Experts Urge Brands to Embrace Trust, Value-Driven Strategies at Media Consortium Conference and Awards
Marketing thought leaders have highlighted the importance of trust and delivering comprehensive value beyond mere price tags in today’s competitive marketplace. Their insights were shared during the third edition of the MediaConsortium Conference and Awards, held on Thursday at the Lagos Chamber of Commerce & Industry (LCCI). Industry stakeholders and top executives gathered to explore the theme, “Defining ‘Value’ in the Modern Marketplace: Beyond Price, Quality, Experience, and Ethics.”
Adetunji Faleye, Co-Convener of the event, explained that the chosen theme addresses a vital question for contemporary brands and business leaders. “Success now hinges on a holistic approach—one that encompasses trust, relevance, purpose, and sustainability,” Faleye stated. “These are the true benchmarks of success today.”
In his keynote, Femi Opadere, Head of Digital Media at Globacom, urged brands to shift their focus from cost to benefit. Using Globacom’s introduction of per-second billing as an example, he showcased how delivering genuine value can transform an industry. “Some innovators prioritize the value they provide over immediate profits, and that’s what drives growth,” Opadere remarked, recalling how this approach gained over a million subscribers in months. He emphasized the adage, “Price is what you pay, value is what you get.”
The panel discussion moderated by Zion Rufus, Senior Brand & Content Strategist at Livespot360, featured industry experts sharing practical insights. Samuel Akinrimisi of Eko Supreme Resources cautioned brands against flawed assumptions about consumers, emphasizing the importance of understanding cultural relevance. Ayodeji Ajayi of Hephzibah Experiential stressed the power of emotional connections and cultural experience in fostering loyalty. Meanwhile, Obinna Ojekwe of Hydrogen Pay highlighted the role of co-creation with customers as a key differentiator, especially for niche brands.
The speakers agreed that sustainable success depends not just on what brands sell but on the holistic value they deliver—building trust, relevance, and genuine engagement.
The event concluded with a prestigious awards ceremony celebrating excellence across sectors. Highlights included Checkers Custard as the Outstanding Custard Brand of 2025, Golden Penny Semovita as Consumer Brand of the Year 2025, and Ajinomoto as Outstanding Culinary Brand. In beverages, Amstel Malta took home the Malt Drink of the Year award. The homecare segment recognized SoKlin as Innovative Detergent Brand of the Year and for its Smart Liquid, which won Innovation of the Year. WideScope International Logistics received a special commendation for creating real consumer value.
The awards also honored social responsibility efforts, with BATN Foundation and Bet9ja Foundation receiving the Social Impact and CSR Awards, respectively. Corporate excellence was celebrated with Iron Resources named
Outstanding Company of the Year, and ALAT recognized as Outstanding Digital Bank
In the agency and professional categories, SBI Media was named Innovative Media Agency of the Year and SOULCOMMS PR earned Outstanding Public Relations Agency. Specialist firms, including P+ Measurement Services and CI Public Relations Consulting, received accolades for innovation and crisis communication. Young industry talents, such as Seedar Group and WhirlSpot Media, were celebrated for their innovative approaches and contributions to startups.
Individual recognitions included Rotimi Bankole as Outstanding Media Personality, Melvin Udosen as Media Entrepreneur, and Azeez Disu as Brand Journalist of the Year. Marketing leaders were also honored, with Ilyas Kazeem winning Marketing Director of the Year (Food) and Roseline Abaraonye receiving the same honor in the Cosmetics category. Emerging PR practitioners, like Onoriode Akusu, were also celebrated.
The MediaConsortium Conference and Awards continues to serve as a platform for industry knowledge exchange, celebrating excellence, and inspiring innovation within Nigeria’s marketing, media, and communications sectors.