By Sunday Atam Iganishire
As a marketing and communications professional in Nigeria, I’ve often asked why so many of our campaigns feel the same or predictable. Why do we recycle the same jingles, celebrity endorsements, and clichéd scripts year after year? Pay attention to the green, yellow, and red network providers’ advertisements, and you’ll understand what I am saying. It’s a visible reality, and to be honest, the lack of originality in Nigerian marketing is not just a minor flaw—we could be having a crisis—thus I ask, creativity don finish?
Let’s look at some of the problems
In the last decade, marketing in Nigeria has become increasingly formulaic. We see brands repeatedly using the same overused templates like:
- A generic family setting, where a mother smiles at her child after using a product.
- A celebrity endorsement with little alignment to the brand’s core values.
- Over-the-top comedy skits that sometimes overshadow the product being advertised.
- The same old “grass-to-grace” story arc in brand storytelling.
While these tactics may have worked in the past, consumer behavior is evolving. Nigerians today—especially Gen Z and millennials—are exposed to global trends and expect brands to offer fresh, engaging, and culturally relevant narratives. Yet, many marketing teams continue to play it safe, favoring tried-and-tested methods over true innovation.
Why are we here?
1. Risk Aversion
For my book, many Nigerian brands are reluctant to take risks. There’s a preference for sticking to what’s “safe” rather than trying something new, or “make e no spoil for my hand”. The fear of failure—especially in a highly competitive market—prevents marketers from experimenting with fresh ideas. With the emergence of platforms like TikTok and Snapchat, shouldn’t there be a change of creative direction?
2. Short-Term Thinking
Marketing in Nigeria is often driven by immediate sales rather than long-term brand-building. This leads to a focus on short-term gimmicks rather than deeply thought-out, original campaigns that create lasting impressions.
3. Lack of Investment in Creativity
Unlike global brands that invest heavily in research, creative workshops, and storytelling techniques, many Nigerian brands treat marketing as an afterthought. Few companies are willing to fund creativity labs or experimental marketing strategies.
4. Talent Drain & Industry Monotony
Japa! Talented creatives are leaving the country daily for better-paying jobs abroad, leaving behind a smaller pool of professionals to drive innovation. Additionally, marketing teams often cycle through the same creative agencies, leading to repetitive ideas.
A viable direction:
1. Invest in In-House Creativity Labs
Instead of outsourcing everything, brands should create dedicated in-house teams focused on developing and testing new marketing concepts. Think about how Apple’s marketing team consistently delivers groundbreaking campaigns—it’s because they prioritize creative innovation. Apple’s overflogged? Think about Coca-Cola campaigns.
2. Leverage Behavioral Science in Marketing
Global brands use consumer psychology to craft memorable campaigns. Nigerian marketers need to adopt a similar approach—understanding how emotions, cultural values, and subconscious triggers influence buying decisions.
3. Cross-Industry Collaboration
Why should only musicians make music and only filmmakers create films? Brands should collaborate with artists, designers, tech innovators, and even architects to inject fresh perspectives into their campaigns. Imagine a commercial conceptualized by a blend of musicians, animators, and writers—it would break the mold!
4. Tap into Local Culture & Storytelling
There’s a goldmine of untapped cultural stories in Nigeria. Instead of mimicking Western campaigns, we should dig deep into folklore, traditional art forms, and contemporary Nigerian experiences to create marketing content that resonates deeply with local audiences.
The call to action: It’s time for bold marketing
The truth is, the Nigerian marketing industry needs to break free from its cycle of creative stagnation. If brands continue down this path, they will lose relevance in an increasingly dynamic market.
We must encourage marketers, agencies, and brand executives to push boundaries, challenge norms, and experiment fearlessly. The brands that will thrive in the next decade won’t be the ones that play it safe but those willing to innovate and take bold creative leaps.
So, to my fellow marketers, brand managers, and creative professionals, are we ready to change the game? Or will we continue to follow the same old script?
About the writer
Sunday Atam Iganishire is a marketing and communications expert passionate about transforming brand storytelling in Nigeria. With experience spanning fintech, crypto, and media, he specializes in PR, corporate communications, brand positioning, and growth marketing.
