Media strategy agency expands university partnership to bridge the gap between classroom learning and industry-ready marketing professionals
Media strategy and planning agency Plus Acuity Nigeria Ltd. has deepened its investment in talent development through a strategic partnership with the University of Lagos Public Relations and Advertising Club (UNILAG PRAD Club), reinforcing the growing role of industry collaboration in preparing future professionals for Nigeria’s evolving marketing communications sector.
The partnership centred on PRADWAVE 5.0, the club’s flagship student competition, which challenged undergraduate students studying public relations, advertising, marketing and mass communication to develop practical solutions to real-world marketing and media challenges.
The competition attracted 40 student teams, with five finalists advancing to the concluding stage and three teams emerging as overall winners.
Beyond sponsoring the competition, Plus Acuity broadened the programme’s industry engagement by facilitating partnerships with consumer brands including Lush Hair and Indomie, while also securing radio exposure to amplify the initiative and connect participating students with professionals across Nigeria’s marketing communications ecosystem.
The collaboration forms part of a broader talent development strategy through which Plus Acuity intends to create long-term opportunities for mentorship, internships and experiential learning across advertising agencies, media organisations and corporate marketing teams.
Speaking during the event, Managing Director of Plus Acuity Nigeria Ltd., Victor Oyarero, encouraged students to embrace continuous learning and practical problem-solving as the communications industry undergoes rapid transformation. “The best way to predict the future is to build it. At Plus Acuity, we believe the future of our industry is bright, and we are committed to playing our part in building the next pipeline of talent that will take the work to the next level.”
In recognition of the agency’s contribution to student development, the UNILAG PRAD Club also appointed Business Unit Director of Plus Acuity, Emmanuel Adediran, as Patron of the club.
Commenting on the partnership, General Secretary of the UNILAG PRAD Club, Success Essien, said the collaboration provided students with valuable industry exposure while strengthening links between academia and professional practice. “We are grateful for the trust Plus Acuity placed in us and for contributing to an experience that inspired, educated and connected students with industry professionals.”
According to the agency, the initiative represents the beginning of a broader engagement programme with Nigerian universities aimed at strengthening industry-academia collaboration, promoting next-generation marketing conversations and preparing young professionals for careers in the communications industry.
BrandiQ Insight
Nigeria’s Marketing Industry Is Facing a Talent Transition
As artificial intelligence, data analytics and digital technologies reshape marketing communications, agencies are increasingly competing for professionals who combine strategic thinking with practical digital capabilities.
The challenge is no longer simply recruiting graduates – it is finding graduates who are industry-ready. This reality is encouraging agencies to engage universities much earlier in the talent development cycle through competitions, internships, mentorship programmes and collaborative learning initiatives.
Industry-Academia Collaboration Is Becoming a Strategic Necessity
The Plus Acuity-UNILAG partnership reflects a broader shift towards stronger collaboration between educational institutions and industry.
Traditional classroom instruction remains essential, but employers increasingly expect graduates to possess practical experience in solving business problems, presenting strategic ideas and working within multidisciplinary teams.
Programmes such as PRADWAVE provide students with opportunities to develop these competencies before entering the labour market.
Building Future Skills for the AI Era
The communications profession is undergoing one of the most significant transformations in its history. Artificial intelligence, marketing automation, data-driven media planning, content personalisation and digital analytics are redefining the skills expected of marketing professionals.
Developing future talent therefore requires more than technical instruction. It demands critical thinking, creativity, adaptability, ethical decision-making and the ability to integrate technology into strategic communication. Universities and employers that collaborate on these competencies will be better positioned to prepare graduates for an increasingly technology-driven marketplace.
Implications for Nigeria’s Creative Economy
Nigeria’s advertising, public relations and media industries remain among Africa’s most dynamic creative sectors.
Sustaining that leadership will depend on developing a continuous pipeline of skilled professionals capable of responding to changing consumer behaviour, technological disruption and global competition. Private sector investment in education and professional development can therefore play an important role in strengthening the long-term competitiveness of the country’s creative economy.
The Bigger Picture
The future of Nigeria’s marketing communications industry will be shaped as much by talent development as by technology.
As businesses compete in increasingly digital and data-driven markets, organisations that invest in nurturing the next generation of professionals are not merely supporting education—they are investing in the future capability of the industry itself.
For agencies, universities and corporate brands alike, building stronger talent ecosystems may prove to be one of the most strategic investments they can make in an era defined by innovation, creativity and continuous change.
