Airtel Africa Foundation, through Airtel Nigeria, has marked International Volunteer Day 2025 by celebrating the impact of the Employee Volunteer Programme (EVP), a flagship initiative by which employees volunteer their time, expertise, and personal resources to advancing the Foundation’s mission across 14 African markets.
The celebration brought together volunteers at the Airtel Nigeria Headquarters in Lagos for moments of team bonding activities, testimonials, and volunteer spotlights.
The event also served as a call to action, encouraging more employees to register for EVP activities and join the volunteer community.
The EVP has become a cornerstone of Airtel Africa Foundation’s community impact, empowering employees to drive local CSR initiatives and champion causes that promote education, digital skills, environmental responsibility, and youth empowerment.
Through the programme, volunteers have contributed significantly to initiatives such as the International Day of Education Essay Competition, Teacher-for-a-Day sessions, beach clean-ups, market sensitisation exercises to reduce plastic waste, and the Airtel-3MTT NextGen Fellowship for young Nigerians.
Speaking about the celebration, Dinesh Balsingh, Airtel Nigeria Chief Executive Officer, said, “International Volunteer Day reminds us that real impact begins with people who are willing to show up and serve.
Today we honour the incredible dedication of Airtel employees, whose selfless commitment of time and talent is the engine behind our progress. Their contribution is the backbone of our work and the reason we continue to transform communities across Africa.”
Over the years, the EVP in Nigeria has delivered tangible outcomes through numerous impactful initiatives such as financial donations to the Lagos State Government COVID-19 control efforts.
In 2025 alone, volunteers have contributed more than 200 hours of service, reaching over 100,000 beneficiaries.
Commenting on the commitment of Airtel Nigeria’s employees, Femi Adeniran, Director, Corporate Communications & CSR, said, “Volunteering is at the heart of who we are.
Behind every empowered learner, every restored environment, and every connected community is an individual who believed in making a difference, and we are thankful for your participation.
Our mission remains clear: to use technology, resources, and our collective humanity to build a digitally inclusive, socially responsible, and sustainable Africa.”
International Volunteer Day provides a global moment to honour volunteers whose contributions often go unseen but deliver lasting impact.
As its EVP continues to grow, Airtel Africa Foundation remains committed to expanding access to education, digital literacy, environmental care, and opportunities for underserved communities across the continent.
FirstBank Basketball Club of Nigeria, popularly known as the “Elephant Girls”, have secured their spot in the final round of the Women’s Basketball League Africa (WBLA), scheduled to hold in Cairo, Egypt from 5-14 December 2025.
According to a press release by Olayinka Ijabiyi, Ag. Group Head, Marketing & Corporate Communications , First Bank of Nigeria Limited, the Elephant Girls put on a commanding performance at the FIBA Africa Zone 3 Qualifiers in Abidjan, Côte d’Ivoire, winning all three games. Representing Nigeria as the country’s sole team in the tournament, they overcame fierce competition from Côte d’Ivoire, Liberia, Benin Republic, Ghana, and Togo in the Zone. Their undefeated run included a 66–55 upset against home favourites CSA of Côte d’Ivoire and a thrilling 63–59 comeback win against FBA of Côte d’Ivoire, after trailing by 20 points in the second quarter.
The remarkable performance, marked by resilience, discipline skill, and mental strength, earned the team a triumphant return to continental basketball after a six-year absence. Emerging as champions of Zone 3 and the only English-speaking team to advance, the Elephant Girls have reaffirmed FirstBank’s long-standing commitment to promoting women’s sports in Nigeria and across Africa.
Speaking on the qualification, FirstBank’s Group Head, Human Capital Management and Development and Chairman of the Sports Council, Olumuyiwa Olulaja, said: “We are incredibly proud of the Elephant Girls for their outstanding performance. They have once again shown the world the strength, resilience, and excellence that define FirstBank.
“At FirstBank, we are committed to continuing our support for sports in Nigeria and Africa, and this victory is a significant step forward in our mission to promote excellence in sports on the continental and global stage,” he added.
