Looking back at 2025, the stories that captured readers’ attention reveal a year defined by industry transformation, leadership evolution, and spirited debates over the future of Nigeria’s marketing communications sector. From courtroom battles over regulatory authority to inspiring profiles of professionals breaking barriers, the MARKETING EDGE audience engaged deeply with content that moved beyond surface-level reporting to explore the complexities shaping brand strategy, youth empowerment, and creative excellence.

Based on page views throughout the year, here are the stories that resonated most with our readers, offering a window into the issues that mattered when Nigeria’s marketing and advertising community logged on to stay informed.

Industry Transformation and Economic Potential

Creative industry stakeholders call for strategic financing revolution to unlock Nigeria’s $100 billion potential topped the year’s most-read list, striking a chord with readers hungry for solutions to the sector’s persistent funding challenges. The story explored how creative industries spanning publishing, cinema, television, music, media, architecture, marketing communications, and the arts serve as catalysts for building diverse, sustainable communities while driving economic growth. As traditional sectors faced headwinds, the piece highlighted how creative professionals successfully merged cultural expression with technological innovation to create employment and establish enterprises focused on social impact. The article’s resonance demonstrated readers’ appetite for forward-looking analysis that balances aspiration with practical pathways to unlock the sector’s massive potential.

Technology Partnerships Reshape Business Tools

Salesforce and Google deepen partnership to redefine enterprise AI with Gemini integration captured significant attention as businesses grappled with how to harness artificial intelligence effectively. The expanded alliance bringing Google’s Gemini models into Salesforce’s Agentforce 360 platform set a new benchmark for intelligent business automation. Readers engaged with the story’s exploration of how enterprises can deploy AI across sales, service, and IT operations, reflecting growing recognition that competitive advantage increasingly depends on sophisticated technology integration rather than technology adoption alone.

Leadership Appointments Signal Industry Evolution

Stella Din-Jacob appointed as Executive Director, News at NTA celebrated a milestone appointment underscoring government commitment to strengthening national broadcasting. Din-Jacob, affectionately known as “The General,” transitioned from six years of exceptional leadership at TVC News to her new role at Nigerian Television Authority. The story resonated as readers followed the career trajectory of a respected media professional while considering what her appointment signals about journalism leadership and the future of public broadcasting in Nigeria.

Industry Structure and Economic Realities

Of Pitch Fee, Economic Reality and New Survival Strategies sparked considerable reader engagement by tackling uncomfortable truths about the advertising industry’s evolution. Former APCON Chairman Lou Akinwunmi’s declaration that advertising as traditionally practiced has died, leading to fusion of different marketing communication functions, prompted reflection and debate. His suggestion that the practice deserves a name change to something like “Marketing Communication” to accommodate the convergence of advertising, PR, digital, and experiential functions resonated with practitioners experiencing this transformation firsthand. The article’s examination of how economic downturn affected industry dreams, including the long-fought battle for pitch fees, touched on realities many preferred not to discuss publicly but recognized privately.

Brand Investments and Market Expansion

PepsiCo introduces Cheetos in Nigeria, deepens local investment demonstrated readers’ interest in major brand moves and what they signal about Nigeria’s consumer market. The official opening of PepsiCo’s expanded snacks manufacturing facility in Lagos, marking Cheetos’ launch in Cheese and Coconut flavors, represented more than product news. It showcased over $20 million in Nigerian investment, job creation, and supply chain development with local partners including Northern Nigeria Flour Mills, Grand Cereals, and BabbanGona. Readers engaged with the story as validation of Nigeria’s market attractiveness despite economic challenges.

Corporate Social Responsibility That Works

Building tomorrow’s leaders today: How Nestlé Nigeria is transforming youth potential into national progress resonated deeply by examining youth unemployment realities alongside substantive corporate response. With Nigeria’s youth unemployment at 6.5%, nearly three times the adult rate, the article explored how Nestlé’s ₦6 billion investment since 2011 created pathways transforming potential into professional competence and entrepreneurial capability. Readers appreciated the story’s refusal to treat CSR as public relations exercise, instead examining sustained programs building actual infrastructure and opportunity.

