…Surely they shall gather

LOVE him, hate him, President Bola Tinubu, regardless of how his presidency will end and when, whether in two years from now or in another six, will go down in Nigeria’s history as one of the most talented and consequential politicians of the modern era.

He has spectacularly pulled off several assumed political and electoral impossibilities and you can excuse his admirers who think him infallible not only because he has risen after every apparent fall in his lifelong quest for Nigeria rulership, but also stunningly climbing back from the canvas from knockdowns that had counted out his contemporaries, irretrievably dooming them politically and electorally.

You dismiss his kind to either your lasting regret or because you are playing the fox, dismissing grapes that can’t be reached as sour. Elephant is beyond what you describe as a flash in the pan; Yoruba will say matter-of-factly, before encouraging that one should confess to seeing an elephant when one waltzes by.

As dazzling as his political and electoral resume, he isn’t invisible. In fact, no one is, either in politics or other life endeavours. Weeds discarded as inconsequential can trip with a thud, having a throbbing effect; Yoruba will warn, especially if someone is on a tear, giddy in success. The ear-tugging is for the one in a victory spin to watch being spun out of control, overshooting a victory lap into defeat.

In the outgone week, supporters of the President were delirious. His ongoing fishing expedition in the Southern waterways of the opposition yielded what ichthyologists will call ‘capture fishery’. It wasn’t the kind of net-breaking miraculous haul of Peter when he encountered Jesus before his conversion to a foremost disciple and transformation from a fisherman to a fisher of men. But the presidential cast still hooked two perceived whales and their fingerlings.

So since last week, there are now 24 states with APC governors, openly backing the re-election of Mr. President. Of the nine states with PDP governors, one up North is reportedly swimming his way to the presidential net to be caught, one down South was temporarily blocked from dancing into the all-conquering net by deckhands of the President in the state and another one down South is doing in-and-out the harvesting net, though those who sabi (understand political chess) are insisting he would eventually do what tough, street boys will describe as ‘o gboriwole, las las (falling in line at the end of the day). That would make potentially 27 states backing the President’s re-election.

No the count isn’t over.

The lone APGA governor, Chukwuma Soludo, is openly Tinubu tokan-tokan (open supporter of the President’s re-election). That makes the 28th state. The Labour man in Abia is always relishing photo ops with the president. He is as good as caught. Count 29. Then the NNPP hand-held governor of Kano, Abba Yusuf, has no option. His godfather and father-in-law, Rabiu Kwankwaso, is the director of Gida-Gida. Proverbs 21:1 says, ‘The king’s heart is in the hand of the Lord, like the rivers of water, He turns it wherever He wishes’. Some men are political gods. Abba goes where Rabiu wishes. The former Kano governor has himself said publicly he is still a holdout to negotiate a pleasing deal with the president. An insightful pollster will call Kano governor for the president. That is state 30.

How does one lose re-election with these behemoth numbers?

But internal polling, as an APC operative told me last week at a lunch, hasn’t been demulcent. The numbers keep popping up a tight re-election race for the president despite an absolute majority in the federal legislature and 83.3% of state governors, including mostly all other functionaries of their states, openly backing him.

Are these fellows (both defecting and APC governors) selling Mr. President a fantasy? Are the defectors being fraudulent by claiming to represent their citizenry in porting to the centre, despite being elected on opposition platforms, two clear weeks after the president had been declared the winner of the presidential election which was held first? Or are these governors losing sight of the fact that their electorate still chose not to align with Mr. President’s party and its flag bearers even when there was a window of a fortnight to so do?

So if their electorate preferred opposition parties that had lost presidential election in making gubernatorial choices, which mandates are these defectors taking to the party their people rejected? Theirs or the peoples? Can Mr. President rely on what is appearing a grand illusion? Or maybe the President thinks the defecting governors more electorally-viable than his party’s 2023 candidates and will always win on any platform? Time will tell.

