The award, presented recently in Lagos, recognises his contributions to Nigeria’s out of home advertising sector and the wider marketing communications industry, particularly in market research, data driven decision making and professional development.
Over the past decade, Adediran has consistently promoted the use of reliable market data and consumer insights to guide marketing strategies and improve business performance. His work has also focused on expanding access to industry research and helping develop the next generation of marketing professionals.
Speaking on the recognition, LOMA Convener Kingsley Onwukaeme described Adediran as an important contributor to the growth of Nigeria’s out of home advertising industry.
Onwukaeme noted that his influence extended beyond what many industry professionals and stakeholders might realise, pointing to his thought leadership, support for LOMA and contributions to audience research.
One of Adediran’s notable assignments came in 2026 when he chaired the independent expert committee responsible for Nigeria’s first Out of Home Advertising Consumer Penetration and Audience Behaviour Study, commissioned by OOH Academy Nigeria.
The study provides nationwide insights into how Nigerians engage with outdoor advertising, offering useful data to support campaign planning, advertising investment and decision making across the sector.
Adediran has also used industry platforms, including Top Trends, to examine developments in the media landscape and draw attention to changing investment patterns, particularly the growing role of out of home advertising.
His contributions to research and knowledge sharing extend beyond outdoor advertising. He co authored the Nigerian Institute of Marketing of Nigeria and Lagos Business School report titled Community, Culture, and Connection: Re imagining the New Market, which explored how community, culture and consumer relationships are shaping the market.
He also served on the committee for a study by the Advertising Regulatory Council of Nigeria and PwC that examined the size of Nigeria’s marketing communications industry and its contribution to the national economy.
Since 2016, Adediran has contributed to the publication of the MediaFacts Book, which covers media developments across English and French speaking West and Central Africa.
He also conceived Top Trends, a thought leadership initiative by mediaReach OMD developed in collaboration with Lagos Business School, the Nigerian Institute of Marketing of Nigeria and GeoPoll.
In addition, he co authored Africa’s Goldmine: A Guide to Winning Customers in Its Unstructured Market alongside Professor Uchenna Uzo, offering insights into understanding consumers and identifying business opportunities in Africa’s complex markets.
The latest recognition highlights Adediran’s sustained commitment to strengthening research, improving industry knowledge and promoting more informed decisions across Nigeria’s marketing communications sector.
