BRANDCOMFEST 2024: Despite The Role Of Technology In Shaping Our Engagements, Human Creativity And Insight Remain Irreplaceable, Says Joshua Ajayi

Mr. Joshua Ajayi, BRANDCOMFEST Convener and Publisher of Brand Communicator

The Convener of BRANDCOMFEST and the Publisher of Brand Communicator, Mr. Joshua Ajayi, has said that despite technology’s role in reshaping how we think, connect, and engage with one another, human creativity and insight remain irreplaceable.

He said this during his welcome address at the just concluded 2024 BRANDCOMFEST held recently at the Alliance Francaise, Ikoyi, Lagos.

This year’s BRANDCOMFEST themed “Tech-Driven Marketing Communications: Bridging Minds and Machines.”  Gathered great minds, thought leaders, and stakeholders in all the subsectors of the marketing and communications industry in Nigeria to explore the intersection of technology and marketing, where creativity meets innovation, where minds and machines can converge.

Mr. Ajayi noted that the marketing communications industry is at the cusp of a revolution that is redefining marketing communications in the country.

He said, “Over the past few years, we’ve seen how technology has significantly reshaped the marketing landscape in Nigeria. What was once a traditional, one-way communication system is now a vibrant, data-driven, and highly interactive ecosystem. Brands are no longer just speaking to their consumers—they’re having real-time conversations with them, and this shift is powered by the technologies we now have at our fingertips.

“For marketers in Nigeria, this digital transformation offers incredible opportunities. Our markets are now very dynamic, and deeply connected. Social media, data analytics, and automation have given us the tools to understand our consumers like never before, allowing us to deliver personalized experiences that resonate on a deeper level.”

Ajayi, however, noted, “While technology offers us incredible tools, we cannot forget that marketing is ultimately about people. It’s about telling stories that touch lives and build relationships. Technology can enhance the way we do this, but it’s still our human creativity that brings those stories to life.”

The event featured a keynote speech delivered by Dr. Bayo Adekanmbi, the founder and CEO of Data Science Nigeria and a thought leader in data science and analytics. He expertly illuminated how technology is changing the game for marketers and the critical role data plays in crafting effective marketing communications.

The key highlight of the event was the CMOs Conclave tagged, “From the CMO’s Lens: Periscoping the New Realities of Marketing.” This session brought together some of the top Chief Marketing Officers in the industry to discuss how they’re navigating these new realities of today’s economy.

Another important aspect of the event was when Dr. Biodun Shobanjo, one of the true legends of marketing communications in Nigeria was recognized and celebrated.