Recognizing Excellence in Brand Journalism

Abimbola Mohammed wins best story on youth empowerment at 4th Nestle Media Awards and Abimbola Mohammed clinches ‘Marketing Journalist of the Year’ Award both made the top 20, reflecting readers’ interest in recognizing quality journalism within the marketing communications space. Mohammed’s recognition at both the Nestlé Media Awards and Nigeria Marketing Awards validated the importance of insightful, well-researched brand storytelling that elevates industry discourse beyond promotional content.

Strategic Communications Looking Ahead

Strategic PR to see bigger budgets, tighter measurement in 2026 as 2025 winds down captured attention as professionals sought perspective on the year ahead. Dr. Bukky George Taylor of Robert Taylor Media provided insight into how 2025 unfolded with cautious optimism, brands recalibrating strategies, and increased PR spending directed toward performance-driven campaigns. Her observation that Nigerian PR showed resilience despite economic pressure while still needing firmer measurement standards and improved ROI reporting resonated with practitioners balancing ambition with accountability.

Regulatory Controversies and Industry Tensions

ADVAN Needs Prayers – ARCON DG speaks on conflicting court judgments over OOH Regulation generated significant readership as ARCON Director General Dr. Olalekan Fadolapo made headlines with his unusual appeal for prayers for the Advertisers Association of Nigeria. His candid assessment during a MARKETING EDGE TV interview about conflicting Federal High Court judgments on OOH advertising regulation sparked debate. The controversy over whether ARCON or local governments hold regulatory authority, combined with Fadolapo’s pointed commentary on ADVAN’s leadership, made this essential reading for anyone following industry power dynamics.

Nation Branding and Leadership Responsibility

You can’t drive perception change for our country without deep commitment from leadership – Udeme Ufot struck a chord at National Advertising Conference 2025 by challenging simplistic narratives about who bears responsibility for changing Nigeria’s global perception. Ufot’s counter-perspective to calls for marketing professionals to rebrand Nigeria emphasized that effective destination branding requires unwavering government commitment, substantial infrastructure investment, and consistent leadership vision, not just creative campaigns. The piece’s popularity demonstrated appetite for honest conversation about nation branding realities.

Career Milestones and Professional Recognition

A new walk begins as Oyetola Akeredolu becomes Diageo’s Johnnie Walker Brand Guardian for Africa celebrated a career milestone that felt like destiny taking confident steps forward. Akeredolu’s appointment as Brand Manager for Johnnie Walker overseeing South, West and Central Africa represented the intersection of talent, preparation, and opportunity. Readers engaged with the profile’s examination of how years shaping beloved brands positioned her for this iconic global role.
EDGE Awards 2025: Akonte Ekine honoured as outstanding PR Personality of the decade and Felicia Nwosu wins LaPRIGA 2025 Media Excellence Award both resonated as readers celebrated sustained excellence. Ekine’s recognition at the 13th EDGE Awards acknowledged consistent influence over time, while Nwosu’s LaPRIGA win crowned years of disciplined reporting and editorial depth.

Corporate Strategy Shifts

PepsiCo pulls the plug on 2025 favorites as new era for soft drinks begins captured attention as the beverage giant confirmed that select Pepsi and Mountain Dew flavors would disappear from shelves. The strategic portfolio streamlining to align with evolving consumer preferences and focus on successful products demonstrated how even giants must adapt or risk irrelevance.

Sports Marketing Shake-Ups

AB InBev set to replace Heineken as UEFA Champions League beer partner rounded out the top stories with news of a major sponsorship transition. AB InBev’s move to secure beer partnership rights for UEFA’s men’s club competitions from 2027 to 2033 marks the end of Heineken’s enduring alliance with European football, demonstrating that even iconic partnerships eventually evolve.

What It All Means

The stories that captured readers’ attention in 2025 reveal an audience seeking substance over superficiality, complexity over simplicity, and honest assessment over promotional puffery.
As we enter 2026, these reading patterns will continue guiding our editorial priorities: telling stories that matter, recognizing excellence that inspires, examining controversies that demand attention, and providing analysis that helps professionals navigate an industry in constant transformation.

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