Nigeria’s creative influence is undeniable. From music and film to fashion, technology and culture, Nigerian ideas are increasingly shaping conversations far beyond its borders. But within marketing, advertising and the wider creative industries, are we translating that creative ambition into the level of commercial, cultural and global impact it could achieve? Join WiM Africa, in partnership with AAAN Women in Advertising, for the Lagos edition of the Real Talk Debate Series — bringing together senior leaders from brands, agencies, media and the wider creative ecosystem for a candid conversation about where Nigerian creativity stands today, what may be holding it back, and what it will take to realise its full potential.
Nigeria has no shortage of creative talent.
Its music, film, fashion, culture and entrepreneurship have built audiences and influence around the world. Nigerian creativity travels.
But what about the marketing and advertising industry?
Are we creating the conditions for our best ideas to become truly outstanding work? Are creative ambition and commercial ambition aligned? Are brands, agencies, media owners and platforms investing in the talent, insight, experimentation and partnerships required to turn strong ideas into meaningful impact?
And when brilliant Nigerian work does emerge, are we doing enough to amplify it — locally, across Africa and on the global stage?
From Creative Ambition to Impact: Is Nigeria Realising Its Creative Potential? will bring different parts of the industry together to examine these questions without placing responsibility on any single group.
We’ll explore the ecosystem as a whole: brands, agencies, creatives, media, platforms, talent, leadership and investment — and ask what needs to happen next.
Expect candid perspectives, robust exchange, industry insight and live audience participation, with a conversation designed not simply to identify the challenges, but to explore the opportunities ahead.
Who Should Attend
This event is curated for senior and C-suite professionals across marketing, advertising, media, communications and the wider creative industries.
If you influence brand strategy, creative direction, marketing investment, media, talent, innovation or business growth, this conversation is for you.
Whether you are client-side, agency-based, working within media or technology, an independent creative, consultant or part of the broader creative economy, this is an opportunity to engage with peers shaping the future of Nigeria's industry.
WiM Africa welcomes professionals of all genders who believe in ambitious thinking, inclusive leadership and the potential of African creativity.
Why Attend
Fireside Conversation
We open the evening with an intimate conversation with Steve Babaeko, Founder & Group CEO of X3M Ideas, reflecting on Nigerian creativity, the evolution of the industry and what it will take to convert the country's creative ambition into greater impact.
Industry Insights
A short, evidence-led perspective delivered by Kantar will help ground the conversation in data and examine the relationship between creativity, consumer connection, cultural relevance, distinctiveness and business growth.
The Real Talk Debate
An all-female panel of senior leaders representing different parts of the industry will interrogate the central question:
Is Nigeria Realising Its Creative Potential?
Rather than arguing a predetermined "yes" or "no", the panel will explore where the industry is succeeding, where the gaps remain, who needs to do what differently — and where the greatest opportunities lie.
Live Audience Participation
This is not a conversation the audience simply watches.
Live polling, questions and audience contributions will bring the room into the debate and test where the industry really stands.
Curated Networking
Before and after the debate, connect with senior industry peers over drinks and refreshments and continue the conversation beyond the stage.
Creative Ambition vs Commercial Reality
Nigeria has creative talent in abundance — but what happens between the idea and the final work? Are commercial pressures, processes, budgets and attitudes to risk helping ambitious ideas succeed or gradually diluting them?
Creativity as a Driver of Growth
Are we making a strong enough commercial case for creativity? How can the industry better demonstrate the relationship between distinctive creative work, brand growth and business results?
Brands, Agencies & Shared Responsibility
Great work rarely comes from one side of the table. What needs to change in the relationships between clients, agencies and other partners to create greater trust, ambition and shared accountability?
Culture as a Creative Advantage
Nigeria's culture has become one of its most powerful exports. Are marketers and agencies harnessing that cultural confidence and originality — or are some of the industry's strongest creative opportunities still being missed?
From Local Excellence to Global Recognition
What prevents more Nigerian advertising and marketing work from gaining continental and global visibility? Is international recognition the right benchmark — and how should Nigeria define creative success for itself?
Talent, Leadership & Opportunity
Does the industry have the structures, mentorship, investment and leadership needed to allow the next generation of Nigerian creative talent to flourish?
The New Creative Landscape
Technology, AI, creators, entertainment and new platforms are changing how ideas are developed and how audiences experience brands. Where does this create new opportunities for Nigerian creativity — and what does the traditional industry need to rethink?
From Conversation to Action
If Nigeria is to realise more of its creative potential, what actually needs to change — and what can brands, agencies, media, platforms and industry leaders do now?
Coming soon...
4.00pm – Registration & Networking
Arrival, refreshments and an opportunity to connect with fellow attendees.
4.45pm – Welcome
Opening remarks from WiM Africa and AAAN Women in Advertising.
5.00pm – Fireside Conversation
From Creative Ambition to Impact
Steve Babaeko in conversation with Bolanle Olukanni.
5.30pm – Industry Insights
An evidence-led perspective examining creativity, culture, consumer connection and commercial impact.
5.45pm – Real Talk Debate
Is Nigeria Realising Its Creative Potential?
A senior industry panel bringing together perspectives from brands, agencies, creatives and media.
Audience Conversation & Q&A
Questions, live audience perspectives and closing reflections.
7.00pm – Networking
Drinks, refreshments and continued conversation.
8.00pm – Close