Marketing Edge Magazine

PCAF is a collaboration between financial institutions worldwide to enable harmonised assessments and disclosures of greenhouse gas (GHG) emissions from loans and investments. With more than 530 financial institutions from six continents, the group is rapidly expanding in North America, Latin America, Europe, Africa and Asia-Pacific. Joining PCAF aligns with FirstBank’s broader climate agenda, reinforcing its efforts to contribute meaningfully to global climate goals. By adopting PCAF’s globally recognised standards, FirstBank aims to enhance transparency in carbon accounting and reporting, integrate climate risk into its lending and investment decision-making, and support Nigeria’s transition to a low-carbon economy. This initiative complements FirstBank’s ongoing work on environmental, social, and governance (ESG) issues, underscoring its dedication to responsible banking practices. To read more, click link below 👇 https://lnkd.in/dQYC8CRk • • • #marketingedgem #marketingedge #industrynews #imc #branding #advertsing #marketing #digitalmarketing

Industry icon Dr. George Thorpe founder of mediaReach OMD Nigeria and other group of companies, has expressed deep concern about the prevailing crisis of values within the industry. Speaking with MARKETING EDGE, during the celebration of his 70th birthday, Dr. Thorpe highlighted the urgent need for integrity, transparency, and a commitment to continuous improvement among industry professionals. Citing the importance of formal training and mentorship in fostering talent, the seasoned professional criticized the current lack of substance in the new generation of marketers. He lamented the broader issue of quackery and dishonesty affecting not just the marketing industry but Nigeria as a whole. “There’s a lot of new generation razzmatazz. When you puncture it, you find out whether there’s substance. There’s a bit of a struggle. There’s too much lying, too much ducking and diving. Rather than being straight and physical, it has its consequences.” To read more, click link below 👇 https://lnkd.in/dd6Ty39J • • • #marketingedgem #marketingedge #industrynews #imc #branding #advertsing #marketing #digitalmarketing

NNFEMS, established in 1992, has been a pioneer in the Nigerian beauty and personal care industry. Starting with the Apple hair care range, the company has consistently expanded its portfolio to encompass beauty, personal care, home care, and baby care products. Speaking on the launch, Executive Director for NNFEMS Group, Emmanuel Nwakanma Jr. , “Our mission has always been to satisfy the daily needs of our customers while seamlessly aligning with their lifestyles. With the introduction of ELAN NO-LYE relaxer and AVIV hair extensions, we’re taking another a giant step in further empowering African women to embrace their natural beauty and express their unique style.” Speaking on the newly launched relaxer brand, Chief Commercial Officer for NNFEMS Group, Roseline Abaraonye (MNIMN, FIBMN, FWIMBOARD) explained that it is a game-changer in the hair relaxer market. “Designed specifically for African hair types, this innovative product offers a gentler alternative to traditional lye-based relaxers without compromising on effectiveness. To read more, click link below 👇 https://lnkd.in/d74e-nYc • • • #marketingedgem #marketingedge #industrynews #imc #branding #advertsing #marketing #digitalmarketing

Over the years, Black Friday has evolved from a post-Thanksgiving shopping phenomenon to a global event eagerly awaited by bargain hunters worldwide. Recent data reveals that Black Friday isn’t just big—it’s outshining Christmas in a surprising category: home appliances. According to Think with Google, search interest for discounts on home appliances soared by 280% on Black Friday last year, far exceeding the levels seen around Christmas. This shift in consumer behavior marks a significant trend in how people are approaching major purchases, with discounts taking center stage over the traditional holiday season. The appeal of Black Friday for appliance shoppers boils down to one key factor: value. Home appliances can be costly, and consumers have become increasingly deal-savvy, seeking out substantial discounts to make these big-ticket purchases more affordable. Black Friday, with its heavily publicized price cuts, has become the ultimate opportunity for households to upgrade their kitchen gadgets, laundry machines, and other essential appliances without breaking the bank. To read more, click link below 👇 https://lnkd.in/ezAqGwDv • • • #marketingedgem #marketingedge #industrynews #imc #branding #advertsing #marketing #digitalmarketing

As Chief Marketing Officers (CMOs) look toward 2025, the focus is shifting from the hype surrounding generative AI (genAI) to practical and measurable operational efficiencies. While marketers are expected to streamline their departments and drive productivity gains, insights from Forrester suggest these improvements will not lead to major reductions in marketing headcount. Instead, marketing teams will operate more efficiently without losing critical talent. Reflecting on the challenges of 2024, Forbes notes that CMOs were burdened with separating fact from fiction amid the deluge of generative AI headlines. The promise of genAI to revolutionize marketing and improve workflow efficiency was enticing, yet the technology’s adoption has proved more gradual and complex than anticipated. As the marketing world steps into 2025, there is a notable shift away from sensationalized expectations toward more grounded, practical applications. To read more, click link below 👇 https://lnkd.in/eFwc2ifX • • • #marketingedgem #marketingedge #industrynews #imc #branding #advertsing #marketing #digitalmarketing

