Future of Visibility: LOMA Honours Industry Pioneers and New Voices in a Night of Pageantry
By Azeez Disu
The air at Marcellina’s Place in GRA Ikeja, Lagos, was electric with a blend of “pomp, pageantry and industry camaraderie”. This was the setting for the Location Marketing Awards (LOMA) 2025, an event that has rapidly become the definitive celebration of excellence in Nigeria’s Out-of-Home (OOH) advertising sector. More than just a ceremony, LOMA has established itself as a cornerstone for industry progress, a vision championed by its Convener, Kingsley Onwukaeme.
Since its inception in 2023, LOMA has aimed to be much more than an awards stage. In the words of Onwukaeme, it is “a knowledge house, a connector, and a spotlight for the people and ideas transforming our marketing communications industry”. This ambition was reflected in its evolution from a single-day gathering into a comprehensive two-day experience, merging insightful conference sessions with the glamour of awards recognition. The event now brings together a broad spectrum of stakeholders, from media owners and advertisers to digital creators, SMEs, and even figures from the entertainment and sports industries.
This philosophy underpins the entire event. As an African proverb states, “If you want to go fast, go alone. If you want to go far, go together.” LOMA embodies this spirit of collective progress, celebrating not just individual achievement but the collaborative energy that drives the entire sector forward. The Convener captured this dynamic perfectly, noting that the goal is to celebrate pioneers and elevate new voices, proving that “when OOH meets culture, the streets don’t just advertise, they come alive”.
A Celebration of Excellence and Innovation
The awards ceremony itself was a testament to the vibrancy and innovation within the OOH landscape. The integrity of the judging was assured by a diverse and international jury panel, featuring experts like Gideon Adey from the UK, Livia Brown from South Africa, and Rajiv Raghunath from India, who brought a global perspective to the evaluation process.
The night saw several organisations emerge as dominant forces. New Crystal Communications was one of the evening’s biggest winners, securing multiple prestigious awards including Excellence in Programmatic Digital OOH (PDOOH) Execution and the coveted OOH Company of the Year. Their team members also received individual accolades, with Onyinye Onyeubani winning Gold for Sales Personality and Sunday Adetunji taking Bronze for Operations Personality.
Media Proximity also had a remarkable night, clinching Gold in the Agile in Static OOH Implementation category and being named the Customer Service Oriented Company of the Year. The importance of recognising such quality is echoed in a quote from the American Marine, William A. Foster, which states, “Quality is never an accident; it is always the result of high intention, sincere effort, intelligent direction and skillful execution.” This sentiment perfectly captures the achievements celebrated at LOMA.
Other major winners included TMKG Consulting, honoured as OOH Audit Company of the Year, and Optimum Exposures, which was crowned OOH Adtech Innovation Company of the Year. In the creative campaign categories, Premium Trust’s ‘Blayzz’ campaign won Gold for Outstanding OOH Campaign, while Ambience Media’s ‘Gino Cube – Gbagada Garden’ secured Gold for Bespoke Innovation of the Year.
Honouring the People Behind the Posters
Beyond the campaigns and companies, LOMA 2025 placed a significant focus on the individuals who are the lifeblood of the industry. Dr. Yetunde Adekemi Adegbite was named OOH Woman of the Year, and Prince Fatiu Adegbola Akiolu was crowned OOH Man of the Year.
In a poignant tribute to the industry’s foundations, several veterans were immortalised in the Hall of Fame, including Chief Joseph Okoye Nwabunie and Rev. Iretunde Olapade of Afromedia, Otunba Bankole Adeyemi Ademulegun of Media Link, and High Chief (Dr.) Jas Abiodun Kolawole Oyekan of Colour Image Publicity.
The awards also looked to the future, honouring rising stars like Damilola Olomoshua of Abiok Publicity, who won the Next Rated Sales Executive award, and Nathaniel Okpor of MediaReach OMD, who took home Gold as Media Planner of the Year.
An Ever-Expanding Tent
A key theme of LOMA 2025 was the broadening definition of the OOH ecosystem. This was evident in the introduction of the Creator’s Impact Award, which recognised young content creators like Daniel Ekpe (Akwaman) and Ademeso Oluwaseyi Moses (Meshkiey) for their contributions. Furthermore, the ‘Friend of OOH Advertising Industry’ awards were given to entertainers and influencers such as Kenny Blaq, Mc Lively, DeeOne, and Asiri, acknowledging their role in promoting creativity and engagement in the public space. This expansion fulfils LOMA’s mission to embrace every stakeholder in the conversation.
As the night concluded, the focus shifted to the future, as the industry is already waiting for the next edition. LOMA has successfully positioned itself not just as a reflection of the industry’s current state, but as a catalyst for its future. As Kingsley Onwukaeme declared, this is the “future of visibility”. The movement continues, promising an even brighter and more dynamic canvas for the years to come.