With sharp wit and strategic clarity, Sunday Olufemi, former Group Managing Director of Chams Plc and Chief Enabling Officer of Newwaves Ecosystems Ltd., challenged Nigeria’s top marketers to abandon outdated playbooks and embrace a bold new framework built on growth, governance, and AI.

A Call to Reinvent Marketing’s Purpose

Consequently, he delivered his keynote at the ADVAN CMO Forum 2025 not just as a speech but as a call to reinvent the very purpose of marketing in a rapidly evolving world.

The Urgency of Change

At this year’s ADVAN CMO Forum, there was, therefore, a much deeper and urgent call to evolve or be left behind.

Humor Meets Hard Truth

As the keynote speaker took the stage, he did so with equal parts humor and hard truth.

Critiquing the “Old Trinity”

Addressing a room filled with Nigeria’s top marketing minds, he began by poking fun at what he described as marketing’s “old trinity” of survival: pleading for bigger budgets, praying for less ROI pressure, and hoping for divine inspiration on campaigns.

Declaring the End of Traditional Approaches

“We can no longer rely on the old trinity of budget, campaigns, and agencies,” Sunday declared.

Embracing a New Strategic Mandate

Instead, he asserted, “We must now align with a new strategic mandate built on growth, governance, and Generative AI.”

Drawing from Real Experience

Far from being just another buzzword-laden speech, Sunday’s message was grounded in deep experience.

Proven Leadership in Innovation

At Chams Plc, he had led major national innovations, including the implementation of Nigeria’s Bank Verification Number (BVN) system.

Warning Against Business as Usual

Now, he was warning marketers that business as usual was no longer an option.

Marketing at a Strategic Crossroads

“Today’s CMO stands at the intersection of unstoppable forces,” he said. “Marketing will either become the engine of business growth or be reduced to a cost center struggling for relevance.”

Urging a Shift from Tools to Strategy

Sunday challenged the crowd, therefore, to think beyond flashy tools and focus instead on strategy.

The Risks of AI Without Strategy

To illustrate the pitfalls of mindlessly using AI, he referenced a cringeworthy but hilarious AI-generated slogan: “Suya so sweet, better than pizza. Order with Jumia, deliver with Visa.” The room laughed, but his point was serious.

Cultural Intelligence as a Catalyst

“AI can accelerate us, but we must inject a Nigerian cultural touch,” he emphasized.

Creating Marketing That Resonates

“That’s how we create marketing that is both smart and truly resonant.”

Applauding the Forum’s Thematic Choice

Furthermore, he applauded ADVAN’s bold choice of the forum’s theme, noting the deliberate use of the word “trinity,” a term with spiritual gravity that now takes on strategic meaning for marketers.

Reimagining the Concept of Trinity

“Just like the Trinity is central to faith, this new trinity must be central to marketing’s future,” he said.

Defining Growth, Governance, and AI as Essentials

“Growth, governance, and AI are not buzzwords, they are survival tools.”

Reflecting on the Past to Inspire the Future

Drawing a powerful parallel, Sunday reminded the audience that ADVAN was founded in 1999 a time when Nigeria stood at a crossroads of democracy and economic uncertainty.

A Call for Courage in 2025

“Just like 1999 demanded courage, so does 2025,” he concluded.

Reinforcing the Forum’s Relevance

The ADVAN CMO Forum 2025, therefore, continues to gather Nigeria’s most forward-thinking marketing leaders, regulators, and tech innovators.

A Final Message of Strategic Evolution

And if Sunday’s keynote is anything to go by, the message is clear: evolve strategically or risk becoming irrelevant.

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