The Elephant Girls had advanced to represent Nigeria at the WBLA Qualifiers for FIBA Africa Zone 3, following an impressive Silver Medal finish at the Zenith Nigeria Basketball Federation (NBBF) Women’s Premier League.
With their place secured in Cairo, the Elephant Girls are poised to showcase their talent on the continental stage once again, carrying the pride of Nigeria and the FirstBank brand as they aim to make history in the Final Round of the Women’s Basketball League Africa.
From L–R: Dr. Dare Ogunyombo, Lecturer, Olabisi Onabanjo University, Ago Iwoye; John Ehiguese, CEO, Mediacraft Associates, Lagos; Daniel Obi, National Chairman, Brand Journalists Association of Nigeria (BJAN); Clara Okoro, Immediate Past Chairman, BJAN; Dr. Samuel Ayetutu, Chairman, NIPR Lagos Chapter; and Tomi Ogunlesi, Divisional Head, Brands and Communication, Interswitch, at the 2025 Brands and Marketing Conference organised by the Brand Journalists Association of Nigeria (BJAN), held recently at the Oriental Hotel, Victoria Island, Lagos.
At the 2025 Brands and Marketing Conference hosted by the Brand Journalists Association of Nigeria (BJAN), Dr. Cherry Eromosele, Executive Vice President and Group Chief Marketing and Communications Officer, Interswitch Group, emphasised the need for marketers and journalists to adopt a balanced, collaborative approach to Artificial Intelligence (AI).
Her keynote address was delivered on her behalf by Tomi Ogunlesi, Divisional Head, Brands and Communications, Interswitch. Speaking to the conference theme, “AI and the Future of Marketing Workflow: Disruption or Opportunity?”, Dr. Eromosele noted that AI has already reshaped how content is created, distributed, and evaluated. She emphasised that while the technology unlocks new levels of efficiency, it also requires responsible adoption and continuous human oversight.
In her words:
“The real risk is not in the technology itself, but in the reluctance to adapt. AI will enhance human output, but it still requires human judgment to ensure accuracy, context, and responsible use.”
She stressed the importance of sustained capacity building for marketing and communications professionals, adding that organisations must empower their teams with the skills needed to work confidently with AI-powered tools.
“Human insight, creativity and ethical consideration remain essential. Professionals who understand how to integrate these strengths with AI-driven capabilities will be better positioned for the evolving landscape,” she said.
Her session also incorporated interactive elements, including demos and video clips that showcased both the promise and the pitfalls of AI such as AI-generated newsroom mistakes and unpredictable outputs, reinforcing the need for careful human review in all automated workflows.
Dr. Eromosele expanded on the structural shifts AI is driving in the marketing ecosystem, highlighting the ‘New Marketing Trinity’ of data, creativity and algorithms, where AI now acts as a powerful multiplier that accelerates insight, precision and storytelling across multiple touchpoints.
She went on to outline five major transformations redefining modern marketing practice, including the shift from campaigns to always-on brand conversations, from fixed demographics to dynamic personas, and from traditional media buying to predictive distribution models that anticipate audience needs even before campaigns begin.
She also noted that emerging Agentic AI systems are evolving from basic content generators into autonomous co-workers capable of planning, learning and executing tasks, enabling brands to operate with unprecedented operational efficiency and speed.
Despite these advancements, she emphasised that the industry is entering “The Age of the Augmented Marketer,” where AI amplifies human capability rather than replacing it. According to her, this new era demands skills such as data storytelling, AI literacy, no-code orchestration and multi-modal content creation, all anchored in strategic thinking, ethics and cultural insight.
Dr. Eromosele also cautioned that increasing AI adoption introduces significant risks, ranging from misinformation and algorithmic bias to IP breaches and reputation threats, calling for strong governance frameworks, ethical guidelines, audit trails and mandatory human review points.
Addressing journalists directly, she noted that AI is now deeply reshaping newsroom workflows, from story discovery and verification to production and personalisation, making trust, ethical literacy, subject-matter expertise and verification-first reporting more essential than ever in an increasingly automated media environment.
