Nigeria’s media landscape is undergoing a major transformation as brands continue to shift investment towards digital, social and performance-driven channels. Yet, for Igwe Okeke, Managing Director of Carat Nigeria, the real challenge is not choosing between traditional and digital media, but ensuring that every media investment delivers measurable business value.

In this interview with Abimbola Mohammed, Chief Correspondent, MARKETING EDGE, Okeke speaks on media accountability, programmatic advertising, influencer marketing, industry transparency and the qualities young professionals need to thrive in a rapidly changing media ecosystem.

Nigeria’s media landscape is changing rapidly, with brands shifting more spend towards digital, social and performance channels. From your experience at Carat, how should brands strike the right balance between traditional media and digital investment to achieve real business results?

Brands should stop viewing traditional and digital media as competing investments and instead recognise them as complementary elements of an integrated growth strategy. In Nigeria, traditional channels such as television, radio, outdoor and print remain powerful for building mass awareness, credibility and long-term brand equity, while digital platforms offer precise targeting, engagement, conversion and measurable results. The most important thing is to start with clear business objectives and assign each channel a strategic role based on the target audience, consumer behaviour and desired outcomes, rather than following media trends or prioritising one channel over another.

The real opportunity lies in creating an integrated consumer journey where traditional and digital touchpoints work together to influence purchasing decisions. Brands must move beyond measuring impressions, reach and engagement to focus on meaningful business outcomes such as incremental sales, revenue growth, market share and customer lifetime value, using tools such as attribution, brand lift studies and marketing mix modelling. Ultimately, there is no universal formula for allocating media investment; the right balance depends on the brand’s objectives, category and audience. At Carat, the focus should be on helping brands embrace audience-led, data-informed and outcome-driven media strategies where every investment contributes to sustainable business growth. We are proud of our proprietary data, tools, and systems that help us to consistently support our clients’ growth objectives.

Many brand owners now demand measurable returns from every media investment. What does effective media accountability look like in Nigeria, and what must agencies do differently to prove value beyond impressions and reach?

Effective media accountability in Nigeria starts with shifting the conversation from how much media exposure a brand receives to what that investment delivers for the business. While impressions, reach, frequency and engagement remain important indicators that navigates us towards the success of campaigns, they do not tell the full story. Agencies must demonstrate how media contribute to outcomes such as brand consideration, customer acquisition, sales growth, market share and customer retention. This means establishing clear KPIs from the beginning, aligned with the client’s business objectives, and using appropriate measurement tools such as brand lift studies, marketing mix modelling, attribution and incrementality testing to understand the real impact of media investment.

Agencies must also become more commercially minded, data-driven and compliant in how they plan, execute and report campaigns. In Nigeria, this requires investing in better data infrastructure, strengthening research and analytic capabilities, understanding local consumer behaviour and connecting media performance more closely to actual sales and business results. Rather than simply presenting campaign reports showing impressions and engagement, agencies should provide actionable insight, demonstrate what worked, what did not and how future investments can be optimised. Ultimately, accountability is not just about proving that a campaign ran successfully; it is about proving that the investment created value. At Carat, our responsibility moves beyond media planning and buying. We are strategic growth partners who help brands make smarter investment decisions and achieve sustainable business outcomes.

Digital media buying is becoming more automated, data-driven and programmatic. What opportunities and risks does this create for Nigerian brands, particularly in areas such as audience targeting, ad fraud, transparency and brand safety?

The increasing automation of digital media buying presents significant opportunities for Nigerian brands, particularly in audience targeting, efficiency and campaign optimisation. Programmatic advertising allows brands to reach specific audience segments based on their interests, behaviour/habits, demographics and online activities, rather than relying solely on broad demographic assumptions. It also enables real-time optimisation, better frequency management and more efficient use of media budgets. For Nigerian brands operating in a diverse market with different consumer behaviours, purchasing power and media consumption habits, this creates an opportunity to deliver more relevant and personalised communication while improving campaign performance and accountability.

