Campaign Breakdown
How Nigerian Breweries Is Rebuilding After Losing Ground
Nigerian Breweries spent years in genuine financial distress — debt, currency losses, a business that needed a rights issue to stabilise. Its H1 2026 results…
Author: CHOICE ARUKWE
Trend Reports & Data
What Nigeria’s Inflation Is Teaching Marketers About Value
Inflation did not just change what Nigerians can afford. It changed what the word “value” means to them. Brands that are still marketing value as…
Campaign Breakdown
Malta Guinness Didn’t Just Sign Enioluwa. It Signed an Audience.
When Malta Guinness unveiled Enioluwa Adeoluwa and Rachael Okonkwo as ambassadors under its “Every Side of You” campaign, most people saw two celebrity signings. That…
Brand Blunders & Marketing Misfires
Everybody Wants 300,000 Influencers. But Does Anybody Want a Brand?
The Nigerian marketing budget now reads like a casting list. Twenty influencers here, a tier of micro-creators there, a celebrity for the launch. Reach, reach,…
The Culture Deck
When Every Brand Wants to Go Viral, Who Is Building the Brand?
Virality is the goal in every Nigerian content meeting now. Make it go viral. Get the views. Win the day. And in the rush for…
Campaign Breakdown
Inside Glo’s Data Campaigns: Can More Data Ever Fix a Brand Perception Problem?
Glo’s pitch has always been the same: more data, more value, more gigabytes for your Naira. And year after year, the brand perception problem refuses…
Trend Reports & Data
The New Nigerian Consumer Doesn’t Trust Ads. They Trust Screenshots.
Your billboard says the network is fast. The screenshot in the group chat shows the speed test at 0.2mbps. Guess which one the Nigerian consumer…
Interviews & Spotlights
The Junior Creative Is the Most Talented and Least Heard Person in Every Lagos Agency
They understand the culture better than anyone in the room. They know what will land on Nigerian Twitter before the client does. They produce the…
Campaign Breakdown
How Wema Bank Stopped Acting Like a Bank and Started Winning Like a Creator
Somewhere along the line, one Nigerian bank figured out that the way to win younger consumers was to stop sounding like a bank entirely. The…
The Culture Deck
Why Nigerian Brands Only Remember Pidgin When They Want Something
For eleven months of the year, the brand speaks in clean corporate English. Then a trend hits, or December comes, or sales dip — and…