By Godwin Anyebe
On a star-studded Saturday night at The Jewel Aeida, the Nigerian marketing community gathered for its biggest event of the year: the 4th Edition of the Nigerian Marketing Awards (NMA). Under the compelling theme, “Driving Impact, Inspiring Change,” the event was less a mere ceremony and more a profound conversation about the power of conviction, the necessity of integrity, and the often-understated strength of a simple, inner voice.
The evening’s philosophy was encapsulated by the esteemed Keynote Speaker, Steve Babaeko, CEO of X3M Ideas. Congratulating the convener, Tony Agenmonmen, for a successful edition, Babaeko delivered a moving address titled, “Whispers That Move Mountains”
In a world that demands a constant shout to be heard, Babaeko’s message was a powerful counter-narrative. He recalled his childhood, growing up in a single-room apartment with his parents and five siblings. “I remember a small voice,” he shared, “the melody my mother would always use to wake us up. To me, that was the whispers of purpose.”
Babaeko drove home the point that the greatest transformations throughout history have begun quietly, not with a roar. “Today, we are encouraged to shout before we are heard,” he noted. “Yet, history shows that the greatest transformation starts quietly. It’s the inner assurance that says, ‘this is the way.’”
This ‘whisper’ has been the compass of his own journey. Leaving Kaduna for Lagos 30 years ago, he admits he had no Google map to guide him, but he had the inner whispers. Later, when starting X3M Ideas, resources were challenging, but the whisper said, ‘build,’ and today, X3M Ideas has become a household name, even clinching the Best Use of Social Media award on the same night.
The greatest African Kings, Babaeko concluded, do not need to shout to command power. When you hear that inner whisper, it is a command to pursue your dream.
Preceding the keynote, Tony Agenmonmen, fnimn, Founder of the Nigerian Marketing Awards, delivered a stirring welcome address that reinforced the central theme of integrity. Looking back to the NMA’s founding in 2022, Agenmonmen described the journey as “the road less travelled by,” a path of conviction over convenience.
”We decided from the very beginning that the Nigerian Marketing Awards would not just be another marketing award, but a movement, a standard, a symbol of marketing excellence and credibility,” he stated.
Agenmonmen pulled back the curtain on the awards’ biggest challenge and its greatest strength: maintaining absolute credibility. “Many still call and ask, ‘How much do we need to pay to be sure of winning?’ Or ‘how many tables do we have to buy to get an award?’” he revealed.
His answer, he stressed, remains the same: “At the Nigerian Marketing Awards, awards are not for sale, not for purchase, not for influence.” This principle, the founder asserted, is the NMA’s North Star, because “once integrity is compromised, recognition becomes meaningless.”
The founder then made a direct appeal to the marketing community, urging them to fully sponsor and own the platform, noting that “Dreams are sustained not only by vision, but by those who believe enough to invest in them.”
The evening’s theme, “Driving Impact, Inspiring Change,” was articulated as the heartbeat of the NMA’s mission, emphasizing that marketing’s true power lies not just in persuasion, but in purpose. “Impact is when your work moves markets. Change is when your work moves minds,” Agenmonmen defined.
On her part, Iquo Ukoh, Chairperson of the Awards Decision Council, commended the high standards, noting the remarkable resilience and innovation shown by brands in navigating a challenging economic climate. She offered a gentle counsel for future entrants: “In a few cases, the brilliance of some campaigns was dimmed, not because the work itself was not excellent, but because it was not well presented.” The council stressed that excellence must shine through both in execution and in how the story is told, emphasizing the need for compelling presentation and supporting evidence.
This year’s winners showcased this blend of impact and change. Nigerian Breweries Plc was crowned Marketing Company of the Year, demonstrating enduring market influence. Insight Publicis was named Advertising Agency of the Year, while Carex won the prestigious Brand of the Year and Best Rebrand of the Year. Stanbic IBTC Holdings was recognized as Financial Institution of the Year and for the Best Social Responsibility Campaign, proving that purpose-driven work translates into powerful results. Other notable winners included Lafarge Africa (Ecoplanet) for Brand Innovation of the Year and Dufil Prima Foods for Best Use of AI in Marketing.
The 4th Nigerian Marketing Awards was a celebration of success, but more importantly, a testament to the quiet, unshakeable power of conviction. It affirmed that in the complex world of commerce, the loudest voice is often drowned out, but the inner whisper of purpose, guided by integrity, is what ultimately moves mountains and sets a new, credible standard for the industry.
