MediaConsortium Conference 2025 urges brands to focus on trust, relevance, and impact over price, with awards recognising excellence across key sectors

A clear message has been sent to brands and marketers at MediaConsortium Conference 2025: value is no longer defined by price alone.

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Held at the Lagos Chamber of Commerce & Industry on Thursday, the third edition of the event brought together top executives, marketing leaders, and agency professionals to unpack the theme, “Defining ‘Value’ in the Modern Marketplace: Beyond Price, Quality, Experience, and Ethics.”

Adetunji Faleye, Co-Convener of the event, described the theme as timely and urgent.

“Success now hinges on a holistic approach—one that encompasses trust, relevance, purpose, and sustainability,” he said, pointing to these qualities as today’s real benchmarks of brand excellence.

Delivering the keynote, Femi Opadere, Head of Digital Media at Globacom, urged brands to shift their focus from cost to benefit.

Citing Globacom’s pioneering move to per-second billing, he explained how prioritising value can reshape entire industries.

“Some innovators prioritise the value they provide over immediate profits, and that’s what drives growth,” he noted.

The panel session, moderated by Zion Rufus of Livespot360, was rich with practical insights.

Samuel Akinrimisi of Eko Supreme Resources challenged brands to move beyond assumptions and respect cultural contexts.

Ayodeji Ajayi of Hephzibah Experiential highlighted emotional connection as a key driver of loyalty.

Obinna Ojekwe of Hydrogen Pay spoke on co-creating with customers, a strategy he believes gives niche brands a competitive edge.

Speakers were united in their belief that sustainable success requires more than just strong products.

Trust, relevance, and genuine consumer engagement were emphasised as cornerstones of lasting brand value.

The event culminated in an awards ceremony honouring standout contributions across industries.

Checkers Custard was named Outstanding Custard Brand of 2025, while Golden Penny Semovita took Consumer Brand of the Year.

Ajinomoto was recognised as Outstanding Culinary Brand, and Amstel Malta was crowned Malt Drink of the Year.

In homecare, SoKlin earned Innovative Detergent Brand and Innovation of the Year for its Smart Liquid. WideScope International Logistics received a special commendation for delivering real consumer value.

Corporate social responsibility was celebrated as well, with BATN Foundation and Bet9ja Foundation receiving the Social Impact and CSR Awards.

Iron Resources took home Outstanding Company of the Year, while ALAT was recognised as Outstanding Digital Bank.

Within the agency and communications sector, SBI Media was named Innovative Media Agency of the Year, and SOULCOMMS PR earned Outstanding PR Agency.

Firms like P+ Measurement Services and CI Public Relations Consulting were applauded for innovation and crisis communication work. Rising talents such as Seedar Group and WhirlSpot Media were also spotlighted.

Notable individual awards included Rotimi Bankole as Outstanding Media Personality, Melvin Udosen as Media Entrepreneur, and Azeez Disu as Brand Journalist of the Year.

Marketing leadership was honoured with Ilyas Kazeem winning Marketing Director of the Year (Food) and Roseline Abaraonye in the Cosmetics category. Onoriode Akusu was among the young professionals celebrated for promising PR work.

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MediaConsortium Conference 2025 continues to position itself as a vital platform for knowledge exchange, industry excellence, and forward-thinking in Nigeria’s marketing, media, and communications landscape.