Alphabet Media Academy (AMA) has graduated 168 students from its Diploma and Certificate programmes, reinforcing its role in developing professional skills and preparing a new generation of practitioners for the demands of Nigeria’s advertising, media and integrated marketing communications industry.

 

The graduates, comprising 69 Diploma and 99 Certificate recipients, were presented with their certificates at the Academy’s 2026 graduation ceremony held at NECCA House, Alausa, Ikeja, Lagos. The event brought together industry executives, faculty members, stakeholders and families to celebrate the achievements of the graduates and examine the skills required to translate classroom knowledge into professional practice.

Established to bridge the gap between academic learning and industry requirements, AMA provides specialised training aimed at equipping participants with practical knowledge and relevant professional competencies. Since it commenced its first classes in April 2018, the Academy has produced more than 600 graduates across its Certificate and Diploma programmes.

In his welcome address, Eki Adzufeh, Chief Executive Officer of Alphabet Media Academy, highlighted the institution’s emphasis on practical training and its partnerships with industry organisations to prepare students for professional responsibilities in advertising, media and marketing communications.

The CEO  explained that the Academy’s programmes are designed to connect classroom instruction with workplace experience. Through partnerships with agencies under the Media Independent Practitioners Association of Nigeria (MIPAN), Diploma graduates undertake a mandatory six-month internship, giving them the opportunity to apply their knowledge, gain industry exposure and understand the demands of professional practice.

The Academy also integrates industry tools into its training. Media Planning Services (MPS), led by Lai Afolabi, provides AMPS data and media planning software, MI, for students to develop practical media planning skills and become familiar with resources used in the profession.

Adzufeh said the institution continues to review its curriculum and faculty to keep its programmes relevant to changes in the industry. It is also developing short-term online courses, expected to run for a minimum of 10 weeks, to extend access to professional training beyond those able to attend physical classes.

The Academy’s relationship with the Advertising Regulatory Council of Nigeria (ARCON) also featured prominently in her address. Adzufeh explained that ARCON was consulted during the institution’s establishment and contributed to the development of its curriculum. Under the leadership of its Director-General, Dr Olalekan Fadolapo, the regulatory body has continued to support the Academy’s professional development objectives.

Through a memorandum of understanding between both organisations, Diploma students have the opportunity to sit the final stage of ARCON’s Diploma examination. Those who successfully complete the examination earn the ARCON Diploma in Advertising and become eligible to register as Associate Registered Practitioners of Advertising (ARPA), alongside the Academy’s Postgraduate Diploma in Media Management (PGDMM).

 

The arrangement provides an additional professional pathway for graduates, linking the Academy’s training with recognised industry standards and professional registration.

Adzufeh also outlined efforts to keep the Academy’s programmes relevant as the media and marketing communications environment continues to change. She said the curriculum and faculty were regularly reviewed and updated to reflect developments in the profession, while the institution was working on short-term online programmes for people who could not attend its physical classes. The proposed courses are expected to run for a minimum of 10 weeks.

He further disclosed plans for a foreign study trip for past students. The proposed programme will give participants opportunities to visit another country and market, interact with media and digital agencies, meet clients and observe professional practices outside Nigeria. Details,he said, would be communicated when the programme is ready for implementation.

The CEO also highlighted the Academy Excellence Awards, instituted the previous year to recognise individuals and organisations whose contributions have supported the institution and its work. The awards will continue as part of the Academy’s efforts to acknowledge those who have made exceptional contributions to its growth.

The ceremony also featured a keynote address by Stephen Onaivi, Managing Director of MediaReach OMD, who spoke on the theme, “From Classroom to Company”. His presentation challenged graduates to look beyond the qualifications they had earned and consider how they would translate their knowledge into professional value.

Onaivi stressed the importance of placing media at the heart of marketing communications, describing it not merely as a channel for delivering brand messages but as a strategic force that connects brands with people and turns communication into meaningful experiences.

He encouraged the graduates to recognise that the value of their training would be measured by their ability to contribute to the industry, solve problems and respond to changing professional demands. As the industry evolves, he said, practitioners must also be willing to learn, adapt and improve their capabilities.

Meanwhile, Oladunni Olaifa, Chairperson of the Planning Committee, in her valedictory speech, acknowledged the Academy’s role in equipping graduates with the knowledge, practical skills and professional exposure needed to navigate the advertising, media and marketing communications industry. She urged her fellow graduands to put their training to good use, remain committed to continuous learning and approach professional opportunities with confidence, discipline and a willingness to make meaningful contributions to the industry.

