Landmark Event Centre in Victoria Island, Lagos, became a bustling hub for content creators and brands as YouTube PluggedIN held its second edition. The event, a brainchild of Adetutu Laditan, the founder of Woof Studios Africa, provided the right ambience for brands to connect with creators as they pitch their projects to them.
In partnership with Insight Redefini, the event, themed “Beyond the Placement: Rethinking How Brands Work with Creators,” examined how brands, agencies and creators can move beyond conventional advertising placements to develop content that combines business objectives with authentic audience engagement.
Speaking at the event, Babatunde Olaifa, Group CEO of Insight Redefini, emphasised that the growth of the creator economy depends on meaningful collaboration among brands and creators. He noted that no single stakeholder could build the ecosystem alone, highlighting the importance of combining their respective strengths to transform creative ideas into valuable content.
Building on a 2025 pilot, this year’s edition expanded the conversation to more brands, with a focus on small-group discussions and one-to-one engagements designed to connect brands with creators and move promising ideas towards campaign briefs, partnerships and funded content.
Adetutu Laditan, Founder and Creative Director of Woof Studios Africa, highlighted the growing ambitions of Nigerian creators and the need to address the business and production complexities involved in turning creative ideas into content that can be funded, produced and distributed to wider audiences.
Discussions throughout the event centred on three priorities: involving creators earlier in the creative process, ensuring brand-funded content remains relevant and authentic to audiences, and translating conversations into tangible partnerships, content opportunities and measurable outcomes.
A key highlight was a brand panel moderated by Esosa Osagiede, Group Creative Director at Insight Redefini, which explored what brands look for when selecting creators for partnerships.
Panellists, including brand managers from established Nigerian brands, identified brand fit and genuine audience influence as critical considerations. They stressed that follower counts and views alone do not necessarily reflect a creator’s ability to connect with audiences or influence their perceptions and behaviour.
One of the panellists, Media and Consumer Experience Manager of Mondelez International, Bolaji Popoola, noted that a shared understanding of objectives, audiences and creative direction is essential to building effective partnerships.
Prominent Nigerian creators, including Kiekie, Taoma, Aproko Doctor and Ify’s Kitchen, also shared perspectives on collaborating with brands through content that reflects their creative identities while meeting commercial objectives.
In an interview, Babatunde Shobanjo, Chief Operating Officer of Insight Redefini, described the initiative as a positive development for the media and marketing communications industry, pointing to the value of creating platforms where brands and creators can explore new ways of working together.
The emphasis on collaboration reflects Insight Redefini’s integrated approach to marketing communications. Earlier in 2026, agencies within its ecosystem, working with global partners, won a Gold Lion at the Cannes Lions International Festival of Creativity in the Creator Collaboration category for Vaseline’s The Real Nigerian Prince campaign.
The event comes amid growing interest in digital video and creator-led content as platforms for brands to connect with audiences. YouTube previously reported that watch time in Nigeria grew by more than 50 per cent year on year in 2025, with the platform reaching more than 30 million adults in the country each month.