At the recently held 9th edition of the DStv Media Sales (DMS) and Media Independent Practitioners’ Association of Nigeria (MIPAN) conference in Lagos, industry leaders focused on the critical roles of optimisation, collaboration, and innovation within the marketing mix.
The conference, themed “Optimise,” gathered marketing and media professionals to explore emerging trends, challenges, and innovative strategies shaping the media sector’s growth and profitability.
Opening the event, Doris Ohanugo, Executive Head of DStv Media Sales Nigeria, described the conference as a platform that continually advances media, marketing, and innovation. She noted, “Though the theme ‘Optimise’ sounds straightforward, it carries immense significance. In today’s fast-evolving environment, optimisation is essential—not optional. It means doing more with less, acting swiftly with clear purpose, and forging meaningful connections in an increasingly competitive space.”
The keynote address was delivered by Kholeka Maringa, Head of DStv Media Sales, Africa. She underscored the importance of a 360-degree marketing approach that engages audiences across diverse channels. “A 360-degree strategy weaves a unified brand narrative through TV, digital platforms, social media, and outdoor advertising. Its purpose is to broaden audience reach and deepen engagement by delivering consistent messaging and leveraging technology and consumer insights,” she explained.
At the event, Dr. Fadolapo Olalekan, Director-General of the Advertising Regulatory Council of Nigeria (ARCON), highlighted how collaborative efforts and increased media investment positively impact brand equity. Represented by Adeyinka Adebayo, Group Executive Director of OMG Central and West Africa, Dr. Olalekan emphasized, “Investing in media is a vital way to raise awareness, share information, and strengthen your brand’s value.”
He further called on all stakeholders—media owners, agencies, advertisers—to foster cooperation, embrace self-regulation, and prioritize capacity building and advocacy. Such united efforts, he said, are key to building a stable and thriving business environment.
Adding to the conversation, Nosipho Gama, Executive Head of Business Enablement at DStv Media Sales, stressed revisiting fundamental media metrics such as reach and impact. “The relationship between reach and impact isn’t static; it’s dynamic, constantly evolving as it influences audiences and shapes viewer experiences,” she remarked.
