How Edge Awards 2025 Redefined Excellence in Nigeria
By Azeez Disu
“We celebrate not only the winners but the very spirit of excellence itself — the courage to dream big, the sacrifice to stay the course, and the power to redefine limits.”
These powerful words from Mr. John Ajayi, Publisher and CEO of Marketing Edge Group, perfectly captured the atmosphere at the prestigious EDGE Awards 2025. On Friday, 26 September 2025, the Balmoral Convention Centre at the Sheraton Hotel, Ikeja, came alive as a hub of grandeur, hosting Nigeria’s leading lights from the corporate, creative, and policymaking communities. The annual event, organised by Marketing Edge Magazine, once again brought together influential marketing professionals, brand custodians, and communications strategists to honour those who have demonstrated exceptional innovation and impact.
Under the inspiring theme “Excellence Beyond Borders,” the evening celebrated the brands, agencies, and public figures whose contributions have reshaped industries and pushed the boundaries of what is possible.
In his welcome address, Mr. John Ajayi described the night as a “historic moment in Nigeria’s Integrated Marketing Communications (IMC) calendar”. He explained that the event is now a “two-in-one powerhouse,” blending intellectual discourse from its origins as the National Marketing Stakeholders Summit with a grand showcase of creativity. “Our efforts have repositioned this platform as more than a ceremony. It is now a knowledge-sharing hub that drives the future of brand management, while celebrating those who set new standards across diverse sectors of the economy,” he said.
The philosophy of “Excellence Beyond Borders,” Mr. Ajayi stressed, is about recognising outstanding achievers regardless of their location or industry. “What matters is not where you are located, but how exceptionally well you have excelled,” he declared. This philosophy was reflected in the meticulous selection of winners by an Awards Committee that used data, statistics, and content analysis to identify honourees across diverse sectors.
An Industry Doyen’s Endorsement
Adding a powerful voice to the evening, Biodun Shobanjo, the esteemed advertising doyén and Chairman of Troyka Holdings, lauded the organisers for their steadfastness. He remarked, “Over the last 22 years, and now moving into its 13th year, this awards platform has remained consistent. That alone is worth celebrating.”
To resounding applause, Shobanjo emphasised the platform’s crucial role in shaping the industry’s identity. “What Marketing EDGE is doing is not just about awards; it is about giving this industry its voice, its pride, and its credibility,” he stated. He noted that the gathering of industry captains and young professionals was a testament to the sector’s vitality and resilience. “This tells me our sector is alive. It shows that there are real opportunities for young men and women to make their mark in advertising and marketing,” he concluded, congratulating the awardees for demonstrating what is possible when talent meets discipline.
Governance as a Brand of Excellence
The event’s chairman, Governor Abiodun Oyebanji of Ekiti State, was applauded for setting new benchmarks in political leadership and building enviable brand equity in governance—an ethos aligned with the essence of the awards. Represented by his Chief of Staff, the Governor showcased Ekiti State as a prime example of excellence in action, inviting investors to partner in its growth story.
His address highlighted a multi-pronged strategy for economic development, focusing on attracting investment through critical infrastructure projects. These include the construction of an international cargo airport ready for 24-hour flight operations, the development of over 200 kilometres of rural and urban roads, and the creation of a new ring road around the state capital. To address power challenges, the state has established its own electricity regulation bureau and is working to build new transmission stations to improve capacity.
Recognised as one of the safest states and a top destination for ease of doing business in Nigeria, Ekiti offers incentives such as tax holidays and a one-stop shop for investors. The state is already home to major agricultural players, including Nigeria’s largest cassava farmer, and is developing its own “Silicon Valley”, the Knowledge Zone—with an $80 million loan from the African Development Bank to nurture tech talent. Furthermore, the state is enhancing its tourism potential by upgrading the Ikogosi Warm Spring and constructing a world-class centre for arts and culture.
A Regulator’s Stamp of Approval
The ceremony also received a strong endorsement from the industry’s regulatory body. Dr Olalekan Fadolapo, Director-General of the Advertising Regulatory Council of Nigeria (ARCON), expressed his delight in participating in the event. “Trust me, this is one of the events we endorse because it is a celebration of excellence,” he affirmed.
Dr Fadolapo highlighted the symbiotic relationship between the nation’s economy and the creative sector. “The economy is experiencing growth. Creativity and the advertising ecosystem are not left out… advertising is an economic enabler and moves in sympathy with the economy,” he explained. He congratulated the organisers and award winners, pledging ARCON’s continued partnership, and emphasised that the development of the marketing communication industry is critical for all stakeholders.
A Night of Stars
The night saw many deserving individuals and organisations receive accolades. Among the most notable awards were:
– Maureen Ifada, Marketing Director at FrieslandCampina WAMCO Nigeria Plc, crowned Edge Outstanding Marketing Amazon of the Year
– Tolu Olanipekun, Head of Marketing at Mouka Foam, who received the coveted Outstanding Marketing Personality of the Year award
– Ikechukwu Agu (IK Agu), the Commercial Director of Pernod Ricard Nigeria, named Commercial Director of the Year
– Omolara Banjoko, Marketing Manager at FrieslandCampina WAMCO, recognised as one of the night’s biggest winners
Concluding the evening, Mr Ajayi urged all stakeholders to see the awards as both a reward and a challenge to continue breaking new ground. “Creativity, innovation, hard work, dedication, and passion are the bedrock of transformation,” he reminded the audience, cementing the EDGE Awards’ status as a global platform for celebrating brilliance without borders.