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The Business Unit Director at Plus Acuity Ltd and lead for digital transformation at mediaReach OMD Nigeria, Emmanuel Adediran, has received the Outstanding Contribution to Industry Advancement Award at the fourth edition of the Location Marketing Awards (LOMA 4.0).
The recognition highlights his decade-long work in marketing research, data-driven decision-making and talent development.
Presented recently in Lagos, the award recognises Adediran’s contributions to Nigeria’s out-of-home (OOH) advertising sector and the wider marketing communications industry, particularly his efforts to strengthen research, improve access to market data and develop industry talent.
Over the past decade, Adediran has championed a more evidence-led approach to marketing, advocating the use of credible data and consumer insights to improve business decisions and industry performance.
Speaking on the recognition, Kingsley Onwukaeme, Convener of LOMA, described Adediran as a key contributor to the development of Nigeria’s OOH industry.
“Emmanuel Adediran has done more for Nigeria’s out-of-home industry than most professionals and stakeholders realise,” Onwukaeme said, citing his thought leadership, support for LOMA and contribution to audience research.
In 2026, Adediran chaired the independent expert committee for Nigeria’s first OOH Advertising Consumer Penetration and Audience Behaviour Study, commissioned by OOH Academy Nigeria.
The research provides nationwide insights into how audiences engage with outdoor advertising, helping to strengthen the evidence base for planning and investment.
He has also used industry platforms such as Top Trends to highlight developments in the media landscape, including the growth of OOH advertising investment.
Beyond outdoor advertising, Adediran has contributed to research and knowledge-sharing initiatives across the marketing sector. He co-authored the NIMN–Lagos Business School report, Community, Culture, and Connection: Re-imagining the New Market, and served on the committee for the ARCON/PwC study examining the size and economic contribution of Nigeria’s marketing communications industry.
Since 2016, he has helped publish the MediaFacts Book, covering English- and French-speaking West and Central Africa. He also conceived Top Trends, a mediaReach OMD thought-leadership initiative developed with Lagos Business School, NIMN and GeoPoll, and co-authored Africa’s Goldmine: A Guide to Winning Customers in Its Unstructured Market with Professor Uchenna Uzo.
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