Marketing Strategy

World’s biggest brands pivot to volume growth as consumers push back on price hikes

For three years, the world’s biggest consumer brands discovered a remarkable truth....

The state of marketing in Nigeria (digital and experiential): What’s maturing & what’s still being figured out

By Yvonne Mgbodile, Account Director — Gladys Gospel, Senior Account Manager —...

How Spider-Man Brand New Day spun the biggest marketing web in Hollywood history

The $355 million opening weekend that made Spider-Man: Brand New Day the second-highest...

Kraft Heinz and Disney sign landmark multi-year brand alliance

Two of the world's most recognisable consumer brands have joined forces in one of...

How RESQ turned Flying Fish’s FIFA World Cup watch party into a winning brand experience

The true measure of an experiential marketing agency lies in its ability to translate...

The smartest brands don’t chase culture — they arrive first

A new piece by Oti Ukubeyinje, Consumer Data and CRM leader at Diageo, and one of...

Plus Acuity backs PRADWAVE 5.0 to bridge Nigeria’s marketing talent gap

Plus Acuity has reaffirmed its commitment to developing the next generation of marketing...

Unilever’s Global CMO rewrites the influencer marketing at Cannes Lions 2026

The most important thing said about influencer marketing at Cannes Lions 2026 did...

The billion-follower vacuum: sports marketing after the Messi-Ronaldo era

The 2026 FIFA World Cup is reviving football's oldest argument — who is the true...

How Porsche’s Black Mambas campaign redefines purpose marketing

In an era when brands are increasingly expected to stand for something beyond the...