Nigeria’s advertising industry races into a digital future, yet Olamide Blessing-Kayode insists its true strength lies in authenticity, curiosity, and the human touch.

The Founder and Chief Executive Officer of Vert Idee explained that the sector has moved beyond purely intuitive creativity, now demanding research, data, technology, and cultural grounding to work in harmony.

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However, she noted that integrated marketing communications has evolved from ideas living on cardboard mockups to campaigns powered by digital tools, real-time engagement, and AI. Still, she emphasized that technology can enhance creativity but cannot replace the human element that gives ideas cultural meaning.

Navigating Industry Transformation

Also, Blessing-Kayode highlighted that while FinTech experienced rapid disruption due to handling money, advertising has evolved more gradually because agencies spend on behalf of clients. She attributed this slower pace to infrastructural gaps and policy challenges rather than industry stagnation.

In the same vein, she urged practitioners to envision a “Paystack-like breakthrough” in advertising, where creativity, consumer insight, digital analytics, and cutting-edge tools converge. She believes that such integration could spark transformative growth in the creative economy.

AI as a Tool, Not a Replacement

The marketing expert acknowledged AI’s vast potential for idea generation, content creation, and collaboration. However, she stressed that humans must shape meaning, tone, and cultural nuance, reflecting Nigeria’s identity.

She advised agencies to invest in training, modern tools, and AI solutions that amplify human insight rather than replace it.

Regulation and Collaboration

On regulation, Blessing-Kayode recognised ARCON’s progress in ethics, legal frameworks, and oversight. She encouraged stronger collaboration among agencies, advertisers, content creators, and regulators, warning that digital content moves too quickly for traditional vetting timelines. She suggested adopting real-time approval technologies to avoid stifling creative spontaneity while maintaining compliance.

Professionalism and Integrity

Blessing-Kayode highlighted that Nigeria has strong practitioners, though some still cut corners or ignore processes. She reinforced that integrity, consistency, and truthful storytelling remain essential for agencies seeking client trust.

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The business leader also advised young creatives that social media highlights cannot condense decades of experience into a 60-second reel. She urged them to focus, learn continuously, embrace mentorship, and differentiate visibility from credibility.

Engaging Consumers Emotionally

Turning to festive-season campaigns, she said Nigerian consumers respond to brands that involve them emotionally and make them feel seen. She urged marketers to prioritize empathy, participation, and local flavour, leveraging AR, VR, pop-ups, and real-time experiences that reflect Nigeria’s cultural influence globally.

Lessons from Global Collaboration

Discussing the Omnicom–IPG merger, Blessing-Kayode advised local agencies to embrace collaboration. She warned that many Nigerian firms operate in isolation and urged partnerships across creative, digital, and experiential disciplines to compete globally and seize opportunities from industry realignments.

Vert Idee’s Unique Approach

She shared that Vert Idee, meaning “fresh idea” in French, stands out through authenticity and commitment to treating every client equally, regardless of budget.

She explained that the agency is evolving from a local integrated communications firm to one preparing for global relevance while preserving Nigerian cultural identity in its storytelling.

Recognition and Responsibility

Reflecting on her recent induction as an ARCON Fellow, Blessing-Kayode described it as both recognition and responsibility. She vowed to deepen mentorship for upcoming creatives and maintain diligence, consistency, and ethical standards. She called advertising “the truth well told,” a principle guiding every project, deadline, and client promise.

A Career Rooted in Passion

Blessing-Kayode recalled starting her journey at APCON as a student member, captivated by creativity’s power to influence perception and culture.

She described herself as simple, principled, and deeply committed to integrity, driven by lifelong fascination with how ideas shape behaviour. Looking back over three decades, she encouraged agencies to seek structured recognition from regulatory bodies, ensuring outstanding work receives consistent acknowledgment.

The Future of Nigerian Advertising

Closing her reflections, Blessing-Kayode emphasized that success in advertising comes from truth, culture, discipline, and the courage to improve continually. She asserted that the industry’s future belongs to those who merge technology with humanity, creativity with insight, and innovation with authenticity.