By Peace Udugba — The Daily Torch Media
The Group Chief Executive Officer of Insight Redefini, Babatunde Olaifa, has urged brands to move beyond short-term influencer campaigns and build lasting partnerships with content creators based on shared ambitions, investment and original ideas.
Olaifa made the call at YouTube PluggedIN in Lagos on Thursday, October 22, 2026, where brands, content creators and advertising agencies gathered to explore opportunities in Nigeria’s growing creator economy.
He said brands should look beyond using creators merely to attract audience attention and instead develop relationships that allow both parties to understand each other’s goals, invest in creative ideas and generate sustainable value.
“Brand-creator partnerships need to move from where they are right now, where brands are interested in accessing attention from creators. It needs to move to a place where they both understand each other’s aspirations. Brands can come in with the investment they need,” Olaifa said.
His remarks highlighted the need for a shift from one-off promotional campaigns to long-term collaborations that encourage creativity, strengthen brand relationships and support the development of original content.
Also speaking at the event, the Chief Operating Officer of Insight Redefini, Tunde Shobanjo, noted that content creators now have greater access to brands than they did when traditional television was a primary channel for reaching large audiences.
According to him, the changing media landscape has created new opportunities for creators to establish commercial partnerships with brands, while enabling businesses to connect with audiences through diverse storytelling formats beyond conventional media.
However, the growing opportunities also underscore the importance of clear objectives, adequate investment and creative support in building successful partnerships.
The discussions took place during a panel session titled “Beyond the Post: What Brands Really Want to Build with Creators,” which examined how businesses can collaborate with creators as creative partners, storytellers and contributors to original intellectual property.
Hosted by Bisola Aiyeola, the event brought together celebrities and other industry stakeholders to discuss the future of brand-creator relationships and the commercial opportunities emerging from the creator economy.
Through its partnership with Woof Studios Africa, Insight Redefini is providing a platform for brands and creators to explore the commercial potential of the creator economy and develop stronger collaborations that support original content creation.
The discussions reinforced the growing importance of strategic partnerships in helping brands connect with audiences while enabling creators to develop innovative ideas and sustainable business opportunities.
Tags: Insight Redefini, Babatunde Olaifa, Tunde Shobanjo, YouTube PluggedIN, Creator Economy, Influencer Marketing, Brand Partnerships, Woof Studios Africa
