R-L: Thelma Okoh, Registrar and Secretary to Council NIMN, Adajine Josaiah Omeiza (winner), Bolaji Junaid, Newman Nwachinemere Isaac (2nd position), President and Chairman of Council, NIMN, Dr. Bolajoko Bayo-Ajayi; Nzuruike Uchechi Jennifer (3rd position), representative of Tolaram Group, and Oluwafemi Adeniba, Chairman of the students conference.
By Peace Udugba
Marketing professionals have called on brands to prioritise community engagement, cultural relevance and authentic human connections over traditional advertising as key drivers of business growth in Nigeria’s evolving marketplace.
The call was made at the 2026 Annual Marketing Conference of the National Institute of Marketing of Nigeria (NIMN), held in Port Harcourt under the theme, “Community, Culture and Connection: Reimagining the New Market.
The conference brought together business leaders, policymakers and academics to discuss emerging trends shaping consumer behaviour.
A major highlight of the conference was the unveiling of a landmark consumer insight report jointly produced by the Lagos Business School (LBS) and NIMN.
Presenting the report, Deputy Vice-Chancellor (Academic) of Pan-Atlantic University, Prof. Uchenna Uzo, said Nigerian consumers remain highly aspirational despite prevailing economic challenges, recording an average score of 7.5 out of 10 on the aspiration index.
According to him, the findings revealed that peer recommendations, community influencers and faith-based leaders now have greater influence on consumers’ purchasing decisions than traditional advertising.
He urged organisations to prioritise consistency in delivering value, describing it as a strategic necessity rather than a mere compliance requirement.
Speaking at the conference, NIMN President and Chairman of Council, Dr. Bolajoko Bayo-Ajayi, stressed that marketers must embrace professionalism, ethics and accountability to remain relevant in the changing business environment.
She announced that the Institute would intensify enforcement of its statutory mandate by ensuring that all marketing practitioners operating in Nigeria are registered with NIMN.
According to her, the move is aimed at eliminating quackery, improving professional standards and strengthening consumer confidence in the marketing profession.
Also speaking, Commercial Director of UAC Foods Limited, Dr. Ayo Awosika, said brands that successfully integrate themselves into communities and embrace local culture would enjoy a stronger competitive advantage in the coming years.
Director-General of the Delta State Capital Territory Development Agency, Chief Patrick Ukah, noted that meaningful connections, rather than knowledge alone, remain the missing ingredient for effective engagement with consumers.
President of the Nigerian Institute of Public Relations (NIPR), Dr. Ike Neliaku, added that consumers now buy into the values, purpose and stories associated with brands, rather than products alone.
The conference also featured the Tolaram Group-sponsored Student Marketing Conference, themed “From Classroom to Marketplace,” where marketing students from institutions across the country competed in practical marketing challenges.
Adajine Josiah Omeiza, a 300-level student of the University of Port Harcourt, emerged as the overall winner and was named the 2026 NIMN Market-Ready Marketer. He received a cash prize of ₦150,000 and a fast-tracked employment opportunity with Tolaram Group.
The event concluded with the Institute’s 2026 Council elections during its Annual General Meeting, where Dr. Yakasai Ibrahim Yusuf was elected First Vice President and Dr. Chidi Nwankpa Sylvanus emerged as Second Vice President, alongside seven newly elected council members.
The new leadership is expected to drive reforms within the Institute, strengthen collaboration between academia and industry, and position NIMN to play a greater role in Nigeria’s evolving economic landscape.
