The 12th edition of the Advertisers Association of Nigeria (ADVAN) African Awards for Marketing Excellence was a night of prestige and celebration, bringing together leading marketing and advertising professionals to honour creativity, innovation, and excellence in the industry. Held at the Admiralty Conference Centre in Victoria Island, Lagos, the event showcased the outstanding achievements of brands and individuals who have demonstrated exceptional marketing prowess.
The ceremony attracted high-profile personalities, including top industry executives, government officials, and business leaders. Among the distinguished guests was the Minister of Industry, Trade, and Investment, Dr. Jumoke Oduwole, who emphasized the crucial role of marketing in driving Nigeria’s economic progress.
In his keynote address, ADVAN President Osamede Uwubanmwen likened the awards to the “Oscars of Marketing,” underscoring their importance in recognizing top-performing brands and professionals. ADVAN’s CEO, Ediri Ose-Ediale, further revealed that this year’s edition received over 200 entries, demonstrating the increasing competitiveness and innovation within the industry.
Themed “Controlled Chaos: Mastering Marketing in a Hyper-Connected World,” the 2025 awards highlighted the evolving nature of marketing and the challenges of capturing consumer attention in today’s dynamic digital space. A panel of esteemed judges, comprising marketing scholars and industry experts, meticulously assessed each entry to ensure only the most deserving winners were honored.
In the brand categories, Terra Seasoning won the Innovation Award, with Gino Seasoning and Peak Milk following as runners-up. Indomie was crowned Brand of the Year, ahead of Milo and Amstel. The Campaign of the Year award went to Lush Hair, with Golden Terra and Airtel securing the second and third positions, respectively.
For Corporate Social Responsibility (CSR), Stanbic IBTC took the top spot, while Indomie and Guinness followed closely. Indomie also claimed first place in Consumer Promotion, surpassing Smirnoff and Onga.
In the Best Use of AI category, 9Mobile emerged as the winner, ahead of Lush Hair and Leadway Pensions. Colgate secured victory in Experiential Marketing, while Onga and Mamador finished second and third. Jumbo Chicken won in Brand Extension, followed by Goldberg and Dettol.
For Indigenous Brand of the Year, Big Bull took the top prize, with HPZ and Addmie coming in second and third. Indomie also triumphed in Digital Campaign of the Year, with Nutrify in second place and a tie for third between Joy and Digi Splash. Peak Milk was honored in the Legacy Brand category, outshining HPZ and Morning Fresh.
In the Judges’ Choice Awards, Nestlé Milo was recognized for Brand Excellence, Amstel Malta for Public Relations, and NNPC was named Public Sector Brand of the Year.
The People’s Choice Awards saw MTN winning People’s Brand of the Year in the telecom category, while Opay emerged victorious in fintech. First Bank was the top brand in the financial services sector, while Nutri Milk was recognized in FMCG.
In the Future Leader of Marketing (Junior Manager) category, Peter James claimed the top honor, followed by Onafeko Ibrahim Abimbola and Olaitan Opeoluwa Oyindamola. For the Future Leader of Marketing (Student) category, Babafemi David won, with Bankole Temitayo and El Nissi Ainu securing the second and third spots.
The Brand Journalist of the Year award went to Toyosi Olajide, with Azeez Disu and Abimbola Mohamed taking second and third place, respectively.
The Industry Leadership Awards honored notable figures who have made significant contributions to their respective sectors. Chief (Dr.) Anthony Aletor was recognized for his impact on the insurance industry, while Alhaji Aliko Dangote received an award for his contributions to oil and gas. Barr. Allen Ifechukwu Onyema was celebrated for his role in aviation, Dr. Stella Chinyelu Okoli for pharmaceuticals, Chief Diana Chen for automobiles, and Mr. Mudiaga Clement Enajemo for his influence in fashion.
The 2025 ADVAN Awards for Marketing Excellence not only celebrated remarkable achievements in the marketing sector but also reinforced the significance of strategic innovation in shaping the future of brand communication.
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