Held at the Oriental Hotel, Victoria Island, Lagos, the BJAN Conference brought together industry experts, technology leaders and brand journalists for a rich examination of the shifts redefining marketing practice.
The event opened with a welcome address by BJAN Chairman, Daniel Obi, followed by remarks from the Guest of Honour, Udeme Ufot, Group Managing Director, SO&U. A special address was also presented on behalf of Dr. Lekan Fadolapo, Director-General of ARCON, by Lady (Dr.) Sussie Agbo, Director of Registration at the Council.
The conference featured additional keynote contributions from Bethel Obioma, Head, Corporate Communications, Sahara Group, and a panel session comprising Segun Umoru (representing Lanre Basanta, Co-Founder/CEO, Optima AI Lab), Emma Adeniran, ICT expert, Dr. Seyi Akindehinde, CTO, Digital Encode, and Tomi Ogunlesi.
Moderated by Adedayo Odulaja, Secretary, BJAN, the conversation explored AI governance, workflow optimisation, cybersecurity risks and the evolving role of marketing professionals in an AI-enabled world.
As conversations around AI continue to shape the future of marketing and communications, Interswitch reaffirmed its commitment to driving innovation, thought leadership and industry-wide capacity building.
The brand’s participation at the BJAN Conference emphasised its long-standing dedication to advancing responsible, technology-enabled marketing practice across Nigeria and beyond.
From L–R: Dr. Dare Ogunyombo, Lecturer, Olabisi Onabanjo University, Ago Iwoye; John Ehiguese, CEO, Mediacraft Associates, Lagos; Daniel Obi, National Chairman, Brand Journalists Association of Nigeria (BJAN); Clara Okoro, Immediate Past Chairman, BJAN; Dr. Samuel Ayetutu, Chairman, NIPR Lagos Chapter; and Tomi Ogunlesi, Divisional Head, Brands and Communication, Interswitch, at the 2025 Brands and Marketing Conference organised by the Brand Journalists Association of Nigeria (BJAN), held recently at the Oriental Hotel, Victoria Island, Lagos.
In an audacious move to assist FrieslandCampina WAMCO in consolidating its position as the leading dairy brand in Nigeria, Olusanya Adesanya, former commercial director at Guinness Nigeria, has joined FrieslandCampina WAMCO Plc as the Group Director of Sales.
Adesanya, who announced this on his LinkedIn and was captured by the media, said, “I’m happy to share that I’m starting a new position as Director of Group Sales at FrieslandCampina.”
Adesanya, who wrote on his social media handle after his announcement, stated that as players in Nigeria’s complex and fragmented business landscape, we must adapt, focus on what’s within control, and remain obsessed with our users/consumers.
In his meeting with the chief commercial officer of MTN, Olusina Adegoke, during the Sales and Distribution Conference recently, Adesanya said, “We explored the secrets to unlocking market share in a near-saturated market. The algorithm for success is precise: agility, customer obsession, effective commercial footprint, and flawless execution – every day, everywhere. These remain relevant also to what we continue to strive and drive flawlessly with the commercial engine in Guinness Nigeria.”
The foremost commercial expert, who had driven the fortune of the foremost brewery giant, has been integral to the Guinness resurgence in recent years.
In a statement released by Guinness Nigeria and signed by its managing director/chief executive officer, Girish Sharma, “After twelve remarkable years of positive impact and growth, our Commercial Director, Adesanya Olusanya (Sanya), has decided to make a bold move, exiting Guinness Nigeria, effective October 2025, to pursue a personal passion.”
Adesanya joined Guinness Nigeria in 2013 as a Sales Rep, and his journey has been one of remarkable personal growth and contributions to Guinness Nigeria. The business is genuinely proud of what Sanya has achieved and his leadership. Over 12 years, Sanya has demonstrated exceptional dedication and leadership, driving retail growth and commercial transformation, and has worked across the South-East, Lagos, and South-West of our business, ultimately attaining the position of Commercial Director in 2023.
