Nigeria’s marketing and advertising landscape, despite its enormous potential, still lags behind smaller African counterparts like South Africa and Kenya in terms of industry spending and innovation. This disparity, driven by economic instability, currency fluctuations, and lack of supportive policy, poses both a challenge and an opportunity for agencies aiming to lead a transformative shift.
In this interview with ANTHONY NLEBEM, Mahmood Oyewo, managing director of Bracken Media Solutions, shares insights into the dynamics of Nigeria’s marketing sector, his agency’s tech-driven vision, and what it will take for the industry to compete globally.
What inspired you to establish a marketing agency in Nigeria?
I’ve been in marketing for over 15 years, including a stint leading the advertising subsidiary company at OEM brand, Transsion Holdings. Despite being a global company, they needed people with deep local market knowledge. That gap inspired me to build an agency tailored to Nigeria’s unique needs, one that could operate independently and respond quickly without waiting for global directives.
What defining moments have shaped your leadership journey?
As a relatively young agency, landing major clients early on was a big moment. Those wins gave us validation and showed we were headed in the right direction.
What are the biggest opportunities and challenges for Nigerian agencies today?
The economy directly impacts marketing. When brands cut budgets, marketing is usually the first to go. But we’ve adapted by staying lean and agile. We don’t position ourselves as the cheapest, but as the most efficient and smartest to execute.
How do you integrate traditional and digital marketing?
For brands like Opay in the fintech space, we use traditional media to build long-term brand perception and digital for targeted, performance-driven results. It’s about balancing visibility with conversion.
Beyond profit, how do agencies contribute to society?
Marketing shapes perception. We take that seriously. Through storytelling, PR, and CSR initiatives, we use campaigns to drive community impact and social change, not just sales.
How do you build long-term client relationships in an unpredictable environment?
Clear communication. We’re not perfect, and clients know that. But setting clear expectations and updating them when things shift builds trust. Professionalism and transparency go a long way.
Why is Nigeria lagging behind countries like Kenya and South Africa?
Smaller African countries like Kenya, with only 55.3 million people, spend nearly twice what Nigeria does on marketing. That’s due to unstable currency, economic uncertainty, and weak policy.
To compete globally, Nigeria needs government support in the form of investment-friendly policies, and private players must invest in systems and talent. No country grows in isolation. Foreign investment and collaboration are essential.
What’s your long-term vision for Bracken Media?
Our vision is to use technology to redefine marketing. Many agencies haven’t tapped into this yet. We’re building a tech-driven, 360° marketing firm that simplifies processes and delivers results. In five years, we aim to lead innovation in Nigerian marketing and expand our footprint across Africa and the Middle East.
How do you balance strategy with campaign execution?
We’ve built a process-driven structure that isn’t person-dependent. Standardised procedures ensure seamless execution even when key staff aren’t around. It’s about building systems, not silos.
How do you stay ahead of market trends?
We’re deeply research-focused. We constantly analyse market shifts, identify opportunities, and evolve our strategies. Our mindset is: never settle, always innovate.
How has digital marketing influenced your growth?
Digital marketing has been foundational for us. While the space has a low barrier to entry, consistent delivery sets you apart. We started digital-first, but client demand led us to expand our services. Today, it’s a core pillar that shaped our growth trajectory.
What tools or innovations give you a competitive edge?
AI is a game-changer. We use it to analyse customer sentiment, assess brand positioning, and optimise campaigns. It enhances our efficiency and gives clients smarter insights.
How do you ensure ethics and transparency in media buying and reporting?
We are strict on compliance and reporting. Transparency is non-negotiable—our clients get real-time, accurate reports. Whether traditional or digital, every campaign follows due process and clear documentation.
Has the rise of internet and social media shaped your core strategies?
Absolutely. The internet has democratised marketing, especially among youth audiences. We now focus heavily on platforms where engagement is highest and most meaningful.
How do you build marketing strategy in a complex Nigerian market?
Speed and flexibility. We’ve cut out bureaucratic layers to help clients get results faster. Our structure empowers employees to act swiftly while following streamlined processes. Agility is everything in this market.
What can be done for Nigeria to reclaim its status as Africa’s marketing hub?
We need continuous talent development, improved economic stability, and better policies to attract foreign investment. The government must open the space and support training. Marketing is a function of economic confidence, and confidence attracts spending.
Where do you see Bracken Media in 5–10 years?
We see ourselves growing vertically and horizontally. That means entering new sectors and new markets. We’re already building more presence in the Middle East and plan to expand further across Africa. Our goal is to become the go-to tech-driven marketing partner on the continent.