At the meeting, a recent internal polling with the team having a female lead (name withheld) came up. The firebrand from the North, a chip off her famous dad (identity withheld) reportedly railed during the presentation of the report to Mr. President and at a point almost shouting ‘Sir, if the election is held today, you are going to lose’, while querying presidential appointees, especially at the cabinet level not taking the Renewed Hope message to their people, particularly in the North, though the internal polling was said to be national in scope.

An older friend who just returned from a visit to his ancestral North East home told a jarring story. The state is APC and he deliberately rode a public transport from state capital to his village to feel the pulse of the street. Though a pro-Tinubu big man, he dressed to conceal his identity, also conversing in English. The man next to him took him for a Southerner and since he has always been suave, he fitted his decoy perfectly. And the fellow began to pour superlatives on the president and the governor in scattering English language. Once helped out of his syntax misery by my oga by speaking Hausa to him, the relieved but angry man queried why he was wasting his time speaking in Hausa and forcing him to praise the president they badly wanted out. For the rest of the journey, it was a bashing spree for the president by oga’s co-travellers. His tour around communities also revealed similar sentiment. Back at the state capital is same story and this state has a substantive minister who used to be governor. The disconnect is falcons not listening again to falconers without community value. The people’s main grouse in the state and the adjourning ones surveyed by oga is the mounting insecurity. Except the president decisively moves to rein in the raging violence against the people, 1,001 governors may not save him, even if government houses are being reserved for election-day artifice.

In the build-up to the 2015 Goodluck Jonathan’s re-election defeat, a veteran journalist who covered campaigns in Benue State told me of how PDP candidates for elective offices were going about incognito with ‘sai Baba’ clenched fist salutation, pleading with their people to vote them and vote Buhari for President. Then-sitting governor, Gabriel Suswam, couldn’t save Jonathan from defeat.

No doubt, the governors’ queueing behind Asiwaju has its torque and momentum. Their unrestrained access to and control over public funds which they regularly deploy for personal uses, almost always without the deserved comeuppance, especially once in-favour with the powers-that-be, is a dubious advantage in an epoch of dibokose’be (lingo for vote buying; vote and get money for a pot of soup). But several two-term governors have lost direct-to-Senate races because the people were incensed with them. A couple of them are ministers the President is likely relying on to bring in the votes for him. Ironically, as the camp of the President swelled, the anger on the street is, also, with the magnetic pull of opposition governors being widely viewed as a gang-up against the people, considering the perception of the political class as the oppressor. Various campaigns are also ongoing on the social media sensitising Nigerians on how to handle Pharaoh and his army of repression. Some have pointed out that the forces that would battle the massing establishment is the people’s opposition. I wait to see how that would work but the blowback may be massive if the president is continually seen as pampering the governors at the expense of the people. Despite the economic numbers suggesting a relief, the street is still traumatised with the faint smile it kept under Buhari now completely lost to emi’lokan hemlock.

Whether their relational is frayed or not, I advise the president to not disregard the admonition of his younger brother in Ibadan. Whether he will be his ballot opponent in 2027 or not, the Nigerian leader should not dismiss GSM’s criticism of the harlotry playing out as a mere soapbox exhibition, except if he has now been listed as an enemy by an administration he helped to make, unmaking his own in the process.

But today, I’m interested in his take on governors divorcing their electorate to take the president’s bed. It should interest the president, too.

‘With these defections, political pundits have been busy reading meanings into every handshake and silence. I have watched as our national conversation once again turns to who is moving rather than what is moving. For me, the only defection that truly matters is the one that has not happened yet-the defection of hunger. When I was asked about this wave of political cross-carpeting in a recent press conference, I said, ‘I will only be moved when hunger defects into the APC’. I meant every word of it, because while people are busy changing parties, Nigerians are struggling to afford the basic necessities.

