The Bolaji Abimbola-led Public Relations agency, Integrated Indigo, Peak Milk from the Friesland Campina WAMCO, the Managing Director of Dufil Prima Foods, Adhi Narto, and 16 other brands smiled home with awards at the 2025 edition of Brand Journalists Association of Nigeria (BJAN) annual Conference and Awards.

Integrated Indigo won the prestigious PR Agency of the Year award while Peak Milk was recognized as the Brand of the Year and Adhi Narto won the Managing Director of the Year award.

Other winners at the awards are Maureen Ifada (Marketing Director of the Year); Dashboard Innovations (Digital Agency of the Year); LG Electronics (Electronics Company of the Year); Moniepoint (Fintech Brand of the Year); Sosa Food Drink (Soft Drink Brand of the Year); Malta Guinness (Malt Drink Brand of the Year); Golden Penny Noodles (Noodles Brand of the Year); and Maggi Seasoning (Food Seasoning Brand of the Year).

The list of winners also had Stanbic IBTC Bank (Best Commercial Bank of the Year); Road Block (Nigeria’s Biggest Music Brand of the Year); Golden Penny Pasta (Pasta Brand of the Year ); Tolu Olanipekun of Mouka Foam (Marketing Professional of the Year); Funmi Osineye of Nestle Nigeria Plc (Category Manager of the Year); Uzoamaka Onyemelukwe of Coca Cola (Sustainability Professional of the Year); Rahmon Olarenwaju of UBA (Corporate Communications Professional of the Year); and Omoefe Ohworakpo of Flour Mills (Digital Marketing Manager of the Year).

Held on Friday, November 28, 2025 at Oriental Hotel, Victoria Island, Lagos, South West Nigeria, the 2025 BJAN Conference & Awards was chaired by leading marketing communication expert and seasoned practitioner, Udeme Ufot, frpa, MFR, and had as theme “AI and Future of Marketing Workflow: Disruption or Opportunity.”

In his welcome address, Daniel Obi, BJAN Chairman, set the tone for the discussion, observing that the world of marketing and communication “is undergoing a profound shift driven by the rapid advancement of artificial intelligence”.

He detailed how AI is transforming processes across the board, from content generation to personalised advertising, challenging old models and shaping new possibilities.

Mr Obi emphasised that the theme “captures not only the excitement but also the responsibility placed on professionals,” requiring them to use the technology “ethically, strategically and intelligently”.

Udeme Ufot who is also the Group Chief Executive Officer of SO&U Limited echoed this dual perspective, stating plainly that “AI brings both disruption and opportunity”.

He acknowledged that while the technology burdens old systems, “it also offers new possibilities, greater efficiency, deeper insights, faster processes, and more personalised communication than ever before”.

Mr Ufot stressed that the key question for professionals is no longer whether “AI will transform our industry,” but rather how they “will be responsive,” and advised that professionals “must see AI as an enabler not the first [a threat]” and build new skills alongside strong ethical standards.

The Advertising Regulatory Council of Nigeria (ARCON), represented by Dr. Susan Ngozi Agbo (Director, Registration Directorate), presented the regulatory stance. Speaking on behalf of Dr. Lekan Fadolapo, Director-General of ARCON, Dr Agbo noted that AI is “already revolutionalising the marketing workflow, presenting both disruptions and opportunities”.

However, the regulator expressed serious concerns about maintaining local norms and ethics, insisting that “the ethical standard of marketing communication is what to ensure that we all continue to be one Nigerian so that we will not break that which makes us tick as a nation”.

She warned that if AI is allowed to be used unchecked, “there will be anarchy in the system”.

Bethel Obioma, the Head of Corporate Communications at Sahara Group, emphasised that while technological disruption is inevitable, the inherent value of human creativity and insight remains paramount. He noted that professionals in this field gain “an opportunity to have multiple expressions”.

He strongly cautioned against relying solely on technology, asserting that the crucial differentiating factor is that “the human edge will always trump anything else”.

This human capacity is essential for transforming AI-generated outputs into actionable excellence.

Corroborating this strategic view, Cherry Eromosele, Executive Vice President/Group Head, Marketing & Corporate Communications at Interswitch, highlighted the convergence of various professional paths in today’s landscape.

This convergence is now powered by what she termed the ‘New Marketing Trinity’. In this powerful strategic framework, Eromosele explained that “Data has always been the.fuel” that ignites efforts, while “Creativity is the spark,” and AI acts as “the multiplier”.