Divisional Director at Marketing Edge Nigeria, Anietie Udoh has called on African brands and agencies to embrace ethical storytelling as the foundation for impactful and globally competitive campaigns.
He believes that as the global advertising landscape evolves, African brands have the opportunity and responsibility to lead with stories that not only sell but also serve.
Speaking on the part of his role on the 2025 Advertising & Marketing Effectiveness (AME) Awards Grand Jury, Anietie emphasised that storytelling must go beyond entertainment and persuasion. “It must reflect authenticity, cultural values and social responsibility.
“People love the stories, not just the ads. A well-crafted narrative is a good opportunity to create an emotional bond with the audience.
“Storytelling should not just be clever, it should be ethical, reflecting the values, aspirations and truths of the people it seeks to engage,” Anietie said.
According to Anietie, many brands in Africa are at a pivotal moment where they must choose between short-term impact and long-term credibility.
He warned against the temptation to rely solely on shock value, mimicry of Western tropes or misleading narratives to drive engagement.
He argued that as African markets become more sophisticated, so too must the stories told by brands; stories rooted in cultural authenticity, human truth and a commitment to social good.
He alluded that Purpose-driven storytelling does more than sell products; it builds trust, inspires loyalty and empowers communities.
He urged industry professionals to avoid harmful stereotypes and to approach their craft with integrity, especially in a continent as culturally diverse and socially dynamic as Africa.
While his appointment to the AME Awards Grand Jury brought deserved attention to his professional achievements, Anietie made it clear that the spotlight must now focus on raising the standard of storytelling across the continent, not just for recognition, but for impact.
As the global advertising landscape evolves, Anietie believes that African brands have the opportunity, and the responsibility to lead with stories that not only sell but also serve.