He successfully launched Project REAP, revolutionizing retail execution; expanded our distribution base, primarily to grow numeric distribution; and contributed to Group transformational projects in Ghana and Kenya. Under his leadership, the Commercial team achieved double-digit topline growth, improved gross margin, trade spend efficiency, and fostered excellence in people and distributor profitability, all driven by his mantra “always go the extra mile”.
“His achievement in the last 12+ years has earned him critical awards, including the Prestigious African President Awards 2021, MAD Awards 2014 and 2015.”
In a statement posted by Guinness Nigeria, Olusanya said: “I am truly honoured for the opportunity to have been part of the journey of Guinness Nigeria over the last twelve years. The chance to have been part of the journey of a business with such a rich heritage is a privilege that I have embraced with gratitude and humility. As I make this life-changing decision for the next move in my career, I wish the business and my wonderful colleagues in Guinness Nigeria, particularly the Commercial team, as well as our truly wonderful Trade Partners, all the best for the future”.
Congratulating Olusanya on the latest move, the chief executive officer of UAC Foods, Oluyemi Oloyede, said, “Big, Big congratulations, Olusanya Adesanya. All the best in this new journey. Please don’t add alcohol to milk, ooo.”
Also wishing Adesanya well in his new career journey, business leader and C-Suite Executive Tsola Barrow said, “Congratulations, Sanya.”
Adesanya, who joined Guinness Nigeria in November 2013, has led Guinness Nigeria to success by formulating a winning commercial strategy, driving revenue growth and profitable market share, and unlocking the full potential of the company’s innovation and people to achieve competitive advantage, while sustaining excellence across our business.
Alpha Morgan Bank held another edition of the Alpha Morgan Economic Review, a signature thought leadership session that helps Nigerians understand the forces shaping the economy. The event featured economist Bismarck Rewane, who delivered a clear and balanced breakdown of current trends and what they mean for businesses and households.
This edition explored movements in inflation, GDP expectations, currency trends, external reserves and the wider global pressures influencing Nigeria’s recovery path. Rewane presented these issues in a simple and practical way that helped participants understand both the risks ahead and the opportunities that support better planning.
The Review drew a wide audience of business leaders, investors, policy watchers and young professionals who continue to trust the platform for honest analysis and useful guidance. Many attendees described the session as relevant, well structured and helpful for decision making in a fast changing economic climate.
During the event, the MD and CEO of Alpha Morgan Bank announced that the next edition of the Alpha Morgan Economic Review will hold in February 2026, following the next MPC meeting. This forms part of the Bank’s plan to continue offering timely insight and expert commentary at key points in the economic calendar.
The Alpha Morgan Economic Review remains one of the country’s respected economic knowledge platforms, and the Bank is committed to providing the public with clear information and conversations that build confidence. To access the Youtube recording and the presentation slides, visit the https://bit.ly/, https://bit.ly/
Indomie Instant Noodles, Nigeria’s most loved noodles brand, has unveiled its exciting new Eat and Win Promo, designed to reward loyal consumers across the country with weekly prizes including One Million Naira cash, PlayStation 5 consoles, Samsung tablets, bicycles, and other exciting gifts.
The campaign reinforces Indomie’s commitment to celebrating the millions of Nigerian families who have embraced the brand over the years for its unique taste, quality, and ability to bring people together.
Speaking on the initiative, Mr. Temitope Ashiwaju, Group Corporate Communications and Events Manager, Indomie Instant Noodles, emphasized the brand’s focus on consumer happiness and engagement.
“The Eat and Win Promo is another exciting way to show appreciation to our consumers who have made Indomie a household favourite for over two decades,” Ashiwaju said. “Indomie has always believed in spreading love and happiness, and this initiative allows us to give back to our fans in a fun and rewarding manner. We look forward to celebrating many more winners in the weeks ahead.”
Participation is simple: consumers purchase any Indomie Eat and Win promotional pack or carton, locate the unique code inside, visit indomie.ng/eatandwin, sign up, and enter the code under the Redeem Code section. Multiple entries are allowed, increasing participants’ chances of winning.
