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).
Presented on Saturday, October 3, 2026, at the Marriott Hotel, GRA Ikeja, 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.
His commitment to industry development extends to teaching and mentorship. Adediran is visiting faculty at Lagos Business School and Alphabet Media Academy, patron of the University of Lagos PRAD Club, and a trainer for NIMN, Africa Retail Academy and other professional platforms. He has also served as a judge for several local and international marketing awards.
Please in the agency portfolio you can just out over 300% growth.
His professional work has delivered measurable commercial results. Under his leadership, the agency portfolio he oversees grew over 300% in annual business while maintaining profitability. Over the last decade, He has also led strategy for campaigns involving over 25 brands such as Indomie, Colgate, Lush, Bacardi, Johnnie Walker, Power Oil, Bigi, 9mobile, Pocari and Google.
Reacting to the award, Adediran said the industry must build stronger research capabilities while preparing marketers for rapidly 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 as artificial intelligence reshapes consumer choices.
The LOMA recognition adds to Adediran’s professional honours, which include 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.
About Emmanuel Adediran
Emmanuel Adediran is a marketing strategist, business leader and educator. He is Business Unit Director of Plus Acuity Ltd and leads digital transformation for mediaReach OMD Nigeria, part of Omnicom Media Group. A First-Class graduate of the University of Lagos, he is 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.