Ifeanyi Onyekachi Ugaoru, Chief Executive Officer of Houz Creative Media Nigeria Limited, has emphasised that storytelling, innovation, and collaboration will continue to shape the future of Nigeria’s creative industry, as he called for a more inclusive approach that connects regulators, agencies, and brands within the same creative ecosystem.

Speaking during a recent interview with MARKETING EDGE ONTV in Lagos, he stressed that the industry must evolve deliberately; therefore, agencies must not only create compelling campaigns but must also build systems that improve how ideas move from concept to execution.

Furthermore, he highlighted storytelling as the foundation of effective brand communication. According to him, agencies must first understand each brand’s unique narrative; consequently, they can develop strategies that resonate with audiences on a deeper level. In addition, he explained that consumers no longer respond to generic messaging; instead, they connect with meaning, emotion, and authenticity.

To reinforce this point, he noted that strong brand narratives influence behaviour and loyalty. For instance, consumers often align with brands like Apple because of the ideas they represent. As a result, he urged brands to craft stories that audiences can relate to and adopt as part of their identity.

At the same time, he pointed to artificial intelligence as a critical driver of transformation. Rather than resist it, he advised agencies to embrace it; moreover, he encouraged them to integrate AI into their operations to improve speed, efficiency, and output. Drawing a comparison with the early days of the internet, he explained that although people initially feared disruption, the technology ultimately improved productivity and communication.

Consequently, he maintained that AI should enhance talent, not replace it. For example, designers can produce stronger visuals, social media managers can refine engagement strategies, and production teams can optimise workflows. Therefore, agencies that fail to adopt AI risk falling behind in an increasingly competitive landscape.

In addition, he underscored the importance of talent and mindset. Agencies, he said, must prioritise creativity while also recruiting individuals who are ambitious, curious, and committed to continuous improvement. Equally important, organisations must invest in training and development to ensure consistent growth across teams.

Meanwhile, he explained that agencies retain client trust by delivering results. Once brands see measurable value, they remain committed; therefore, agencies must focus on solving problems and improving outcomes. In his view, consistent performance builds long-term relationships and drives business growth.

However, he also addressed the role of regulation and, notably, called for a shift in approach. While he acknowledged that regulatory frameworks are necessary, he argued that they sometimes limit creativity when applied only at the final stage. Currently, agencies must submit campaigns to the Advertising Regulatory Council of Nigeria for approval before deployment; however, regulators may not fully understand the creative process behind those campaigns.

As a result, he advocated for a more collaborative model. Instead of reviewing completed work in isolation, regulators should engage from the ideation stage through execution.

By doing so, they can guide creatives, provide timely input, and reduce unnecessary rejections. Ultimately, this approach would create a smoother workflow and strengthen alignment across the industry.

Moreover, he emphasised that creativity operates within nuanced layers rather than rigid boundaries. Therefore, early engagement allows regulators to better interpret context, tone, and intent. In turn, this leads to more balanced decisions.

Beyond regulation, he stressed responsibility in content creation. While brands must engage audiences in relevant and relatable ways, they must also remain mindful of the impact of their messaging. As such, he urged agencies to balance creativity with accountability, particularly in a fast-paced digital environment.

Reflecting on his journey, he described a career shaped by hands-on experience across the creative value chain, from graphic design to web development, media production, and business development. Consequently, this broad exposure has informed his approach to leadership and problem-solving.

Looking ahead, he outlined a clear vision for Houz Creative Media. Over the next decade, he aims to support business growth, particularly among SMEs; in doing so, he believes the agency can contribute meaningfully to economic development.

Finally,  he concluded that as small businesses grow, they strengthen the wider economy, and therefore, empowering them remains a key priority.