Since the rollout, over fifty Nigerians have already won prizes ranging from tablets, bicycles, PS5 consoles, to One Million Naira cash rewards. Recent cash winners include Adebowale Adebayo, Okegbo Pius, Innocent Grace, and Precious Iyamu, who earned 100, 140, 140, and 215 points respectively. All winners expressed gratitude for Indomie’s consistency in rewarding consumers and spreading joy nationwide.
The Eat and Win Promo continues across Nigeria, offering fans weekly chances to win life-changing rewards. True to its heritage as a family-first brand, Indomie remains dedicated to enriching lives, creating memorable experiences, and keeping Nigerian families smiling.
L-R: Mentor of the Year, Abidemi Adeyemi; Most Improved Business of the Year, Aanuoluwa Bamikole; Young Event Professional of the Year Janet Ogeh; Most Enterprising Personality of the Year, Abraham Oyinkansola Alogba; Convener, BusyBee Excellence Awards, Bisi Sotunde; Director of Sales& Marketing, Sofitel Cotonou Marina Hotel and Spa, Jean Yena; Most Resourceful member of the year, Joyce Imorhoa; Most Outstanding Member of the Year, Ogunyemi Babatunde Augustine; Member, Organizing Committee BusyBee Event Summit, Mr Layade Ogunshote; and Member, Event Committee BusyBee Event Summit; Mrs. Tinu Ogunshote at the BusyBee Excellence Awards 2025 held recently in Ikeja Lagos
It was a significant milestone at the 9th edition of the BusyBee Event Business Summit, a platform designed for event management companies and brands to exchange and share knowledge as well as celebrate outstanding contributors to the growth of the industry, as the organisation announced an international partnership with the Hospitality brand, Sofitel Cotonou Marina Hotel & Spa.
Speaking at the announcement that also offered two delegates of the BusyBee Event Business Summit an all-expense-paid trip to Sofitel Cotonou Marina Hotel & Spa, the Convener of the programme, Coach Bisi Sotunde, said, “Our international partnership with Sofitel Cotonou Marina Hotel & Spa is a significant milestone for the BusyBee Event Business Summit brand. It reflects the global recognition our platform is gaining and our commitment to expanding collaborations beyond Nigeria.”
According to her, “This partnership was created to foster cross-border relationships, enhance international exposure for our delegates, and provide a premium hospitality experience through one of Benin Republic’s most prestigious hotels. Sofitel Cotonou shares our values of excellence, luxury, and world-class service, making it the perfect international partner for this year’s summit.
From Left: Bisi Sotunde, Convener, BusyBee Excellence Awards, Jean Yena, Sales&Marketing Director, Sofitel Cotonou Marina Hotel and Spa, Adetobi Aladegbohungbe, and Ogunyemi Babatunde Augustine, recipients of an all-expense-paid trip to Cotonou, and Adeola Sessi-Traore, Chairman, Planning Committee, BusyBee Event Business Summit
The collaboration also opens doors for increased tourism, destination events, and future business exchanges between both countries, positioning BusyBee as a regional connector in the events industry,” she added.
Speaking further on the value the partnership has added to BusyBee Event, Mrs. Sotunde stated that the partnership has added immense value to the BusyBee Event Business Summit and the BusyBee Excellence Awards in several ways.
Prestige and Global Positioning: Their involvement elevated the summit’s profile and reinforced our brand as an international-standard platform.
Exclusive Sponsorship: They generously sponsored two delegates with an all-expense-paid trip to Sofitel Cotonou — a gesture that created excitement and gave our participants a memorable opportunity beyond the summit.
Luxury Brand Experience: Through their partnership, we were able to showcase world-class hospitality standards, which align perfectly with the BusyBee brand promise of excellence.
Strengthened Cross-Border Relations: Their presence helped deepen our connection with francophone West Africa and opened conversations around destination events, collaborations, and tourism.
“Overall, Sofitel Cotonou brought a blend of elegance, international appeal, and meaningful support that contributed greatly to the success and glamour of this year’s edition,” she revealed.
The 9.0 edition, which was themed “Building Legacy Driven Brands,” was carefully chosen because the event industry is rapidly evolving, and only brands with strong structures, long-term vision, and clear value propositions will remain competitive and relevant.