You’re scrolling through social media, and suddenly an ad appears, featuring a revamped version of a game console you played with as a kid. Instantly, you’re transported back to simpler times, when life was all about Saturday morning cartoons and your favorite snacks. In seconds, you’re convinced that buying this “reimagined classic” will somehow bring back that feeling of comfort and joy. This is the power of nostalgia marketing—a strategy that taps into our sentimental longing for the past, evoking emotions that make products and brands irresistible. But like all powerful tools, nostalgia marketing comes with its mix of charm and risk. The Good: Why Nostalgia Marketing Works Nostalgia marketing is a goldmine for brands for a reason: it’s emotionally potent. Unlike traditional advertising, which might focus on the product’s features or benefits, nostalgia marketing aims for the heart. It brings to life memories of our favorite childhood moments, the music we loved, and the tech gadgets that defined our youth. To read more, click link below 👇 https://lnkd.in/eU-hqarY • • • #marketingedgem #marketingedge #industrynews #imc #branding #advertsing #marketing #digitalmarketing

The company announced the “entirely new X Ads platform” through a social media post, revealing that it’s currently available to “select new advertisers.” The platform leverages AI technology to enhance targeting precision, allowing advertisers to set their preferred cost per action to help maximize profitability for small and medium-sized businesses. The revamped platform introduces features like bid optimization for brands’ target return on investment, automatic creation of tracking pixels for better measurement, one-click direct message support, and AI-driven “Auto Targeting” that uses internal engagement data to optimize ad delivery. These updates align with recent trends among social media competitors who have been focusing on automated ad creation, targeting, and search capabilities using AI-powered systems. These tools allow advertisers to tap into platforms’ internal data to reach new audiences more efficiently and maximize ad spend with less manual effort. To read more, click link below 👇 https://lnkd.in/egmu525U • • • #marketingedgem #marketingedge #industrynews #imc #branding #advertsing #marketing #digitalmarketing

Tokunboh George-Taylor, founder and CEO of SKOT Communications has emphasised the importance of humanising corporate and product brands by owners and custodians to foster genuine connections with stakeholders and target audiences. She noted that in today’s digital landscape, stakeholders and consumers demand transparency, consistency, and alignment from companies. Making the call during the Nigerian Institute of Public Relations (NIPR) Digital Summit, which was recently held at the Muson Centre, Onikan, Lagos, with the theme: “Nurturing Authentic Connections in Digital Ecosystems”, she averred that authentic storytelling allows brands to form meaningful connections with their audiences. Speaking on why it is important to be authentic, she said: “Trust is a currency, and authenticity builds emotional bonds that deepens stakeholder trusts. Stakeholders want brands to reflect shared values. Open communication about successes and challenges cultivates credibility and helps brands navigate crises effectively.” To read more, click link below 👇 https://lnkd.in/dwMz3QPQ • • • #marketingedgem #marketingedge #industrynews #imc #branding #advertsing #marketing #digitalmarketing

LinkedIn has announced a strategic expansion of its media quality measurement capabilities in partnership with DoubleVerify, the leading platform for digital media measurement. This collaboration introduces independent measurement services for premium video inventory on LinkedIn, allowing advertisers to ensure their video ads are viewable and safeguarded against invalid traffic (IVT). Exchangewire in its report revealed that this announcement builds on the existing collaboration between LinkedIn and DoubleVerify, which previously included the launch of DV Authentic Brand Suitability and DV Custom Contextual solutions in November 2022. It explained that the continued partnership underscores LinkedIn’s commitment to providing safe and effective advertising experiences for its clients, ultimately fostering greater confidence in video advertising on the platform. To read more, click link below 👇 https://lnkd.in/eAuZQjgw • • • #marketingedgem #marketingedge #industrynews #imc #branding #advertsing #marketing #digitalmarketing

Nigeria’s Minister of Finance, Wale Edun has announced a significant shift in the country’s tax policy, revealing plans to impose a 15% Value Added Tax (VAT) on luxury goods. This move, he saud, aims to increase revenue while protecting the most vulnerable citizens. He noted that the progressive tax reform aims to promote economic growth, reduce inequality, and increase revenue for the federal government. By targeting luxury goods, the government seeks to redistribute wealth and promote a more equitable society. Edun’s announcement comes as part of Nigeria’s broader efforts to revamp its economy and address fiscal challenges, as the government hopes to strike a balance between increasing revenue and protecting the most vulnerable segments of the population. To read more, click link below 👇 https://lnkd.in/e-zCX4Yi • • • #marketingedgem #marketingedge #industrynews #imc #branding #advertsing #marketing #digitalmarketing