Sometimes, clients offer marketers alternative incentives besides money for their services, even when they cannot pay our bills. One of these alternative payments stands out, and if it were to become a measure of wealth, marketers would dominate the Forbes list. Can you guess what it is?

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This week on the block, we can't help but wonder: why do people choose marketing instead of oil fields in this slave-like capitalist world? Will marketers ever go back to squeezing ads into hardcover books? And why do clients and managers keep pushing "passion" as a reward instead of actual money?

1.

Of all fields to work in, you chose marketing that could nearly drive you crazy

2.

If passion were a measure of wealth, marketers would give Musk a run for his passion money

3.

Well, pregnancy is organic marketing for a brand-new product baby, a successful campaign!

4.

Boy, oh boy! Apparently, it used to be a thing in the mid 90s.

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1. AI data centres have been at the forefront of legislative debates these days for massive water consumption. Two beer brands decided to make it easier for their customers to mail their pee to data centres to help keep the earth warm. Who knew beer drinkers would save the world?

2. Burger King Belgium rolled out vivid images of caucasian sun burn from grilling to convey their message. Why ruin your skin when you could patronise them! Imagine if abokis could run ads against homemade suya?

3. If you are reading this and you are less than 75 years old, there is a good chance they shared Coca-Cola at your naming ceremony. The beverage giant marked its 75th anniversary in Nigeria with a lovely commercial that is better seen than told.

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1. Substack does not want to become a hub of AI slop like LinkedIn, so they have partnered with Pangram, an AI-detection tool, to detect AI-generated posts so subscribers can get value for their money from authors. A rare win for humans in this dire period!

2. Toxic leaders can fracture the essence of a company’s culture and break any team. Here is how you can sniff a toxic leader before even hiring them.

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Everyone knows Nike’s iconic Just Do it slogan, but it all began with a daring story of a septuagenerian embarking on a daily 17-mile run enabled by a Nike shoe. It’s been almost four decades, and Nike is still empowering people to do the impossible!

Has Google AI Summary Ruined Your Search Experience?

What do you think about this?

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Love and siren light! 💚🚨

Your 9-5 job offers access to human and capital resources that lay the foundation for your future enterprise. It’s okay to be ambitious, but learning while earning a salary may be the ultimate hack to being a successful entrepreneur.

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If you have been stuck wondering how to get a salary raise, you have found the right block as you are about to discover what differentiates high earning marketers from their peers. This and other interesting insights await you. Happy reading!

1.

May we have coworkers who make our work easier, and may we be one too, amen?

2.

Neighbours, don’t start that business yet, that 9-5 job may change your life

3.

If we don’t share life hacks with you, who will?

4.

If you want to earn N5m+ monthly, get a pen and jot things down!

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1. Switch Energy introduced its Vita-C drink with a humorous advert that plays on the Russian mafia trade mannerisms. Certainly worth watching!!

2. Do you regularly miss bonding activities with family because of work? Coca-Cola’s new campaign wants you to reprioritize because the world will wait.

3. Nigeria’s leading telecom provider, MTN commemorated its 25th anniversary with an AI-generated animation, a notable departure from humancentric adverts that endeared it to the Nigerian market.

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1. If you previously outsourced your workflow to Claude, we regret to inform you that Anthropic plans to embed invisible watermarks on their outputs to make AI-generated work detectable. Details here

2. Podcast as a business could be disrupted as Spotify launched a skip button that enables listeners to skip fillers and promotional messages not commissioned by Spotify.

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How can a new brand announce itself in a Nigerian market dominated by a big player? Vicks Blue deployed culturally-grounded stories to showcase how Baba Blue could intervene to prevent cold and cough from ruining a vital moment.

Are you a thought leader?

Today is the deadline to submit your article.

Tell Your Friends About Your Salary

Who does hoarding help? No one!

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Love and sun light! 💚🔅

The Nigerian market is unique because of a combination of factors like literacy and socioeconomic status. Thus, marketers should be strategic with deploying tactics such as covert advertising and product placements to effectively attain top of mind awareness.

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One of our big brothers in the marketing space said Twitter is not a good place to hire marketers. We cannot tell what past experiences made him arrive at that conclusion, but we can encourage our community to aim for quality service delivery to avoid unwanted stereotypes!

1.

If your audience are Nigerians, please place your product in the first 3 seconds..

2a.

2b.

Oh, this is your cue to delete your Twitter account

3.

It is well, we just hope it’s a $1 million job.

4.

One more AI flyer and we may declare a creative state of emergency

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1. If you love British humour, then you certainly would appreciate this creative highlight of BBC’s notable content in recent decades.

2. Have you ever lost your money to Esusu? Funke Akindele has a vital message for you! Jenifa rolled back the times in her new role as Madam Moniepoint, as she made a case for why you need to start saving on the Moniepoint app.

3. Friendship cliques are a beautiful blend of various kinds of personalities, and this fact formed the basis for Cadbury’s Made to Share Cafe campaign in Malaysia. Enjoy the tea!

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1. As digital marketing spend continues to impact allocation for broadcast marketing, TV broadcasters may break convention and open their door to MSMEs’ meagre ad spend. Details here

2. As we head into the second half of the year, Hootsuite has outlined metrics for measuring the impact of your social media campaign in 2026

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As another Big Brother Naija season begins, we go down memory lane to relive this powerful campaign from Abeg (now PocketApp) that conveys brand message and tackles a social ill simultaneously.

ICYMI: Will a Good Product Sell Itself?

Find out what one of our good neighbours had to say about this interesting question.

Are you a thought leader?

How to sell to Nigerians

Who doesn’t love freebies?

Daily 2k Updates:

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  Wishing you an amazing second half of the year.

