In a rousing keynote that struck at the heart of modern marketing’s biggest dilemma, renowned filmmaker and media executive, Mr. Olufemi Odugbemi, Founder and CEO of Zuri24 Media, issued a passionate call for a return to intentional, culturally grounded storytelling in brand communication.
Speaking at the Advertising Industry Colloquium (AIC) 3.0, Odugbemi challenged brands and marketers to look beyond metrics and digital noise and focus instead on storytelling that reflects the true identity, diversity, and aspirations of the Nigerian people.
“We live in an era where technology drives communication strategies, yet we must not forget that it is in storytelling that we find meaning, memory, and the ability to define our future,” he declared.
At the heart of his message was a warning: in the race to embrace artificial intelligence, automation, and data-driven marketing, brands risk losing the emotional essence that makes stories memorable and impactful.
“Before a brand can earn loyalty, it must first earn trust. And trust is built through stories that resonate, stories that feel, not just inform,” Odugbemi emphasized.
Storytelling as the Blueprint for the Future.
Describing storytelling as both a mirror and a blueprint, Odugbemi underscored the urgent need for narratives that not only reflect who Nigerians are but also inspire who they can become.
“Our ancestors didn’t just tell stories to describe reality, they curated aspirations. Today, we don’t just need storytellers; we need imagination engineers. Visionaries who can lead us forward with stories that shape dreams, elevate values, and build national pride,” he said.
Odugbemi advocated for a narrative revolution, one that values storytelling not just as an advertising tool but as a cultural force.
“In an age of fleeting content and viral videos, we must be intentional. We must choose stories that elevate, not trivialize. Because the stories we tell about our brands, our people, and our culture will shape not only how we see ourselves but how the world sees us,” he added.
While acknowledging the transformative potential of AI and data analytics in marketing, Odugbemi cautioned against letting technology strip communication of its humanity.
“Data without empathy is just noise. Technology without humanity is cold. The real challenge is not to choose between data and storytelling but to learn how to merge them. Let data inform creativity, not replace it,” he said.
He argued that the most successful brands of the future will not be those that adopt technology the fastest, but those that stay most rooted in local culture, language, and identity.
“Imagine AI-powered campaigns that speak in our dialects, celebrate our festivals, and carry the rhythm of our people. This is where the future lies at the intersection of technology and tradition, algorithms and ancestry,” he noted.
Looking to the future of marketing education, Odugbemi stressed the importance of training a new generation of creatives who are not only tech-savvy but also culturally aware.
“The creative leaders of tomorrow must be both data curators and cultural custodians, armed with insight, empathy, and imagination,” he said.
He called for a deeper investment in cultural archives, heritage literature, oral histories, and indigenous languages, to give marketers the tools to tell stories that are locally authentic and globally resonant.
In closing, Odugbemi urged the industry to shift its focus from reach to resonance, from content quantity to content quality.
“True engagement isn’t about how many platforms you’re on, it’s about how deeply you are understood. In a world filled with automation, our greatest asset is our humanity. The most powerful thing we can offer is meaning.”
The keynote set the tone for the rest of the colloquium, igniting critical conversations around storytelling, cultural intelligence, and the ethical use of technology in modern marketing. It was a reminder that in Nigeria’s rapidly changing media and marketing ecosystem, the story still reigns supreme, but only if it is told with truth, intention, and soul.
