For years, mediaReach OMD has done more than buy media, it has rewritten the playbook on how African brands connect with audiences.
From the early days of traditional advertising to today’s age of data and digital dominance, the agency has led with one consistent principle: decisions must be guided by insight, not instinct.

So, when the curtains lifted at the MARKETING EDGE Awards for Excellence, in Lagos, and mediaReach OMD was named “Outstanding Media Agency of the Decade,” it felt less like an award and more like a national acknowledgement of a journey that transformed the language of marketing itself.

For those who have watched its evolution
from a pioneering Lagos start-up in 1999 to a pan-African media powerhouse operating in Ghana, Cameroon, and beyond the honour resonated deeply. It celebrated a culture of reinvention, collaboration, and measurable excellence that continues to define mediaReach OMD.

The Power of Better Decisions

Since its inception, mediaReach OMD’s philosophy, “Better Decisions, Faster”, has not been a slogan but a strategy. It is the engine that drives every client campaign, every data dashboard, and every insight session.

Through this approach, the agency has established enduring relationships with global and regional brands, including Indomie, Colgate, FrieslandCampina WAMCO, Diageo, OPPO, and Airtel, enabling it to navigate Africa’s rapidly changing consumer landscape with precision and purpose.

According to RECMA, the global media research authority, mediaReach OMD has maintained its position as the No. 1 media specialist agency in Nigeria and West & Central Africa since 2011, an achievement few can match in terms of consistency or scale.

Turning Data Into Discovery

In an era where data defines destiny, mediaReach OMD continues to lead through innovation.

Its 25th anniversary milestone marked the unveiling of the OMD Consumer Intelligence (OCI) Platform, a proprietary partnership with GeoPoll that delivers real-time consumer insights across African markets.

Built for brands that demand agility, OCI translates raw data into actionable intelligence, empowering decision-makers to see what is next and not just what is now.
As the agency put it: “OCI represents our DNA a fusion of data, intuition, and the belief that human truth drives marketing success.”

With OCI, mediaReach OMD does not just track consumer behaviour; it anticipates it.

Building Africa’s Media Vanguard

At the heart of mediaReach OMD’s legacy is its commitment to people, nurturing a generation of media strategists, planners, and innovators who now lead across Africa’s marketing ecosystem.

Through initiatives like the OMD Academy, Digital Bootcamps, and its Innovation Challenge, the agency continues to empower young professionals with hands-on learning and global exposure.

Since 2008, mediaReach OMD has represented Nigeria 11 times at the Cannes Young Lions Media Global Competition, twice breaking into the Top 6 finalists (2022 and 2024)a record unmatched by any African media agency.

These achievements underscore not just the agency’s technical excellence, but its deep belief that knowledge multiplies when shared.

Ideas That Shape the Industry

Far beyond its client work, mediaReach OMD has consistently invested in the intellectual advancement of Africa’s marketing ecosystem.

Its “Top Trends” Webinar Series, now in its fourth year, has become one of the most respected industry knowledge platforms
created in partnership with Lagos Business School, GeoPoll, and the National Institute of Marketing of Nigeria (NIMN).

Each session explores how technology, consumer culture, and media dynamics intersect to influence modern marketing. These are not just discussions; they are think tanks shaping tomorrow’s strategy.

At the 2024 National Advertising Conference in Abuja, the agency further expanded its thought leadership frontier by launching “The Red Room”, a dedicated space for ideas, insights, and collaboration among marketing leaders. The event also saw the unveiling of the latest MediaFacts Book, a trusted industry compendium covering 23 African markets, which has been a data bible since its debut in 2001.

Redefining Media Excellence Across Borders

Today, mediaReach OMD operates as a pan-African media intelligence hub, with thriving offices in Nigeria, Ghana, and Cameroon, serving multinational clients across multiple markets.

Its recent success with FrieslandCampina WAMCO handling media across 10 African markets reinforces its mastery in cross-border execution and multi-market strategy integration.

Every expansion, every innovation, and every partnership echoes the agency’s founding belief: that Africa deserves media solutions built on data, insight, and creativity and not just guesswork.

Global Recognition, Local Heart

The “Outstanding Media Agency of the Decade” honour joins a constellation of global accolades, including recognitions from Adweek and the Gunn Report, which have both named OMD as one of the world’s most creative and innovative media networks.

For mediaReach OMD Nigeria, this latest award is not a culmination but a continuation of a story that began with a simple yet powerful idea: to bridge data and humanity, technology and storytelling, logic and emotion.

As the agency looks to the next decade, its mission remains clear to help brands make smarter decisions, craft deeper connections, and tell more authentic African stories.

Because for mediaReach OMD, media has never been just about reach. It has always been about relevance, resonance, and results.