By Afolabi Idowu
Udeme Ufot, Group Managing Director of SO&U, has called for stronger collaboration, ethical practice, and bold innovation as the cornerstones for advancing Nigeria’s marketing ecosystem and unlocking brand growth. He made this call in his keynote address as Chairman of the inaugural edition of The Brand Handlers Summit and Awards, held recently with the theme: “Advancing Nigeria’s Marketing Ecosystem to Drive Brand Growth.”
In his address, Ufot underscored the paradox of Nigeria’s marketing industry, which he described as vibrant and filled with globally recognised creativity, yet still fragmented and inconsistent. He noted that while Nigeria boasts a young, dynamic population, expanding digital opportunities, and agencies that have delivered award-winning campaigns, the ecosystem continues to face gaps in trust, weak collaboration, and underinvestment in capacity building.
“The Nigerian marketing ecosystem is alive, dynamic, and evolving before our eyes. Yet, if we are honest, its state today is a paradox – vibrant but fragmented, creative but inconsistent, promising but underperforming,” he stated.
According to him, the strength of the marketing ecosystem will not depend on the brilliance of its individual players, but on how effectively brands, agencies, media, regulators, academia, and consumers work together. He urged brands to see agencies as true partners in value creation, regulators to collaborate as co-architects of growth, and media to reposition as trusted allies in shaping impactful campaigns.
Ufot also highlighted the urgent need for investment in talent development to equip professionals for an industry rapidly shaped by digital transformation, artificial intelligence, and changing consumer expectations. “If talent is the currency of modern marketing, then Nigeria must mint it in abundance,” he said, stressing the importance of universities, institutes, and industry leaders working together to ensure professionals are not just job-ready but future-ready.
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He further emphasised the role of technology, not as a threat but as a powerful enabler of creativity and storytelling. By leveraging data, analytics, and digital platforms, Ufot said marketers can deepen insights, personalise consumer journeys, and measure impact more effectively. At the same time, he cautioned that no ecosystem can thrive without ethics and professionalism. “Trust is the foundation upon which marketing rests. Without it, even the most brilliant campaigns will collapse,” he warned.
Ufot also challenged the industry to elevate Nigerian narratives by embracing culture, language, humour, and aspirations as unique assets that resonate locally and command admiration globally. “Our identity is not a weakness to be hidden; it is a strength to be celebrated,” he declared.
He reiterated that marketing must be recognised not as a peripheral activity but as a central driver of economic growth, entrepreneurship, and nation-building. “In a country striving for growth, marketing is not a luxury, it is a necessity,” he affirmed.
Ufot concluded by charging the industry to reimagine its practices and embrace bold action: “Nigeria has everything it needs: creativity, resilience, diversity, and a population of over 200 million people with aspirations that drive demand. What is required now is alignment, purpose, and bold action. If we seize this moment, we can build an ecosystem that truly drives brand growth, strengthens our economy, and secures our place on the global stage.”