‘Families are being forced to make impossible choices daily. These are the real issues, not political realignment. We cannot continue pretending that everything is fine simply because someone in the government says so. What we are experiencing is the widening of inequality. While the rich are adjusting, the poor are sinking – and that is what must command our attention. It is hunger, not partisanship, that fuels frustration and hopelessness. Until we deal with that, every political drama will remain a distraction. Let me say this again: no matter what the analysts predict, and no matter how many defections are engineered, it is the Nigerian people who will decide the outcome of the 2027 elections. So, my appeal is simple: stay engaged, stay focused, and do not lose faith in the power of your voice. The hunger that grips our nation today will not last forever – but only if we, together, refuse to normalise it. Let others defect for convenience. Let us stand firm for conscience, because when hunger finally defects, prosperity will return – and so will our pride as a people’.

Dipo Jaji Foundation Supports Surulere Vendors

Oladipo Rilwan Jaji, fondly known as Dipo Jaji, is making waves in the community through his foundation, Dipo Jaji Foundation. Recently, he took to the streets of Surulere, Lagos, to empower street hawkers with essential items like umbrellas and aprons.

This initiative reflects his commitment to community development and economic empowerment.

As the founder of Dipo Jaji Foundation, Dipo has launched various impactful programs focused on education, health, sports, and economic empowerment across Surulere and Lagos State.

Polygamy can keep the peace at home, says Alibaba

Veteran comedian Alibaba has weighed in on the subject of polygamy, arguing that beyond culture, it can serve practical purposes in modern society.

In an interview monitored by R, he explained that multiple marriages, in some contexts, help promote harmony in the home by encouraging cooperation and reducing conflict.

‘There are people who believe that if a man has only one wife, he may not be able to manage her properly,’ he said. ‘But when a woman knows there’s another wife in the picture, she calms down because she understands that if she misbehaves, someone else is there.’

Alibaba also drew from historical precedents, citing practices in places like Ibadan where women themselves sometimes facilitated polygamy to prevent infidelity and protect the family structure.

‘I know a woman in Ibadan who encouraged her husband to marry another wife,’ he recalled. ‘Back then, many women would find a younger girl and give her to the husband because they didn’t want him keeping concubines.’

He further referenced traditional customs where widows with young children were sometimes married to a late husband’s brother to ensure the children were cared for, a system he described as another socially driven form of polygamy.

While acknowledging that opinions are divided on the issue, Alibaba maintained that polygamy, in certain cultural and social contexts, still functions as a relevant and purposeful institution.

Police arrest five suspects, recover weapons, cannabis in Minna

The Niger State Command of the Nigeria Police Force (NPF) has arrested five suspects for alleged thuggery, possession of dangerous weapons, and cannabis in Minna, the state capital.

According to the Command, the arrests were made as part of ongoing efforts to tackle crime and social vices in the state capital. Police operatives attached to the ‘A’ and ‘B’ Divisions carried out coordinated raids on October 18, 2025, around 9 p.m.

The raids took place in Tudun-Natsira, Baida, Angwan-Kaje, PZ Area, Sabon-Gari, Abdulsalam Quarters, and parts of Gwari Market, where the suspects were apprehended.

In a statement issued in Minna on Sunday, the Police Public Relations Officer, SP Wasiu Abiodun, said those arrested included Yunusa Yusuf of Angwan-Kaje, found with suspected cannabis; Mubarak Lawan (MBK), also caught with suspected cannabis; and Aliyu Magaji of PZ Area, who was found with a sword, a machete, and a pair of scissors.

Others, according to the statement, are Ibrahim Kabiru of Saiko and Abdullahi Yusuf of Gurara, both arrested with 20 wraps of suspected cannabis.

The statement added that all suspects are currently under investigation and will be charged to court once the process is completed. It also noted that the police would continue their monitoring and raid operations to maintain law and order across the state.

Ned Nwoko breaks silence on Regina Daniels’ domestic violence allegations

Businessman and politician, Senator Ned Nwoko, has addressed the viral video showing his wife, Nollywood actress Regina Daniels, in distress, denying claims of domestic violence and attributing their marital crisis to her alleged struggle with drug and alcohol abuse.

In a statement released on Sunday, Nwoko said the actress’ battle with substance use had taken a toll on their marriage.

He alleged that Regina had recently become violent, assaulting three of his staff members and destroying property, including vehicles and windows, within two days.

