Brand Gist
What The Macallan & AG Baby Taught Us About Event Strategy
History was made on January 2, 2026 (and the days leading up to it), as AG Baby became the first artiste to headline and sell out the newly renovated…
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 new “Closer Is…
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 reality, it’s an…
Brand Gist
Jumia’s Brand Festival Is Back — And It’s a Full-Funnel Monster
For most brands, a sale is a discount.For Jumia, a sale is a season. Brand Festival is two weeks of choreographed chaos: daily “Brand Days”, flash sales, vouchers,…
Brand Gist
How Iamisigo Took Nigerian Craft to Copenhagen Fashion Week—and Rebooted the Global Design Nation Narrative
Stop scrolling and read this: Nigerian designers aren’t just showing up — they’re leading revolutions in global fashion. The latest proof is Iamisigo, the Lagos-Accra-Nairobi slow-design powerhouse that just…
Brand Gist
How Bature Brewery Is Betting on Nigeria’s $7B Beer Market
Nigeria’s beer market is worth $7 billion annually, dominated for decades by the big three — Nigerian Breweries (Heineken), Guinness (Diageo), and International Breweries (AB InBev). Their weapon?…
Brand Gist
Why This Year’s Nigerian Marketing Awards Just Added “Best Spice Brand” to the Category List
Let’s set the table… Awards in Nigeria have always told us more than the trophies. They’re mirrors — showing us where culture, consumer demand, and marketing budgets are…
Brand Gist
Prompt-and-Pray: Inside Nigeria’s New Era of Lazy Copywriting
Let’s be honest: something strange is happening in Nigerian marketing departments and agencies. You’ve seen it: An ad copy that feels like it was dragged straight out of…
Brand Gist
Bokku! Discounts Got Our Attention — But Where’s the Brand Recall?
Nigeria’s supermarket scene has long been divided into two camps: The premium dreamers — Shoprite, Spar, Justrite, glass doors, imported vibes, and prices that scream, “We don’t know…