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Experts at Twinpine Forum Identify Key Drivers of Marketing Communication in 2017

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(L-r): Omobola Johnson, general partner at TLCom Capital and former Minister of Communication Technology and Elo Umeh, Founder Twinpine during a forum in Lagos, recently.
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Integrated Marketing Communications  (IMC) experts have projected that personalised marketing, performance and convergence through collection of consumer data will be key drivers of marketing communications in 2017 and beyond as brand owners seek to build on their equity and return of investment (ROI) despite the recession.

At a gathering of digital marketing agencies, brand owners, IT experts and media practitioners, tagged “An Evening of Innovation with Twinpine – Africa’s pioneer and premium mobile marketing company”, Oduntan Odubanjo, chief operating officer at Twinpine noted that globally, data will continue to transform mobile marketing, while the challenging economy will make more brand owners pay extra attention to performance and build on personalised communication to reach their target customers.

During his presentation titled: “Personalisation, Convergence and Performance: How Data is Transforming Mobile Marketing”, Odubanjo stated that the promise of data is to help brand personalised marketing messages, connect more with their customers and deliver seamless experiences.

“Data collection helps to understand the consumers’ demography, needs, and behavior thereby making it possible to personalise messages for them. This makes it possible to have better consumer experiences, improved satisfaction, and more loyalty.

“We are also seeing a convergence of media platforms as it has become more difficult to focus on one media channel, hence, the need for data has also become important” he said.

Commenting on the future of mobile marketing, Odubanjo, said “there will be more brands looking into their data offerings and strategy”. He projected that “local brands will begin to look more into collecting data about their customers and request for more targeting to ensure that their budgets are well spent.”

According to Elo Umeh, founder of Twinpine,  Twinpine has done a lot of work on data in the last 5 years of its existence.

“We have generated data and are constantly doing more to deliver value around data for our clients. This is fueled by our belief that more can be done as the data space gets intelligent and smarter with the increasing use of smartphones.

“The use of apps and internet connectivity between the devices helps to generate lots of data which is very helpful in the data gathering process,” he said.

Predicting the year 2017, Umeh said that some brands will frame their narrative around cost-cutting while some brands will become more aggressive in their marketing by spending more to improve their market share.

“We think that it’s in adversity that you can try to do very interesting things. For example, Twinpine was launched in 2009 – in the middle of a global recession. When there is a boom, there is limited opportunity because there are lots of people in the market but when there is adversity there are limited people in the market and they benefit from it in the long run.”

During the panel session at the event, which consisted of Odutan Odubanjo, Oti Ukubeyinje, Media Director at Sponge Digital, Jumoke Okikiolu, head product Marketing at Samsung West Africa, John Iseghohi, Digital Marketing & Strategy at Etisalat and Tunde Kara, Managing Director Sales, Nigeria, the panelists agreed that in the coming year, a lot will happen in personalised marketing and convergence.

Brands need to think of how to infuse marketing into content in a way that consumers feel like they are actually having a personal communication with brands.

At the event, Twinpine unveiled its new ad formats (Native Ads, 3D Ads, Brand Cast, Call-to-Action Ads), Twinpine’s Mobile Intelligence Portal, Programmatic Platform and Adrenaline.

 


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CAC Urges Users to Secure Accounts after Cyberattack Scare

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Corporate Affairs Commission (CAC) has raised  alarm over a cybersecurity incident involving unauthorised access to parts of its information systems, urging users to update their login credentials as a precaution.

CAC Urges Users to Secure Accounts after Cyberattack Scare

In a public notice yesterday, CAC, informed stakeholders that the Commission is currently reviewing the breach and assessing its potential impact.

According to the Commission, response protocols have been activated, with containment measures already in place to safeguard affected systems.

The CAC stated that it is working closely with the National Information Technology Development Agency (NITDA) and other relevant government agencies and partners to determine the scope of the incident and prevent further compromise.

“Appropriate containment measures have been implemented, and additional safeguards are in place,” the Commission stated, while advising users to monitor activities on the CAC portal and remain cautious of unsolicited communications that may arise from the breach.

Reports online claim that as many as 25 million documents may have been exfiltrated from the Commission’s infrastructure.

The claims, attributed to a cybercrime-tracking account, have not been independently verified, and the CAC has not confirmed the figures or identified any perpetrators.

The development has raised fresh concerns over the security of Nigeria’s corporate registry, particularly given the Commission’s increasing reliance on digital systems.

In February 2026, the CAC disclosed that it processes up to 10,000 business registration requests daily, following the deployment of artificial intelligence across its service delivery platforms.

It also handles an average of 5,000 customer enquiries each day via emails and call centres.

Despite the breach, the Commission reaffirmed its commitment to maintaining the integrity and security of its systems, assuring stakeholders that updates will be provided as investigations progress.

 


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Bridging the Divide: The Fund We Owe Our Children

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By Eric Gumbo, MBS

The writer is a partner at G&A Advocates LLP, a firm with two decades of experience advising on infrastructure, capital markets, and regulatory law across East Africa.

Bridging the divide: The Fund We Owe Our Children

In 1961, John F. Kennedy promised the American people something that, by any rational measure, should have been impossible: that the United States would land a man on the moon and return him safely to earth before the decade was out.