However, these opportunities come with risks that brands and agencies must actively manage. Ad fraud, fake impressions, invalid traffic, poor-quality inventory, limited transparency and inappropriate content placements can undermine campaign effectiveness and waste media investment. There is also the risk of becoming overly dependent on automated systems without sufficient human oversight, particularly where audience data is inaccurate or does not adequately reflect local consumer realities. Agencies must therefore prioritise trusted technology and media partners, independent verification, transparent reporting, strong brand safety controls and regular audits of where advertising budgets are being spent. Ultimately, automation should enhance strategic decision-making, not replace it. At Carat, the focus should be on ensuring that technology, data and human intelligence work together to deliver efficient, transparent and brand-safe media investments that generate meaningful business growth.

The creator economy and influencer marketing are attracting significant brand budgets, with some marketers reallocating spend from legacy channels. Do you see this as a permanent shift in media investment, and how should brands avoid confusing popularity with genuine business impact?

I see the growth of the creator economy as a significant and lasting shift in the media landscape, but not necessarily a replacement for traditional media. Rather, it represents an expansion of how brands connect with consumers. Creators bring authenticity, cultural relevance and access to highly engaged communities, making influencer marketing an increasingly important part of the media mix. In a market like Nigeria, where social media plays a major role in shaping conversations, trends and purchasing decisions, this presents significant opportunities for brands.

However, brands must be careful not to confuse popularity with effectiveness. A large following or high engagement does not automatically translate into business results. The real measure of success should be the creator’s ability to influence consideration, build brand affinity, drive purchase intent and ultimately contribute to business growth. This requires looking beyond vanity metrics to more meaningful indicators such as audience relevance, engagement quality, brand alignment, conversions and return on investment.

Ultimately, I believe the future is not about choosing between creators and traditional media but understanding how both can work together. At Carat, we believe media investment should always be guided by strategy, consumer understanding and measurable outcomes. The question should not simply be how many people a creator can reach, but how meaningfully they can move those people to act. We prioritize Difference Engineered by media driven by technology, data, and people in driving growth for our clients and brands.

Looking ahead, what should Nigerian brands, media owners and agencies do to build a more transparent, innovative and commercially sustainable media ecosystem—one where creativity, data and investment work together to deliver stronger returns?

I am of the opinion that building a more transparent, innovative and commercially sustainable media ecosystem in Nigeria requires a stronger partnership between brands, media owners and agencies. We must move beyond seeing ourselves as separate players and recognise that we share a responsibility for building an industry that delivers value for everyone. This starts with greater transparency in media pricing, measurement, reporting and accountability, so that every naira invested can be properly tracked and its impact understood.

We must also embrace data, technology and innovation without losing sight of the power of creativity and human insight. Brands need to invest in understanding consumers better, media owners must continue to evolve their platforms and measurement capabilities while agencies must bring together strategic thinking, creativity, technology and data to deliver solutions that drive real business growth. Equally important is building trust through collaboration, consistent industry standards and a commitment to rewarding effectiveness rather than simply volume or visibility.

Ultimately, the sustainability of our industry depends on our ability to demonstrate the commercial value of what we do. At Carat, we believe media should not just be about spending money to reach audiences; it should also be about making every investment work harder for brands. The future of our industry will not be defined by who spends the most, but by who creates the most value from every naira invested.

You were recognised as the Edge Outstanding Media Advertising Personality of the Decade. What leadership philosophy has guided your journey at Carat, and what advice would you give young media professionals entering an industry being reshaped by data, technology and changing consumer behaviour?

My leadership philosophy has always been anchored on people, purpose and performance. I believe great leadership is not about having all the answers, but about building the right team, creating an environment where people can thrive and empowering them to deliver their best. At Carat, we have focused on staying curious, embracing change, challenging convention and ensuring that our work consistently delivers meaningful business impact for our clients. Being recognised as the Edge Outstanding Media Advertising Personality of the Decade is deeply humbling. I see it not just as a personal achievement, but as recognition of the collective effort, commitment and talent of the people I have had the privilege of working with so far in my journey.

My advice to young professionals entering the industry is to never stop learning. Media is evolving rapidly, and an understanding of data, technology, AI and changing consumer behaviour is becoming increasingly important. However, technical knowledge alone is not enough. You must also develop critical thinking, creativity, curiosity and a deep understanding of people. Be willing to challenge conventional thinking, take risks, embrace new opportunities and, above all, remain adaptable.

My message to the next generation is simple: don’t just learn how the media industry works today; develop the mindset and capabilities to shape what it becomes tomorrow. The future belongs to those who combine curiosity with courage, knowledge with creativity, and ambition with a commitment to excellence.