The performance of Nigeria’s Integrated Marketing Communications ecosystem continues to attract scrutiny as industry leaders compare local operations, professionalism, creativity and technology adoption with global standards.

In recent industry conversations, senior practitioners across advertising, out of home, creative services and digital platforms offered contrasting but complementary assessments of how Nigerian professionals measure up against their international contemporaries.

While some see strong innovation and resilience, others point to structural, ethical and craft related gaps that still separate Nigeria from leading global markets.

Out of Home Advertising Shows Strong Global Parity

Lanre Ashaolu, Managing Director of Four Pulley Limited, believes Nigeria’s out of home advertising sector holds its own on the global stage. Drawing from his exposure to international markets through the World Out of Home Organization, Ashaolu said Nigerian operators demonstrate comparable innovation and service quality to peers across Europe, Asia and the Americas.

According to him, Nigerian out of home companies continue to deliver strong value to brands, especially in execution quality, innovation and audience reach.

He stressed that participation in global conferences has allowed local operators to benchmark practices, identify gaps and refine operations to meet international expectations.

However, he maintained that sustaining global relevance requires consistent professionalism, improved service delivery and a stronger blend of digital tools with physical outdoor media.

He explained that while digital advertising continues to attract significant budgets globally, out of home remains resilient because it exists within the real environment and feeds digital engagement rather than competing with it.

Technology Adoption Offers Competitive Advantage but Demands Discipline

On technology, Ashaolu argued that Nigerian out of home players have embraced digital integration faster than many assume. He noted that technology driven planning, data led execution and hybrid campaigns have already become profitable for firms willing to invest properly.

At the same time, he cautioned that global competitiveness depends not only on adopting technology but also on maintaining ethical standards, planning discipline and execution consistency.

According to him, the cheapest cost per thousand advantage that out of home offers globally remains a strong selling point, but only when backed by accountability and quality delivery.

Creativity and Craft Lag Behind Global Benchmarks

While Ashaolu expressed confidence in operational performance, Uduakabasi Akpan, Creative Director of Flow Universal Solutions, offered a more critical comparison of Nigeria’s creative output against global standards.

Akpan acknowledged Nigeria’s originality and cultural influence, particularly in music and fashion, but argued that the advertising and creative craft still falls short when measured against markets such as South Africa, the Middle East and parts of East Africa.

He stated that although Nigerian creativity passes in originality and ideation, it struggles in execution quality, attention to detail and consistency of craft. Based on his experience as an international jury member, he said the gap becomes evident when Nigerian work is placed side by side with global entries.

Professional Collaboration Remains a Global Weakness

Akpan further identified lack of collaboration as a key weakness limiting Nigeria’s global competitiveness. He explained that unlike mature markets where agencies routinely combine strengths across disciplines, Nigerian firms often operate in silos, driven by fear rather than shared ambition.

He argued that global markets thrive on collaboration across advertising, film, animation, fashion and technology, while Nigeria continues to fragment its creative ecosystem. According to him, this isolation weakens the overall standard of output and reduces international relevance.

Ethical Standards and Regulation Need Alignment

On professionalism and ethics, Akpan pointed to a disconnect between regulators and practitioners as a major structural issue. He said global ecosystems thrive when regulators understand creative practice and practitioners respect regulatory frameworks.

In Nigeria, however, he observed that inconsistent interpretations of regulations often stifle creativity rather than guide it. He stressed that global competitiveness depends on shared understanding, constant dialogue and mutual respect between regulators and industry players.

Data, Measurement and Effectiveness Trail Global Norms

Beyond creativity, Akpan highlighted effectiveness measurement as a major global gap. He noted that unlike international markets where campaigns are tracked long term for social and economic impact, Nigerian advertising often stops at execution without robust evaluation.

He argued that without data driven assessment of effectiveness, Nigerian professionals struggle to demonstrate value at global levels, regardless of creative ambition.

Digital Distribution and Funding Limit Global Scale

Demilade Olaosun, Founder and Chief Executive of Lohli, focused on structural issues affecting Nigeria’s global competitiveness, particularly distribution and funding. He noted that while Nigeria has embraced digital advertising, most platforms remain foreign owned, resulting in capital flight and weakened local reinvestment.

According to him, global markets succeed because they retain value within their ecosystems, reinvesting advertising revenue into talent, technology and infrastructure. Nigeria, he said, still exports too much value, limiting scale and sustainability.

Technology and Platform Innovation Signal Global Readiness

Despite these challenges, Olaosun expressed optimism that Nigeria is moving closer to global standards through platform innovation, improved regulation and data driven advertising models. He said local platforms that reward audience engagement, improve analytics and strengthen distribution could reposition Nigeria as a competitive digital advertising hub.

He added that regulators have begun taking stronger steps toward quality control, which aligns Nigeria more closely with international ethical and professional benchmarks.

Nigeria Shows Promise but Must Close Structural Gaps

Taken together, the views of these industry leaders reveal a complex picture. Nigeria’s Integrated Marketing Communications ecosystem demonstrates strong innovation, resilience and cultural originality. However, gaps remain in craft execution, collaboration, ethical alignment, effectiveness measurement and capital retention.

While Nigerian professionals continue to prove their relevance globally, sustained competitiveness will depend on discipline, shared standards, deeper collaboration and long term investment in quality, technology and people.