To bring the theme to life, we curated a well-rounded lineup of activities, including: masterclass Sessions with seasoned industry experts sharing practical strategies for growth and brand positioning, Panel Discussions addressing current industry realities, opportunities and the future of events, A Networking Cocktail Evening, designed to foster collaboration and business relationships and The Glamorous Gala Night, – BusyBee Excellence Awards celebrating creativity, excellence and industry achievements.
Also honouring outstanding contributions within the ecosystem.
She said, “The relevance of the theme cannot be overstated. Today’s event management sector demands more than creativity; it requires business intelligence, structure, leadership, financial discipline, and the ability to innovate. Building legacy-driven brands ensures that practitioners are not just active today but are also positioned for longevity, profitability, and global influence.”
Sotunde, who described the 9.0 edition as a transformational experience, stated that “It exceeded our expectations in terms of participation, content delivery, networking, and overall impact. We brought together event entrepreneurs from across Africa and beyond for two immersive days of learning, collaboration, and inspiration. The energy was vibrant, the conversations were rich, and the delegates were fully engaged from start to finish.”
“This year’s edition reaffirmed why the summit remains a leading development platform for event professionals building sustainable, legacy-driven brands. The feedback we received reflects the growth, connection, and clarity so many attendees gained from the experience,” she said.
Speaking on the BusyBee Excellence Awards, which is the reward platform designed to recognise and celebrate outstanding event managers and contributors, she stated that the BusyBee Excellence Awards were conceived to celebrate, spotlight, and encourage exceptional individuals and brands who are raising the standards within the event industry.
Over the years, “We observed a gap in platforms that genuinely recognise hard work, innovation, and leadership across different areas of the sector. This award aims to motivate practitioners, promote professionalism, and showcase the quality of talent we have in Africa.
Putting the awards together was a meticulous process. We formed a dedicated committee that handled nominations, screening, and selection based on merit and set criteria. We also ensured a transparent and credible process so that honourees truly reflected excellence in their respective categories,” Sotunde mentioned.
The colorful execution you witnessed — from décor to entertainment, production, presentation and ambience — was intentionally curated to match the prestige of the awards and to give every guest an unforgettable experience,” she added.
Cadbury Nigeria Plc, a subsidiary of Mondelez International, Thursday announced the appointment of Mrs. Folake Ogundipe, the current Finance Director, as interim Managing Director.
In a statement by Dr. Frederick Mordi, the Company’s Head of Corporate Communications and Government Affairs, it was as a result of Mrs. Oyeyimika Adeboye’s retirement as Managing Director, effective 30th November 2025, when she attains the Company’s retirement age. The announcement is contained in a statement issued by the Company.
According to the statement, Mrs. Adeboye joined the Board of the Company in November 2008, as Finance and Strategy Director, West Africa. She was appointed Managing Director on 1st April 2019, becoming the first woman to be appointed to that role since the establishment of Cadbury Nigeria in 1965.
During her tenure, she steered the West Africa business through various phases of growth, transformation and macro-economic volatilities. Her contributions have been instrumental in achieving substantial growth, positioning the Company for continued, sustainable and profitable expansion.
She is known for her servant leadership, being a people-first leader who reliably delivers results for consumers and customers. Her passion for people has been evident in her focus on talent development, mentorship, overall engagement and strengthening capability of talent across the West Africa business.
“Serving as the Managing Director of Cadbury Nigeria Plc has been an incredible privilege and a crowning chapter of my career,” said Mrs. Adeboye. “Over the past six years, I have had the honour of leading a remarkable team and contributing to the growth of a company that holds a special place in the hearts of many.”
Pending the formal announcement of Mrs. Adeboye’s successor, Mrs. Ogundipe will manage the day-to-day operations of the Company in her capacity as Interim Managing Director. She joined the Company in September 2025, subsequently being appointed to the Board as Finance Director. She is recognised as a distinguished executive leader with extensive multi-decade experience in driving business transformation, delivering sustained shareholder value, and fostering high-performance cultures within the consumer goods sector.