Love and sun light! 💚🔅

Growth trajectory in marketing, like other disciplines, is sometimes tied to the quality of managers young professionals get to work with early in their careers. As many Gen Zers approach the managerial phase, we hope you all are not becoming the toxic bosses we dislike?

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Neighbours, did you know boredom is not a problem to be solved? This edition, we explore yappings around embracing boring work, listening to customers, and the value of good managers. Enjoy!

1.

Doomscrolling is the fastest way to doom, stop scrolling, start working!

2.

Marketers are not joking when they said, “We wear many hats.”

3.

Show this to your clients next time they ignore your insightful reports

4.

One time for all the supportive bosses who made our growth possible

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1. In the wake of growing anti-AI sentiment, Anthropic, the makers of Claude, unveiled an ad reeling out various human questions concerning safety and the future of work. They note that, “there is hope in hard questions.”

2. It’s a busy period for dragons on HBO’s House of Dragons series as they have had to use their mouth frequently. This healthcare giver tapped into the rave to depict one of the dragons wearing braces. We may have to admit that the dragon looked better with braces on.

3. Aviation rivals, FlyNorwegian and British Airways challenged each other to a 24-hour logo swap ahead of their men’s national teams clash in the quarter-finals of the World Cup. We love a friendly banter between brands.

@fly_norwegianIn case you missed it... here's the recap 👀 What a week. Thanks for being such great sports, @British Airways🤝 #fyp #recap #norway #england #aviation

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1. Some website owners have threatened to block Google from accessing their content for generative AI-summaries unless the tech giant accedes to their demand. Read more

2. Netflix is considering floating live channels to recover viewership numbers and retain existing viewers. Do you think this will be a hit or miss?

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We all have that one friend who is capable of sending hour-long VNs on Whatsapp. Mindful of this reality, Heineken noted that conversations have shifted from bars to DMs and GCs, so they offered people a chance to trade long VNs for free Heineken at bars. We love this campaign!

Watch here:

Will a Good Product Sell Itself?

Find out what one of our good neighbours had to say about this interesting question.

Happy World PR Day!

We wish all our neighbours working in PR a happy celebration. Here is an opportunity to show people you know your onions.

War Against Doomscrolling

Share our newsletter to contribute to a better society with less doomscrolling

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  Wishing you an amazing second half of the year.

Love and sun light! 💚🔅

If great products can be replicated much faster than they could in the past, then product quality is no longer the finish line. It becomes the price of entry. The companies that keep winning aren't necessarily the ones inventing more. They're the ones who ensure that when people think of a problem, only one name comes to mind.

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Need to know how to cope with heartbreak? You will find the answer you are looking for here. Enjoy yappings from different corners of the street.

1.

Prompting is not a strategy. Prompting is not full competence

2.

Who else wants some Arabian oil?

3.

In other words, can you make enough people choose you?

4.

Forget tequila. Your ex will be the least of your problems by Tuesday.

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1. It’s a brand new day, and all we can say is: Sí. Si. Cómo? Wahhhhhhaaaaaaaaa! Watch Tom Holland X Messi in the new commercial for Spider-Man: Brand New Day. Enjoy!

2. Nike crashed a fashion party (literally) with a giant swoosh smashing through the wall of its showroom at Paris Fashion Week.

3. It’s giving bling bling bling at Cannes! Vaseline’s The Real Nigerian Prince campaign won West Africa’s first-ever Gold Lion at the 2026 Cannes Lions International Festival of Creativity.

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1. One of the strongest creative trends in the first half of the year is that brands are doubling down on things people already recognise and making their existing assets interesting again. See some of the top brand campaigns so far.

2. GenZs are bringing back the IPods and it has everything to do with connection fatigue. Read more about it here.

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An oppressive emperor hoarding a cooler of Pepsi, a team of gladiator fighters reclaiming power to distribute Pepsi and an eager crowd roaring to the beat of Queen’s “We Will Rock You.” Watch how Pepsi used Beyoncé, Pink, and Britney Spears in this youthful, bold and empowering cinematic masterpiece for the Super Bowl.

Marketing always comes first

Or not.

Catch the full conversation on what new generation of African brands must do to be relevant.

And if you are looking to leave marketing

Be a farmer. Organic growth is faster, literally.

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Wishing you an amazing second half of the year.

Love and sun light! 💚🔅

The internet is filled with hacks for being extremely good at your job, even though applicability and effectiveness may vary. So we found a valuable tip that may change your career for good!

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Could the difference between being unbelievably liquid and needing urgent N2k as a marketer come down to accepting or declining a job offer from a Nigerian bank? We explore this and more on this block.

1.

You will suffer, but you may not be poor

2.

Still on this mission to build a wealthy neighbourhood

3.

We guess culture still eats strategy for breakfast?

4.

Have you considered leaving marketing to become better at it?

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1. Jumia is commemorating its fourteenth anniversary with an explosion day sale. You surely do not want to miss out!

2. Did you know Salsa was invented when Puerto Ricans took Cuban rhythms to New York? This World Cup commercial from Airbnb made a case for why the world needs to meet more. Enjoy it!

3. Ever missed out on the best part of a live show or match because of an errand? American logistics brand, DoorDash, played on this reality in their World Cup commercial.

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1. Here is why you may not have been able to borrow data on your Nigerian mobile network. Read here.

2. What is the future of brand loyalty when people start deploying AI agents to shop for them?

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Throwback to 2010 when Old Spice showed women the man their men could smell like. In just 30 seconds, Isaiah Mustafa moved from a shower to a boat to a horse, delivering witty one-liners about masculinity and confidence—all while promoting Old Spice body wash.

