Nigeria’s marketing and advertising sector holds immense potential but remains underdeveloped compared to smaller African economies like South Africa and Kenya. This imbalance, fueled by economic volatility, currency instability, and insufficient policy support, presents both a challenge and an opening for forward-thinking agencies.
In this interview, Mahmood Oyewo, Managing Director of Bracken Media Solutions, discusses the current realities of the Nigerian marketing landscape, how his agency is leveraging technology, and what must change for the country to compete on the global stage.
What motivated your decision to launch a marketing agency in Nigeria?
After spending over 15 years in the marketing industry—including a leadership role with the advertising arm of Transsion Holdings—I recognized a gap. Despite Transsion’s global scale, it still needed people who could truly understand the Nigerian market. That realization pushed me to create a locally grounded, agile agency that operates independently and can respond swiftly without waiting for international direction.
What defining moments have influenced your leadership journey?
Securing major clients early in our journey was pivotal. Those wins validated our capabilities and set a strong foundation for growth. It proved that even a young agency, with the right vision, could punch above its weight.
What are the core challenges and opportunities for Nigerian marketing agencies today?
The biggest challenge is economic instability. When businesses cut spending, marketing budgets are often the first to go. However, this also creates an opportunity for agencies that are lean, smart, and adaptable. We’ve positioned ourselves not as the cheapest, but as the most efficient—offering value that outlasts budget cycles.
How does Bracken Media balance traditional and digital marketing strategies?
We approach it as a hybrid model. For example, with brands like Opay in the fintech sector, traditional media builds broad visibility and brand equity, while digital channels drive performance and user conversion. Success lies in strategically integrating both to maximize reach and results.
What role should marketing agencies play in societal development?
Marketing shapes public perception—and that power must be used responsibly. At Bracken, we use storytelling, public relations, and CSR campaigns to amplify community impact. Our focus extends beyond driving sales—we aim to influence positive social change.
How do you foster client trust in an unpredictable market?
The key is clear, proactive communication. We don’t pretend to be perfect, but we keep clients updated and set realistic expectations. Honesty, professionalism, and transparency are essential for sustaining long-term partnerships.
Why is Nigeria lagging behind countries like Kenya and South Africa in marketing spend?
Despite its population size, Nigeria’s marketing expenditure trails behind that of Kenya, which has fewer than 60 million people. This is largely due to currency instability, economic uncertainty, and a lack of supportive policy frameworks.
To bridge the gap, Nigeria must prioritize investment-friendly policies, and local businesses must invest in building strong systems and talent pipelines. No market thrives in isolation—foreign partnerships and collaboration will be critical to achieving growth.
What’s your long-term vision for Bracken Media Solutions?
Our mission is to use technology to redefine marketing in Nigeria. Many agencies are still operating with outdated models. We’re building a 360° tech-enabled firm that automates processes, boosts efficiency, and drives measurable results. In five years, we aim to be at the forefront of marketing innovation in Nigeria, with a growing presence across Africa and the Middle East.
Bracken Media is more than a marketing agency—it’s a visionary force determined to close the innovation gap in Nigeria’s advertising industry. Through technology, strategy, and a commitment to impact, Oyewo and his team are paving the way for a more competitive, inclusive, and globally relevant marketing ecosystem.
