Nigerian Brands Urged to Collaborate with Creators to Tap $250bn Global Creative Economy

The Managing Director of Marketing Edge Publication, Anietie Udoh, has advised Nigerian brands to partner with local content creators to fully benefit from the growing $250 billion global creative economy.

Speaking during a media briefing in Lagos, Udoh emphasized that the power of marketing now lies with everyday digital influencers—such as skit makers, tech reviewers, food vloggers, and comic creators—rather than just traditional celebrities.

> “Marketing is no longer about how many celebrities you can afford. Today’s most effective voices are content creators with real, loyal followings,” Udoh said.

He explained that younger audiences, especially Millennials and Gen Z, are drawn to authenticity and prefer influencers who genuinely connect with them over celebrity endorsements.

Udoh also criticized the outdated practice of giving creators pre-made flyers or scripts to post, calling instead for deeper involvement of creators in the entire campaign process.

> “The best results come when creators are involved from the start—bringing their creativity, voice, and understanding of their audience to the table,” he added.

He encouraged brands to stop treating creators as mere contractors and instead view them as strategic partners capable of shaping powerful brand stories.