Reel Corner

One of our coolest neighbours came around to gist with us, and we had a good conversation. Have a good time watching!

Still on Paid Ads..

Do we need to remind you of what we have been saying about Facebook ads?

Daily 2k updates:

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• Digital Marketing Manager @Sts Global Education. Apply via this link.

Love and sunlight! 💚🔅

As young professionals, we are in the phase of our lives where we tend to overthink our actions and second guess our initiatives because we don’t have the track-record yet. But the way to build the acclaim we so desire is to think critically and execute efficiently. Leave overthinking, start acting!

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In case you are contemplating whether you are good enough to monetise skills that you have, remember Peller is one of the top-earning streamers in Nigeria, and he is not the most educated person or finest thinker. So, are you going to start posting on LinkedIn or not?

1

There is no price for overthinking, get started and make money!

2.

May your office life be soft like this neighbour’s own

3.

AI wants to take your job, but can it create content that resonates with market women in Bariga?

4.

Unfortunately, we don’t regret informing you because we don’t want you broke.

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1. It’s World Cup season. National football teams are not the sole competitors; brands are pulling out their creative booklets to outshine one another. Nike chose flair and tricks with their star-studded “Rip the Script” commercial starring Ronaldo, Mbappe, Vinicius, among others.

2. On the other hand, Adidas went the storytelling route with their “Backyard legends” commercial, spotlighting stars such as Messi, Bellingham, Lamine Yamal, among others. The jury is currently out on which of the rivals has a better campaign, but we are just content with having great content for this block.

3. Who does not love products with reuse value? This agency tapped into Nigerian cultural insight by encouraging the reuse of their newspaper ads for suya wrappers.

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1. Meta is pivoting from ad-based revenue stream to offer monetised artificial intelligence offerings on its platforms. Soon, we may return to letter writing or sending pigeons to communicate with one another.

2. What is the most essential leadership trait? Responses may vary depending on who is speaking, but this article offers a clear argument for this particular trait

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Where were you in 2010? There is a very good chance you were probably somewhere in your living room vibing to K’naan’s iconic World Cup song, Waving Flag, ahead of the premier edition of the tournament in Africa. Take a walk down memory lane with us!

Will Marketing Make You Rich?

One of our coolest neighbours came around to gist with us, and she had a couple of insights to share. Have a good time watching!

Post it, ASAP!

If you are chronically overthinking what to post on LinkedIn, don’t let it waste, you can take a cue from this guy.

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Love and starlight! 💚✨

Ads are everywhere these days, on elevator screens, on smart fridges, on trains, name it. But at what point does ad placement shift from good to ugly? Is there even a line, or have we already crossed it without noticing?

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Maybe you’re obsessing over the wrong metrics to prove you’re a great marketer. Strategy, audience insights and those other things may not really be it. The real question is…... Are you crazy enough for the job?

1a

Marketing is the horror movie where what works once may never work again.

2.

Doesn’t this smell like the soft launching of WhatsApp Premium?

3.

Good neighbours, this is how we find out that hunger and a teeny bit of insanity is the secret recipe for Marketing. We hope you are hungry… for success.

4.

At the end of the day, it is strategy that shows up in the analytics, not aesthetics.

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1. Malta Guinness unveiled one of the biggest mosaics Lagos has seen, made out of personal items to celebrate the multipotentialites who wear many hats. It is a wonder that youths were benevolent enough to pile up personal belongings that signify their passion and trade.

2. Oh, to be the brand that smells victory from a mile away and taps into it. We are convinced Airwallex saw the win coming when they partnered up with Arsenal for this perfectly timed campaign. If you are not a gunner, who are ya?

3. There are ads that make you stop, turn and stare. Leadway pulled one of those in their “Arrive alive” campaign, and we just know that the brain behind it must be smoking hot.

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1. The TikTok influencer marketing trend is shifting, and this article explains how the creators you’ve been overlooking might be your best bet for moving things around.

2. Since we are all jumping into the AI upskill boat, this article talks about the gap humans still need to fill in AI adoption.

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The FIFA World Cup is only a few weeks away. What’s better to remember than this Nike airport campaign from 1992? No scripts, no words, not a single dialogue, just pure love for the game.

Yay or Nay?

After Spotify switched its logo to the disco ball, “Discomorphism” is becoming a hard trend among brands. This week, ChatGPT joined in the fun and wants to know what we all think.

On a straight lineeeee.

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Love and starlight! 💚✨

A few days ago, a founder on X said that he does not think anyone should create a media company again. While we see merit in his take, given the number of agencies springing up, we believe the media industry is broad and that there are still untapped niches. What do you think?

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Remember when teachers used to push brilliant students into Science class and assume that Arts was for the dullards or the unserious? Oh well, it seems there is no room for dullards anywhere…

1.

All in support of this statement, say ‘yay’

1b.

We haven’t done both, but the yays have it. Thank you. Next?

2.

Now that we have all agreed that marketing is hard, let’s sign a petition to stop founders/CEOs from making it even harder

3.

Let’s hear your thoughts, please

4.

Happy new month, our fellow miracle workers. What magic are you performing this May?

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1. Dulux Paints recently launched its “Show You True Colours” campaign, and we are all for the excellent photography, choice of colours and names in our local Naija parlance. Check it out

2. The official teaser for the FIFA World Cup 2026 anthem is here and it’s already sounding massive with Burna Boy x Shakira. Come on, let’s go! The world is getting ready.

3. Nothing beats street football, not even Zizou, Beckham and Del Piero. Adidas reminds us of real football culture in this World Cup film featuring Jude Bellingham, Lamine Yamal, Badbunny, Lionel Messi, and Trinity Rodman.

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1. Wanna know how much GenZs and Millennials are paying to upskill in Nigeria? Read this article.

