Group Managing Director of SO&U, Udeme Ufot, has stressed the need to rethink work models to improve the nation’s marketing communications ecosystem.

Speaking at the Brand Handlers Summit and Award in Lagos, recently, he suggested, “let us move from silos to synergy, from short-term thinking to long-term value creation, from imitation to innovation, from reactive practices to proactive leadership. If we take these steps, we will not only advance our ecosystem but also secure a future in which Nigerian brands compete with the best, Nigerian agencies shape culture, Nigerian media earns trust, and Nigerian consumers feel respected, understood, and empowered.”

Themed, ‘Advancing Nigeria’s marketing ecosystem to drive brand growth’, he further called for inclusivity.

To him, “let me remind us that an ecosystem is only as strong as its weakest link. If we are to move forward, no player must be left behind, not the small agency struggling to be heard, not the local medium fighting to stay afloat, not the rural consumer whose needs are overlooked, and not the young graduate whose potential remains untapped.”

Udeme, who is also chairman of the event, added, “Nigeria has everything it needs: creativity, resilience, diversity, and a population of over 200 million people with aspirations that drive demand. What is required now is alignment, purpose, and bold action. If we seize this moment, we can build an ecosystem that truly drives brand growth, strengthens our economy.”

On his part, Managing Director mediaReach, OMD, Stephen Oluwatoyin Onaivi, listed actionable strategies to enhance marketing efficacy and drive brand growth as, integrity and quality to address trust deficit; embracing digital transformation.