Brand Strategy

Mastercard picks WPP Media to lead global media strategy, ends partnership with Carat

Mastercard has appointed WPP Media as its new global media agency, taking charge...

‎Meet MARKETING EDGE 2025 National Marketing Stakeholders’ Summit panelist – Odugbemi

Few figures embody the spirit of African storytelling as profoundly as Femi Odugbemi....

‎Meet MARKETING EDGE 2025 National Marketing Stakeholders’ Summit panelist – Awopetu

Great leaders are not just defined by the roles they occupy, but by the impact they...

‎Meet MARKETING EDGE 2025 National Marketing Stakeholders’ Summit panelist – Ogunpitan

‎For over forty years, Remi Ogunpitan has led from the front, commanding deep expertise...

How brands are reinventing strategies to drive growth and build lasting connections

Amid a slow economy and cautious consumer spending, many brands are struggling to...

‎Meet MARKETING EDGE 2025 National Marketing Stakeholders’ Summit Keynote Speaker – ASIKA

‎Obi Asika is the Director-General of the National Council for Arts and Culture,...

‎Meet MARKETING EDGE 2025 National Marketing Stakeholders’ Summit Keynote Speaker – SHARMA

‎Girish Sharma is the Managing Director and Chief Executive Officer of Guinness...

Tackling marketing’s awareness gap

Raising brand recognition might seem like an easy marketing hurdle to overcome. After...

Market share: the metric that matters, but only in context

For many years, marketers have regarded market share as the ultimate measure of a...

The risk of playing it safe: why comfort is the enemy of growth

In marketing, the term “safe” may evoke a sense of security. It prevents blowback,...