The Oriental Hotel on Victoria Island pulsed with energy on Friday night. Algorithm Media, alongside Ogilvy Nigeria and the full First Primus West Africa family, rolled out the red carpet for a 10th anniversary celebration that blended spectacle with ambition.

From the moment guests arrived, the ballroom set the mood. Draped in Algorithm’s signature red and white, the space shimmered under bespoke lighting. Tables glowed with gourmet bites and sparkling wine, while a live band filled the air with smooth Afrobeats and soulful highlife.

Meanwhile, the dress code struck a balance between ease and elegance. Guests turned up in crisp white shirts paired with denim, radiating joy as laughter mingled with brass horns and rhythmic percussion.

Not Just a Party: A Decade Earned

This was no ordinary celebration. Instead, the guest list read like a roll call of influence across Nigeria’s political, royal, and marketing landscapes.

In attendance were former Ogun State Governor Segun Osoba and several revered monarchs. These included the Akarigbo of Remo, Oba Babatunde Adewale Ajayi; the Ebi of Idena, Oba Lukman Adebambo Salami; the Elemure of Emure, Oba Adesegun Alowonle; and the Onipara of Ipara, Oba Taiwo Taiwo.

At the same time, industry heavyweights filled the room. Among them were Dr. Biodun Shobanjo, Sir Steve Omojafor, Alhaji Kankarufi, former ARCON Registrar Madam Bunmi Oke, Lady Bird Advertising CEO Bunmi Oke, MIPAN Vice President Brenda Nwangu, and SO&U’s Udeme Ufot. Together, their collective presence underscored the weight of the occasion.

Standing on the Mountaintop

The evening’s keynote came from Tom Ilube CBE, chairman of the UK’s LINK network and a non-executive director at WPP plc. From the start, he commanded full attention.

“You are standing at a mountaintop,” Ilube declared. He acknowledged the struggle, resistance, and persistence that defined the journey. Then, he reframed the moment. The real question, he said, was no longer how to rise, but how to go further than ever before.

Building on the event’s theme, Beyond the Rise, Ilube pointed to the opportunities visible from that height. Referencing his TEDx talk, From Artificial Intelligence to Intelligent Algorithm, he argued that Nigeria’s moment to lead in intelligent systems has arrived.

Crucially, he challenged old assumptions. According to Ilube, the AI revolution does not reward perfect infrastructure. Instead, it rewards adaptability. AI thrives in complexity, imperfection, and human intuition. In other words, it thrives right here.

Looking ahead, he noted that the next decade will belong to businesses that use AI to sharpen judgment, expand creativity, and accelerate decision-making.

Ten Years Later, Still Standing

Group CEO of First Primus West Africa, Seni Adetu, then reflected on Algorithm Media’s decade-long journey since its launch in 2015. His message was clear. Survival alone was an achievement.

Since inception, the company has weathered two major economic recessions and the COVID-19 pandemic. Yet, a decade later, it remains standing and thriving.

Adetu attributed this resilience to three pillars: people, customer delight, and governance. Salaries were paid on time, even in the toughest periods. Client relationships were built through speed, trust, and direct leadership involvement. Governance, shaped by his decades-long experience at Coca-Cola and Guinness, ensured transparency and audit readiness.

As a result, Algorithm Media now ranks among Nigeria’s top three media agencies. For multinational clients, it likely sits at the very top.

Looking forward, Adetu hinted at new technology-driven solutions and innovations set to be unveiled soon. The Beyond the Rise theme, he noted, signals a shift toward deeper industry influence and long-term impact.

Dancing Into the Future

As speeches concluded, excitement rippled through the room. Twenty guests discovered gift cards tucked beneath their seats. Prizes ranged from spa experiences and kitchen appliances to sleek electronics and cash rewards. Each reveal sparked cheers and laughter, fueling the night’s momentum.

Soon after, the after-party took over. Guests flooded the dance floor under strobing lights, while servers moved through the crowd with jollof rice, Ofada with rich stews, Chinese rice, amala, ewedu, salads, and more. Behind the bar, cocktails and champagne flowed freely.

By the time the night stretched on, the mood told its own story. Broad smiles, spontaneous hugs, and carefree dance moves captured a decade of shared triumphs. It was resilience turned revelry.

And as the lights dimmed, one thing was clear. Algorithm Media is not just celebrating survival. It is positioning itself to redefine the game.