Articles

  AVE (Advertising Value Equivalency) has been murdered countless times, but like a stubborn witch, it keeps rising from the dead. For those of us who are staunch opponents, AVE is the "zombie metric" that refuses to go away. It is a concept that has, unfortunately, become entrenched in the...

  Cooking goes far beyond what happens on the stove. For every passionate cook, the true reward lies in the reactions, the smiles, the nods of approval, and the wide-eyed surprise when a dish exceeds expectations. It’s in those moments, when someone takes a bite and their face lights up,...

As someone who has spent over 15 years working directly with public relations measurement and intelligence and more than a decade helping brands make sense of their media performance, I can say with confidence (and a touch of media analysis fatigue) that not all PR metrics are doing what we...

Following the Central Bank of Nigeria’s directive to harmonize exchange rates and the subsequent spike in the dollar-to-naira rate—reaching over ₦1,600/$1 in official markets— Nigeria’s commercial banking, ride-hailing, and telecommunications sectors demonstrated media resilience in Q1 2025. This is the key insight from a comprehensive sentiment audit by P+ Measurement...

      In a world where climate change, ethical business practices, and transparency are no longer just buzzwords, brands are under increasing pressure to align their values with those of their customers. In fact, studies show that over 70% of consumers prefer to patronize brands or organizations that are...

Let us be honest — if I had a naira for every time a CEO said or thinks PR is a “cost center,” I would probably have built a second agency by now. And I get it — PR feels intangible to some folks in the C-suite. It is not always as direct as...

By Melvin Udosen   In a challenging economic landscape, MultiChoice Nigeria, the operator of DStv and GOtv, has recently made a controversial decision to adjust subscription prices for its services. This move has ignited discussions among subscribers and industry observers, highlighting the broader implications of rising operational costs in an...

For 15-year-old painter, Kanyeyachukwu 'Kanye' Tagbo-Okeke, a blank canvas was not unused space. It was a world of possibility. Diagnosed with autism, Kanye had found his voice in art, and his talent made history. On April 2, 2025, World Autism Awareness Day, Kanye unveiled the world's largest canvas painting by...

    Nigeria's fitness platform goalr is transforming how brands connect with audiences by replacing passive influencer posts with immersive fitness challenges that drive genuine engagement. In an era where traditional influencer marketing often delivers fleeting impressions, goalr fitness App, the first of its kind in Africa, has developed a...

  Besides the religious obligation upon Muslims to fast during Ramadan, countless health benefits come with the one-month fasting period. Studies have shown immediate health benefits and significantly improved physical and mental well-being. These gains include weight management, blood cell regeneration, improved heart functions, and vascular well-being. Ramadan fasting certainly...