MarkHack 5.0 delivered a defining moment for Africa’s marketing, media, and technology ecosystem, convening an elite cross-section of industry leaders, innovators, and policymakers at the Oriental Hotel, Victoria Island, Lagos, on Friday, June 5, 2026.
Organised by GDM Group in partnership with Eko
Innovation Centre and Brand Communicator, this year’s edition, anchored on the
theme “The Culture Algorithm: AI × Human Experience”, moved
beyond conversation to establish a new strategic lens for how brands must
operate in an AI-shaped world.
From the outset, the conference signaled both depth
and intent. In his opening remarks, Joshua Ajayi, Founder of Brand
Communicator, set a decisive tone for the day, positioning MarkHack as a
platform not just for dialogue, but for industry direction-setting. This was
reinforced by a goodwill address from Dr. Bolajoko Bayo-Ajayi, President and
Chairman of Council, NIMN, who underscored the urgency of marketing leadership
evolving in response to technological disruption.
The first plenary session featured Osato Evbuomwan,
Marketing Director at Moët Hennessy Nigeria, on the theme “Trust That
Sells: How AI is Changing What Consumers Believe and Buy.” The plenary
panel included Olayinka Iyinolakan (Founder, Indigenius AI), Nengi Akinola
(Head of Marketing, BetKing), and Segun Ogunleye (Head of Marketing, Diageo),
moderated by Tolulope Madebem (President, EXMAN). Together, they explored how
AI-driven strategies are influencing consumer trust and decision-making,
offering participants practical insights for culturally relevant marketing
campaigns.
A standout moment came with the keynote address by
Victoria Ajayi, Group MD/CEO of TVC Communications, who delivered a compelling
perspective on the growing “trust deficit” in the age of AI. Her address
reinforced a central theme of the conference: that while AI scales reach and
efficiency, it is human judgment, authenticity, and ethical responsibility that
sustain brand equity.
The second plenary deepened the conversation, focusing
on the intersection of AI and African storytelling. Led by Mabel
Adeteye, Head of Brands & Marketing Communications at Wema Bank, set the
stage for the session “Brand Storytelling in Africa: The Role of AI in
Building Authentic Consumer Narratives.” Moderated by Joanna Mustapha
of News Central TV, the plenary brought together Adebola Williams, Winston
Ailemoh, Oduwaye Ayotomiwa, and Isaac Akani to explore practical strategies for
leveraging AI to create authentic, culturally resonant narratives, providing
participants with actionable insights to build stronger connections between
brands and African consumers.
Beyond the main stage, the breakout sessions
translated strategy into execution through parallel tracks that allowed
participants to engage deeply with applied AI in marketing. One track, “From
Data to Demand: Making AI Work in Real African Markets,” featured lead
discussants Chioma Otisi-Igwe (FrieslandCampina WAMCO Nigeria PLC), Godson
Nkeokelonye (Excite Panacea Limited), Simpa Yekini (Tingtel), Temi Kolawole
(Ilorin Innovation Hub), and Chibuike Goodnews (Dochase AdX), moderated by
Scott Eneje (Digital Evolutions Ltd). This session highlighted practical
applications of AI for market-specific campaign planning, consumer insights,
and operational efficiency.
Running concurrently, the session “Local by
Design: Rethinking African Consumer Insight for Modern Brands” featured
lead discussants Fiyin Toyo (Marketing Director, Central, East & West
Africa, Beiersdorf), Dr. Abiodun Ajiborode (CEO, Brand Management Academy and
BLIM), David Mogaji (CEO, Candleweb AI), Tope Sule (Brand Manager, Indomie),
and Martha Kayode (Head of Marketing, PZ Cussons), moderated by Mobolaji Junaid
(CEO, WhyFinite). This track focused on leveraging local insights to design
marketing campaigns that resonate with African consumers, emphasizing
culturally informed strategies and practical approaches to modern
brand-building. These sessions reflected a strong emphasis on applicability,
not abstraction. Participants left with concrete approaches to integrating AI
into campaign planning, audience targeting, and brand positioning in ways that
are both effective and contextually relevant.
Collectively, MarkHack 5.0 distinguished itself not
just by the quality of its speakers, but by the calibre of its conversations.
It successfully bridged the often fragmented worlds of technology, creativity,
and commerce, creating a cohesive platform where ideas translated into
strategic direction.
As AI continues to reshape the global marketing
landscape, MarkHack 5.0 has firmly positioned itself as the continent’s leading
convening for forward-thinking practitioners, setting the agenda for how
Africa’s brands will compete, connect, and create value in the years ahead.
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