The Culture Deck
Nigerian Brands, Q2 Is Six Weeks Away. Here’s Why You’re Already Behind
Q2 is when Nigerian brand budgets open up, campaigns launch, and creators get booked. If your brand isn't positioned right now, you won't own the…
Author: CHOICE ARUKWE
Campaign Breakdown
Indomie’s Mama Do Good Revival Is a Masterclass in Nostalgia Marketing — But There’s a Catch
Indomie didn't just run a new ad. They reactivated a core memory for millions of Nigerians. Here's the full breakdown of why nostalgia is 2026's…
Interviews & Spotlights
NIMN’s LEADHERS Conference Is Today — And Nigerian Marketing Has Never Needed It More
Today, March 6, 2026, the National Institute of Marketing of Nigeria is hosting its first-ever women-in-marketing conference at the Civic Centre, VI. Here's why it…
Brand Blunders & Marketing Misfires
ARCON Guide: How to Post on Instagram Without Going to Jail
If you are a Social Media Manager, a Brand Manager, or a Creator, you need to pause your “TGIF” plans and read this. For years,…
Interviews & Spotlights
A Day in the Life of a Lagos Marketing Manager in 2026
We often see the glamorous side of marketing: the awards at the Eko Hotel, the viral tweets, and the LinkedIn posts about “crushing Q1.” But…
Campaign Breakdown
How Power Oil Dodged the “Audio Charity” Bullet to Win Detty December
Let’s be honest. December in Nigeria is a lot. Between the “I Just Got Back” (IJGB) crew driving prices up in Lekki, the aggressive “Detty…
Brand Gist
Closer Is Better — Closeup’s Youth Campaign Is More Than Toothpaste Marketing
If you scroll Nigerian social feeds right now, one thing jumps out: toothpaste ads look nothing like they used to. Closeup Nigeria just dropped its…
Al & Algorithm Wahala
AI in Nigerian Marketing — Between Optimism and Empty Prompts
A new survey on the State of AI in Marketing in Nigeria (2025) says what everyone in the industry already whispers: Nigerian marketers are excited…
Brand Gist
Henkel’s “WAW Woman” and the New Face of Identity Marketing
Last week, Henkel Nigeria dropped a new play: media personality Stephanie Coker-Aderinokun as the face of their “WAW Woman” campaign. On paper, it’s detergent. In…
Brand Blunders & Marketing Misfires
PR & Crisis: Why Nigerian Crisis Comms Teams Keep Fumbling (And What Needs to Change
UBA’s Afriland Towers fire exposed something we’ve always known but rarely said aloud: Nigerian crisis comms is broken. It’s not just one bad press release.…