2. 7 out of 10 videos on our FYP these days are about Claude and how the AI is literally coming for everyone’s job with its constant rollouts. As good people who care about their neighbours, we have identified Claude for Marketing to help you upskill for free. Don’t mention.

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In 1984, Michael Jackson teamed up with director Bob Giraldi in a Pepsi commercial for the “new generation”. Guess whose biopic, featuring his “new generation” nephew, is setting new box-office records globally? Same legend!

Instants or not?

Instagram is trying out another way to engage younger audiences, via a Snapchat-like separate app called Instants that emphasises the raw, unedited content sharing of temporary photos. Will it bite the dust or not? Let’s watch out!

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Follow us on social media and be a part of a community shaping what is next in this space!

Love and siren light! 🚨💚

The entry requirements for becoming a marketing professional are easier than ever, one of the things that separates quality professionals from the average professional is their devotion to upskilling. What are you doing to become world class at your craft, neighbours?

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The universe literally arranged a product placement for Nutella when Artemis ii visited space recently, but could brand managers be tempted to explore placements the next time a spaceship leaves the planet? This and more we have on this block for you!

1.

American Brand managers are probably cooking “out of the world” product placements for the next space mission

2.

In other words, dust your CV and abort that plan to start your own agency

3.

Now we wish this was a joke, but you will actually suffer (sorry, no Monday motivation)

4.

In case you're unsure what skill to learn, Facebook ads is still the new oil

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1. Be like Chike, the apprentice! Tecno Nigeria leveraged cultural insight around the Nwa Boi trade system to showcase its Camon 50 offerings. Enjoy watching!

2. Ever had your mom rub your face with Vaseline when you were close to looking like Snow White? Vaseline tapped into its cross-cultural reputation as mothers’ go-to petroleum jelly for keeping children moisturized.

3. Iceland Air wants to hire bad photographers for a 10-day trip to Iceland. We don’t know their plan, but we love whatever they are cooking

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1. Did Canva templates help you in the past? Well, they won’t anymore, as Canva is set to replace them with AI generators that would respond to your design prompts instead. Thoughts?

2. Are you curious about how marketers can leverage AI search summaries on search engines? This Hubspot article delves into the difference between AEO and GEO.

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In honour of American Mother’s Day celebration, we look back at one of the most iconic celebrations of motherhood by a brand.

CXL Subscription Opportunity!

Are you interested in accessing CXL’s world-class offerings, take advantage of Subify’s shared enrollment offer valued at N280,000 to get the opportunity to take courses that can help you upskill.

Reel Corner

What should an ideal logo look like?

Daily 2k Updates

• Senior Content Strategist @ Foundation Inc. Check details

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It’s salary week, book a presidential suite at a 5-star hotel and enjoy yourself!

Media consumption shifted from prime-time television to video-on-demand, and so did advertising revenue. VOD media deploy unskippable ads to boost ROI, but do they truly convert viewers, or do viewers see them as a cue to take a viewing break?

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Word on the street this week has it that marketers have to improve their statistical literacy or risk missing out on their dream jobs. Neighbours, we can only hope you did not find yourself in marketing because you wanted to escape mathematics.

1.

Sometimes, it’s okay to give up when the odds are not in your favour

1b.

This is where a premium Claude subscription comes in, right?

2.

You have our permission to buy the light and tripod on your Temu cart

3.

Should brands be wary of using unskippable ads?

4.

Is there a cool way to say, “This is absolutely ghetto?”

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1. Nutella’s brand positioning was literally out of this world as astronauts on the Artemis II mission were seen using it in space. We hope the brand managers’ performance reviews are stellar because there’s no space left for anything but praise.

2. We assumed Vaseline was in the same rank as garri with regards to not needing promotion, but the brand is not ready to be left out of conversations, as they leaned into the Nigerian Prince stereotype to call out scammers and fake products mimicking their brand.

3. The World Cup is incomplete without brands jostling for mindshare, and the American toy brand, Lego, is keen on emerging as the winner, as they wrote a fat cheque to assemble Cristiano Ronaldo, Lionel Messi, Kylian Mbappe, and Vinicius for their #EveryoneWantsAPiece campaign.

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1. You no longer have an excuse to continue procrastinating on sharing your excitement on LinkedIn. This article gives tips on leveraging articles to boost engagement. Now repeat after us, “I will take LinkedIn seriously this quarter!”

2. If your email address reads like tolafss2003@gmail.com, the good news is that Google is gradually enabling users in the United States to change their Gmail address.

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Louis Vuitton’s Victory is a State of Mind campaign broke the internet ahead of the 2022 FIFA World Cup in Qatar after they released an unprecedented image of Cristiano Ronaldo and Lionel Messi playing chess on an LV Damier trunk that was designed to carry the coveted FIFA trophy.

Are You Ready for a Creative Reset?

If upskilling and expanding your network is high on your priority list in Q2, attending Creova Academy’s The Creative Reset workshop is the place to be. You know for sure that we will be there too, so get your ticket so we can all have a creative reset. Register here for an amazing experience!

Good news, we have a prompt, and the first three respondents in the comments will earn free tickets from us. Share a moment when you hit creative fatigue, and what you did differently.

It’s Time to Be Global!

Submit your entry for the annual Global Peter Drucker Challenge for a chance to be recognized by an international panel as a true marketing guru. All you have to do is answer the essay prompt - How does culture drive innovation?

We got Engaged, we hope you did too?

When the people who drive engagement for brands on social media decided to get Engaged, we were there to add colours to it. Watch our recap to get a sneak peek of the event.

