Beyond Price: Experts Urge Brands to Build Trust and Deliver Holistic Value at Media Consortium Conference and Awards*

Marketing experts have urged brands to build trust and deliver holistic value beyond price in today’s changing marketing landscape, saturated with choices and increasingly discerning consumers.

They made this assertion at the third edition of the MediaConsortium Conference and Awards, held on Thursday at the Lagos Chamber of Commerce & Industry (LCCI). Industry stakeholders and captains of industry gathered to dissect the theme, “Defining ‘Value’ in the Modern Marketplace: Beyond Price, Quality, Experience and Ethics”.

Speaking on the choice of the theme, Adetunji Faleye, Co-Convener of the MediaConsortium Conference and Awards, said, “Our chosen theme reflects a pressing question for today’s brands, businesses, and leaders.” Faleye stated, “We believe the answer lies in a holistic approach—one that integrates all these elements and goes further to capture the intangible: trust, relevance, purpose, and sustainability. These are the benchmarks of success in the modern marketplace.”

Delivering the keynote address, Femi Opadere, Head of Digital Media at Globacom, challenged brands to shift their focus from cost to benefit. He emphasised that today’s consumers are digitally active, have numerous options, and make decisions based on more than just price.

Using Globacom’s introduction of per-second billing as a prime example, he illustrated how delivering genuine value can revolutionise an industry. “Somebody somewhere was not thinking about making money immediately. He was thinking about what kind of value I can give to Nigerians,” Opadere recalled, noting that this value-driven strategy led to over one million subscribers in a few months. He concluded with the adage, “Price is what you pay, value is what you get.”

The conversation deepened during a panel session moderated by Zion Rufus, Senior Brand & Content Strategist at Livespot360. The panelists, drawing from diverse industry experiences, offered practical insights.

Samuel Akinrimisi, New Product Development Lead at Eko Supreme Resources, warned that brands often fail when they operate on flawed assumptions about their customers. “The gap I identified is that we do not bring the point of the consumer into the product perspective,” Akinrimisi explained. He argued that true value is “needed satisfaction” and requires brands to understand the cultural relevance of their products and messaging.

Ayodeji Ajayi, Strategy/Creative Director at Hephzibah Experiential Ltd, spoke about the power of building an emotional connection and trust to foster unwavering loyalty. “You cannot take away emotions,” Ajayi noted, explaining that a deep connection is what makes a consumer choose a brand repeatedly. He stressed that “the culture that defines the experience is one thing that brands must prioritise to succeed.”

Representing the fast-evolving fintech space, Obinna Ojekwe, Marketing Lead, Hydrogen Pay described value as a powerful differentiator, which can even be found in simple accessibility. He called value a “cheat code” for brands, especially niche players, to excel by deeply understanding their specific market segment.

He added that in today’s digital age, brands must define value through co-creation with their customers. He states that co-creation means you “create products with your target.” He explained that co-creation typically refers to a collaborative process where you involve your target audience or stakeholders directly in the development or creation of products, services, or solutions. Instead of just designing with their needs in mind, co-creation actively invites their input, ideas, and feedback throughout the process to ensure the final outcome truly reflects their preferences and insights.

The experts underscored the message that: in today’s marketplace, sustainable success is built not just on what a brand sells, but on the comprehensive value it delivers to its customers.

The enlightening summit culminated in a prestigious awards ceremony, celebrating the brands, agencies, and individuals who have exemplified excellence and successfully delivered outstanding value. The consumer goods sector was well-represented, with Checkers Custard named Outstanding Custard Brand of 2025 and Golden Penny Semovita taking home the Consumer Brand of the Year 2025 award. Culinary excellence was further celebrated as Ajinomoto was crowned Outstanding Culinary Brand of The Year 2025. In the beverage category, Amstel Malta was recognised as the Malt Drink of the Year 2025. Demonstrating innovation in the homecare segment, SoKlin received double honours as the Innovative Detergent Brand of the Year 2025 and for its Smart Liquid, which won Innovation of the Year in the Detergent Category. A special commendation for delivering tangible consumer benefits went to WideScope International Logistics Limited for Creating Real Value for Consumers.

Commitment to social responsibility was also celebrated, with BATN Foundation receiving the Social Impact Award of 2025 and Bet9ja Foundation earning the CSR Award of 2025.

Broader corporate excellence was also spotlighted, with Iron Resources named Outstanding Company of the Year 2025. In the financial sector, ALAT was recognised as the Outstanding Digital Bank of the Year 2025.

The agency and professional categories saw a wide array of talent recognised. SBI Media Ltd was awarded Innovative Media Agency of the Year, while SOULCOMMS PR was named Outstanding Public Relations Agency of the Year 2025.

Specialist firms also received accolades, with P+ Measurement Services celebrated as the Innovative Public Relations Measurement Agency of the Year 2025 and CI Public Relations Consulting Limited honoured as the Outstanding firm in Crisis/Strategic Communication. The future of the industry was also in the spotlight, as Seedar Group won Innovative Young Public Relations Agency of the Year 2025 and WhirlSpot Media was recognised for its Outstanding Contribution To Startups.

Individual excellence was lauded across the marketing and media landscape. Rotimi Bankole won Outstanding Media Personality of the Year 2025, while Melvin Udosen was named Outstanding Media Entrepreneur of the Year 2025. In journalism, Azeez Disu was crowned Brand Journalist of the Year 2025, and Afolabi Idowu was recognised as the BJAN Personality of The Year 2025. In marketing leadership, Ilyas Kazeem was awarded Marketing Director of the Year (Food Division), and Roseline Abaraonye won Marketing Director of the Year 2025 (Cosmetics). The rising stars were not overlooked, with Onoriode Akusu celebrated as the Fast-Rising PR Practitioner of the Year.

The MediaConsortium Conference and Awards is an annual event dedicated to fostering knowledge exchange, celebrating industry excellence, and inspiring the future of marketing, media, and communications in Nigeria. It brings together industry leaders, brand custodians, and innovators to discuss pressing issues and recognise outstanding contributions to the marketplace.