Leveraging power of storytelling through culture, authenticity
By Felicia Nwosu
In today’s dynamic consumer landscape, successful brand communication requires a deep understanding of the audience, particularly the tech-savvy, culturally immersed new-age consumer.
Industry leaders with extensive experience in brand building shed light on how brands can leverage cultural relevance, authenticity, and creativity to engage this new generation.
Their insights highlight the growing importance of blending cultural relevance, local insights, and global ambition to connect with today’s consumers. By harnessing the power of storytelling and staying authentic to cultural roots, Nigerian advertising agencies are positioning themselves to create campaigns that resonate with their target audience.
Udeme Ufot, Co-founder and Group Managing Director of SO&U Limited, affirmed that the foundation of effective communication begins with immersive understanding. He stressed that connecting with consumers goes beyond surface-level data, while pointing out that new-age consumers, who are heavily digital and less accessible through traditional methods, present a unique challenge. He emphasized that brands must engage with their audiences in a deeper, more meaningful way.
“To understand how the lion hunts, you don’t go to the zoo, you go to the jungle, These consumers are more complex, less physically engaging, and exist more in the digital space. However, those who understand the nuances of digital culture can better connect with these audiences.”
Ufot also highlighted the role of music and pop culture in building connections with the 18 to 24-year-old demographic.
“Music drives everything for them, and so, brands that align with the language of pop culture and integrate modern idioms are more likely to establish meaningful relationships with younger consumers. However, some older teams often struggle to connect with this demographic. A team of 40-somethings cannot effortlessly plug into the culture and attitudes of 18-year-olds. I advised agencies to blend the experience of older professionals with the street credibility of younger creatives to create authentic narratives.”
The accomplished veteran argued that culture plays a pivotal role in the success of any brand. He urged the advertising industry to follow the lead of Nigeria’s entertainment sector, leveraging its growing influence to create impactful campaigns that resonate at home and abroad.
“Culture is everything. There’s no point in communicating with words or imagery that feel alien to the consumer. I will advocate for the localization of the creative process, using Nigerian talent to produce campaigns that resonate on a deeper level. With Nigerian pop culture making significant waves globally. The world is coming to us. No one can sell our culture better than we can.”
Bolaji Alausa, Partner & Executive Creative Director at Noah’s Ark echoed these sentiments, while speaking on how Nigeria creativity can be taken to the global stage. He stressed the importance of blending local insights with global ambition to achieve creative excellence.
Alausa explained that brands with global aspirations must first focus on understanding local environments while sharing an example from his work with Airtel, noting that the success of the campaign was driven by the client’s ambition to push creative boundaries.
“It’s not just about ticking boxes for cultural relevance; it’s about ensuring the work reflects the authenticity of its roots. They wanted their brand to be a global hotbed of creativity, and that pushed us to deliver outstanding work.”
The creative juggernaut also touched on the challenges posed by client turnover, particularly in marketing roles, which can hinder long-term creative continuity. He pointed out that while agency teams may stay in their roles for decades, clients often move on within two years. This, he said, creates pressure for short-term results but also an opportunity to deliver impactful work within a limited timeframe. “Clients who are aware of their limited time in a role push for the best possible work, and that in turn pushes us to deliver.”
Alausa called for greater financial support within the advertising industry to foster creativity and inclusivity. He expressed optimism that as the industry continues to push for excellence, there will be more opportunities to lower barriers such as entry fees. “I’m hopeful that as we push for excellence, we’ll find ways to make the industry more accessible,” he said.
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