Daily 2k Updates

• Senior Content Strategist @ Foundation Inc. Check details

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We hope this new quarter is filled with more 4-day work weeks. Love always💚

When a marketing campaign is launched or a communication crisis emerges, observers from within and outside the marketing space usually have a lot to say. The interesting thing about marketing is that everyone is good at it, until it’s time to actually be good at it.

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Anyone who says there’s nothing on the street has not read the takes on this street. Dig in!

1.

Source: @DibiaErnesto

Summary: Creators had a conference, and they created a befitting controversy

1b.

Genesis of the raucus

2.

When the OGs speak, we take notes and jot things down

3.

Classic case of messing around and finding out

4.

Sometimes, good tactics are not found in slide decks, but in action

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1. Eighteen infants renowned for their frequent blowouts wore Huggies diapers to play around luxury items worth $500k to test the brand’s quality. Did Huggies mess around and find out in this “Expensive Shit” experiment? Find out for yourself!

2. Screen divas, Kendall Jenner and Simone Ashley, are leading the charge for global beauty brand L'Oréal’s adventure with the highly anticipated movie sequel, The Devil Wears Prada 2.

3. What if we had a bureau for assigning nicknames to people? Leading design software, Figma, showcased its capacity to bring ideas to life in a lighthearted campaign involving the launch of a fictional Australia and New Zealand’s ‘Bureau of Nicknames’ (ANZBON).

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1. Claude is shutting down its generative-AI video creation app, Sora, without providing a reason for the decision. Guess AI is not indispensable after all

2. A lot of people had opinions 🐝 about the feud between Selar and Mainstack, so we found an article that highlighted the growth of Nigeria’s creator economy, while touching on the incident too.

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In the spirit of Ambush marketing, we spotlight Nike’s Winning Isn’t For Everyone campaign for the 2024 Olympics in Paris. Nike spent its biggest media budget ever to outshine its rivals at the iconic tournament.

FOMO is valid if it involves Engage2026

If you fear missing out on the valuable conversations, networking opportunities, and goodies that will be distributed at Engage2026, do something about it before it’s too late. Get your tickets to be part of history!!

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Month-end is here, take money out of your salary, book a room at a resort, and enjoy yourself, you deserve it. Love and torchlight 🔦💚

In recent weeks, #GiveToGain found its way into several conversation spaces as the world celebrated women, despite not being the official theme from the United Nations. Which begs the question: when two different themes compete for the same day, are we amplifying the message or diluting it?

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Anyone who says there’s nothing on the street has not read the takes on this street. Dig in!

1.

If this is you, don’t settle for less; ask HR the corporate version of the “what are we?” question

2.

Marketing is certainly not for the weak

3.

Rule 1001: Don’t mass-send emails when dealing with influencers to avoid mistakenly increasing your campaign budget

4.

Neighbours, embrace global learning, but apply local wisdom

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1. As the world marked another International Women’s Day, brands across the globe creatively challenged stereotypes peddled by society. India’s Tata Capital’s #StopBlamingHer is one you want to watch.

2. Barely a month after Afrobeat icon, Fela Anikulapo-Kuti, was honoured at the Grammy Awards, his cultural impact was etched further into global pop culture as Apple used one of his tracks as the soundtrack to launch its new MacBook Air.

3. CEOs saw us entertained by the Maid War in Bridgerton, and decided to create theirs. McDonald’s CEO became a laughing stock among his peers after his unconvincing attempt to launch McDonald’s Big Arch Burger drew criticism instead of applause. His counterparts from Burger King and Wendy’s decided to show him how it’s done. We can’t help but be entertained!

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1. If you noticed a dip in social media performance metrics for some brands you managed over the past year, you are not imagining things. Buffer reports that Instagram, LinkedIn, and Threads engagement rates declined in 2025, while Facebook, Pinterest, and TikTok rates increased slightly, and X posts saw significantly more engagement. Full report here

2. International Women’s Day has a slogan problem! Oh, that’s not our opinion; we are restating what this article stated. If you posted #GiveToGain as the IWD2026 slogan, we are sorry to inform you that you promoted the wrong theme. UN’s actual theme was “Rights. Justice. Action. For ALL Women and Girls.”

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Why spend heavily to have Cristiano Ronaldo or Messi as your brand ambassador when there is a cheaper way to get them to rock your brand? This was Burger King’s approach when they sponsored an unknown English football club, Stevenage, in 2020.

If your plans for Easter Saturday do not involve Engage2026, then you need to replan!

Industry-shaping conversations are set to be had, don’t be left out! Get your tickets to be part of history!!

Is this toxic or normal?

Is the line between what is normal and toxic blurring in the marketing communications space? Share your thoughts in the comments.

Zs say the darnedest things

You can roar in anger or in joy. Still a roaring 20. It’s all perspective.

Please share your unhinged thoughts with us. You are anonymous. We promise.

Daily 2k Updates

• Executive Communications Lead @ Flutterwave. Apply here

• Growth Marketer @ Flutterwave. Apply here

• Marketing Associate @ Mirage. Check details

• Content Strategy Expert @ Movimentum Click here to apply

• Social Media and Influencer Manager @ Injective. Apply here.

In case you are not aware, Q1 is almost running out. Hope your new year resolutions are not on life support? Love and torchlight 🔦💚

We know some residents of this street have vowed to post on LinkedIn every day to build their personal brand and increase their visibility. What’s the update, fam? How is your New Year's resolution going?

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This may be the yapping corner, but don’t miss the gems. Like wisdom no dey pass this one, and this street is full of them.

1.

Many ways to say this. Full course meal over a single course meal.

Campaigns show commitment. One-off ads feel like a fling, or something like that. But what do we know?

2.

No be every time you go dey do congratulations for LinkedIn. Show your face on Instagram. Do TikTok. You fit blow anywhere.

