Udeme Ufot, the Group Managing Director of SO&U, has called for a strategic overhaul of Nigeria’s marketing landscape, emphasising that stronger collaboration, ethical practices, and bold innovation are crucial for advancing the industry and unlocking brand growth.
Speaking as the Chairman of the inaugural Brand Handlers Summit and Awards, Ufot highlighted the paradoxical state of the sector, which he described as both vibrant and fragmented.
In his keynote address, titled "Advancing Nigeria’s Marketing Ecosystem to Drive Brand Growth," Ufot acknowledged the industry's globally recognised creativity and dynamic workforce but pointed out its persistent challenges, including a lack of trust, weak collaboration among stakeholders, and insufficient investment in capacity building.
He stressed that the industry’s true strength would not come from individual brilliance but from the collective efforts of brands, agencies, media, regulators, academia, and consumers.
"The Nigerian marketing ecosystem is alive, dynamic, and evolving before our eyes.
“Yet, if we are honest, its state today is a paradox, vibrant but fragmented, creative but inconsistent, promising but underperforming," Ufot stated.
He urged brands to view agencies as genuine partners in value creation, called on regulators to act as co-architects of growth, and encouraged the media to become trusted allies in developing impactful campaigns.
Ufot also stressed the urgent need for investment in talent development to prepare professionals for an industry rapidly being reshaped by digital transformation and artificial intelligence.
He insisted that universities, institutes, and industry leaders must work together to ensure professionals are not just job-ready but future-ready.
Furthermore, Ufot framed technology not as a threat but as a powerful tool for creativity.
He advised marketers to leverage data analytics and digital platforms to gain deeper insights, personalise consumer experiences, and more effectively measure campaign impact.
He also issued a stark warning about the importance of ethics and professionalism, stating, “Trust is the foundation upon which marketing rests.
Without it, even the most brilliant campaigns will collapse.”
Ufot also challenged the industry to promote Nigerian narratives by embracing local culture, language, humour, and aspirations as unique assets.
"Our identity is not a weakness to be hidden; it is a strength to be celebrated," he declared, urging the industry to move beyond imitation and build on its unique cultural foundation.
He concluded by reiterating that marketing must be seen as a central driver of economic growth and nation-building rather than a peripheral activity.
“In a country striving for growth, marketing is not a luxury, it is a necessity,” he affirmed.
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