Following the recent development that was witnessed between Selar and Mainstack, what began as a strategic billboard placement outside a major creator event in Lagos quickly escalated into a broader industry conversation, drawing reactions across the marketing and creator ecosystem.

As the situation gained traction, MARKETING EDGE, in its traditional way of interrogating industry issues, sought the opinions of experts, who in turn offered divergent views on the matter, reflecting different schools of thought around competition, ethics, and strategy.

Uduakabasi Akpan, Creative Director of Flow Universal Solutions,  took a direct stance. He describes the move as ambush marketing and dismisses any suggestion of wrongdoing, maintaining that Selar simply identified and utilised an available advertising opportunity. In his view, the responsibility lies with Mainstack, which he believes should have secured the surrounding environment more effectively.

He argued that competition remains essential in any evolving market, as it pushes brands to improve and stay relevant. Therefore, he saw the move as a legitimate competitive action, provided no legal boundaries were crossed. However, he added that such strategies must be well thought out, lawful, and executed with clear intent, stressing that brands must fully understand the ecosystem they operate in.

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On the role of social media, he noted that it played a significant role in amplifying the situation, turning what might have remained a low key development into a widely discussed issue.

Offering  his own perspective, Deji Onadeko, CEO, RedLantan Media Multimedia company (Production/Marketing/Advertising), viewed  the situation as a reflection of an industry where brands constantly seek opportunities to gain an edge. While he refrained from assigning blame, he acknowledged that such actions naturally raise questions around ethics and professional judgment.

He, however, focused on the broader impact, noting that this level of competition keeps the ecosystem active and forces all stakeholders to operate more deliberately. According to him, events today extend beyond physical venues into digital spaces, where conversations grow rapidly. As a result, brands must factor in this expanded visibility when planning their activities, especially as social media continues to shape narratives in real time.

Taking a more strategic view, Femi Isaac Olatunji, Founder and Lead Consultant, Offset Communications Africa,  analysed the situation within the context of market evolution. He agreed that the move fits into ambush marketing but pointed out that it positions the brand as reactive rather than dominant, since it leverages an already existing moment.

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At the same time, he acknowledged that Mainstack successfully created a high attention event that attracted both audience and competitor interest. However, he cautioned that how such situations are managed afterward can influence brand perception and credibility.

He explained that the creator economy is gradually shifting, with brands now competing not just on products but on visibility, attention, and cultural relevance. In that environment, he advised that brands must take control of their narratives early, maintain credibility, and respond thoughtfully, especially when public scrutiny intensifies.

Collectively, these expert insights highlight the complexity of the situation rather than a single conclusion. While some saw the move as a valid competitive tactic, others pointed to the need for greater strategic discipline and careful narrative management.

Ultimately, the episode reflected a changing landscape where competition is more visible, reactions are more immediate, and every strategic move carries wider implications for brand positioning and perception.

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