Marketing strategist, Emmanuel Adediran has received the Outstanding Contribution to Industry Advancement Award at the fourth Location Marketing Awards (LOMA 4.0), in recognition of his work in audience research, data-driven marketing and professional development.
Adediran, Business Unit Director at Plus Acuity Ltd and lead for digital transformation at mediaReach OMD Nigeria, received the award on October 3, 2026, at the Marriott Hotel, GRA Ikeja, Lagos.
His contributions include chairing the independent expert committee for Nigeria’s first Out-of-Home (OOH) Advertising Consumer Penetration and Audience Behaviour Study, commissioned by OOH Academy Nigeria in 2026. The study provides nationwide insights into audience engagement with outdoor advertising to support planning and investment decisions.
He has also contributed to research examining Nigeria’s marketing communications industry, co-authored reports on consumer behaviour and African markets, and helped publish the MediaFacts Book, which covers English- and French-speaking West and Central Africa, since 2016.
Adediran also conceived Top Trends, a media industry thought-leadership initiative developed with Lagos Business School, the National Institute of Marketing of Nigeria (NIMN) and GeoPoll.
According to the LOMA Convener, Kingsley Onwukaeme, Adediran has contributed significantly to the development of Nigeria’s outdoor advertising sector through audience research, industry thought leadership and support for the awards.
Beyond research, Adediran’s professional work has delivered commercial growth, with the agency portfolio under his leadership recording 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 said the marketing industry needed to strengthen its research capacity and equip young professionals to make better use of evidence in business decisions.
“Nigerian marketing has never lacked creativity. What it has lacked is evidence,” he said, adding that marketers must combine data with an understanding of local markets as artificial intelligence continues to reshape consumer behaviour.
Adediran is also visiting faculty at Lagos Business School and Alphabet Media Academy, a patron of the University of Lagos PRAD Club, and a trainer for NIMN and Africa Retail Academy.
His previous honours include a Global Recognition Award in 2024, BrandCom’s Top 35 Under 35, a WARC Award in 2023, awards at the Media & Marketing Global and Festival of Media Global Awards, and more than 40 Pitcher Awards.