Stephen Onaivi, Managing Director of MediaReach OMD, has charged emerging marketing communications professionals to move beyond campaign execution and focus on creating measurable impact through media, innovation, technology and meaningful audience engagement.

Delivering the keynote address at the 2026 graduation ceremony of Alphabet Media Academy (AMA), held at NECCA House, Alausa, Ikeja, Lagos, Onaivi said the industry required professionals who could integrate creativity, data, technology and human insight to deliver value for brands and consumers.

Speaking on the theme, “From Classroom to Company: Putting Media at the Heart of the Experience,” he urged the 168 graduates of the Academy’s Diploma and Certificate programmes to apply their training to solving industry challenges and developing new approaches to marketing communications.

According to him, the industry is undergoing significant changes driven by digital platforms, artificial intelligence, emerging technologies and shifting consumer behaviour, making continuous learning and adaptability essential for professionals.

Citing PwC’s entertainment and media outlook, Onaivi highlighted the growth of Nigeria’s entertainment and media industry, which he said expanded from $2.5 billion in 2020 to $4.1 billion in 2024, with further growth projected.

He also pointed to the expansion of digital advertising and changing media consumption patterns, stressing that practitioners must understand audiences across different platforms rather than restrict their expertise to individual communication channels.

Consequently, he called on the graduates to place media at the centre of marketing strategy, explaining that it should influence creative development, audience engagement and the measurement of campaign performance.

The business leader  maintained that professionals must move beyond asking where advertisements should be placed and instead consider the experiences they intend to create for consumers. On professional competence, Onaivi identified data literacy, technology, storytelling, strategic thinking and problem-solving as essential skills for succeeding in the changing industry.

Addressing the growing influence of artificial intelligence, he urged the graduates to move beyond discussing its potential and begin applying it to practical challenges.

“Stop talking about AI; start building with it,” he said, arguing that although artificial intelligence could enhance professional capabilities, it could not replace human empathy, judgement and understanding.

To illustrate the opportunities available to young innovators, he cited examples of Nigerian developers who had used digital tools and AI to create new products. He challenged the graduates to identify industry gaps and develop solutions, including better audience measurement systems, communication tools that accommodate Nigeria’s indigenous languages and affordable advertising opportunities for small businesses.

Furthermore, Onaivi emphasised the need for ethical conduct in marketing communications, urging practitioners to protect consumer privacy, handle data responsibly and communicate with integrity. He noted that advertising and brand communication could influence public perceptions and consumer behaviour, making it important for professionals to balance commercial objectives with social responsibility.

Similarly, he encouraged the graduates to challenge established practices, introduce fresh perspectives and support their ideas with research, evidence and a clear understanding of business realities. On collaboration, he said successful marketing communications depended on effective relationships among media professionals, creative teams, strategists, analysts, technology experts and business leaders. He therefore urged the graduates to share knowledge, respect different perspectives and create opportunities for others as they advance professionally.

Turning to career development, the MediaReach OMD boss advised the graduates to build competence, professional relationships, reputation and character rather than measure their progress against others. He also encouraged them to learn from setbacks and remain committed to continuous improvement.

He further highlighted the growth prospects of Nigeria’s marketing communications industry, describing it as a sector with opportunities for professionals who can develop relevant skills, solve business problems and contribute innovative ideas.

Commending the Academy’s management, faculty and staff for investing in the development of new industry practitioners, Onaivi reminded the graduates that their qualifications represented a foundation for continuous learning and professional contribution.

He urged them to uphold the standards acquired during their training and demonstrate their competence through the ideas they develop, challenges they resolve and value they create for businesses and society.

In his closing remarks, he urged the graduates to think beyond messages and campaigns, focus on audience experiences and make their professional contributions count.

The graduation ceremony saw 168 students receive qualifications from Alphabet Media Academy’s Diploma and Certificate programmes. The event brought together industry executives, faculty members, stakeholders and families to celebrate the graduates and highlight the importance of practical skills development for Nigeria’s advertising, media and integrated marketing communications ind