By Peace Udugba
MarkHack 5.0 delivered a defining moment for Africa’s marketing, media, and technology ecosystem as it brought together industry leaders, innovators, and policymakers at the Oriental Hotel, Victoria Island, Lagos, on June 5, 2026.
Organised by GDM Group in partnership with Eko Innovation Centre and Brand Communicator, this year’s conference was themed “The Culture Algorithm: AI × Human Experience.” The event went beyond discussions to establish a strategic framework for how brands can thrive in an increasingly AI-driven world.
In his opening remarks, Joshua Ajayi, Founder of Brand Communicator, described MarkHack as a platform designed not only for dialogue but also for shaping the future direction of the industry. His remarks were reinforced by a goodwill message from Dr. Bolajoko Bayo-Ajayi, President and Chairman of Council of the National Institute of Marketing of Nigeria (NIMN), who stressed the need for marketing leaders to adapt to rapid technological changes.
The first plenary session featured Osato Evbuomwan, Marketing Director at Moët Hennessy Nigeria, who spoke on “Trust That Sells: How AI is Changing What Consumers Believe and Buy.” The session included a panel discussion with Olayinka Iyinolakan, Founder of Indigenius AI; Nengi Akinola, Head of Marketing at BetKing; and Segun Ogunleye, Head of Marketing at Diageo.
Moderated by Tolulope Madebem, President of EXMAN, the discussion examined how AI-driven strategies are reshaping consumer trust and purchasing decisions while providing practical insights into culturally relevant marketing campaigns.
A major highlight of the event was the keynote address delivered by Victoria Ajayi, Group Managing Director and Chief Executive Officer of TVC Communications. She addressed the growing trust deficit in the AI era, emphasizing that while artificial intelligence can expand reach and improve efficiency, human judgment, authenticity, and ethical responsibility remain critical to sustaining brand credibility and long-term value.
The second plenary session focused on the intersection of AI and African storytelling. Mabel Adeteye, Head of Brands and Marketing Communications at Wema Bank, introduced the discussion titled “Brand Storytelling in Africa:
The Role of AI in Building Authentic Consumer Narratives.” Moderated by Joanna Mustapha of News Central TV, the panel featured Adebola Williams, Winston Ailemoh, Oduwaye Ayotomiwa, and Isaac Akani. Speakers explored practical ways brands can leverage AI to create authentic, culturally relevant narratives that resonate with African audiences.
Beyond the main stage, participants engaged in breakout sessions designed to translate strategy into practical implementation. One session, “From Data to Demand: Making AI Work in Real African Markets,” featured Chioma Otisi-Igwe of FrieslandCampina WAMCO Nigeria Plc, Godson Nkeokelonye of Excite Panacea Limited, Simpa Yekini of Tingtel, Temi Kolawole of Ilorin Innovation Hub, and Chibuike Goodnews of Dochase AdX. Moderated by Scott Eneje of Digital Evolutions Ltd, the session highlighted the use of AI for market-specific campaign planning, consumer insights, and operational efficiency.
Running concurrently was “Local by Design: Rethinking African Consumer Insight for Modern Brands.” The session featured Fiyin Toyo, Marketing Director for Central, East and West Africa at Beiersdorf; Dr. Abiodun Ajiborode, CEO of Brand Management Academy and BLIM; David Mogaji, CEO of Candleweb AI; Tope Sule, Brand Manager at Indomie; and Martha Kayode, Head of Marketing at PZ Cussons. Moderated by Mobolaji Junaid, CEO of WhyFinite, the discussion focused on leveraging local consumer insights to develop culturally informed marketing strategies and strengthen brand engagement across African markets.
The breakout sessions underscored MarkHack’s emphasis on practical application, equipping participants with actionable approaches to integrating AI into campaign planning, audience targeting, and brand positioning.
Overall, MarkHack 5.0 distinguished itself through the quality of its speakers and the depth of its discussions. The conference successfully bridged the worlds of technology, creativity, and commerce, creating a platform where ideas evolved into strategic direction.
As artificial intelligence continues to transform the global marketing landscape, MarkHack 5.0 has reinforced its position as one of Africa’s leading platforms for innovation and thought leadership, helping shape how brands across the continent will compete, connect, and create value in the years ahead.
