The recognition comes as part of Marketing Edge’s 23rd Anniversary celebrations and its 13th annual Summit and Awards, held at the Balmoral Event Hall of Lagos Sheraton Hotel.

This award is a testament to Savvy Media Africa’s rising influence and sterling performance within Nigeria’s marketing communications industry, particularly in the digital sub-sector.

Over the past year, the agency has consistently demonstrated innovation, creativity, and strategic excellence, positioning itself as one of the leading voices shaping modern media and public relations in Africa.

Speaking on the recognition, Tofunmi Akinseye, CEO/founder of Savvy Media Africa, said:

“We are deeply honored by this award. It reflects the hard work, creativity, and passion of our team, as well as the trust our clients and partners continue to place in us. At Savvy Media Africa, our mission is to transform ideas into impactful stories that connect brands with their audiences in meaningful ways. This recognition fuels our commitment to keep raising the bar.”

The Marketing Edge EDGE Awards celebrates outstanding contributions within the integrated marketing communications industry, recognizing brands, agencies, and personalities that have redefined excellence.

Savvy Media Africa extends heartfelt gratitude to Marketing Edge for this honour, as well as to its clients, partners, and dedicated team members whose support has been integral to achieving this milestone.

To truly stand out in 2025, personal brands and businesses alike must embrace contrarian branding—finding that fresh, disruptive angle that not only commands attention but also reshapes the narrative in their space.

This approach requires boldness, creativity, and a willingness to defy norms. Let’s explore why novelty is the game-changer in personal branding, using Funke Akindele and Rosalind Umar as inspiring case studies.

Why Novelty is Key to Disruption

In crowded markets, sameness is the enemy. Consumers are constantly bombarded with similar offerings, messages, and ideas. Novelty cuts through the noise, offering something unexpected and memorable.

Novelty doesn’t just mean being different for the sake of it—it’s about strategically challenging norms to present fresh perspectives or experiences. By doing so, you:

1. Capture Attention: People are naturally drawn to the unconventional.
2. Spark Conversations: Novel ideas invite discussions and debates.
3. Create Emotional Connections: Uniqueness often resonates on a deeper level, making your brand unforgettable.

Now, let’s see how Funke Akindele and Rosalind Umar have mastered this art.

Funke Akindele: Disrupting Nollywood with Innovation

Funke Akindele has become synonymous with blockbuster success in Nollywood, thanks to her unparalleled ability to disrupt the market.

Case Study: A Tribe Called Judah

The movie shattered box office records, becoming the first Nollywood film to gross over a billion Naira. Funke’s secret? A bold marketing campaign that merged storytelling with community-building.

• Innovative Campaigns: She created a tribe-like community around the movie, encouraging fans to identify with the characters and themes.
• Engaging Content: Through viral TikTok challenges, star-studded cast reveals, and creative teasers, Funke Akindele built anticipation and hype.

Case Study: Everybody Loves Jenifa

Her most recent success is another testament to her disruptive genius, crossing the billion Naira mark in just a few weeks.

• Seasonal Themes: A Christmas-themed song featuring the cast and crew added a festive twist, making the campaign feel timely and relatable.
• Star Quality: A star-studded cast brought credibility and mass appeal.
• Social Media Domination: Funke used TikTok challenges to encourage user-generated content, amplifying the movie’s reach organically.

Rosalind Umar: Redefining Fitness in Nigeria

At 73, Rosalind Umar has turned heads and captured hearts as a fitness enthusiast redefining aging in Nigeria. Her journey exemplifies the power of authenticity and novelty in personal branding.

Case Study: From Viral Sensation to Fitness Icon

Rosalind’s story broke the internet when videos of her energetic gym sessions went viral.

• Authentic Storytelling: She leaned into her unique identity—a 73-year-old woman breaking stereotypes about fitness and aging.
• Media Spotlight: Rosalind leveraged interviews and features on platforms like BBC and Channels TV to tell her story, inspiring a generation.
• Breaking the Mold: Rosalind’s unconventional takes on life and marriage catapulted her from just 100 followers to an incredible 99,000 in only five months, making her a viral sensation.

Key Takeaway:

Rosalind didn’t just join the fitness space; she disrupted it by embodying a persona that was fresh, inspiring, real and deeply relatable. Her story challenged societal norms about age and physical activity, creating a niche that was uniquely hers.