He explained that he had urged her to continue her rehabilitation either in Asokoro or abroad, where she would have limited access to drugs, expressing concern for her wellbeing.

Nwoko further claimed that Regina had refused to take their son, Moon, to the hospital during a medical emergency and instead turned on a resident nurse who reportedly exposed her alleged drug use.

He also accused two individuals, identified as Sammy and Ann, of supplying drugs to the actress, claiming they instigated chaos in his home in his absence.

He said, ‘Regina was not always like this. Her current battle with drugs and alcohol abuse is the root of our problem. She must continue her rehabilitation program, or I fear for her life and safety. Now she has moved to a place where she will have unrestricted access to drugs. I have other wives, and none will ever accuse me of violence.

‘Regina is the violent one here, slapping and hitting 3 staff in the past 48 hours and destroying property, including cars and windows, for no just cause. The truth is, I have set a clear condition for her to accept rehab in Asokoro or outside Nigeria especially Jordan where she will not have access to drugs.

‘A clear headed regina would have taken moon to the hospital but instead she even threatened to kill our resident nurse(for exposing her drugs abuse). While I took Moon to the hospital, a scene of chaos unfolded at home, orchestrated by Sammy, Regina’s main drug supplier. Another known supplier of drugs to Regina is the tiny evil devil called Ann.’

The politician’s statement follows a viral video of the actress that surfaced on social media on Saturday, October 18, 2025, showing her in tears and suggesting she had been physically assaulted.

In the footage, Regina can be heard saying, ‘In Ned Nwoko’s house, I am nothing, but in my own house, I am a Queen. Not again. I can’t stand the violence, it’s too much.’ The video, which shows people trying to restrain her while others appeared ready to intervene, has sparked widespread speculation online about trouble in her marriage.

Regina Daniels and Ned Nwoko’s union has long been a subject of public discussion, largely due to their 40-year age difference.

Music could help ease pain from surgery or illness – Scientists

Hospitals and doctors’ offices are inviting singers and musicians to help patients manage their pain, as music’s ability to reduce pain is gaining attention.

In the recovery unit of UC San Diego Health, Nurse Rod Salaysay helps patients manage pain after surgery. Along with medications, he offers tunes on request and sometimes sings. His repertoire ranges from folk songs in English and Spanish to Minuet in G Major and movie favourites like ‘Somewhere Over the Rainbow’.

Patients often smile or nod along. Salaysay even records changes in their vital signs, like lower heart rate and blood pressure, and some may request fewer painkillers.

According to Salaysay, ‘There’s often a cycle of worry, pain, and anxiety in a hospital, but you can help break that cycle with music.’

Salaysay is a one-man band, but he’s not alone. Over the past two decades, live performances and recorded music have flowed into hospitals and doctors’ offices as research grows on how songs can help ease pain.

The healing power of song may sound intuitive, given music’s deep roots in human culture. But the science of whether and how music dulls acute and chronic pain – technically called music-induced analgesia – is just catching up.

No one suggests that a catchy song can fully eliminate serious pain. But recent studies, including those in the journals Pain and Scientific Reports, have suggested that listening to music can either reduce the perception of pain or enhance a person’s ability to tolerate it.

Adam Hanley, a psychologist at Florida State University, explained that ‘Pain is a really complex experience. It’s created by a physical sensation and by our thoughts about that sensation and emotional reaction to it.’

Two people with the same condition or injury may feel vastly different levels of acute or chronic pain. Or the same person might experience pain differently from one day to the next.

Researchers know music can draw attention away from pain, lessening the sensation. Also, studies suggest that listening to preferred music helps dull pain more than listening to podcasts.

Kate Richards Geller, a registered music therapist in Los Angeles, declared, ‘We know that almost all of the brain becomes active when we engage in music. That changes the perception and experience of pain-and the isolation and anxiety of pain.’

Researchers at Erasmus University Rotterdam in the Netherlands conducted a study on 548 participants to see how listening to five genres of music-classical, rock, pop, urban and electronic-extended their ability to withstand acute pain, as measured by exposure to very cold temperatures.

All music helped, but there was no single winning genre.