Prior to joining Cadbury Nigeria, Mrs Ogundipe held senior leadership positions across diverse sectors, including Executive Director, Finance at Unilever Nigeria Plc, CFO for PES Group (Energy Services Company), and Financial Controller at Nigerdock Nigeria Ltd. Her sector experience spans FMCG, energy services, and management consulting, giving her a broad and strategic perspective on value creation across industries.
13th annual conference of the Brand Journalists Association of Nigeria (BJAN) recently concluded in Lagos, addressing the seismic impact of Artificial Intelligence (AI) on the marketing and communications landscape. The event, themed “AI and Future of Marketing Workflow: Disruption or Opportunity,” brought together regulators, industry veterans, and tech innovators who unanimously agreed that survival depends on ethical application and human ‘mastery’ of the new technology.
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 in our sector,” requiring them to use the technology “ethically, strategically and intelligently”.
Tomi Ogunlesi, Divisional Head, Brands, Communications, Content & CSR, representing Cherry Eromosele, Executive Vice President/Group Head, Marketing & Corporate Communications at Interswitch; Bethel Obioma, Head Corporate Communications, Sahara Group; Udeme Ufot, GMD, SO&U and Daniel Obi, BJAN Chairman at BJAN’s conference 2025 in Lagos.
Udeme Ufot, Group Chief Executive Officer of SO&U Limited and Chairman of the occasion, 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”.
Ultimately, he advised the audience that professionals “must see AI and 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. Dr Agbo insisted 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 thick as a nation”.
She warned that if AI is allowed to be used unchecked, “there will be anarchy in the system”.
Consequently, she called on practitioners to “always self censor yourself in anything you are churning out” to ensure conformity to the norms of advertising practice. Furthermore, ARCON has developed a stock image bank for Nigerians, meaning if practitioners cannot use the beautiful faces of Nigerians, they will need to provide “variations and reasons why” they are using stock imagery.
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”.
Mr Obioma elaborated that effective communicators are “exceptional at different things” because they are able to acquire “a best IQ of everything and put it together in a way no one can ever express it,” which is what allows a marketer to truly stand out.
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, whose presentation was delivered by Tomi Ogunlesi, Divisional Head, Brands, Communications, Content & CSR, highlighted the convergence of various professional paths in today’s landscape.
She observed that whether one is “a journalist, whether you’re in media or in advertising or you’re a junior brand manager, the insights will converge”.
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”.
She stressed how technology has fundamentally shifted media consumption, noting that “everybody’s screen has now become their network,” rendering traditional mass communication less effective as it transitions toward precision communication.
Offering a stark reality check, Segun Umoru, Senior AI and ML Engineer at Optimus AI Labs, during the panel session confirmed that “AI will take over some jobs; I mean that’s the truth”.
He noted that this reduction in workforce is already happening outside Nigeria due to agentic solutions automating tasks that previously required junior personnel. Mr Umoru warned that in 2026, “there’s going to be a lot of jobs affected,” citing how lean startups are now successfully running marketing, content creation, graphics, and web design with minimal staff using these solutions.
Despite the disruptive potential, panellists emphasised the critical role of human intellect and skill. Emma Adeniran, Business Unit Director at +Aculty Limited, commented on the high adoption rate among professionals in Nigeria, noting that “the penetration is high and it will continue to get deeper”.
He argued that AI has “made a whole lot of things democratized,” thereby ensuring that “the standard has been elevated,” meaning professionals need to “move… a lot higher”.
The conference was attended by industry leaders, policymakers, marketing professionals, and students.
Dr. Dare Ogunyombo, PR professional and Lecturer, Mass Comm dept, Olabisi Onabanjo University, Ago-Iwoyin, John Ehiguese, Founder/CEO, MediaCraft Associates; Daniel Obi, BJAN Chairman; Clara Okoro, immediate past Chairman, BJAN; Dr. Samuel Ayetutu, NIPR Lagos Chairman and Tomi Ogunlesi of Interswitch.
