The recent Nigerian Marketing Awards (NMA), themed ‘Ignite,’ saw Dettol triumph, winning two prestigious accolades: Campaign of the Year for its Big Bang Blossom initiative and Fragrance of the Year for its Dettol Skin Care product. The event, held in Lagos, highlighted the immense talent and creativity within Nigeria’s marketing landscape and offered recognition to a plethora of other brands. Tiger Beer from Nigerian Breweries Plc was awarded Brand of the Year, while Indomie Noodles and Chivita received accolades for their corporate responsibility and social media strategies respectively. These awards underscore the dynamic nature of marketing in Nigeria and signify a continued commitment to innovative practices within the industry.
In addition to product and brand awards, individual achievements were also recognized. Modupeoluwa Aremo from Grand Oak Limited was named Inspirational Marketing Leader, reflecting the exceptional leadership qualities in the field. The Rising Star in Marketing award went to Odinaka George from C-Way Foods, promoting the idea of nurturing fresh talent within the sector. Furthermore, Oluwafemi Adeyemi from BrandIconImage took home the Marketing Journalist of the Year award, emphasizing the importance of journalism in shaping marketing narratives. The distinction of Company of the Year was awarded to Rekit Benkista, underlining its significant influence in the Nigerian consumer goods market.
During the awards ceremony, marketing expert Charles Otudo delivered an insightful keynote address, emphasizing the critical role of personal branding in modern marketing practices. He asserted that authenticity and problem-solving should be at the core of marketers’ campaigns. “True personal brands lead and solve problems,” he said, stressing that effective marketing should focus on creating value rather than merely driving sales. Otudo’s comments reflect a growing trend towards purposeful marketing, as brands acknowledge their roles in broader societal challenges while contributing to economic growth through innovative solutions.
Uquo Ukoh, head of the Awards Decision Council, highlighted the rigorous assessment process for the awards this year, despite a slight decline in overall submissions. He praised the quality of the entries by focusing on criteria such as the definition, identification, application, and performance of marketing solutions. This suggestion of adapting strategies to cater to the needs of Generation Z and Generation Alpha speaks to the evolving landscape of marketing in Nigeria, as brands must continuously innovate to stay relevant to younger demographics.
Tony Agenmonmen, the convener of the NMA, celebrated the event’s expansion as a significant milestone in recognizing marketing excellence. He reiterated the importance of transparency and integrity in building the awards into a credible platform for marketers in Nigeria. His comments reflect the ongoing challenges faced within the industry but also showcase a commitment to high standards and pushing boundaries. This dedication to excellence ensures that the NMA serves not only as a celebration of achievements but also as a catalyst for future innovation within the marketing sector.
Overall, the 2023 Nigerian Marketing Awards not only celebrated the outstanding contributions of brands and individuals but also instilled a sense of forward-thinking in the marketing community. The recognition of various companies and marketing professionals illustrates the diversity and vitality of the industry. As participants embraced the theme of ‘Ignite,’ it was evident that the future of marketing in Nigeria holds promising potential, driven by creativity, authenticity, and a resolute focus on addressing consumer challenges. The awards commendably lay the groundwork for ongoing dialogue and growth in the marketing environment, encouraging a collective pursuit of excellence.
