MarkHack 5.0 delivered a defining moment for Africa’s marketing,
media, and technology ecosystem, convening an elite cross-section of
industry leaders, innovators, and policymakers at the Oriental Hotel,
Victoria Island, Lagos, on Friday, June 5, 2026.
Organised by GDM Group in partnership with Eko Innovation Centre and
Brand Communicator, this year’s edition, anchored on the theme “The
Culture Algorithm: AI × Human Experience”, moved beyond conversation
to establish a new strategic lens for how brands must operate in an
AI-shaped world.
From the outset, the conference signaled both depth and intent. In his
opening remarks, Joshua Ajayi, Founder of Brand Communicator, set a
decisive tone for the day, positioning MarkHack as a platform not just
for dialogue, but for industry direction-setting. This was reinforced by
a goodwill address from Dr. Bolajoko Bayo-Ajayi, President and Chairman
of Council, NIMN, who underscored the urgency of marketing leadership
evolving in response to technological disruption.
The first plenary session featured Osato Evbuomwan, Marketing Director
at Moët Hennessy Nigeria, on the theme “Trust That Sells: How AI is
Changing What Consumers Believe and Buy.” The plenary panel included
Olayinka Iyinolakan (Founder, Indigenius AI), Nengi Akinola (Head of
Marketing, BetKing), and Segun Ogunleye (Head of Marketing, Diageo),
moderated by Tolulope Madebem (President, EXMAN). Together, they
explored how AI-driven strategies are influencing consumer trust and
decision-making, offering participants practical insights for culturally
relevant marketing campaigns.
A standout moment came with the keynote address by Victoria Ajayi, Group
MD/CEO of TVC Communications, who delivered a compelling perspective on
the growing “trust deficit” in the age of AI. Her address reinforced
a central theme of the conference: that while AI scales reach and
efficiency, it is human judgment, authenticity, and ethical
responsibility that sustain brand equity.
Also read: https://brandspurng.com/2026/06/13/what-are-the-benefits-of-an-ai-receptionist/
The second plenary deepened the conversation, focusing on the
intersection of AI and African storytelling. Led by Mabel Adeteye, Head
of Brands & Marketing Communications at Wema Bank, set the stage for the
session “Brand Storytelling in Africa: The Role of AI in Building
Authentic Consumer Narratives.” Moderated by Joanna Mustapha of News
Central TV, the plenary brought together Adebola Williams, Winston
Ailemoh, Oduwaye Ayotomiwa, and Isaac Akani to explore practical
strategies for leveraging AI to create authentic, culturally resonant
narratives, providing participants with actionable insights to build
stronger connections between brands and African consumers.
Beyond the main stage, the breakout sessions translated strategy into
execution through parallel tracks that allowed participants to engage
deeply with applied AI in marketing. One track, “From Data to Demand:
Making AI Work in Real African Markets,” featured lead discussants
Chioma Otisi-Igwe (FrieslandCampina WAMCO Nigeria PLC), Godson
Nkeokelonye (Excite Panacea Limited), Simpa Yekini (Tingtel), Temi
Kolawole (Ilorin Innovation Hub), and Chibuike Goodnews (Dochase AdX),
moderated by Scott Eneje (Digital Evolutions Ltd). This session
highlighted practical applications of AI for market-specific campaign
planning, consumer insights, and operational efficiency.
Running concurrently, the session “Local by Design: Rethinking African
Consumer Insight for Modern Brands” featured lead discussants Fiyin
Toyo (Marketing Director, Central, East & West Africa, Beiersdorf), Dr.
Abiodun Ajiborode (CEO, Brand Management Academy and BLIM), David Mogaji
(CEO, Candleweb AI), Tope Sule (Brand Manager, Indomie), and Martha
Kayode (Head of Marketing, PZ Cussons), moderated by Mobolaji Junaid
(CEO, WhyFinite). This track focused on leveraging local insights to
design marketing campaigns that resonate with African consumers,
emphasizing culturally informed strategies and practical approaches to
modern brand-building. These sessions reflected a strong emphasis on
applicability, not abstraction. Participants left with concrete
approaches to integrating AI into campaign planning, audience targeting,
and brand positioning in ways that are both effective and contextually
relevant.
Collectively, MarkHack 5.0 distinguished itself not just by the quality
of its speakers, but by the calibre of its conversations. It
successfully bridged the often fragmented worlds of technology,
creativity, and commerce, creating a cohesive platform where ideas
translated into strategic direction.
As AI continues to reshape the global marketing landscape, MarkHack 5.0
has firmly positioned itself as the continent’s leading convening for
forward-thinking practitioners, setting the agenda for how Africa’s
brands will compete, connect, and create value in the years ahead.
