Category: Features

Impulse buying is now a strategy: how the whim became a checklist

By Mofeoluwa Awe Once upon a checkout line, impulse buying was all about the thrill...

The new currency: how the attention economy is reshaping brand building

By Mofeoluwa Awe Somewhere between the first smartphone and the last viral TikTok,...

Why brands deserve a place on the balance sheet

By Mofeoluwa Awe In today’s brand-driven economy, where perception often shapes...

The new data-imperative- why quality, consistency, and privacy are the core of future-ready marketing

By Mofeoluwa Awe The marketing industry has undergone a radical transformation...

 Is pitch fees a strategic imperative for advertising professionals or an unnecessary burden for clients

By Felicia Nwosu The conversation around structured pitch fees in Nigeria’s advertising...

How brands are elevating mixology, flavour fusion, to make impactful statement

By Felicia Nwosu As brands continue to catch up with the fast-evolving consumer...

Healthy brands, healthy consumers: how companies are championing wellness on world health day.

By Mofeoluwa Awe As global conversations around wellness continue to grow, brands...

The global health message: how world health day campaigns transcend cultural boundaries.

By Mofeoluwa Awe World Health Day, observed every April 7th, is more than just...

Understanding consumers’ end-to-end buyer journey in  challenged economy

By Felicia Nwosu In today’s tough economic climate, brands and marketers face...

Beyond the screen: how brands can rekindle the magic of reading for digital natives

By Mofeoluwa Awe In a world where glowing screens and endless streams of digital...

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