Outstanding business leaders whose contributions continue to shape Nigeria’s marketing and corporate landscapes including Olusegun Alebiosu of First Bank of Nigeria, Karl Toriola of MTN Nigeria and Girish Sharma of Guinness Nigeria have won the Marketing Leadership Awards at the 2026 ADVAN African Awards for Marketing Excellence. Also, Chief Oladimeji Adekunle Osingunwa of Mouka Limited was recognized for his immense contributions to the ecosystem.

Held recently at Muson Centre, Onikan Lagos, South West Nigeria, the event witnessed a compelling mix of legacy brands and emerging innovators including Terra Cube, Indomie, Golden Morn, AddMe and a host of other brands in the Nigerian marketing ecosystem smiling home with different awards.

Terra Cube emerged as Brand of the Year, outperforming strong contenders including Indomie and Golden Morn while the brand manager of Terra Cube was honoured with the Brand Manager of the Year award.

Indomie reinforced its long-standing market dominance by clinching the Legacy Brand of the Year award, ahead of MTN and Haier Thermocool. The brand also secured top honours in the Digital and Social Media Campaign of the Year category, underlining its continued relevance in the digital space.

The awards also celebrated excellence across key marketing disciplines. Coca-Cola won Consumer Promotion of the Year, while Three Crown led in the Experiential Campaign category. Stanbic IBTC Bank was recognized for its impact-driven initiatives, winning CSR Campaign of the Year, with Cowbell and Hypo following closely behind.

Innovation remained a central theme throughout the ceremony. AddMe claimed Innovation of the Year, while Golden Terra stood out in the Best Use of AI category. In the New Brand/Extension/Revitalisation category, Golden Morn took the top spot, reflecting its strong market repositioning and consumer appeal.

The event also highlighted indigenous excellence, with Golden Morn winning Indigenous Brand of the Year, followed by Peak and AddMe. Other notable recognitions included Dulux for Judges’ Choice, Chupa Chups as People’s Brand, Peak Milk for Campaign of the Year, and Morning Fresh for Public Relations Campaign of the Year.

Other award recipients include Adebayo Eniola for Future Leader of Marketing (students) and Adedapo Olatunde as Future Leader of Marketing (junior manager).

Delivering the keynote address, Obafemi Banigbe, CEO of T2Mobile, challenged brands to rethink traditional marketing approaches in an increasingly dynamic and culturally driven environment. He emphasized that the future of marketing lies beyond boardroom strategies, urging brands to build communities and connect authentically with culture to remain relevant.

Speaking on the theme, “Culture is the New Infrastructure,” Banigbe underscored how Nigeria’s creative economy is fundamentally reshaping how brands connect with consumers, distribute value, and remain relevant in an increasingly decentralized media environment.

According to Banigbe, traditional brand-controlled narratives are giving way to a more fragmented system where influence is shared among consumers, creators, and communities. Social media platforms and everyday content creators now play a decisive role in shaping purchasing decisions; often more effectively than brands themselves.

To illustrate this shift, Banigbe referenced viral Nigerian content from food clips featuring Amala, Boli, and Shawarma to grassroots cultural showcases like the Oju Oba Festival - demonstrating how unbranded, organic storytelling can drive massive engagement and real-world consumer action.

“Marketing has changed forever,” Banigbe noted, challenging brand owners to reconsider their place within cultural conversations.

Rather than attempting to lead culture, brands must now learn to follow it - participating authentically in narratives already being shaped by creators and audiences.

However, Banigbe also spotlighted a critical gap within the ecosystem: monetization. Despite the global reach and influence of Nigerian creators, many struggle to generate sustainable income from their work. He described this as a systemic issue, pointing to the fragility of existing revenue models heavily reliant on external platforms such as YouTube and streaming services.

Recent uncertainties surrounding these platforms, Banigbe warned, highlight the urgent need for locally relevant infrastructure that can support creators more reliably.

To address these challenges, Banigbe called on brand leaders and industry stakeholders to invest in systems that enable better monetization and distribution. Proposed solutions included structured “creator bundles” and layered monetization frameworks designed to ensure long-term sustainability for creative talent.

The keynote concluded with a forward-looking message: Nigeria’s creative economy holds immense potential, but unlocking it will require intentional collaboration, infrastructure development, and a renewed commitment to empowering creators at the heart of cultural production.

Earlier in his welcome address, ADVAN President, Osamede Uwubanmwen, commended the industry for its continued growth and the exceptional quality of entries submitted. He encouraged participants to embrace continuous learning, noting that the awards serve not just as recognition but as a platform for knowledge sharing and industry advancement. He reaffirmed ADVAN’s role as a champion of innovation and strategic excellence within the marketing ecosystem.

With nearly 200 entries submitted across multiple categories, this year’s edition marked a significant milestone in the evolution of the awards. Notably, an international panel of judges was introduced, reinforcing the platform’s commitment to global best practices and elevating its credibility on the African marketing stage.

The 2026 ADVAN African Awards for Marketing Excellence drew leading voices in marketing and business from across the continent for an evening dedicated to celebrating brands and individuals driving innovation, shaping industry standards, and contributing significantly to economic growth.