The channel war is one of those discussions that is never out of season or geography in marketing. Wherever you turn, you can find one marketer (usually the ‘digital marketer’) shrugging in bemusement at the wastefulness of traditional channel spend. Minutes after seeing this Digital or Traditional Media header as the topic of Marketing Edge’s virtual quarterly summit on LinkedIn, I see another post on the same platform from a UK based user lamenting about a brand’s poor channel approach. …


When the story of Africa’s biggest supermarket chain pulling out of Nigeria broke, the ready-made explanation was Nigeria’s well documented economic woes.

Shoprite did put things in context when briefing certain stakeholders. The company noted that its advertised departure was premature. It highlighted the combined effect, the devaluation of the Naira and the downward pressure on the Rand vis a vis the US Dollar, was having on its profit. It made clear that it is seeking a partner who will offer ‘’clear synergies in the form of local capital and knowledge’’.

The structural issues behind Nigeria’s economic woes are well…


A recurring theme is big, successful Nigerian businesses highlighting how they have disrupted their business sector. Even worse, researchers, writers, and consultants on business and marketing are similarly describing that tech savvy start-up with the radical technological innovation as using disruptive innovation to change the business landscape. But as will become evident below, disruptive innovation is being incorrectly used to describe the broader concept of innovation, involving a conflation of sustaining with disruptive innovation.

Innovation is about changing the way things are done. It involves pushing the frontier of what we know in the hope of generating new and useful…


Watching highlight reel of Lille and Nigeria’s breakout star — Victor Osimen — on YouTube, his on-pitch focus is clear to see. But watching him versus Chelsea in the champions league the other night, Victor seemed especially pumped. The match had been built up in the media as Victor Osimen vs Tammy Abraham. Although both players came out of the game with enhanced reputations, Victor seemed to relish the chance to let Tammy know that Nigeria doesn’t need him. …


Gernot Rohr & the managers of Nigerian football — An AFCON Postmortem

Gernot Rohr has a propensity for curious tactics — take his decision to play Alex Iwobi and Samuel Chukwueze, two wide forwards whose default mode is cutting inside and shooting (rather than crossing from the byline) behind the one-paced Paul Onuachu and ahead of full backs who aren’t renowned for their crossing abilities. The team’s play was unsurprisingly labored and turgid, play only improving after the substitutions of Mikel John Obi and the lumbering Onuachu. …


‘’Over 250,000 jobs have been lost to smuggling of sugar in Nigeria where up to 300,000 tonnes of the commodity are illegally shipped into the country annually’’. He made this known during the Dangote Sugar Annual General Meeting (AGM) in Lagos on Tuesday. According to him, ‘’it has also led to economic sabotage.’’

The above is a quote attributed to Africa’s richest man — Aliko Dangote speaking to business journalists at the annual general meeting of his sugar company.

A debate can be had on the underlying issues behind smuggling, especially smuggling of products that are readily available in country…


The 4th edition of the Lagos marathon is around the corner! Moving away from how the Lagos state government can organize a show piece event as captured here, how might the brands supporting this important annual event get significant mileage for their marketing and advertising investment? With media- offline and online, unsurprisingly dominated by the forthcoming national elections, how can Access bank, Aquafina and the other brands involved in the marathon break through the clutter of political advertising?

Two broad approaches are worth exploring:

(a) Shift budget away from traditional media to CRM and Re-targeting tactics

The easy, smart option…


OAAN’s history, from inception in 1964, is replete with significant interventions and advocacy for its members. Whether fighting the myriad of regulators for fair and reasonable fees and levies or doing excellent liaison with other advertising sectoral bodies, it has generally used the power of mass representation and advocacy to improve the businesses of its constituents.

But the times — they are changing!

The out-of-home advertising landscape and indeed the bigger Nigerian economy continue to witness rapid changes. Of all the important elements reshaping the out-of-home advertising landscape, the two most significant are arguably:

The broader national economy and a…


The league’s poor marketability is almost always tied to the public ownership of the clubs with the absence of private ownership considered the main reason for its lack of appeal to sponsors who globally represents an important revenue source.

Although private ownership might indeed engender greater attempts at commercialisation, it is unlikely to automatically end sponsor apathy. It is worth noting that the 4 privately owned teams of the current 20 teams haven’t fared any better in the area of attracting sponsorship. Indeed last season, one of the 20 teams belonged to the czar of cable television in Nigeria!

An…


FEW THOUGHTS ON THE LAGOS CITY MARATHON.

The 3rd edition of the Access bank Lagos City Marathon held with typical Lagos pizzazz this past weekend. Below are a few thoughts on this record setting event.

Internationally acclaimed marathon or local event?

The marathon was of course the big talking point online for most of Saturday with mostly positive views and opinions. However, some people still managed to find negatives. The most damaging was the whining over foreign dominance of podium places. …

Adeyemi Adeshina

Business leader, creating business value through strategic marketing. Passionate about the possibilities presented by the intersection of sport and digital.

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