As global markets evolve rapidly, the consensus remains clear: Nigeria has the talent and creativity, but closing structural gaps will determine whether the ecosystem merely participates or truly competes on the world stage.

December 30 Evolves Beyond Entertainment into Cultural Economy

Extending the conversation into experiential marketing and live entertainment, Oluwatosin Obembe, Group Managing Director of Louva Group, described December 30 as far more than a concert date.

According to Obembe, December 30 has evolved into a shared cultural experience rooted in food, fashion, music, art and community. He explained that the period now attracts not only Nigerians in the diaspora but also non Nigerians seeking authentic cultural immersion.

He noted that even without headline concerts, December 30 would still thrive, as visitors increasingly participate in food festivals, art exhibitions and lifestyle events.

The idustry expert  revealed that the season generated over ₦100 billion in revenue, despite fewer major concerts in 2024, underscoring its economic significance beyond music.

Brands Must Treat December 30 as a Campaign Season

Obembe argued that brands must abandon one off stunt activations and instead treat December 30 as a full campaign season. He likened it to global sporting events such as the World Cup, where brands plan pre event build up, live engagement and post event storytelling.

He stressed that brands should activate before December, sustain engagement during the season and continue conversations into the first quarter of the new year to fully maximise impact.

Storytelling and Direction Drive Experiential Impact

Explaining his approach as a show director, Obembe described storytelling as central to his creative process. He said directing allows him to shape emotional connections, control audience experience and translate imagination into reality.

Referencing Iconic Fest, he explained how layered experiences such as pre show performances, experience centres and curated transitions ensured audiences left with more than just music. He argued that audiences can listen to songs anywhere, but only live experiences deliver lasting emotional memory.

Nigerian Creative Industry Ready for Global Export but Discipline Is Key

Responding to questions on global readiness, Obembe stated unequivocally that Nigerian creative talent is export ready. He cited the global dominance of Nigerian music, the rising influence of fashion and the growing appeal of Nigerian cuisine.

However, he warned that professionalism and discipline remain the missing links. He pointed to artist lateness, missed rehearsals and weak contractual compliance as habits that undermine global credibility.

He noted that international concerts enforce strict timelines and rehearsals, while similar standards often face resistance locally. He insisted that leadership by A list artists and promoters will shape industry behaviour, citing positive experiences working with Buju and Chike, who demonstrated professionalism during Iconic Fest.

Nigerian Media Industry Vibrant but Undergoing Rapid Evolution

Shifting focus to media, Remi Ogunpitan, Founder and Chairman of IBST Media, described Nigeria’s media and creative industry as vibrant but transitional.

He attributed growth to technology while identifying unresolved challenges including funding, regulation, structure, and talent development. He warned that organisations unable to adapt risk becoming obsolete as the industry evolves.

According to Ogunpitan, creativity is no longer valued solely for originality but increasingly shaped by data, audience behaviour and storytelling relevance.

Video Content Emerges as Dominant Force

Ogunpitan stressed that Nigeria operates within a mobile first economy driven by a young population consuming video content on phones. He said video will dominate media consumption as data costs reduce and networks expand.

He projected that Nigeria’s video production market could grow three to five times within five years, driven by short form content across platforms such as TikTok, Instagram and YouTube Shorts.

AI Reshapes Content Creation and Efficiency

On artificial intelligence, Ogunpitan rejected the notion of AI as a threat, describing it instead as a collaborator. While acknowledging job displacement, he said evolution demands reskilling and relevance.

He revealed how IBST Media uses advanced AI infrastructure to analyse brand content, audience data and creative assets, enabling faster and more accurate content decisions. He explained that tasks that once took months now take days, improving efficiency and reducing costs for clients.

Investment Requires Passion, Integrity and Long Term Vision

Addressing investment, Ogunpitan warned that money alone cannot sustain media businesses. He stressed that investors must assess leadership integrity, financial discipline, regulatory compliance and long term adaptability before committing capital.

He added that successful media companies build lasting relationships with talent and maintain credibility over decades, not just through infrastructure spending.

Economic Growth Will Determine Advertising Expansion

On projections that Nigeria will lead Africa’s advertising market by 2029, Ogunpitan expressed caution. He argued that advertising growth depends largely on economic recovery, manufacturing output and consumer spending power.

He noted that many major advertisers have significantly reduced spending due to economic pressures, shifting focus to digital channels with measurable returns.

Traditional Media Remains Relevant as Digital Accelerates

Despite digital growth, Ogunpitan maintained that traditional media including radio, television and out of home will remain relevant, especially in rural areas and language specific communication.

However, he emphasised that digital platforms will drive future growth due to mobile penetration and expanding broadband infrastructure.

Industry Must Adapt or Be Left Behind

Taken together, the perspectives of these industry leaders paint a clear picture. Nigeria’s creative, media and marketing ecosystem holds immense cultural power, global visibility and economic potential.

However, discipline, collaboration, data driven decision making, ethical standards and long term planning will determine whether the industry simply participates in global conversations or competes with authority.

As technology reshapes media and audiences evolve, the message from industry leaders remains consistent: Nigeria has the talent. The next phase demands structure, accountability and deliberate execution.