Dr Emy van der Valk Bouman, the study’s co-author, declared, ‘The more people listened to a favourite genre, the more they could endure pain. A lot of people thought that classical music would help them more. Actually, we are finding more evidence that what’s best is just the music you like.’

The exact reasons are still unclear, but it may be because familiar songs activate more memories and emotions, she said.

5 signs you might fail as a creative

It takes guts to be a creative and a professional one at that; whether you are a writer, artist, designer or photographer. Most people know that this field is built on passion, but passion alone cannot assure one of success. Sometimes the behaviours and mindsets we adopt are usually signs that we might fail as a creative before we even start to make progress.

1. You wait for perfect inspiration

One of the biggest traps you can fall into is believing that exceptional ideas come in perfect ways. The thing is, if you keep waiting to have a perfect mood, weather, or idea before you make a move, you’ll never create anything.

This particular habit is a true sign that you might fail as a creative.

2. You are mainly after compliments

No lies, it feels amazing when someone loves your work and compliments it. The giddy feeling that follows positive feedback is awesome, but if that’s the only reason you create, you are setting yourself up to fail as a creative.

Relying solely on external validation means that your motivation will disappear the moment you get a bad review, a rejection, or just silence.

3. You finish work hastily

No one is saying you should drag your work, but great creative work hardly happens on the first try. If you finish a painting, website design, or an article draft and immediately decide you are done without review or even revision, this is a bad sign; a red flag.

Hastily completing your work shows that you are afraid of hard work and dedication to excellence. This rush to finish is a clear path for you to fail as a creative.

4. You ignore the business side of things

See, many creatives love creating but hate the not-so-interesting part of it: contracts, pricing, invoicing, branding, and marketing.

If you don’t pay attention to the business side and think your talent alone will make you money, you will fail as a creative person financially.

You must treat creativity as a profession, and every profession needs to make money to survive.

5. You refuse to learn new things

The creative space is always changing. There’s always a shift in technology, an update of tools, and a change in the interests of its audience. If you decide that you are ‘good enough’ and stop learning new skills or upskilling and exploring new methods, your work will become old and boring in no time.

Being stuck in your old ways is a sign that you’ll fail as a creative in this modern world.

In all you do, just choose growth because it matters not whether you see the signs, but what you do about them.

2026: APC’s Oyebamiji pledges to protect Osun’s interest

One of the All Progressive Congress (APC) governorship aspirants in Osun, Asiwaju Munirudeen Bola Oyebamiji (AMBO), at the weekend pledged to protect and promote the interests of Osun and its people when entrusted with leadership responsibilities of the state.

Oyebamiji made the pledge when he paid a consultation visit to the three local governments of Ila Orangun, Boripe, and Aiyedade Local Government Areas of the State on his ambition, where he was unanimously endorsed as their preferred candidate for the 2026 Osun governorship election.

Speaking on his ongoing statewide engagement with party members and leaders ahead of the APC primary scheduled for December 13, 2026, the party Chieftain further remarked, ‘Support AMBO and know that he has no other option than to do well for Osun and its people’.

Speaking one after the other after the endorsement, three different APC leaders from the local government expressed their views on Oyebamiji’s visits to their domains.

For instance, in Ila Orangun LG, Prince Joshua Adediji, a respected party leader, confirmed that despite the number of aspirants in the race, stakeholders have resolved to unite behind Oyebamiji’s ambition.

‘We have 12 aspirants, but AMBO is our candidate in the coming primary election. However, whoever wins, we should remain united and support the party’s flag bearer to rescue Osun from the current challenges under the PDP,’ Adediji stated.

Also, in Boripe Local Government, APC elders and leaders reaffirmed their loyalty to the leadership of former Governor Adegboyega Oyetola, noting that his endorsement of Oyebamiji has unified the party’s direction.

Barr. Bello Osuolale, speaking on behalf of the elders, said: ‘We will always follow the directive of our leader, Adegboyega Oyetola. Since he has identified with Asiwaju Oyebamiji, he is our candidate for the coming primary. Whoever Oyetola supports is who we support.’

