Marketing Experts Challenge Students to Embrace Curiosity, Authenticity

By Aderibigbe Oluwatimilehin and Jimoh Zahirat

Marketing and communication professionals have challenged students to cultivate curiosity, authenticity and strategic thinking, as the marketing industry continues to evolve in response to changing consumer behaviour and emerging technologies.

The charge was given at PRADWAVE 5.0, organised by the University of Lagos (UNILAG) Public Relations and Advertising (PRAD) Club, in collaboration with the Communication and Media Studies Students’ Association (COMSSA) and the Mass Communication Students’ Association (MCSA).

Held at the Mad House, UNILAG, the event attracted more than 120 students, marketing professionals and industry experts under the theme, “Gen Z and Marketing: Understanding Gen Z as Consumers and the Next Generation of Marketing Professionals.”

The Managing Director of Plus Acuity, Victor Oyarero, urged participants to move beyond conventional advertising and focus on understanding people, describing marketing communications as a discipline rooted in science rather than art.

“When you leave the UNILAG, will you just be another Mass Communication graduate, or will you become the kind of marketer that brands compete to hire?,” he asked.

Victor noted that successful marketers must combine creativity with data, psychology and consumer insight.

The Chief Executive Officer of the Advertisers’ Association of Nigeria (ADVAN), Ediri Ose-Ediale, said the rise of digital media has shifted influence from institutions to individuals, making authenticity an essential quality for brands seeking to connect with today’s consumers.

“Perfectionism is not as important as authenticity right now,” she said.

“Brands that behave like the people they interact with connect better.”

She reminded participants that while technology would continue to evolve, character and credibility would remain enduring assets for professionals.

The Creative Director at Dentsu Nigeria and X3M Ideas, Sola Mosuro, encouraged students to remain inquisitive, challenge assumptions and embrace emerging technologies, particularly artificial intelligence, without depending on them for original thinking.

“Idea is still king,” he said.

Having ideas is what drives everything else.”

He also added that AI should serve as a tool to strengthen creativity rather than replace it.

Mosuro urged young professionals to become “students of humanity” by paying close attention to culture, people and changing societal trends.

Founder and Chief Executive Officer of SKOT Communications, Tokunboh George-Taylor, described Generation Z as more than a new workforce, adding that the generation possesses a mindset capable of transforming organisations and the communications industry.

She encouraged organisations to deliberately mentor young professionals while creating workplaces that allow flexibility, innovation and meaningful responsibility.

“You guys don’t just bring new skills,” she noted.

“You bring a different mindset.”

Tokunboh said young professionals should never stop learning or aspiring despite setbacks.

During a panel discussion moderated by visual artist Oyin Osikoya, speakers maintained that effective communication, cultural intelligence and strategic thinking remain indispensable despite rapid technological advancements.

Responding to questions on artificial intelligence, Mosuro maintained that AI could assist marketers but could never replace strategic thinking, while George-Taylor urged students to communicate respectfully, maintain eye contact and challenge ideas constructively in professional settings.

The event also featured the PRADWave Competition, where Team Pitch Perfect emerged overall winner from an initial field of 40 teams comprising more than 120 students, claiming the ₦200,000 grand prize. Team Addicted finished as first runner-up, while Team Catalyst emerged second runner-up.

Commending the finalists, Head of Marketing at Lush Africa, Vivian Obiano, said the importance of research in developing successful communication campaigns.

“The biggest part of a pitch is your insights,” she said.

“It is the basis for where everything comes together.

“You can’t get insights without doing proper research.”