Phenom Communications hosted leading players and voices in Nigeria’s creative, brand and media ecosystem on January 16 in Lagos for The Partnership Blueprint, a private, invitation-only industry gathering designed to address the emerging realities of brand-influencer partnerships in Nigeria.
The gathering brought together senior corporate communications executives, influential digital creators, agency practitioners, media leaders and legal professionals for candid conversations on expectations, ethics, value creation and sustainability within the creator economy.
The event began with a keynote address by Obi Asika, Director General/CEO, National Council for Arts and Culture, who spoke on the growing cultural and economic impact of Nigeria's creative industries and the need for strong frameworks that protect value for both creators and brands.
This was followed by a guest session by Uche Pedro, Founder of BellaNaija, which explored gender equality in the media sector, the growth and impact of digital media, and the responsibility of platforms in shaping trusted partnerships within the ecosystem.
Honest conversations in the value chain
One of the defining strengths of the Partnership Blueprint was the diversity of perspectives represented. The conversations were intentionally structured to reflect the entire partnership value chain – creators, brands, agencies, legal experts and media platforms.
The influencer-led panel, moderated by actress and host Ariike Owolagba, included creators like Ifi Mogekwu, Tania Omotayo, Leigh Wasabi and Gbemi Giwa of Iffy's Kitchen, who shared their experiences about brand expectations, creative freedom, compensation models and the emotional and professional realities of influencer work. The panelists candidly discussed the problems creators face when navigating etiquette vs. paid commitments, unclear deliverables, and mismatched expectations.
From a brand perspective, the corporate panel moderated by Fadechem Ahmed included Lola Mimi Marcus, marketing expert (ex-Pernod Ricard, Samsung and Danone); Omotunde Ibironke, Head of Partnerships at BellaNaija and Olamoniso Nduka, Head of Commercial at Polo Luxury Group. Panelists explained the internal pressures brands face, including KPIs, ROI measurement, stakeholder approval and reputation management, providing insight into why certain demands are placed on creators during campaigns.
The conversation was further enriched by contributions from agency professionals such as Cyril Onih, former Group Head, Strategy and Digital Innovation at Bluebird Communications, and Rereloluwa Thomas, CEO of Idea Hatchers, who highlighted the complexities of acting as intermediaries between brands and creators and the need for clear standards that protect all parties involved.
Legal, ethics and industry consent
A dedicated legal and ethics fireside chat moderated by Margaret Anawe, an attorney and people and operations manager at Phenom Communications, featured legal practitioners – Nosa Garrick and Senior Partner at Garrick & Co. and Oneni Arthur-Okonkwo, Senior Partner at Garrick and Jireh and Head of Chambers at Grays Attorneys – who addressed governance, contracts, defined deliverables, usage rights, disclosure and ethical considerations in impactful partnerships. The session emphasized the importance of clarity, consent and documentation as the creator economy matures and also included a contribution from Toby Adeyemo, senior partner at Wigwe & Partners.
The highlight of the event was a live consensus session, where participants polled and shared perspectives on industry-wide questions, including whether influencer invitations should be paid or treated as a courtesy. The session revealed nuanced approaches between creators, brands and agencies, underscoring the need for context-driven, transparent partnership structures rather than a one-size-fits-all approach.
strong industry welcome
The event was attended by notable attendees including Bambam Olawunmi-Adenibuyan, Denola Grey, Kenzie Udosin, Jamila Lawal, Adeze Jideonwo, Chidinma M. Okonkwo, Aramides Kitchen and many other content creators, further strengthening the relevance and credibility of the gathering.
Participants' feedback highlighted the rarity and importance of open, balanced conversations that acknowledge both manufacturer pain points and brand realities. Many attendees called for making the Partnership Blueprint a recurring industry conference, citing the need for ongoing dialogue as the ecosystem continues to evolve.
looking ahead
Speaking at the event’s conclusion, Teresa Aligbe, CEO of Phenom Communications and event convener, said the Partnership Blueprint was intentionally designed as a working platform that brings together all relevant stakeholders in the brand-influencer ecosystem to address the most critical challenges and points of divergence. He commented that the ultimate goal of the event, which is to create alignment and establish a fair and equitable blueprint that guides partnerships and collaboration across the industry, was a successful and promising start.
