Nigeria’s marketing and communications industry is preparing for a strategic shift from reactive trend-watching to proactive, insight-led disruption. On January 29, 2026, the sixth annual Top Trends thought leadership forum will gather senior executives, academics, and data specialists in Lagos to define the future of consumer engagement.
Convened by mediaReach OMD in partnership with the Lagos Business School (LBS), Pan-Atlantic University, GeoPoll, and the National Institute of Marketing of Nigeria (NIMN), the 2026 conference is themed: “Top Trends 2026: Insight-Driven Decisions to Disrupt the Marketing Industry in 2026.”
The Pressure to Pivot
The forum is positioned as a direct response to intensifying pressure within Nigeria’s operating environment. Volatility in consumer demand, rapid digital adoption, and significant advancements in data analytics are forcing brands to abandon long-standing, legacy marketing approaches.
Stephen Onaivi, Managing Director of mediaReach OMD, emphasized that the next phase of industry growth will be exclusive to firms that effectively harness local data:
“The next era of growth will belong only to those who leverage authentic, local insights to genuinely disrupt legacy systems.”
The discussions will move beyond abstract theory, focusing heavily on translating local, human-centric data into practical decision-making tools for resilience and growth. Experts from GeoPoll, for instance, will examine how behavioral drivers linked to AI, quality expectations, and sustainability can be translated into sustainable growth strategies.
Investing in the Future: The Next Generation Contest
Reflecting a growing concern over the skills pipeline, this year’s edition introduces a major talent development initiative: the inaugural Next Generation Marketing Contest.
This initiative is designed to bridge the gap between academic training and industry practice by identifying and supporting emerging data-literate talent. The prize package for the contest winner is substantial:
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A cash prize.
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An internship placement with a leading organization.
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Participation in a leadership development programme at the Lagos Business School.
Professor Uchenna Uzo of LBS underscored this dual focus, stating that the future of African business relies on the “strategic application of knowledge,” making the investment in new talent critical for maintaining competitiveness. Similarly, the NIMN, represented by its president Bolajoko Ajayi, confirmed the conference’s commitment to both critical market trends and robust succession planning for the industry.
