‎The 2025 edition of the iconic EDGE AWARDS has once again beckoned integrated marketing communications practitioners, brand owners, policymakers and all industry stakeholders to gather for a feast and celebration of excellence.
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‎In addition to generating buzz for brands, businesses and personalities through various media channels, the EDGE AWARDS has established itself in a crowded market as an industry leader in building strong brand reputation influence in Nigeria.

‎Why is winning awards important, and what makes awards credible?

‎Award-winning is important in any sector, but for one as unique and essential as the integrated marketing communication sub-sector, every point of recognition and accolade adds to a brand’s credibility and equity. Because many marketing-related industries rely on, or are complemented by awards, entering and winning awards have become part of the elements that contribute to a positive and credible brand image.Most of the globally renowned awards of which MARKETING EDGE MAGAZINE have partnered with over the years dilo not derive their credibility from any obscure local agency or private charity agency either in Europe or America. Awards like Cannes Lions, Loeries, London International Awards and New York Advertising awards to mention but just a few derive their credibility and global renown due to the credibility of these platforms.We are proud to have associated and partnered with these globally renowned awards agencies for over ten years now and still counting. We have served as jurors on most of these international awards ins To us at MARKETING EDGE,we are proud of our many years of partnership with global awards institutions. We derive our credibility and popular industry acceptance through the credibility of our platforms. We are by our trade and calling very deep in providing industry players with requisite market insights and incomparable but remarkable organic contents that have turned laggards to legends. As a reputable media platform,we are the authoritative and authentic voice of the entire IMC. We make bold to say our remit does not cover or empower us to regulate. That is not our responsibility. Rather,we are the watchdogs of the society and an agenda-setting platform in line with the constitutional guarantees of a free speech and free media enterprise. Its those without credible or identifiable credible platforms that go all out of their ways seeking relevance and approval from unknown quarters and agencies. Interestingly, and sadly enough,there is a high level of ignorance in our industry today that make some of these phoney private awards bodies to thrive through deceit and self-conceit.
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‎An award by any measure is a sign of excellence, an acknowledgement that professionals and peers alike agree that a certain brand or company excels in what they do. For example, awards given by the Academy Awards or the Cannes Film Festival are usually displayed by the recipients as a credible badge of honour.
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‎In the IMC industry where services are being offered to almost all sectors of the economy, including the government, clients who put their product and service brands in the hands of agencies and consultancies should be able to trust them and believe that they know what they are doing. In this regard, it is important for a brand to have the backing of an award to signify their knowledge and understanding. Meanwhile, this does not suggest that brands, agencies, companies and personalities who have not won awards are lacking in professionalism and excellence.
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‎Awards that highlight a company as being a great place to work, or a brand as a hallmark of innovation and advertising, are as important as awards that single out a brand’s know-how in a specific offering. In showcasing that a specific brand, company or personality has been awarded for their work, they stand out from others who have perhaps only won general awards. This specificity creates an expectation and indeed admiration in the consumer/customer or client, building credibility and engendering trust in the long term.
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‎In the highly competitive and multi-billion-dollar Fast-Moving Consumer Goods (FMCGs) industry, this is an outstanding and very advantageous selling point.
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‎Specific awards attract certain brands, personalities and companies, and may help them in attracting more customers, clients and partners who appreciate and patronise their offering. To merit and receive an award, a brand, business or personality must undoubtedly strive to stand out amongst their competitors. The very fact that they have won an award of any kind demonstrates to customers and clients that this company goes the extra mile. Most times, awards are a by-product of a drive for general excellence. It is also not uncommon for a brand to focus more on a specific area in order to win an award and therefore sway public opinion.
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‎As the 2025 edition of EDGE AWARDS celebrates another mileage of “Excellence Beyond Borders”, winners and gladiators are expected to feature their laurels on their social media handles, emails, newsletters and promotional materials. This isn’t a new concept – companies have been touting their award-winning products for over a century. But the reason this is such an effective component of a holistic marketing strategy is that awards are a fundamentally limited resource. While any company can send emails, create promotions and run advertisements, relatively few can claim that they’ve actually been recognised by trusted third parties as among the best in their field.
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‎In this edition of EDGE AWARDS, the management of MARKETING EDGE PUBLICATIONS and organisers of the awards bring to our esteemed clients, partners, and industry stakeholders a better, bigger and more glamorous event.
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‎If you’re thinking that your company is too small, your brand too unknown, your personality too young, or your product too new to win the EDGE AWARDS, you’re selling yourself short. Our categories come in many types: brands, industry, niche, product, destination, region, nation and so on. To the astute marketer, any type of award can be used to differentiate the brand in communications. You may not have the most popular product in your industry, but if you have just won an award for the most innovative and engaging website, that’s news you can use. From press releases, blog to social media posts and ads, your award gives you an important differentiator from the competition – one they can’t easily copy.
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‎Awards aren’t just good for a little visibility through a press release and social media post. Featuring them on the page of your website helps attract visitors who value a company that strives for excellence. And it’s no secret that top-tier talent creates a high-quality product and brand. When you have a strong brand, your products inherit the positive perception.
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‎Whether it’s for B2C or B2B companies alike, the strategy works just fine. In B2B, companies often prefer partners and vendors who have a track record of recognition for their high standards. In B2B relationships, a brand’s reputation is often judged by the companies it works with, so an award-winning brand can be a major asset in business development. Third-party recognition in the form of awards goes a long way toward building trust.
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‎Love them or hate them, awards are an incredible marketing tool for any brand or business prepared to put themselves out there. Remember, our annual EDGE AWARDS is a credible platform to leverage your brand recognition, and as such you need to reach a maximum audience to get the best Return on Investment (ROI) and gun for EXCELLENCE BEYOND BORDERS.
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