MIPAN 2025 BUSINESS OUTLOOK SETS BLUEPRINT FOR MEDIA & MARKETING SUCCESS AMID ECONOMIC HURDLES
With 2025 shaping up to be a challenging year for Nigerian businesses, industry leaders are rallying around innovation, resilience, and strategic partnerships to weather the economic storm. The Media Independent Practitioners Association of Nigeria, or MIPAN, convened their annual Business Outlook event on November 5th, in Lagos. The high-stakes gathering brought together key voices in media and advertising to chart a path forward amid Nigeria’s turbulent economic landscape.” MIPAN President Dr. Dozie Okafor opened the event with a call to action for industry players to elevate standards, enhance data-driven strategies, and prioritize collaboration.
Okafor noted that this year’s outlook carries particular significance as his first as MIPAN’s president. His message was clear: 2025 will be about building resilience through robust partnerships and investments in technology and data. MIPAN, he shared, is already partnering with the China Europe International Business School, CEIBS, to deliver advanced training programs for members and agencies.” Addressing Nigeria’s economic realities, keynote speaker Dr. Vincent Nwani of Safrik Investment Group underscored the challenges of declining GDP growth, a devalued currency, and foreign exchange volatility. These issues, he noted, have driven many multinationals out of Nigeria, adding to the need for digital transformation and adaptive financial solutions. Nwani encouraged media and marketing firms to adopt consumer-centric strategies and flexible business models as keys to enduring these financial constraints.
The event also featured a powerful panel discussion addressing the impact of government policies on media and advertising. Industry heavyweights like TV Continental’s Managing Director, Dr. Morayo Afolabi-Brown; DentsuX Cluster MD, Chike Oputa; and Vybz FM’s General Manager, Sesan Adeniji, examined the roadblocks of insufficient data, funding limitations, and the ongoing pivot from traditional to digital media The MIPAN 2025 Business Outlook closed with a strong message of resilience and optimism. The event emphasized that while the road ahead may be complex, Nigeria’s media and advertising sectors are well-equipped to navigate these hurdles through adaptability, consumer-focused strategies, and by forging strong partnerships across the marketing communications spectrum.