3.

Apparently, a genius product without good sales is just another well-kept secret because the market only rewards the best understood product

4.

And that, my neighbours, is your cue to work on yourself. Everything is not about the strategy deck.

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1. Sometime this week, the Ooni of Ife took a break from his ceremonial duties to introduce OJAJA Soft Drinks, a new beverage brand he established. Seems side hustles have reached the top, fellas!

2. It’s Ramadan szn again, and the McDonald’s franchise in Germany is helping our Muslim neighbours avoid temptation while observing their fast with this amazing ad

3. Detty December this, Detty December that, but we all know that it’s only the poster child of a vibrant Nightlife culture. It gets the once-in-a-year clout, but the culture is deeper. Wanna see what community nightlife looks like? Read Moniepoint’s case study

Block 2, street 97 (Industry reads)

1. If you manage influencer campaigns, this explains why February felt louder and more expensive than usual. Read it here.

2. Harvard Business Review published a report every marketer should read. JSYK: Your content now has to be “reference‑able,” not just “clickable”, because AI Is Upending Marketing on Two Fronts

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Dear neighbours (especially those of you pretending not to care about all our nostalgic campaigns), if you’re looking for proof that good ideas don’t expire, this campaign is your sign. Watch and learn:

It is time to Engage!

The Hive Socials are bringing some of the coolest kids on the block together for some conversations about digital culture. Expect lots of talks, vibes and networking.

The juiciest bit is that we are going to be there….so neighbours get your ticket ASAP!

Yeah, we mean now. Not later. 👀

Zs say the darnedest things

Why are you scared? Please share your unhinged thoughts with us. You are anonymous. We promise.

Daily 2k Updates

• Executive Communications Lead @ Flutterwave. Apply here

• Senior Engagement Lead @ OpenFn. Apply here.

• Comms & Network Engagement Intern @ CIVICUS. Check details

• Marketing Manager @ May & Baker. Click here to apply.

• Social Media Manager @ KudiVa. Apply here.

Finally the longest 28-day-month ends tomorrow. If you’ve been counting down, you are not alone. Anyways, love and danfo headlight 🚍💚🐝

While some of you will be snuggled with loved ones on Valentine’s Day, some of your neighbours will be maintaining eye contact with their screens, monitoring campaigns they have been cooking for weeks. Whatever side of the divide you fall, we hope your day goes well!

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In this edition, we learn how unrealistic job expectations can get, sometimes to the detriment of personal branding. Looks like the only thing you’re not expected to do in marketing these days is fly. But the question of the day is “how long before marketing becomes the holy grail of wealth?”

1.

We are not calling anyone out, but if the shoe fits, rock it with pride

2.

Don’t quit your marketing job yet, neighbours! (You have our permission to stop learning how to code)

3.

Safe to ask if the applicant is the product to be marketed

4.

Please share update with your neighbours

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1. 50 Cent took some time off promoting his Netflix diss documentary about Diddy to feature in an ad for American logistics company, DoorDash. The rapper wasted no time in delivering beef to his enemies.

2. While their American counterpart is busy profiting from feuds, Chowdeck chose to be a preacher of love ahead of the highly anticipated Valentine’s Day. Neighbours, we are open to receiving gifts if you want to show us love!

3. Lmao, no words

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1. Gen Zs have an unhealthy entanglement with situationships, to the point that they have introduced the concept into the workplace. This article explains what we mean

2. If you struggle with erasing past memories, this article explains why deleting your old digital archives may be your contribution to saving the world

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Dear single pringles, if you are exploring ideas to ruin Valentine’s Day for couples, this Cadbury campaign in India is the perfect place to start from. Good luck!

In other news

Everything about the Super Bowl gets talked about, except the match itself (we are not complaining, we love the ads)

Zs say the darnedest things

Hope you are ready to give something in return?

Don’t hoard your unhinged thoughts, share with us. Yes, you are anonymous.

Daily 2k Updates

• Marketing Manager @ Fosad Consulting Ltd

• Brand and Growth Marketing Executive @ Chocolatier’s Wonders

• Digital Marketing Executive @ Supermart. Apply here

• Marketing Manger Filmone at Filmhouse Cinemas Limited

Don’t forget to follow us on social media. Stay well until we come knocking again!

Love and blinking street light 💚 𓍙

The new year frenzy is over, and your performance reviews are closer than objects in the mirror. As good neighbours that we are, we have found life-hacks to improve your productivity as a marketer. Don’t mention!

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After reading this block, your work life shouldn’t remain the same ever again, one way or the other, especially if you follow the advice by the letter. Here is a random question for you, though: are you loving your job or jobbing your love?

1.

If you ever need an excuse, show this to your boss. It’s not you, it’s them

2.

Paper JD: Marketing. Actual JD: Magician.

3.

Spend your ad budget first, worry about consequences later

4.

Fellow connecters, we need to do something about LinkedIn

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1. Three certainties of life - Death, Taxes, Pepsi dissing Coca-Cola. This time, they hired a bear for a blind tasting test to prove their brand truth. Love the player, hate the game.

2. Ever heard about the Kardashian curse? This sports betting company leveraged pop culture’s lore about the Kardashians for its Super Bowl debut. Watch the ad featuring one of the culprits, Kendall Jenner!

3. While Goldberg failed to inspire the Nigerian Super Eagles to a gold triumph at the recently concluded AFCON, its Festival of Drums & Lights campaign created a thrilling watch party experience for fans. Enjoy the highlight🐝

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1. Are you already mindful of Q1 performance reviews? This study has identified a magic word that may change your fortune for good. We advise you to read it.

