PORT-HARCOURT, NIGERIA – June, 2026 – In a decisive pivot away
from conventional advertising, industry leaders at the 2026 Annual
Marketing Conference of the National Institute of Marketing of Nigeria
(NIMN) have declared community, culture, and authentic human connection
as the non-negotiable drivers of sustainable business growth. Held in
Port Harcourt under the theme _”Community, Culture and Connection:
Reimagining the New Market,”_ the conference convened Nigeria’s top
business executives, policymakers, and academics to chart a bold new
course for brand engagement in a highly fragmented, digitally connected
marketplace.
The defining moment of the conference was the unveiling of a landmark
consumer insight report, jointly developed by the Lagos Business School
(LBS) and NIMN. Delivering the keynote address, Prof. Uchenna Uzo,
Deputy Vice-Chancellor (Academic) of Pan-Atlantic University, revealed
that despite economic headwinds, Nigerian consumers remains highly
aspirational, scoring an average of 7.5 out of 10 on the aspiration
index. Crucially, the data established that peer trust, community
influencers, and faith-based leaders now exert significantly more
influence on purchasing decisions than traditional advertising, forcing
brands to rethink their market approaches. He challenged organisations
to treat consistency as a strategic imperative, not a compliance
checkbox.
Addressing this shifting landscape, NIMN President and Chairman of
Council, Dr. Bolajoko Bayo-Ajayi, emphasized that adapting to new market
realities requires strict adherence to professional ethics and
accountability. She announced that the Institute will intensify the
enforcement of its statutory mandate, requiring all marketing
practitioners operating in Nigeria to formally register with NIMN. This
regulatory clampdown is strategically designed to weed out quackery,
elevate industry standards, and ensure that consumer engagements are
driven by credible, accountable professionals.
The industry panel sharpened the discussion around implementation. Dr.
Ayo Awosika, Commercial Director of UAC Foods Limited, made the case for
culture as competitive advantage, arguing that the most differentiated
brands of the next decade will be those that embed themselves genuinely
into communities rather than simply advertising to them. From the public
sector, Delta State Capital Territory Development Agency’s
Director-General, Chief Patrick Ukah, reinforced the point with a
challenge that resonated across the room: _”The missing link is not
knowledge — it is connection.”_ Dr. Ike Neliaku, President of the
Nigerian Institute of Public Relations (NIPR), added that consumers are
no longer buying products alone — they are buying into the values,
purpose and stories that brands represent.
Bridging the gap between theory and industry practice, the conference
featured the Tolaram Group-sponsored Student Marketing Conference. Under
the theme _”From Classroom to Marketplace,”_ marketing students from
across the federation competed in strategic marketing drills. Adajine
Josiah Omeiza, a 300-level student from the University of Port Harcourt,
emerged as the overall winner, clinching the title of _2026 NIMN
Market-Ready Marketer_. He walked away with a ₦150,000 cash prize and
a fast-tracked employment contract with Tolaram Group, underscoring
NIMN’s commitment to nurturing the next generation of marketing
talent.
The landmark event concluded with the successful 2026 Council Elections
during the Annual General Meeting, ushering in new leadership to drive
the Institute’s strategic vision. Dr. Yakasai Ibrahim Yusuf, fnimn,
and Dr. Chidi Nwankpa Sylvanus, fnimn, secured decisive victories as
First and Second Vice Presidents, respectively, alongside seven newly
elected Council representatives. Together, this new leadership team is
tasked with advancing ongoing reforms, deepening industry-academia
collaboration, and positioning NIMN for greater impact across Nigeria’s
evolving economic ecosystem.
About NIMN
The Nigerian Institute of Marketing of Nigeria (NIMN) is the statutory
regulatory body for the marketing profession in Nigeria. The Institute
is responsible for regulating, controlling, and determining the
standards of knowledge, skills, and practice required of marketing
professionals while promoting ethical conduct, professional excellence,
and industry development.
Nwankpa, Mrs Benita Adelore, Immediate Past 2nd Vice President, Mr Walter Okafor, Mr Hope Gbagi, Dr Bolajoko Bayo-Ajayi President and
Chairman of Council, Immediate Past President, President, Mr Idy Enang, Thelma Okoh, Registrar and Secretary to Council, Mrs Gloria Otakagu, Mr Ayoola Akomolafe and Ms Sandra Amachree at the National Institute of Marketing of Nigeria(NIMN) Annual Marketing Conference in Port Harcourt, Rivers State.
