Brand Gist
Uber Is Leaving Nigeria After 12 Years. Did Bolt Win, or Did the Market Beat Everybody?
Uber helped teach Nigerians how to order a car from their phones. Twelve years later, the category it helped build will continue without it. That…
Latest stories
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Brand Gist
Morning Fresh Asked Who Should Wash the Dishes. The Real Campaign Was About Who Gets to Care.
There are probably few things less glamorous in Nigerian advertising than washing dishes. Then Morning Fresh asked a question: Who should wash the dishes? It…
Insights & Analytics
The Advertising Agency Is Running Out of Things to Sell
There is an uncomfortable conversation happening inside Nigeria’s advertising industry. It is not really about AI. It is about what happens to an advertising agency…
The Culture Deck
August Meeting Has Become a Marketing Season — And Brands Are Finally Taking It Seriously
For many Nigerians, August Meeting is still what it has always been: women returning home, family gatherings, church programmes, community development and enough matching outfits…
Trend Reports & Data
What Nigeria’s FMCG Giants Are Doing Differently in 2026
The biggest Nigerian FMCG companies are posting genuine recovery numbers in 2026, and the pattern across their results is consistent enough to be instructive: premiumisation,…
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…
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…