Divisional Director at Marketing Edge Nigeria, and creative marketing strategist, Aniete Udoh, has urged African brands and agencies to embrace ethical storytelling as foundation for impactful and globally competitive campaigns.

As global advertising landscape evolve, he argued African brands have the opportunity and responsibility to lead with stories that not only sell but also serve.

In a recent interview granted as part of his role on the 2025 Advertising & Marketing Effectiveness (AME) Awards Grand Jury, Anietie emphasised that storytelling must go beyond entertainment and persuasion — it must reflect authenticity, cultural values, and social responsibility.

He said: “People love the stories, not just the ads. A well-crafted narrative is a good opportunity to create an emotional bond with the audience.

“Storytelling should not just be clever, it should be ethical — reflecting the values, aspirations, and truths of the people it seeks to engage.”

According to Anietie, many brands in Africa are at a pivotal moment where they must choose between short-term impact and long-term credibility.

He cautioned against the temptation to rely solely on shock value, mimicry of Western tropes, or misleading narratives to drive engagement.

He argued that as African markets become more sophisticated, so too must the stories told by brands — stories rooted in cultural authenticity, human truth, and a commitment to social good.

Aniete also alluded that purpose-driven storytelling, does more than sell products; it builds trust, inspires loyalty, and empowers communities.

“Great campaigns should tap into local and global cultural moments to create works that feel authentic and deeply connected to the audience.

“Such campaigns tend to resonate with consumers and move them to take action,” he said.

Anietie further underscored the growing responsibility of creatives and marketers in shaping public discourse. He urged industry professionals to avoid harmful stereotypes and to approach their craft with integrity, especially in a continent as culturally diverse and socially dynamic as Africa.

While his appointment to the AME Awards Grand Jury brought deserved attention to his professional achievements, Anietie made it clear that the spotlight must now focus on raising the standard of storytelling across the continent — not just for recognition, but for impact.

As the global advertising landscape evolves, Anietie believes that African brands have the opportunity — and the responsibility — to lead with stories that not only sell but also serve.