Supporting this position, Alhaji Kareem Afolabi stated, ‘Oyebamiji is our candidate in Boripe Local Government. We are solidly behind him.’

Likewise, Alhaji Sulaiman Aderemi emphasised that Oyetola’s open support for Oyebamiji has provided clear political direction for the area.

‘In this local government, we follow the directives of our leader, and we have never regretted it. His support for AMBO is evident, and that’s where we stand,’ Aderemi declared.

Another APC stalwart, Prince Adeleke Adebayo, confidently assured Oyebamiji that Boripe Local Government was already secured for him.

‘You are at home, and I can assure you that Boripe is already in your purse. Go to other local governments to campaign; this one is settled,’ he stated.

Former Speaker of the Osun State House of Assembly, Rt. Hon. Timothy Owoeye described Oyebamiji as a loyal disciple of Chief Bisi Akande, a founding father of the APC and an elder statesman.

‘Baba Akande has declared that APC will return to power in 2026, and AMBO, being a product of the Bisi Akande school of politics, is well-positioned to actualise that vision,’ Owoeye noted.

Also speaking, Hon. Segun Awotunde praised Oyebamiji for his consistency, humility, and commitment to the party’s progress, assuring him of Ila Orangun’s total support.

‘By the grace of God, you shall win the ticket. Ila is behind you, and this is because Baba Bisi Akande asked us to support you. When you win, remember Ila Orangun and its people,’ Awotunde charged..

Among dignitaries present at the consultation visits were Adedokun Joseph, APC Chairman, Ila Orangun Local Government; Ismail Oluwatosin, Executive Chairman, Ila Local Government; Adeyemi Adebara; members of the National Union of Road Transport Workers (NURTW) and the Road Transport Employers Association of Nigeria (RTEAN); Mr. Olalekan Badmus, Executive Director, Marine and Operations, Nigerian Ports Authority (NPA); former House of Representatives members Hon. Lawrence Ayeni and Hon. Sunday Akere; Dr. Taofeek Bambo, Hon. Wale Popoola, Alhaji Sulaiman Aderemi, and Hon. Adeyinka Omotosho, among others.

African founders, creatives need good marketing systems to compete globally -Olajide

AS a tourism graduate, what spurred your interest in marketing, and how did you acquire the expertise for the work?

Tourism taught me about people and how emotions, culture, and experience inform decision-making. I became fascinated with what makes people choose one destination, product, or idea over another. That curiosity naturally evolved into marketing, because marketing, at its core, is about connection, understanding people, and creating systems that move them towards a value offering.

I started with content marketing, helping small creative businesses in Nigeria build brand visibility online. Over time, I transitioned into product marketing, where I could merge creativity with data and storytelling with systems. I worked across startups and tech companies, leading marketing strategies that improved customer acquisition, brand growth, and product adoption.

My expertise was developed through practice, mentorship, and self-learning, studying marketing psychology, user behaviour, and growth systems, then testing them through real campaigns. The combination of creativity and analytical thinking became my signature approach to handling campaigns and general marketing initiatives.

What makes your marketing niche or strategy unique, and what societal and business impact are you making in this field?

My marketing philosophy merges creativity, systems thinking, and technology. I design frameworks that connect stories to systems. Most people develop product or service purchase patterns that are similar to others in the same group. Using this information, I build scalable marketing models that help businesses grow sustainably while creating emotional resonance with their audiences.

More personally, my work has been focused on accessibility and inclusion, helping African founders and creatives use marketing systems to compete globally. I have designed programmes like Devblog Accelerator, which equips African developers to grow thought leadership and visibility in global tech. Marketing, to me, is not just about selling; it’s about enabling participation in the global economy.

Most people do not know what marketing is as a business and how it can help their work or brand. How would you explain it to a layman and convince him to leverage it to grow his business?

Marketing is simply how your value meets the world. It’s not running ads, content creation, or social media posts; it’s the strategy behind how you communicate what you do, who it’s for, and why it matters. I usually explain it as storytelling with structure.

