Marketing Edge MD, Anietie Udoh, urges creative collaboration with content creators

Creative collaboration with content creators, says Marketing Edge’s Anietie Udoh, is vital for Nigerian brands to thrive in the $250bn global creator economy

Creative collaboration with content creators is now essential for Nigerian brands seeking to remain competitive, according to Anietie Udoh, Marketing Director at Marketing Edge.

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Speaking during a media parley in Lagos, Udoh said the global $250 billion creative economy is dominated by digital creators—not celebrities.

“Marketing isn’t about big names anymore. It’s about creators with loyal communities,” he said.

He stressed that creative collaboration with content creators must go beyond asking influencers to “just post.” Instead, brands should involve creators from ideation to execution for genuine impact.

“Today’s consumers want content that feels real. They trust voices that reflect their experiences—whether it’s in Pidgin, comedy, or short skits,” Udoh noted.

He highlighted storytellers like Mr. Macaroni, Taaooma, and Korty EO as culture-shaping creators driving real engagement—not just views.

Udoh added that brands co-creating with micro- and nano-influencers are seeing better results, proving it’s not about numbers, but resonance.

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Creative collaboration with content creators, he concluded, is the future of brand storytelling.

Peculiar Adirika