Anietie Udoh, a well-known marketing strategist and Divisional Director at Marketing Edge Nigeria, has urged African brands and agencies to build their campaigns on ethical storytelling. Speaking ahead of the 2025 AME Awards, where he serves on the Grand Jury, Udoh stressed the importance of creating stories that are honest, culturally relevant, and socially responsible.
Udoh pointed out that African brands are at a critical crossroads. They must move beyond short-term gimmicks and shallow imitations of Western ads to embrace authentic narratives that truly connect with their audiences. He warned against using shock tactics or misleading messages just to grab attention.
According to Udoh, storytelling in advertising should do more than persuade—it should create genuine emotional bonds by reflecting the values and realities of the people it addresses. He highlighted that campaigns rooted in cultural authenticity and social good inspire trust, loyalty, and community empowerment.
Udoh also emphasized the growing role of creatives and marketers in shaping how society sees itself. He called on industry professionals to avoid harmful stereotypes and to approach their work with integrity, especially given Africa’s rich cultural diversity.
While his role on the AME Awards jury highlights his expertise, Udoh insists that the focus must be on raising the overall quality of storytelling on the continent. He believes African brands have a unique chance—and duty—to lead with narratives that sell products and serve communities in equal measure.