If you have a great product but no marketing, it’s like having a beautiful store in the middle of a desert; no one will find it. Marketing ensures visibility, builds trust, and keeps customers coming back. Every business, no matter the size, needs marketing because it places your product in the hands of your users and also helps you get enough data to consistently have them patronise you.

Contemporary marketing strategy leverages technology, storytelling, and cultural intelligence. From your experience, do you think most Nigerian marketers are utilising these tools well to showcase their personal and business brands? How do you utilise these tools yourself?

We’re making progress, but there’s still room for growth. Many Nigerian marketers excel in creativity and storytelling, but the challenge is in data-driven execution and technological integration.

Personally, I use tools like analytics dashboards, automation systems, and AI-assisted creative tools to track audience behaviour and personalise campaigns. I also invest heavily in cultural intelligence, studying social patterns, local offerings, and online communities to ensure every brand story and marketing copy feels human and relevant. This fusion of data and innovation is what makes marketing powerful in any context.

What is the role of marketing in scaling and sustaining small businesses? Have you worked with small businesses or start-ups in this regard?

Marketing is the lifeblood of small business growth. It helps founders understand their customers, refine their offerings, and position themselves competitively. Without marketing, even the best ideas fade quietly. Yes, I’ve worked with several startups, especially in the tech and service sectors, helping them design go-to-market strategies, content ecosystems, and customer acquisition funnels.

It is not only people and businesses that need marketing; countries do too. If the Federal government contracts you to market Nigeria to the world, how would you go about it?

I would build a national brand strategy that highlights Nigeria’s innovation, youth, and cultural capital. The campaign would involve digital content, immersive experiences, and global partnerships that position Nigeria as a global creative force. We have the people, talent, culture, and stories. We just need the structure to tell them cohesively.

What are the major challenges marketers like you face in Nigeria, and what can be done to make your work better?

The biggest challenges are limited access to user data, low marketing literacy among founders, and inconsistent infrastructure for digital innovation. Many organisations still treat marketing as an expense, not an investment. If more small businesses had access to affordable tools, skilled marketers, well-trained creative talents, and reliable analytics, we would see a stronger economy. For me, the solution is creating formal frameworks to educate the creative talents (design, video production, etc.) and founders that we work with.

Nigeria committed to stronger global partnerships – Minister

Nigeria’s delegation to the 2025 World Bank and International Monetary Fund (IMF) Annual Meetings in Washington, D.C., has returned with stronger global partnerships and renewed commitment to deepening reforms and attracting private investment, according to the Minister of State for Finance, Dr Doris Uzoka-Anite.

Uzoka-Anite said the Nigerian delegation, led by Central Bank Governor Olayemi Cardoso, presented a unified position showcasing the government’s coordinated fiscal and monetary strategies aimed at ensuring macroeconomic stability and inclusive growth.

‘We return home from Washington not only with stronger partnerships, but with greater resolve. The world is watching Nigeria’s reform story unfold – one of resilience, innovation, and hope. The task ahead is clear: to deepen reform, unlock private investment, and ensure growth translates into prosperity for every Nigerian,’ she said.

She noted that Nigeria’s reform agenda under President Bola Ahmed Tinubu received consistent commendation during bilateral and multilateral meetings, including engagements with the Islamic Development Bank, the World Bank’s Managing Director of Operations, and the Coalition of Finance Ministers for Climate Action.

According to the minister, discussions highlighted tangible progress, with inflation beginning to moderate, the exchange rate stabilising, investor confidence improving, and foreign reserves strengthening.

‘I was particularly encouraged by the IMF Managing Director, Kristalina Georgieva’s words: ‘Thank you, Nigeria, for showing the world that reform does work,” Uzoka-Anite said.

‘That sentiment captures what we have worked towards – proof that tough but necessary reforms are positioning Nigeria for sustainable growth.’

She added that new partnerships were also established in strategic sectors, including infrastructure, renewable energy, agriculture, and climate finance – all aligned with President Tinubu’s Renewed Hope Agenda and the government’s priorities of job creation, poverty reduction, and economic diversification.