Marketing communications leaders and stakeholders who gathered at the 2025 Annual Brands &Marketing Conference organised by the Brand Journalists Association of Nigeria (BJAN) have lauded the contributions of Brand Journalistsfor their consistent work, which has dramatically enhanced the respect and growth of the marketing Communications industry in the country.
While celebrating the vital role of the media in shaping brand narratives, speakers at the event, whose theme was “Artificial Intelligence (AI) and the Future of Marketing Workflow: Opportunities and ,” emphasised that journalists must master AI tools to ensure that the human element remains central to communication.
Captains of industry reflected on how far the profession has come, acknowledging that decades ago, advertising and marketing communications lacked respect and public awareness.
Udeme Ufot, Group CEO of SO&U, highlighted that the current stature of the sector is a direct result of media coverage. “The fact that marketing and advertising are now so well recognised and respected is because of the work that journalists have done,” he stated.
He further explained that the more awareness created around brand management and marketing communications, the more the industry attracts quality professionals, thereby earning greater respect and recognition.
This sentiment was echoed by Dr. Susan Ngozi Agbo, Director of the Registration Directorate at ARCON, representing Dr. Lekan Fadolapo, Director-General of the Advertising Regulatory Council of Nigeria (ARCON). She noted that the value journalists bring to the table cannot be overstated.
“The work you do within the entire marketing ecosystem cannot be overemphasised,” she said, adding that brands are visible “because of the journalists and the attention you give to those brands”.
Daniel Obi, Chairman of BJAN, welcomed attendees to the pivotal conference, emphasising that AI is transforming how the industry creates, communicates, plans, measures, and engages.
He stressed that professionals, including journalists and regulators “must understand this technology deeply enough to use it ethically, strategically, and intelligently”.
The core discussion focused on Artificial Intelligence, which speakers agreed is no longer a future prospect but the current reality.
Bethel Obioma, Head of Corporate Communications at Sahara Group, described the present landscape as “an equilibrium where disruption meets opportunity”. He strongly advised emerging professionals, stating, “The human edge will always trump anything else.” He asserted that while AI can handle tasks such as scaling, data analysis, and initial drafting, human practitioners must oversee strategy, creative decisions, and emotional nuances.
Mr. Obioma cautioned against relying solely on AI outputs, warning that AI-generated stories or pitches often miss the crucial “why” and lack the emotional and cultural context specific to the Nigerian market. For example, AI might fail to anticipate cultural backlash triggered by subtle emotional cues or the use of culturally sensitive language.
To leverage AI effectively, Mr. Obioma outlined a three-pronged framework for journalists and marketers: Discovery, Smoothly (The Human Edge), and Mastery. He urged journalists to actively learn about AI tools, understanding what AI is, its limitations, and which specific tools to use for tasks such as writing or data analysis.
Explaining “Smoothly (The Human Edge)”, he advised applying critical thinking to AI outputs, interrogating results, and contextualising them with real-world business insights and local nuances. Journalists must ask: “Why?” and “Is this true?”.
Regarding “Mastery”, he explained that taking command of AI, integrating insights within one’s own business metrics, and delivering authentic, high-quality work are essential. Mr. Obioma summarised, “AI only takes you to the bus stop; you need to start the vehicle and move on to the next stage”.
The speakers also emphasised that AI amplifies the need for vigilance, particularly against misinformation and bias.
Delivering insights on behalf of Dr. Cherry Eromosele, Executive Vice President of Interswitch Group, Tomi Ogunlesi, Divisional Head of Brands, Communications, Content & CSR at Interswitch, highlighted that in the new marketing trinity, Data is the fuel, Creativity is the spark, and AI is the multiplier. Yet, she underscored that despite technological advancements, human elements remain irreplaceable. “Human skills define the why and the soul of the brand,” the presentation stated.
Dr. Eromosele’s recommendations for the advancing brand journalist included strengthening investigative skills, fostering collaboration rather than competition, and paying close attention to detail. She warned against the ethical risks of publishing AI-generated content without diligent review, citing instances where major publications outsourced content creation only to publish glaring errors.
By Winifred Bosa