The technology did not yet exist. What existed was the decision to begin. Six decades later, that decision is still paying forward.

On April 1, 2026, NASA’s Artemis II lifted off from Kennedy Space Center in Florida, carrying four astronauts on a ten-day journey around the moon, the first crewed lunar mission in over fifty years.

It was a test flight, one rung on a ladder that future missions will continue to climb. The greatest national achievements are rarely completed in a single term. They are built incrementally, passed from one generation to the next.

Kenya is at a similar moment today. Having spent two decades advising on infrastructure and regulatory frameworks across East Africa, I have seen the pattern repeat: the countries that succeed are not those with the most resources at the outset.

They are the ones that build the strongest legal and institutional foundations beneath their ambitions. The Sovereign Wealth Fund framework is Kenya beginning to do exactly that.

The Draft Sovereign Wealth Fund Bill proposes to gather revenues from oil, minerals, privatisations, and strategic investments into a single disciplined framework. Its three purposes are clear: stabilise revenues when commodity prices fall, finance critical infrastructure, and preserve savings for future generations.

With oil reserves estimated at 560 million barrels and resource revenues projected to exceed $1.5 billion annually, Kenya is not a poor country imagining wealth. It is a resourced country deciding whether to spend that wealth on today or invest it in tomorrow.

“A sovereign wealth fund is not a savings account. It is a declaration that we believe our country’s best days are ahead, and that we intend to fund them.”

The wise farmer does not eat all the seed after the harvest. She saves enough for the next planting season, because what she holds today is not just food. It is the future.

Those entrusted with managing this fund must act not as owners, but as caretakers. Nigeria’s oil revenues once promised national transformation; five decades later, the Niger Delta remains among the most underdeveloped regions on the continent, a cautionary tale written in squandered windfalls and weak institutions.

The Santiago Principles, which the draft bill aligns with, exist precisely to prevent that story from repeating. Auditors, parliament, civil society, and the media must be empowered to scrutinise this fund as its guardians, not as obstacles to it.

Kenya is not venturing into unknown territory. Botswana built the Pula Fund from diamond revenues and transformed one of Africa’s smallest economies into one of its most stable. Ghana’s Petroleum Funds have cushioned oil shocks and preserved a heritage for future generations.

Both succeeded not because they struck lucky, but because they built the governance architecture to protect what they found.

From M-Pesa to the 2010 Constitution, Kenya has a documented history of building things others eventually copy. The Sovereign Wealth Fund is the next chapter.

But it must be written with discipline and institutional independence that outlasts any single administration. Visible returns, better hospitals, more schools, jobs funded by resource revenues rather than donor goodwill, are what will determine whether ordinary Kenyans trust this fund across generations.

When we extract minerals from Kenyan soil today, coal from Kitui, rare earth elements from Kwale, gold from Migori, we are drawing down on a balance sheet that does not belong to us alone. It belongs to the Kenyan who will be born twenty years from now, who never had a vote in how we used her inheritance.

As Xi Jinping has put it: “We must act on the responsibility to our ancestors, our generation, and those yet to come.” The Sovereign Wealth Fund is how Kenya answers that responsibility. Not with words, but with architecture that lasts.

 


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Nigeria Needs Some 480,000 Local DPOs for Data Protection

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Nigeria needs some 480,000 data protection officers (DPOs), to develop, implement, and oversee organizations’ data privacy strategy to ensure compliance with laws like the GDPR and the Nigeria Data Protection Act (NDPA).

Nigeria Needs Some 480,000 Local DPOs for Data Protection

Currently only about 10,000 individuals possess the necessary certification highlighting a major skills gap, according Vincent Olatunji, national commissioner, Nigeria Data Protection Commission (NDPC).

Olatunji spoke on Monday at the second edition of its Data Protection Officers training and certification programme in Abuja and Lagos.

He said that the NDPC has domesticated the certification of data protection officers (DPOs) to address the widening gap in certified DPOs, despite steady growth in the number of trained professionals over the past three years.

“At the moment, we have about 10,000 certified DPOs to work in that space. The gap of about 480,000 still exists,” he said.

The shortfall reflects rising demand for data privacy skills as more businesses, government agencies and digital platforms process personal data under the Nigeria Data Protection Act.

Olatunji said the number of certified DPOs has grown from fewer than 1,000 three years ago to over 10,000, while more than 27,000 professionals now operate within Nigeria’s wider data protection ecosystem.

He said the commission is scaling up training and certification efforts to close the gap and position Nigeria as a leading source of data protection talent in Africa.

“Our goal is to make Nigeria the go-to country when it comes to sourcing qualified data protection officers in Africa,” he said, adding that the certification meets global standards.

The NDPC said expanding the talent pool could also support job creation and strengthen trust in Nigeria’s digital economy.

Tolu Fadipe, head of research and development at the commission, said data protection is becoming critical as the country moves deeper into digital systems and emerging technologies.

“As we move towards a digital economy, data becomes central and protecting that data is essential,” she said.

Adeola Sopade, lead trainer, said participants in the programme would be trained on global best practices, including data protection principles, compliance requirements and handling user data requests.

The training also includes practical exposure and internships with organisations to improve job readiness.

Participants said the programme offers opportunities for young Nigerians to build careers in technology and prepare for emerging fields such as artificial intelligence.

 

 


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