Phenom Communications successfully hosted "The Partnership Blueprint," an exclusive, invitation-only industry gathering on Friday, January 16th, at Radisson Blu Anchorage in Victoria Island, Lagos. The high-level event convened leading players and influential voices from Nigeria’s creative, brand, and media ecosystems to thoroughly address the evolving realities, challenges, and opportunities within brand-influencer partnerships in the country. The gathering specifically facilitated candid conversations among senior corporate communications executives, influential digital creators, agency practitioners, media leaders, and legal professionals, focusing on critical aspects such as expectations, ethics, value creation, and long-term sustainability within the burgeoning creator economy.

The event commenced with a compelling keynote address delivered by Obi Asika, Director General/CEO of the National Council for Arts & Culture. Mr. Asika meticulously highlighted the growing cultural and economic influence exerted by Nigeria’s creative industries and underscored the urgent need for establishing stronger regulatory frameworks designed to protect and enhance value for both creators and brands. Following this, Uche Pedro, the esteemed Founder of BellaNaija, led a guest session where she provided profound reflections on the critical issue of gender parity within the media space, the dynamic evolution of digital media and influence, and the inherent responsibility of platforms in shaping credible and ethical partnerships throughout the entire ecosystem.

One of the most significant strengths of The Partnership Blueprint was the intentional diversity of perspectives meticulously represented. Conversations were deliberately structured to comprehensively reflect the entire partnership value chain, incorporating insights from creators, brands, agencies, legal experts, and media platforms. The highly anticipated Influencer-Led Panel, skillfully moderated by actress and host Ariyiike Owolagba, featured prominent creators such as Ify Mogekwu of Ify’s Kitchen, Tania Omotayo, Layi Wasabi, and Gbemi Giwa. These panelists shared their direct, lived experiences concerning brand expectations, the imperative of creative freedom, various compensation models, and the intricate emotional and professional realities inherent in influencer work. They openly discussed common pain points creators face, including navigating courtesy versus paid engagements, dealing with unclear deliverables, and managing mismatched expectations from partners.

From the crucial brand perspective, the Corporate Panel, moderated by Fadekemi Ahmed, featured distinguished professionals: Lola Mimi Marcus (a marketing specialist with experience at Pernod Ricard, Samsung, and Danone), Omotunde Ibironke (Head of Partnership at BellaNaija), and Olamoniso Nduka (Head of Commercial at Polo Luxury Group). These panelists offered invaluable insights into the internal pressures brands consistently face, encompassing key performance indicators (KPIs), return on investment (ROI) measurement, navigating stakeholder approvals, and meticulous reputation management. Their contributions provided a clear understanding of the underlying reasons behind certain demands placed on creators during various campaigns. Further enriching the discourse were contributions from agency professionals such as Cyril Onih, Former Group Head Strategy and Digital Innovation at Bluebird Communications, and Rereloluwa Thomas, CEO of Idea Hatchers, who highlighted the inherent complexities of operating as intermediaries between brands and creators, emphasizing the critical need for clearer, industry-wide standards that effectively protect all parties involved.

A dedicated Legal & Ethics Fireside Chat, expertly moderated by Margaret Anavhe, a Lawyer and People and Operations Manager at Phenom Communications, brought together leading legal practitioners Nosa Garrick, Senior Partner at Garrick and Co, and Onyinye Arthur-Okonkwo, Partner and Head of Chambers at Jireh and Greys Attorney. The session meticulously addressed crucial topics including governance frameworks, contractual agreements, clearly defined deliverables, usage rights, essential disclosures, and overarching ethical considerations in influencer partnerships. The discussion strongly emphasized the paramount importance of clarity, mutual consent, and thorough documentation as the creator economy continues its rapid maturation. This session also featured valuable contributions from Tobi Adeyemo, Senior Associate at Wigwe & Partners.

A key highlight of the event was an engaging live consensus session, during which participants actively voted and shared their diverse perspectives on pressing industry-wide questions, including the contentious debate over whether influencer invitations should be paid or treated solely as courtesy engagements. The session revealed a rich tapestry of nuanced viewpoints across creators, brands, and agencies, powerfully underscoring the overarching need for context-driven, transparent partnership structures rather than attempting to apply one-size-fits-all approaches.

The event garnered a strong industry reception, attracting numerous notable attendees including Bambam Olawunmi-Adenibuyan, Denola Grey, Kenzy Udosen, Jamila Lawal, Adaeze Jideonwo, Chidinma M. Okonkwo of amichyfoodcourt, Aramide’s Kitchen, and many other influential content creators. This broad attendance further reinforced the relevance and undeniable credibility of the gathering. Feedback from participants overwhelmingly highlighted the rarity and critical importance of having such open, balanced conversations that genuinely acknowledge both the common pain points experienced by creators and the multifaceted realities faced by brands. Several attendees enthusiastically called for The Partnership Blueprint to evolve into a recurring industry convening, citing the continuous need for ongoing dialogue as the dynamic ecosystem continues to evolve at a rapid pace.

Looking ahead, Teresa Aligbe, CEO of Phenom Communications and the Convener of the event, remarked on the successful outcome. She noted that The Partnership Blueprint was intentionally designed not as a traditional conference, but rather as a collaborative working forum specifically created to bring all relevant stakeholders in the brand-influencer ecosystem together to directly address the most pressing challenges and points of divergence. Aligbe emphasized that the event’s ultimate goal, which is to foster alignment and establish a fair and equitable blueprint that effectively guides partnerships and collaborations across the entire industry, was off to an exceptionally successful and promising start. With the resounding success of its inaugural edition, The Partnership Blueprint has unequivocally set a robust tone for deeper collaboration, clearer expectations, and more sustainable partnerships between brands and creators within Nigeria’s rapidly expanding creative economy.

Phenom Communications is a distinguished Strategy, Brand Development, and Public Relations firm that serves market-leading corporate, lifestyle, and public sector organizations across more than three regions of the world. The firm is dedicated to creating credible narratives, forging sustainable partnerships, and building long-term brand value for its diverse clientele.