•As Media Consortium Honours Industry Titans
In a marketplace saturated with choice and populated by increasingly discerning consumers, marketing experts have urged brands to look beyond price and focus on building trust and delivering holistic value.
This was the central message at the third annual MediaConsortium Conference and Awards, held on Thursday at the Lagos Chamber of Commerce & Industry (LCCI).
The event, attended by industry leaders and captains of industry, delved into the theme, “Defining 'Value' in the Modern Marketplace: Beyond Price, Quality, Experience, and Ethics.”
Adetunji Faleye, Co-Convener of the MediaConsortium Conference, explained that the theme was chosen to address a crucial question facing brands today.
"We believe the answer lies in a holistic approach, one that integrates all these elements and goes further to capture the intangible: trust, relevance, purpose, and sustainability.
“These are the true benchmarks of success in the modern marketplace,” Faleye stated.
Delivering the keynote address, Femi Opadere, Head of Digital Media at Globacom, challenged brands to shift their focus from cost to benefit.
He stated that today's consumers are digitally active, have a multitude of options, and base their decisions on more than just a low price tag.
Opadere used Globacom’s introduction of per-second billing as a prime example of how delivering genuine value can transform an industry.
He recalled that the decision wasn’t focused on immediate profit, but on providing value to Nigerians —a strategy that attracted over one million subscribers in a few months.
He concluded with the timeless adage, “Price is what you pay, value is what you get.”
The discussion deepened during a panel session moderated by Zion Rufus, a senior brand and content strategist at Livespot360.
Panellists, drawing from diverse industry experiences, offered practical insights into creating lasting value.
Samuel Akinrimisi, New Product Development Lead at Eko Supreme Resources, warned that brands often fail by operating on flawed assumptions about their customers.
He stressed that brands must incorporate the consumer’s perspective from the very beginning.
“The gap I identified is that we do not bring the point of the consumer into the product perspective,” Akinrimisi explained.
He defined true value as “needed satisfaction,” urging brands to understand the cultural relevance of their products and messaging.
Ayodeji Ajayi, Strategy/Creative Director at Hephzibah Experiential Ltd, spoke on the power of building an emotional connection and trust to foster unwavering loyalty.
“You cannot take away emotions,” Ajayi noted, explaining that this deep connection is what makes a consumer choose a brand repeatedly.
He stressed that “the culture that defines the experience is one thing that brands must prioritise to succeed.”
Representing the fast-evolving fintech space, Obinna Ojekwe, Marketing Lead at Hydrogen Pay, described value as a powerful differentiator.
For niche players, he called value a “cheat code” that allows them to excel by deeply understanding their specific market segment.
Ojekwe also emphasised the importance of co-creation, where brands actively involve their target audience in the product development process to ensure the final outcome truly reflects their needs and insights.
The experts unanimously agreed: in today’s marketplace, sustainable success is built not just on what a brand sells, but on the comprehensive value it delivers.
The enlightening conference culminated in a prestigious awards ceremony, celebrating the brands, agencies, and individuals who have exemplified excellence and successfully delivered outstanding value.
The consumer goods sector was well-represented, with Checkers Custard named Outstanding Custard Brand of 2025 and Golden Penny Semovita taking home the Consumer Brand of the Year 2025.
Culinary excellence was further celebrated as Ajinomoto was crowned Outstanding Culinary Brand of the Year 2025.
In the beverage category, Amstel Malta was recognised as the Malt Drink of the Year 2025.
Demonstrating innovation in the home care segment, SoKlin received double honours as the Innovative Detergent Brand of the Year 2025 and for its Smart Liquid, which won Innovation of the Year in the Detergent Category.
A special commendation for creating tangible consumer benefits went to WideScope International Logistics Limited for Creating Real Value for Consumers.
Commitment to social responsibility was also celebrated, with BATN Foundation receiving the Social Impact Award of 2025 and Bet9ja Foundation earning the CSR Award of 2025.
Broader corporate excellence was also spotlighted, with Iron Resources named Outstanding Company of the Year 2025.
In the financial sector, ALAT was recognised as the Outstanding Digital Bank of the Year 2025.
The agency and professional categories saw a wide array of talent recognised.
SBI Media Ltd was awarded Innovative Media Agency of the Year, while SOULCOMMS PR was named Outstanding Public Relations Agency of the Year 2025.
Specialist firms also received accolades, with P+ Measurement Services celebrated as the Innovative Public Relations Measurement Agency of the Year 2025 and CI Public Relations Consulting Limited honoured as the Outstanding firm in Crisis/Strategic Communication.
The future of the industry was also in the spotlight, as Seedar Group won Innovative Young Public Relations Agency of the Year 2025 and WhirlSpot Media was recognised for its Outstanding Contribution to Startups.
Individual excellence was lauded across the marketing and media landscape.
Rotimi Bankole won Outstanding Media Personality of the Year 2025, while Melvin Udosen was named Outstanding Media Entrepreneur of the Year 2025.
In journalism, Azeez Disu was crowned Brand Journalist of the Year 2025, and Afolabi Idowu was recognised as the BJAN Personality of the Year 2025.
In marketing leadership, Ilyas Kazeem was awarded Marketing Director of the Year (Food Division), and Roseline Abaraonye won Marketing Director of the Year 2025 (Cosmetics).
The rising stars were not overlooked, with Onoriode Akusu celebrated as the Fast-Rising PR Practitioner of the Year.
The MediaConsortium Conference and Awards is an annual event dedicated to fostering knowledge exchange, celebrating industry excellence, and inspiring the future of marketing, media, and communications in Nigeria.
It brings together industry leaders, brand custodians, and innovators to discuss pressing issues and recognise outstanding contributions to the marketplace.
#MediaConsortium2025 #BeyondPrice #MarketingNigeria #BrandTrust #ValueCreation
All rights reserved. The content on this website, including text and other digital materials, may not be reproduced, published, broadcast, rewritten, or redistributed, in whole or in part, without the express written consent of The News Accelerator Network.
For advertising inquiries, news coverage, or press releases, please get in touch with us at
📧 thenewsacceleratornetwork@gmail.com
📞 08051017159, 08173970030
You can also subscribe to our YouTube channels here: https://www.youtube.com/channel/UCVELRC3WinKZ7tdmhmZaRmQ?sub_confirmation=1
إرسال تعليق