Enduring Principles: Akinwunmi, Enang proffer brand fundamentals amid AI disruption
Two industry greats, Lolu Akinwunmi, Group Chief Executive Officer of Prima Garnet Africa, and Idorenyen “Idy” Enang, Managing Director of Corporate Shepherds, have urged marketing communications practitioners to anchor their strategies on enduring human and business fundamentals rather than relying solely on rapid technological innovation.
The two leaders delivered their message on Thursday, November 12, 2026, during a joint plenary session titled “Some Things Will Never Change – Enduring Principles” at the 6th National Advertising Conference (NAC 2026), held at the Abuja Continental Hotel.
Positioned as a strategic counterbalance to the conference’s extensive focus on artificial intelligence and digital transformation, the session examined the foundational pillars of marketing that remain constant regardless of shifts in media platforms or creative tools.
In his remarks, Akinwunmi offered a candid assessment of where Nigeria’s marketing communications ecosystem currently stands amidst the surge of generative AI and automation.
He emphasized that while emerging technologies accelerate production and expand creative possibilities, they cannot replace strategic human judgment, deep cultural intuition, or rigorous problem-solving.
According to Akinwunmi, the core mandate of advertising remains unchanged: clarity of thought, authentic emotional storytelling rooted in lived human experiences, brand consistency, and solving real commercial challenges for clients.
Corroborating this perspective, Enang noted that while technology continuously reshapes marketing systems, workflows, and delivery channels, it does not alter the fundamental purpose of brand building.
He stressed that navigating the industry’s “next frontier” requires more than passive technological adaptation; it demands leadership discipline, ethical integrity, and strategic clarity. Tools and platforms will evolve, Enang maintained, but earning consumer trust and delivering sustainable, measurable value remain the non-negotiable cornerstones of the profession.
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