begun to return, a development he described as a clear signal of growing confidence.

According to Adzufeh, increased visibility and participation will continue to strengthen the profession’s relevance and collective influence. He added that as the industry shares more positive stories about its growth and scale, interest will deepen, participation will rise and the marketing communications sector will become better positioned as a credible force within the wider economy.

Looking ahead, he projected a brighter future for media buying agencies, noting that improvements in the economy would naturally encourage clients to spend more, with positive ripple effects across the media ecosystem.

Creative Sector Embraces Deeper Reflection

From the creative sector, Henry Akpede, Country Manager and Chief Creative Officer of Ogilvy Nigeria, described the industry’s evolution as one driven by reflection and deeper engagement rather than sudden disruption.

He said each passing year brings more difficult and necessary questions about relevance, value and delivery. While some of the answers may remain unresolved, Akpede explained that the courage to ask those questions is itself a sign of maturity.

He projected that the coming year would see agencies going deeper into existing practices and tools, rather than chasing entirely new trends. According to him, competition within the industry will intensify as agencies face faster and cheaper alternatives, making it essential for them to clearly define and defend their services while adapting to changing client expectations.

Experiential Marketing Poised for Growth

On experiential marketing, Orunkoyi Adedeji, Director of Communication, Public Relations and route to market strategist at iPanache Communication, said projections for 2026 are largely positive. He linked this outlook to gradual economic recovery and increasing investor interest in Nigeria.

Adedeji pointed to the entry of new brands, particularly within the automotive and consumer goods segments, as a significant opportunity for experiential marketing.

He explained that these new players require strong on ground engagement to introduce their products and connect with consumers, creating fresh demand for experiential solutions. In his view, the steady opening of the economy positions experiential marketing for stronger performance in the coming year.

Festive Spending and Advertising Momentum

Providing perspective on advertising spend and seasonal performance, Olamide Blessing-Kayode, Founder and Chief Executive Officer of Vert Idee, said the final quarter of the year traditionally delivers stronger activity due to festive movements and increased consumer spending.

She projected a boost in advertising spend, supported by inflows from the diaspora and heightened commercial activity during the holiday period. Blessing Kayode noted that advertising continues to contribute meaningfully to Nigeria’s GDP, reinforcing its importance as a driver of economic activity.

She also pointed to ongoing efforts within the industry to improve data availability and spend analysis, describing these initiatives as critical to better planning and long term sustainability.

A Sector Moving Toward Consolidation

Taken together, these insights point to an industry that is cautiously optimistic but increasingly deliberate about its future. Practitioners agree that economic stabilisation, rising participation, renewed client confidence and continuous professional reflection are reshaping the marketing communications landscape.

While structural and operational challenges persist, the prevailing mood suggests that 2026 will mark a period of consolidation and forward momentum, with growth defined by steady improvement rather than uncertainty.