2. If you are besties with AI and are not worried about it taking your job, this study presents experimental results showing which of the top 2 AI models is superior. Find out for yourself

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As marketers, we have so much to give; it’s ideal that we continue to tap into the greatness in us. So what better campaign to recall that Peak’s iconic Kanu and Son commercial? Take a trip down memory lane with us.

In other news

Guess they lost faith in the process (Sorrows, sorrows, prayers to her. Ah yes! happy Bridgerton season to those who celebrate)

Do you get paid fairly for what you do and the value you bring?

Find out what we think here. Be a good neighbour, follow, engage and share!

Zs say the darnedest things

Oops! Zs have been pretty quiet these days, quite unlike them

Don’t hoard your unhinged thoughts, share with us. Yes, you are anonymous.

Daily 2k Updates

• Marketing Manager @ Fosad Consulting Ltd

• Brand and Growth Marketing Executive @ Chocolatier’s Wonders

• Lag Marketing Coordinator @ Boston Consulting Group. Apply here

• Digital Marketing Executive @ Supermart. Apply here

• Marketing Manger Filmone at Filmhouse Cinemas Limited

Till we meet next again, remember, work is whatever you make it to be for you. So love your job, or job your love, as far you won’t need 911, it’s all good!

Love and blinking street light 💚 𓍙

A wise neighbour once said, “I'll cut my coat oversized this year,” and that exactly is the energy we're going with—punching above our weight and doing things that are bigger than us. If you're with us, bring your homies and punching gear. It’s all hits this year!

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The year might have just begun, but the real OGs know that advice, recommendations, and suggestions for 2026 started flying around in December. And on the very day we sent our last issue Christmas gift for 2025, Ebun asked an interesting question. The yapping spanned over three days, and we caught the best ones for you.

1.

In Esther's opinion, learning from the giants ahead isn't such a bad idea

1b.

Honestly, we agree with this. Everyone should be a copywriter

2.

Marketing is not magic, and there are no overnight results

3.

Is this take not X3M?

4.

Then, and only then, can we separate the wheat from the tares.

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1. Do people still use threads? If yes, why?

2. A little birdie told us that Listerine partnered with Twitch streamers to turn the sounds of mouth washing into music. The goal is to create a collaborative song that will serve as the soundtrack for an audio campaign. Hit or miss?

3. Nike reintroduced the Super Eagles 1996 retro jersey, and if we didn’t know better, we’d have said it was responsible for the team’s stellar performance at the AFCON. What do you think?

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1. Last year, we saw AI do the unthinkable and threaten many careers. In 2026, AI may move from hype to pragmatism | TechCrunch. Maybe we should all start dusting our bags.

2. As marketers, you may not be able to foretell brand behaviour, but content trends definitely come easily. Think Magazine explains more in Brand Content in 2026: Built for Communities, Not Just Clicks

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Sometimes, when brands offend a customer, they get away with it; other times, they get a 3-track diss discography and a case study book, especially when they offend a notable musician. United Airlines learnt the hard way never to underestimate a customer’s power after Dave Caroll’s diss songs plunged its stock in 2009. Enjoy one of the hits below.

Come and learn the future of search

It is not a new year if you don’t start learning something new. Register for this event here!

We’ve got a new tenancy agreement. Check it out!

Zs say the darnedest things

Go for it, you deserve it!

As always, share your unhinged thoughts with us. Yes, you are anonymous.

Daily 2k Updates

• Jr. Account Manager (SEO & Content) @ Graphite. Apply here.

• SEO Strategist @ Linkgraph. Check details

• Social Media Manager @ Pigment. Click here to apply.

• Freelance ScriptWriter @ Filmless. Apply here.

• Senior Content Editor @ Navitus. Click this link.

We had a good run last year simply because of you. We intend to have an even more exceptional 2026 with you on our side. Let’s do it again. Shall we?

Cheers to cutting our coats oversized and punching above our weight. Happy New Year, neighbours! 🍻

Good things come in small packages, but whether big or small, they come wrapped, and the feeling is just great! Although we're new here, we hope you enjoyed all the editions we’ve published so far, because it’s a wrap for this year.

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Yes, it’s a wrap, but we’re not letting you off that fast. At least, not without some relatable yaps from your fellow marketers, who may or may not have closed for the year. A little wisdom here and there amid the frenzy won’t hurt.

1a.

Any brand that didn’t do wrap this year can resist any form of pressure

1b.

2.

Everyone is better at marketing until it’s time to show workings

3.

We hope marketing changed your life this year too

4.

Chase self-improvement, but shine your eyes in the process

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1. Why seek to end a war when you can profit from it? Well, this sums up Chicken Republic’s latest campaign as they wade into the jollof war between Nigeria and Ghana. We know which jollof is better, but we won’t tell you (order a plate for us to know our choice :)

2. Who would have ever thought that capturing moving buses could land a person fame? The London Bus Aunty starred in Spotify UK’s Wrapped heartwarming announcement video (This is not your cue to try such in Lagos traffic). Enjoy here

3. A Picture in exchange for a plane ticket is quite audacious, though

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1. The death of Detty December is already being predicted, not for lack of interest, but for lack of integrity. Here is something you may want to read

2. AI this, AI that, but can audiences tell when you’re using it as a shortcut rather than a tool? Read more here.

   ---

   Block 1, street 97

   How do you disarm hostile men in uniform in the middle of a war? Sing Silent Night, share chocolate bars and cookies, tell them how much you miss your family, and play football with them. Sainsbury’s 10-year-old 1914 Christmas ad says it worked over a century ago.🐝

In other news

1. We’ve got you a 2026 plan 👀

Just in case you are tired of your boss and colleagues, start your own agency

2. Ignore that Arsenal’s Christmas ad theme song is “Our Day Will Come” and that they’ve only got one cup to show in their trophy cabinet because a nightmare can become pure joy during Christmas.

