Excellence Redefined: How Indomie, Terra Cube, Golden Morn, Others Triumphed at ADVAN 2026 Awards
By Azeez Disu
The MUSON Centre in Lagos was transformed into a hub of creative brilliance at the weekend as the Advertisers Association of Nigeria (ADVAN) hosted the 2026 ADVAN African Awards for Marketing Excellence. Some of the most influential voices in marketing and business from across the continent converged for an evening dedicated to brands and individuals whose contributions have significantly shaped the marketing industry, the business landscape, and the broader economy. With approximately 200 entries across various categories, the event marked a defining moment in the platform’s evolution, introducing an international panel of judges to ensure world-class standards and global relevance.
Delivering his welcome address, Osamede Uwubanmwen, the President of ADVAN, expressed his pride in the industry’s growth and the calibre of the entries received. Encouraging a culture of continuous improvement, he remarked, “For those who are not winning today, trust me, we ask you to do one thing and one thing only: learn from everybody. I take my time to read entries, get in touch and ask how they went about it. Every time I come for this award, I learn something new”. He emphasized that ADVAN would continue to support the industry, noting that the association is not merely a trade union but a champion for the “brains and winners” of the industry who drive strategy and innovation.
The night reached a crescendo as the winners were announced, showcasing a mix of established legacy brands and innovative newcomers. In a stunning display of brand longevity and consumer trust, Indomie was crowned the Legacy Brand of the Year, followed by MTN and Haier Thermocool in second and third place respectively. Indomie’s dominance extended into the digital realm, where it secured the top spot for Digital and Social Media Campaign of the Year, beating out Elan Hair and Haier Thermocool. Meanwhile, Terra Cube celebrated a monumental victory as it was named Brand of the Year, standing tall above Indomie and Golden Morn.
Keynote speaker Obafemi Banigbe, Chief Executive Officer of T2Mobile, challenged the audience to rethink the traditional marketing model in a rapidly evolving African landscape. He posited that the era where brands controlled the entire narrative is over, replaced by a world where influence is democratized. “Marketing as we used to know it has changed forever,” Banigbe stated. “The most powerful marketing today will no longer be created in the boardroom; it will be born in culture. Culture is the infrastructure in which brands interact. The brands that will win in this next decade are those that build communities and not just campaigns”.
The awards further highlighted excellence in consumer engagement and social responsibility. Coca-Cola triumphed in the Consumer Promotion of the Year category, followed by Indomie and Kellogs. In the experiential space, Three Crown took home the winner’s trophy for Experiential Campaign of the Year, with AddMe and Guinness trailing in the subsequent positions. Stanbic was recognized for its social impact, winning the CSR Campaign of the Year, while Cowbell and Hypo were honoured for their respective second and third-place contributions.
Innovation was a recurring theme throughout the night. AddMe emerged as the winner for Innovation of the Year, in a category so competitive that Golden Terra and Nestle Pure Life both clinched the third-place position. Similarly, the Best Use of AI category saw Golden Terra take the lead, while AIT Bank and Carex shared the third-place honours. The New Brand/Extension/Revitalisation category was topped by Golden Morn and Golden Terra clinching the second position, with AddMe and Chupa Chup Sour Candy both sharing the third-place spot.
The ceremony also celebrated indigenous success, with Golden Morn winning the Indigenous Brand of the Year, followed by Peak and AddMe. Other notable victors included Dulux, which won the Judges Choice award; Chupa Chup, named the People’s Brand; Peak Milk for Campaign of the Year; and Morning Fresh for Public Relations Campaign of the Year.
Beyond the brand categories, ADVAN paid tribute to exceptional leaders whose visionary leadership has left an indelible mark on the Nigerian business sector. The evening’s special honourees included Olusegun Alebiosu, Managing Director/CEO of First Bank of Nigeria; Girish Sharma, CEO of Guinness Nigeria; Karl Toriola, CEO of MTN Nigeria; and Chief Oladimeji Adekunle Osingunwa, Managing Director of Mouka Limited. This blend of celebrating both corporate excellence and individual leadership underscored ADVAN’s commitment to a rigorous and forward-looking evaluation process, supported by a judging panel that bridged local expertise with international insight.