Emmanuel Adediran, Business Unit Director at Plus Acuity Ltd and lead for digital transformation at mediaReach OMD Nigeria, has received the Outstanding Contribution to Industry Advancement Award at the fourth edition of the Location Marketing Awards (LOMA 4.0).
The award was presented on Saturday, October 3, 2026, at the Marriott Hotel in Ikeja, Lagos, in recognition of Adediran’s contributions to Nigeria’s out-of-home (OOH) advertising sector and the wider marketing communications industry.
His work has focused on improving access to reliable market data, promoting research-driven business decisions and supporting the development of young professionals in the industry.
Speaking at the event, LOMA convener Kingsley Onwukaeme described Adediran as an important contributor to the growth of Nigeria’s OOH advertising sector, highlighting his thought leadership, support for the awards and involvement in audience research.
One of Adediran’s recent contributions was chairing the independent expert committee for Nigeria’s first OOH Advertising Consumer Penetration and Audience Behaviour Study in 2026. Commissioned by OOH Academy Nigeria, the research examines how audiences engage with outdoor advertising and provides insights to support planning and investment decisions.
He has also contributed to wider industry research, including the NIMN–Lagos Business School report, Community, Culture, and Connection: Re-imagining the New Market. He served on the committee for the ARCON/PwC study examining the size and economic contribution of Nigeria’s marketing communications industry.
Since 2016, Adediran has helped publish the MediaFacts Book, which covers English- and French-speaking West and Central Africa. He also conceived Top Trends, a thought-leadership initiative developed with Lagos Business School, the National Institute of Marketing of Nigeria (NIMN) and GeoPoll.
His work extends to education and mentorship. He serves as visiting faculty at Lagos Business School and Alphabet Media Academy, patron of the University of Lagos PRAD Club, and trainer for NIMN and Africa Retail Academy, among other professional platforms. He has also judged several local and international marketing awards.
Beyond research and professional development, Adediran’s work has delivered commercial results. Under his leadership, the agency portfolio he oversees recorded more than 300 per cent growth in annual business while maintaining profitability. He has also led strategy for campaigns involving more than 25 brands, including Indomie, Colgate, Lush, Bacardi, Johnnie Walker, Power Oil, Bigi, 9mobile, Pocari and Google.
Reacting to the recognition, Adediran called for stronger research capabilities and greater investment in developing professionals who can interpret data and respond to changing consumer behaviour.
“Nigerian marketing has never lacked creativity. What it has lacked is evidence. The narrative that Nigeria does not have data has to change. That means better research and young professionals trained to ask better questions,” he said.
He added that marketers must combine data with a practical understanding of local markets, particularly as artificial intelligence continues to influence consumer choices.
The LOMA honour adds to Adediran’s previous recognitions, including a Global Recognition Award in 2024, BrandCom’s Top 35 Under 35, a WARC Award in 2023, Gold awards at the Media & Marketing Global and Festival of Media Global Awards, and more than 40 Pitcher Awards.
Adediran is a graduate of the University of Lagos, where he earned a First-Class degree, and an alumnus of Lagos Business School and the McCombs School of Business at the University of Texas at Austin. He is also a member of MIPAN, ARCON and NIMN.
What do you feel about this post?
Like
Love
Happy
Haha
Sad
