Marketing communications leaders at Lagos’ Landmark Event Centre urge agencies to deepen consumer research, embrace responsible AI and deliver measurable results as economic pressures reshape brand loyalty.

Marketing communications leaders Lanre Ashaolu, Chief Executive Officer of Four Pulley Limited; Esosa Osagiede, Group Creative Director at Insight Publicis; Bolaji Abimbola, Managing Director of Integrated Indigo; Victoria Adewunmi, Managing Director and Chief Executive Officer of Watermark & Victoria; and Yinka Adebayo, Group Executive Director of Omnicom Media Group, West and Central Africa, have urged agencies and brand owners to place consumer trust at the heart of brand building during the first agency-focused panel at Brandcomfest 2026 in Lagos on Saturday, 24 October.

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The discussion, moderated by Omoefe Ohworakpo, Brand Operation Media Manager at The FMN Group, examined how research, integrated communication, emerging technologies and measurable business outcomes could help brands remain relevant amid changing consumer expectations and economic pressures.

Held at the Landmark Event Centre, the festival brought together advertising, public relations, media, marketing and brand management professionals under the theme, “Brand Building, Consumer Connection and Disruptive Realities”.

A central message from the session was that brand awareness alone is no longer sufficient to secure lasting customer loyalty.

As consumers become more discerning about how they spend their money, agencies must help businesses understand what their audiences genuinely value and demonstrate that understanding through relevant products, reliable services and meaningful engagement.

The panellists stressed that research should be an ongoing process rather than a one-off exercise.

Previous findings may offer useful direction, but changing purchasing habits, new competitors and shifting economic realities mean agencies must continually reassess their assumptions before developing campaigns.

For agencies, this places greater emphasis on their role as strategic consultants rather than suppliers of creative materials alone.

Understanding consumer behaviour, identifying unmet needs and translating insights into practical business decisions were presented as essential elements of effective brand building.

The speakers also highlighted the importance of measuring commercial impact.

Creative campaigns may attract attention, but their longer-term value depends on whether they strengthen customer relationships, influence purchasing decisions, improve brand positioning and contribute to sustainable business performance.

The discussion illustrated how established consumer relationships can help businesses navigate significant changes.

Using the transition from Lafarge Africa to HBM Nigeria as an example, a panellist explained how familiarity built through distributors, retailers and block makers could help preserve confidence despite a change in corporate identity.

HBM Nigeria, formerly Lafarge Africa Plc, adopted its new name in June 2026 following its acquisition by Huaxin Cement.

The transition provides a practical illustration of why customer and trade relationships can matter during periods of corporate change.

A new name may signal a different ownership structure or strategic direction, but customers still need confidence in the products, availability and service associated with the business.

The panellists cautioned that disruption itself was not necessarily the greatest threat to brands.

The more serious risk was becoming irrelevant to consumers whose needs and expectations continued to evolve.

That challenge has become more pronounced in Nigeria, where affordability and value for money increasingly influence purchasing decisions.

Brands that focus on appearing innovative without addressing genuine customer concerns risk spending heavily on campaigns that fail to translate into loyalty or repeat purchases.

Artificial intelligence also featured prominently in the agency discussion, particularly its growing influence on creative production and campaign development.

The speakers maintained that AI should strengthen agency capabilities rather than replace the human judgement of copywriters, art directors, creative directors and strategists.

Technology can accelerate production, support research and improve campaign efficiency, but meaningful brand communication still requires cultural understanding, empathy and the ability to interpret complex human needs.

The challenge for agencies is to use AI productively while retaining the creative judgement and strategic thinking that distinguish effective work from generic content.

The conversation extended to the relationship between traditional and digital media.

Television and radio continue to offer broad reach, while digital platforms provide opportunities for more direct engagement, feedback and campaign measurement.

The speakers encouraged agencies to combine these channels according to their objectives and interpret performance data carefully rather than assume that activity or impressions automatically translate into business success.

Data privacy emerged as another important consideration in building consumer confidence.

The discussion highlighted the need for businesses to explain why personal information is being collected, protect it against misuse and ensure that it is handled responsibly.

Clear internal procedures, staff training and consumer education were identified as practical measures for maintaining trust as marketing becomes increasingly data-driven.

The panel also examined the growing overlap between public relations, advertising, content marketing and digital communication.

Agencies were encouraged to develop integrated capabilities that allow them to provide coordinated solutions rather than treat each discipline as an isolated service.

In an environment where misinformation and negative online conversations can spread rapidly, effective crisis management was also described as essential.

Brands need to monitor public sentiment continuously and respond promptly when concerns arise.

Preparing company leaders to communicate clearly, including through video statements when appropriate, can help organisations address issues before they escalate.

Experiential marketing formed another part of the discussion, with Victoria Adewunmi highlighting the opportunities technology offers for connecting live brand experiences with online engagement before and after an event.

Adewunmi explained that digital tools can help agencies collect feedback, track interactions and assess how experiences influence consumer behaviour.

She argued that experiential marketing must move beyond organising events to creating activities that reflect consumers’ interests, cultural realities and community experiences.

Clients increasingly expect evidence that such initiatives deliver commercial value, including whether they influence purchasing decisions and strengthen a brand’s market position.

That expectation reinforces the wider call for agencies to connect creativity with measurable outcomes.

The discussions at Brandcomfest echoed a broader message from the festival’s keynote address. Dr Victor Gbenga Afolabi, Group Chief Executive Officer of GDM Group, urged brand builders to look beyond advertising and public relations, arguing that consumer trust ultimately depends on product quality, service delivery and the experiences businesses create.

Joshua Ajayi, convener of Brandcomfest and the Brandcom Awards, also highlighted the pace of change confronting the industry.

“If we are waiting for things to return to former ways, we may be waiting in eternity,” Ajayi said during his welcome address.

His remark captured the need for marketing professionals to adapt to changing technology, evolving media platforms and increasingly informed consumers rather than rely on familiar approaches simply because they worked in the past.

Brandcomfest has provided a platform for industry conversations and recognition since its first edition in 2019 at the MUSON Centre in Lagos.

The 2026 edition combined the conference with the Brandcom Awards, which recognised brands, agencies and professionals for their contributions to Nigeria’s marketing communications industry.

The programme also celebrated 35 Under 35 honourees, highlighting emerging talent and the next generation of industry leaders.

The recognition complemented the event’s broader focus on professional development, innovation and the practical application of new ideas.

Another notable development was the launch of Retain AI by Dochase ADX, an artificial intelligence-powered advertising platform designed to help businesses identify potential customers, develop more targeted campaigns and improve advertising decisions.

The launch reflected the growing interest in tools that combine audience intelligence with campaign delivery and performance measurement.

Taken together, the discussions and industry developments pointed to a marketing environment in which visibility remains important but cannot substitute for substance.

Brands must understand their customers, protect their confidence and deliver on the promises communicated through advertising.

For agencies, the implication is equally clear: sustained relevance will depend on combining research, creativity, technology and accountability with a genuine understanding of people.