Plus Acuity’s Adediran wins the award for outstanding contribution to the advancement of the industry

Business Unit Director of Plus Acuity Ltd and Head of Digital Transformation of mediaReach OMD Nigeria, Emmanuel Adediran, has received the Outstanding Contribution to Industry Advancement Award at the fourth edition of the Location Marketing Awards (LOMA 4.0).

The recognition highlights his decades of work in marketing research, data-driven decision making and talent development.

Presented recently in Lagos, the award recognizes Adediran’s contributions to Nigeria’s out-of-home (OOH) advertising sector and the broader marketing communications sector, particularly his efforts to strengthen research, improve access to market data and develop industry talent.

Over the past decade, Adediran has advocated for a more evidence-based approach to marketing, advocating the use of credible data and consumer insights to improve business decisions and industry performance.

Speaking on the recognition, Kingsley Onwukaeme, convener of LOMA, described Adediran as a key contributor to the development of Nigeria’s OOH industry.

“Emmanuel Adediran has done more for Nigeria’s away-from-home industry than most professionals and stakeholders realize,” Onwukaeme said, citing his thought leadership, support for LOMA and contributions to audience research.

In 2026, Adediran chaired the independent expert panel for Nigeria’s first study on consumer penetration and audience behavior in OOH advertising, commissioned by the OOH Academy Nigeria.

The research provides country-level insights into how audiences engage with outdoor advertising, helping to strengthen the evidence base for planning and investment.

It also used industry platforms such as Top Trends to highlight developments in the media landscape, including the growth of OOH advertising investment.

In addition to outdoor advertising, Adediran has contributed to research and knowledge-sharing initiatives across the marketing industry. He co-authored the NIMN–Lagos Business School, Community, Culture, and Connection: Re-imagining the New Market report, and served on the committee for the ARCON/PwC study examining the size and economic contribution of Nigeria’s marketing communications sector.

Since 2016, he has contributed to the publication of the book MediaFacts, which covers English- and French-speaking West and Central Africa. He also created Top Trends, a mediaReach OMD thought leadership initiative developed with Lagos Business School, NIMN and GeoPoll, and is co-author of Africa’s Goldmine: A Guide to Winning Customers in Its Unstructured Market with Professor Uchenna Uzo.