Zs say the darnedest things:

Frankly, yes because why not? If they don’t pay you enough to think, they should at least feed you.

As always, share your unhinged thoughts with us. Yes, you are anonymous

Daily 2k Updates:

• Customer Experience Specialist @ Clipboard. Apply here

• Digital Marketer & Social Media Associate @ Kladz Resources Check details

• Brand Coordinator @ RA Think Design. Click here to apply

• Remote Content Writer @ Day Translations. Apply here

• Brand & Community Lead @ Pressable. Click this link

It is a wrap again, and this time for real. Thank you for staying with us this year. See you next year. Till then, Merry Christmas and a Happy New Year in Advance!

Love & Christmas light!🎄💚

Don’t be like Mariah Carey; you should want a lot for Christmas, so spend your November salary on Detty December necessities instead of frivolities like rent, electricity, and data.

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Staying relevant may sometimes mean stepping outside your comfort zone, catching opportunities you didn’t plan for, and knowing when to keep quiet. This week’s chatter serves all three lessons at once. Tell us, how intentional are you about growing as a marketer?

1.

In other words, go outside and touch grass

2.

In marketing, some days the universe works in your favour, as it did for Klarna.

3.

Do you agree with this?

4.

And the neighbourhood will say a big? Amen!

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1. Your December is not permitted to be clean, all thanks to Nigerian Brewery. Enough doomscrolling on your bed, go out and enjoy the Legendary Christmas Calendar

2. Nigerian outdoor media agency, AlphaandJam, is working on an audacious Olympia project that would unveil the world’s largest mixed digital billboard close to the National Theatre in Iganmu, Lagos. What’s the first ad you’d like to see here?

3. As you get prepared to feast on an abundance of meat this festive period, an animal rights group in the UK has creatively called you out in a Christmas campaign tagged ‘Christmassacre’. See for yourself.

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1. People are spending more of their time alone and online. Gen Zers don’t feel financially secure but are willing to splurge. Oblee over financial security? Read what McKinsey has to say.

2. More than half of the new articles on the internet are being written by AI – is human writing headed for extinction? Read more

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How can a brand challenge gender stereotypes? Menstrual pad giant, Always, showed how it could be done with its #LikeAGirl campaign, a prolific example of turning stereotypes into strength.

Don’t just talk about being global, do something about it

Come learn a thing or two about becoming a world-class creative.

Zs say the darnedest things

Just show up. What’s the worst they can do?

As always, share your unhinged thoughts with us. Yes, you are anonymous.

Daily 2k Updates

• Product Marketing & Comms Lead @PiggyVest. Apply

• Brand and Motion Designer @ Cede and Voye. Apply here

• Marketing Manager- DeFi@ Re7. Click here to apply

• Marketing & Communications NYSC Intern @ Excite Panacea. Link

• PR & Communications Lead @ Nervos Foundation. Check it out

• Communications Officer @ Girl First Hand. Apply here

Our next and final issue for the year drops in exactly two weeks, after which, we’d take a festive break to celebrate like the rest of the world. Why not give us an early Christmas gift by sharing this newsletter?

Sending you all the jingle bells we can find on Jumia!🎄🔔

The holiday season is almost here, and we can only hope your line managers and clients don’t make it a stressful one for you. And if you’re rocking the management chair, no vex.

Block 4, street 97

Upskilling is a ticket to improved finances, but when your expectations are unrealistic, you just may board a one-way ticket to paradise. How are you making the most of your abilities as a marketer?

1

Let the poor breatheeee

1b.

Neighbours, chase the bag, but don’t die early

2.

Oraimo cord is not that expensive, but we don’t support violence

3.

In other words, a jack of all trades, master of none…and in this case, better than a master of one

4.

Canva slander won’t be tolerated, sir!

Block 3, street 97

1. Customer reviews can be dramatic, Amazon agrees! The e-commerce giant took testimonials to the next level by hiring an actor to recite actual reviews of their products. We live for the theatrics. What do you say…cringe or brilliant?

2. If you’re unsure of what the Paystack co-founder gist is about, this food brand said it all, so you don’t have to stress…and yes, they also said: “eat all”

3. OpenAI has blocked users from generating videos of Martin Luther King Jr. on its Sora app after they went wild, making the iconic personality say the darndest things like “I no longer have a dream, I have a nightmare.” How can wonders think of ending?

Block 2, street 97

• This article alleged that Gen Zs don’t love reading emails, but we beg to differ, because we know you anticipate our newsletter every fortnight (one cold caprisonne for y’all)

• Size matters! Don’t worry, it’s not that type. Hootsuite has outlined the right image sizes for the various social media platforms. You should definitely check it out.

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MTN’s I don Port campaign signified a new era of switching mobile service providers while retaining the number in Nigeria. How can a brand effectively communicate this message? By hijacking their competitor’s ambassador, like MTN did.

Feathers are for sale

In case you want to become a titled professional, add feathers to your thinking cap as per the chief that you are. They are not cheap too.

Zs say the darnedest things

Hehehehehe…you better start dancing, my friend [chuckles in Mr Richards’ voice].

As always, share your unhinged thoughts with us. Yes, you are anonymous.

Daily 2k Updates

• Jr. Marketing Specialist @ Infuse. Apply here

• Senior Designer @ Hook. Click here to apply

• Marketing & Communications NYSC Intern @ Excite Panacea. Link

• Digital Marketing Associate @ Jęuun. Apply here

The next issue hits the street in two weeks. A sweet pot of soup won’t eat itself; spread the word, share our newsletter!

Love & generator light! 💚