Category: Features

Talent is never single malt

Talent is one of those words like the word, creativity. Everybody nods and agrees...

Why brands should not expect to grow market share in just one year

Brands can drive growth momentum by being ‘meaningfully different’, but very...

Sports Marketing: How Man City is building an ecosystem around ‘under-served’ women’s football

Manchester City already sees women’s football as a “strategic investment” ripe...

Sub-Saharan Africa’s advertising spend, currently only 0. 47% of global investments

Africa is the continent with the youngest and fastest growing population in the world,...

7 models for greater marketing effectiveness

Marketing suffers from a lack of consensus about what’s likely to work and many...

5 Storytelling trends marketing leaders should know about

From video to VR, social media and beyond, there is a host of mediums through which...

Global Creative Contests: whither Nigeria IMC professionals?

Like the FIFA World Cup, Cannes Lions is the turf of champions; attracting thousands...

The battle of bike ride-hailing taxi in Lagos market

Unbranded and madcap motorcycle taxis have been around in Nigeria and most parts...

CMO to CEO: ‘The numbers will only rise if marketers become more commercial’

Marketers struggle to progress to CEO because they focus too much on marketing rather...

How taking a stand is helping brands tackle negativity

Marriott and Pinterest have had to deal with fierce criticism – albeit for very...