The practical demands of the profession also shaped a panel discussion themed “From Classroom to Campaigns”, moderated by Emmanuel Ante, Executive Director and Chief Operating Officer of QVT Media. The session brought together Dolapo Ogunbambo, Managing Director of Aikido Agency; Oluwatosin Oyedeji, Chief Operating Officer of Brandeye Media; Samuel Akinrimsi, Group Marketing Head of Cway Group; Victor Oyarero, Managing Director of Plus Acuity Limited; and Yinka Adebayo, Group Executive Director of Omnicom Media Group.

The discussion examined the realities of working in advertising and marketing communications, particularly the need for practitioners to combine technical knowledge with critical thinking, business understanding, creativity and a strong grasp of consumer behaviour.

Ogunbambo described marketing communications as a profession that demands precision and careful execution. Beyond the attractive campaigns and creative ideas that audiences see, she explained, lies a complex process involving competition, client expectations and significant business considerations.

He noted that agencies handle clients’ trust and investments whenever they undertake assignments. Consequently, practitioners must understand the weight of their responsibilities and ensure that their work connects with the intended audience. A campaign that fails to achieve this connection does not merely fall short creatively; it also represents a loss of value on the client’s investment.

For Oluwatosin Oyedeji, one of the most demanding aspects of agency work is the need to deliver solutions when clients do not always provide complete information. She observed that agencies frequently receive briefs with gaps and are still expected to develop effective responses.

She likened the situation to being asked to solve for an unknown when the information needed to establish the equation is missing. The ability to work through such uncertainty, anticipate what may be required and develop a sound solution, she said, is an important professional skill. Clients expect agencies to offer more than creative execution; they also depend on their capacity to interpret ambiguity and provide direction.

Akinrimsi focused on the importance of questioning, research and a deeper understanding of brands before developing strategies. He argued that practitioners must continually ask how and why, examining the brand, its consumers and the wider network of stakeholders, from brand owners to senior management.

He explained that effective strategy requires an assessment of previous brand performance, brand health, numeric and weighted distribution, usage patterns, consumer behaviour and market trends. Such examination helps practitioners establish what is happening in the market and identify the real issues a brand needs to address.

Akinrimsi cautioned that a client’s brief should not automatically be treated as the final definition of a problem. Brand owners may not always have identified the underlying challenge, making it necessary for agencies to investigate, ask further questions and uncover relevant consumer and market insights before translating ideas into strategy.

Oyarero, on his part, urged practitioners to look beyond numerical data and pay closer attention to the people behind the figures. He said every consumer has individual experiences, needs and motivations that influence purchasing decisions and brand relationships.

He maintained that the business of marketing involves changing behaviour, making it essential for practitioners to understand the audiences they seek to influence. While numbers provide useful information, campaigns may fail to achieve their objectives when marketers do not understand the human experiences and motivations behind consumer behaviour.

Adebayo emphasised the need for agencies to approach client assignments with a strong sense of responsibility and business understanding. He said agencies should see themselves as extensions of their clients’ businesses and treat every brief as an investment that must deliver measurable value.

According to him, the relationship between agencies and clients should be built on disciplined execution and results rather than promises. Practitioners earn respect through the value they deliver, making it necessary to approach assignments with commitment, professionalism and a clear appreciation of the return expected from the client’s investment.

The contributions of the panellists highlighted the range of responsibilities facing professionals in the sector, from interpreting incomplete briefs and conducting research to understanding consumers, developing strategy and delivering business results. They also reinforced the importance of practical exposure in preparing graduates for the demands of the workplace.

Speaking on the significance of the graduation ceremony, Prof. Rotimi Olatunji, Dean of Studies at Alphabet Media Academy, described the event as the Academy’s third official convocation. He explained that the decision to hold a formal public ceremony was an initiative he proposed to give graduates a proper platform for celebrating their achievements while also introducing the Academy and its work to a wider audience.

Olatunji drew attention to the continuing challenge of youth unemployment and underemployment, noting that academic qualifications alone do not guarantee employment or professional competence. He said a major concern in the education and employment environment remains the gap between what students learn in classrooms and what employers expect them to demonstrate in the workplace.

He explained that employers increasingly seek people who can apply knowledge, adapt to new circumstances, understand technology, solve problems and contribute meaningfully from the outset. Academic certificates remain important, but they must be complemented by practical experience, professional skills and the ability to function effectively within an organisation.

This, he said, is central to the Academy’s mission of exposing students to the practical realities of advertising, media and marketing communications. By bringing industry experience into its training programmes, AMA seeks to prepare participants for the expectations they will encounter when they move into professional practice.