How to Embrace Contrarian Branding in 2025

1. Find Your Angle: What makes you different? What can you offer that no one else is doing in your niche?
2. Challenge the Norms: Identify outdated assumptions in your space and flip the script.
3. Leverage Novelty: Create campaigns, products, or messages that surprise and delight your audience.
4. Embrace Collaboration: Partner with others in your space to amplify your reach while staying true to your unique identity.
5. Use Digital Tools: Platforms like TikTok, Instagram Reels, and YouTube are perfect for creating and sharing disruptive campaigns.

Conclusion: Disrupt to Thrive

Funke Akindele and Rosalind Umar are living proofs that disruptive, contrarian branding isn’t just a strategy—it’s a mindset. By daring to be different and finding innovative ways to connect with their audiences, they’ve turned their brands into cultural phenomena.

In 2025, the challenge isn’t to compete; it’s to redefine the game entirely. Be bold, be innovative, and most importantly, be unforgettable.

As the curtains draw on this chapter, a disconcerting narrative unfolds—one where brands, in their relentless pursuit of popularity, risk losing their very essence, succumbing to the siren call of trends, be they controversial or lacking enduring significance.

The dance between popularity and authenticity became increasingly intricate, with brands opting for clout over impact.

A fervor to be at the forefront of the latest trends, regardless of their long-term implications, left a palpable void—a chasm that, at times, seemed insurmountable.

Within the media landscape, the struggle for attention reached new heights, and as the cacophony of voices vied for the spotlight, brands found themselves at a crossroads.

The essence of their identity teetered on the precipice, caught between the gravitational pull of new media’s allure and the anchor of their brand’s foundational values.

The pursuit of popularity, though a tempting endeavor in the age of metrics and clicks, saw many brands lose themselves in the vortex of trends – often controversial, seldom carrying the weight of long-term impact.

It became a numbers game, where the instant gratification of virality overshadowed the enduring resonance of authenticity.

In the quest for clout, the echoes of brand essence began to fade into the background, drowned out by the cacophony of what’s trending.

The fine line between maintaining a brand’s unique identity and succumbing to the magnetic pull of new media started to blur perilously.

As we stand on the cusp of 2024, it’s imperative for brands to reevaluate their strategies and recalibrate their compasses.

The allure of numbers should not supersede the profound impact that authenticity and purpose can impart. So, what lessons can we glean from this narrative, and how can brands redefine their trajectory in the uncharted territory of 2024?

1. Rediscovering Authenticity in the Age of Clout

In the pursuit of likes, shares, and trending hashtags, brands must pause and reflect on their core values.

Authenticity remains an unrivalled currency in the digital age. In 2024, a strategic return to the roots of brand identity can set the stage for a genuine connection with audiences.

2. Substance Over Sensation

It’s time for brands to ask the crucial question—what legacy are they building? Substance trumps sensation in the long run. Crafting content and campaigns that resonate on a deeper level, leaving a lasting impact, should take precedence over fleeting moments of online applause.

3. Embracing Impactful Narratives

The power of storytelling cannot be overstated. Brands should shift their focus from fleeting controversies to narratives that stand the test of time. Impactful storytelling not only captures attention but also engrains brand messages in the collective consciousness.

4. Striking a Balance with New Media

While the allure of new media is undeniable, brands must tread carefully. Embrace the platforms that align with your values and goals, rather than succumbing to a one-size-fits-all approach. Thoughtful curation over indiscriminate participation is key.

As the curtain rises on 2024, the call-to-action echoes loud and clear. It’s time for brands to navigate the abyss with purpose, steering away from the perilous dance between popularity and authenticity.

The new year beckons as a canvas for brands to redefine their narrative, reclaim their identity, and weave a story that transcends the fleeting trends of today, resonating with the hearts and minds of tomorrow.

*Tofunmi Akinseye, CEO and Publisher of Savvy Media Africa, is a highly accomplished professional in the media and communications field.

The training will focus on various digital skills that that will help the participants thrive in today’s digital world. 

“We are extremely excited about this opportunity to partner with Google,” said Tofunmi Akinseye, Founder and CEO of Savvy Media Africa.

“Our mission has always been to empower young people with the skills they need to thrive in the digital age like social media marketing, digital marketing, brand management and more. We’re so glad to see this partnership come to fruition,” she added.

The first training on “How to Build a Brand and Sell Online” held on April 6th, 2022, with 50 participants in attendance.

Over the years, the company has partnered with relevant organizations to empower young Nigerians with skills needed to thrive in the digital age.

The company collaborated with Facebook in 2019 to deliver digital marketing training, whilst also working with BusinessDay to provide digital marketing support for SMEs.

The next Google training will hold in June, 2022.

Savvy Media Africa is a hub for Nigerian youths to exchange and celebrate youth-focused dialogue and ideas. A safe space for the Nigerian youth.