Plus Acuity’s Emmanuel Adediran Honoured for Advancing Nigeria’s OOH Industry at LOMA 4.0
Emmanuel Adediran, Business Unit Director at Plus Acuity Ltd and lead for digital transformation at mediaReach OMD Nigeria, has received the Outstanding Contribution to Industry Advancement Award at the fourth edition of the Location Marketing Awards (LOMA 4.0).
Presented on Saturday, October 3, 2026, at the Marriott Hotel in GRA Ikeja, Lagos, the award recognises Adediran’s contributions to Nigeria’s out-of-home (OOH) advertising sector and the wider marketing communications industry. His work has focused on strengthening research, improving access to market data and developing industry talent.
For more than a decade, Adediran has advocated for a more evidence-led approach to marketing, championing the use of credible data and consumer insights to inform business decisions and improve industry performance.
LOMA Convener Kingsley Onwukaeme described Adediran as a key contributor to the development of Nigeria’s OOH industry.
“Emmanuel Adediran has done more for Nigeria’s out-of-home industry than most professionals and stakeholders realise,” Onwukaeme said, citing his thought leadership, support for LOMA and contribution to audience research.
In 2026, Adediran chaired the independent expert committee for Nigeria’s first OOH Advertising Consumer Penetration and Audience Behaviour Study, commissioned by OOH Academy Nigeria. The nationwide research examines how audiences engage with outdoor advertising and aims to strengthen the evidence available to guide planning and investment.
Adediran has also used industry platforms such as Top Trends to examine changes in the media landscape, including the growth of investment in OOH advertising.
His research and knowledge-sharing work extends across the marketing sector. He co-authored the NIMN–Lagos Business School report *Community, Culture, and Connection: Re-imagining the New Market* and served on the committee for the ARCON/PwC study on the size and economic contribution of Nigeria’s marketing communications industry.
Since 2016, he has helped publish the *MediaFacts Book*, which covers English- and French-speaking West and Central Africa. He also conceived *Top Trends*, a mediaReach OMD thought-leadership initiative developed with Lagos Business School, NIMN and GeoPoll. He co-authored *Africa’s Goldmine: A Guide to Winning Customers in Its Unstructured Market* with Professor Uchenna Uzo.
Adediran’s industry-development work also includes teaching and mentorship. He is visiting faculty at Lagos Business School and Alphabet Media Academy, patron of the University of Lagos PRAD Club, and a trainer for NIMN, Africa Retail Academy and other professional platforms. He has also served as a judge for local and international marketing awards.
His commercial work has delivered measurable growth. Under his leadership, the agency portfolio he oversees grew by more than 300% in annual business while maintaining profitability. Over the past decade, he has also led strategy for campaigns involving more than 25 brands, including Indomie, Colgate, Lush, Bacardi, Johnnie Walker, Power Oil, Bigi, 9mobile, Pocari and Google.
Reacting to the award, Adediran said the industry needs to build stronger research capabilities and prepare marketers for changing consumer behaviour.
“Nigerian marketing has never lacked creativity. What it has lacked is evidence. The narrative that Nigeria does not have data has to change. That means better research and young professionals trained to ask better questions,” he said.
He added that marketers must pair data with a practical understanding of local markets as artificial intelligence reshapes consumer choices.
The LOMA recognition adds to Adediran’s professional honours, which include a Global Recognition Award in 2024, BrandCom’s Top 35 Under 35, a WARC Award in 2023, Gold awards at the Media & Marketing Global and Festival of Media Global Awards, and more than 40 Pitcher Awards.
About Emmanuel Adediran
Emmanuel Adediran is a marketing strategist, business leader and educator. He is Business Unit Director of Plus Acuity Ltd and leads digital transformation for mediaReach OMD Nigeria, part of Omnicom Media Group.
A First-Class graduate of the University of Lagos, he is an alumnus of Lagos Business School and the McCombs School of Business at the University of Texas at Austin. He is also a member of MIPAN, ARCON and NIMN.
