PluggedIN 2026: Connecting Brands and Creators for Better Partnerships

Nigerian content creators and brand leaders are pushing for stronger teamwork to create lasting creative businesses. This happened during the second edition of PluggedIN in Lagos.

Woof Studios Africa and Insight Redefini organised the event on Thursday at the Landmark Event Centre, Victoria Island. The theme was "Beyond the Placement: Rethinking How Brands Work with Creators."

Actress and media personality Bisola Aiyeola hosted the event. It looked at how brands, ad agencies, and digital creators could go beyond one-time sponsored posts. They discussed how to create original content, digital series, and intellectual property that can generate long-term profits.

Building on its first edition in 2025, PluggedIN brought brands together through panel talks, a creator showcase, small-group chats, and one-on-one meetings. This aimed to turn creative ideas into funded projects, campaign briefs, and lasting partnerships.

Closing the Gap Between Creators and Brands

At the event, Babatunde Olaifa, Group Chief Executive Officer of Insight Redefini, said that meaningful collaboration is crucial for Africa’s creator economy to grow. He mentioned that brands should see creators as intellectual property owners who can develop original ideas. They should not just think of them as influencers to promote products.

“The creator economy has flipped; it is no longer a secondary channel; it is the absolute frontline of consumer engagement in Africa today. If your brand is not collaborating with creators as intellectual property owners, not just influencers, you are already behind,” Mr Olaifa said.

He added that Insight Redefini wants to connect its major clients with creators. This will include clear briefs, budgets, and long-term partnership chances. Adetutu Laditan, Founder and Creative Director of Woof Studios Africa, also noted that the initiative aims to connect creative talent with the funding, production, and distribution resources needed for commercially viable projects.

She pointed out that creators are now thinking beyond single viral videos but need help to turn their ideas into sustainable businesses. “Nigerian creators are thinking bigger, and that is exactly what forward-thinking brands want to be part of. Our job at Woof Studios is to manage the business and production complexities, the funding, the producing, the distribution, so that a viral skit can become a sustainable series, a film, a franchise,” Ms Laditan explained.

The Woof Studios founder said that income from YouTube’s ad program alone is not enough to build a sustainable industry. She stressed the need for stronger ties between creators, investors, and brands. She mentioned that bringing these groups together is timely since many companies are planning their 2027 budgets and investments in the last quarter of the year.

According to her, creators who understand brands’ business goals and can show how their ideas will add value will be better placed to secure partnerships while developing their own projects.

What Brands Look for in Creators

A key moment was a brand panel led by Esosa Osagiede, Group Creative Director at Insight Redefini. They discussed what companies look for when picking creators for partnerships. The panel included Adeyinka Jemi-Alade, Bolaji Popoola, Chisom Bikawei, Francis Obiajulu, and Sam Okolie.

The panellists pointed out that brand alignment, audience trust, and real influence are key factors. They noted that having many followers or video views does not always mean real audience engagement or consumer action. They also stressed the need to build shared goals, understand target audiences, and let creators develop content that shows their identities while meeting commercial aims.

The discussions showed a shift towards partnerships that help brands create original stories and formats, instead of relying only on standalone promotional posts.

Creators Share Their Experiences

The creator showcase featured digital stars like Aproko Doctor, Taaooma, Layi Wasabi, Osas Ighodaro, Bolaji Ogunmola, Ify’s Kitchen, and Folagade Banks, known as Mama Deola. The creators shared their work and talked about how their platforms and creative ideas could lead to bigger commercial chances.

Another chat led by Aiyeola featured Kiekie, Jay On-Air, Craze Clown, and Winifred Nwania from Zeelicious Food. They discussed how to work with brands while keeping creative freedom, keeping audiences, and building businesses around their content. Other creators included Biodun Stephen, Afropolitan, Geena Foodies n Spice, and Shank Comics.

Babatunde Shobanjo, Group Chief Operating Officer and General Manager of Insight Redefini, called the initiative a positive step for the marketing communications industry. He highlighted the need for platforms where brands and creators could find new ways to work together.

Looking Beyond Nigeria

Ms Laditan said Woof Studios Africa is also thinking of bringing this initiative to other African countries, like Ghana, Kenya, and South Africa. But she stressed that they need to prove the model works in Nigeria before expanding.

“Nigeria is probably the biggest creator market, even a creative market,” she said. She believes successful initiatives here could serve as a model for other markets. She mentioned that the immediate goal is to show that creators can build sustainable businesses through structured partnerships. This could then be adapted across the continent.

The event happened as interest in digital video and creator-led content grows as ways to reach audiences. YouTube reported that watch time in Nigeria rose by more than 50 percent year-on-year in 2025. The platform now reaches over 30 million adults every month. PluggedIN 2026 aimed to build on this interest by giving creators and brands a platform to create practical commercial relationships. The focus was on turning creative talent into sustainable businesses.