The Culture Deck
Your Delivery Rider Is Now Part of Your Marketing Team
The Glovo rider. The Bolt Food driver. The dispatch cyclist with your brand name on a bag. Nigerian consumers are forming brand impressions at doorsteps,…
Month: April 2026
Interviews & Spotlights
The Social Media Manager Is the Most Underpaid Person Building Nigerian Brand Equity Right Now
Nigerian brands are building their most direct consumer relationships through social media. The person managing those relationships is, in most organisations, the most junior marketing…
Interviews & Spotlights
The Best Nigerian Creative Directors Are Leaving Agencies. The Industry Is Treating This as Normal.
In the last 18 months, a measurable number of Nigeria's most experienced agency creative directors have left agency employment for brand-side, consulting, or independent roles.…
The Culture Deck
Brand Managers Are the Most Overworked and Most Blamed in Nigeria
Behind every generic Easter post, every committee-approved campaign that says nothing, every brand that missed the moment — there is a brand manager who knew…
Trend Reports & Data
Nigerian Advertising Has a Conference Season. The Conferences Are Not Producing Change.
Between HASG's committee inaugurations, the RANKED 2026 launch tomorrow, and the upcoming NAC 2026, Nigerian advertising is in its conference season. Every event produces panels,…
Trend Reports & Data
11 Nigerian Banks Did Not Advertise in Print at All in Q1 2026. That Is the Data Point Everyone Ignored.
The P+ Q1 2026 Print Audit monitored 29 Nigerian commercial banks. Eighteen were active advertisers. Eleven were not. The coverage celebrated the 18 who showed…
Brand Blunders & Marketing Misfires
Every Nigerian Brand Posted for Easter. Not One of Them Said Anything.
Easter Sunday was April 5. Seventeen days ago. Scroll back through the brand timelines. The volume was enormous. The substance was zero. This is the…
Brand Blunders & Marketing Misfires
Nigerian Fintech Has a New Brand Every Six Months and Zero Brand Equity to Show for It
The Nigerian fintech space has produced more brand identity refreshes, name changes, and 'new chapter' announcements in the past three years than any other sector.…
Campaign Breakdown
The Nigerian Brand That Wins Workers’ Day 2026 Will Be the One That Actually Has Something to Say
Workers' Day is May 1. Nine days away. Most Nigerian brands are already preparing their generic 'we celebrate the Nigerian worker' content. One brand will…
Campaign Breakdown
GTBank Ran the Most Interesting Bank Campaign of Q1 2026.
While every trade outlet was counting Zenith's print placements, GTBank was doing something quietly different — pulling back from volume spending and concentrating investment in…