Driving Innovation and Creativity: How Odinaka George is Transforming FMCG Marketing in Nigeria
Odinaka George is a dynamic leader in Nigeria’s digital marketing landscape, known for his innovative approach to building meaningful connections between brands and consumers. As the driving force behind CWAY Group’s digital strategy, he has redefined how FMCG brands engage with their audiences, combining creativity, technology, and cultural insight.
In this interview with Omolabake Fasogbon, he shares his insights on leadership, industry trends, and the strategies shaping the future of digital marketing in Nigeria’s FMCG sector.
What sparked your passion for digital marketing and inspired you to focus on the FMCG sector?
My passion for digital marketing was sparked by the transformative power of technology to connect people and brands in meaningful ways, and also the possibilities it offers for storytelling and creativity.
Focusing on the FMCG sector was a natural choice because of its direct impact on daily life. FMCG products are essential, accessible, and part of everyone’s routine, which presents incredible opportunities for creativity and engagement. I wanted to be part of shaping how these brands not only meet consumer needs but also create experiences and memories.
Technology is transforming the way brands engage with consumers. How do you incorporate cutting-edge tools to ensure your campaigns stand out and deliver results?
Technology empowers brands to create meaningful connections, not just campaigns. At CWAY, we leverage cutting-edge tools to understand our audience deeply and craft personalised experiences. From influencer collaborations to interactive digital storytelling, we ensure every touchpoint resonates and drives impact. The key is staying innovative, adaptive, and consumer-focused—because great campaigns don’t just sell, they inspire.
Pursuing an MBA in Marketing while leading a top brand on digital media is no small feat. How is this academic journey enhancing your leadership and strategic capabilities?
Balancing an MBA in Marketing with leading a top brand on digital media has been a transformative journey. The academic rigour challenges me to think beyond conventional boundaries, blending theory with real-world application. It sharpens my strategic insights, enhances my decision-making, and empowers me to lead with a deeper understanding of consumer behaviour and market dynamics. This journey is a testament to the power of continuous learning in driving creativity and excellence.
Digital marketing in Nigeria is evolving rapidly. What trends do you see shaping the industry’s future, and how are you positioning yourself to stay ahead?
Digital marketing in Nigeria is at an exciting turning point, driven by the rise of AI, data analytics, and immersive technologies like AR and VR. The future is all about personalised experiences, authentic storytelling, and community-driven content. As a digital marketing professional, I’m focused on leveraging these tools to create campaigns that resonate deeply with audiences. Staying ahead means continuous learning, embracing innovation, and fostering creativity to deliver results that inspire, engage, and drive impact in a rapidly changing digital landscape.
If you were tasked with designing a campaign that embodies your brand, what key messages and elements would it include?
If I were to design a campaign embodying my brand, it would centre around resilience, creativity, and impact. The key message would be, ‘Your story is your strength, leverage it to create lasting value.’ The campaign would feature visuals of transformation, from humble beginnings to moments of success, paired with authentic storytelling to inspire others to rise above challenges. It would celebrate innovation, collaboration, and a relentless drive to make meaningful connections, leaving a legacy that empowers others to dream bigger and achieve more.”
How do you balance global marketing trends with the unique preferences and behaviours of Nigerian consumers in the FMCG space?
Balancing global marketing trends with Nigerian consumer preferences requires a deep understanding of both the global landscape and local culture. While global trends offer innovative approaches, it’s essential to localise them by considering Nigeria’s unique socio-economic factors, tastes, and values. I focus on creating campaigns that resonate with our consumers, blending global creativity with homegrown authenticity. By embracing local insights and leveraging digital platforms, we can effectively engage Nigerian consumers while staying ahead of international trends, driving growth in the FMCG space. It’s all about understanding your audience and crafting campaigns that speak their language.
Nigeria is rich in culture and diversity. How do you ensure your campaigns resonate with the cultural nuances of your audience?
In Nigeria, understanding and respecting cultural diversity is key to creating impactful campaigns. I ensure our strategies resonate by deeply researching the traditions, values, and local preferences of various communities. By collaborating with local influencers, using culturally relevant messaging, and aligning with popular trends, we craft campaigns that not only speak to our audience but celebrate what makes them unique. This approach fosters authentic connections, making our campaigns more meaningful and effective in driving engagement and brand loyalty.
Winning the Most Responsive FMCG Brand on Social Media Award in 2024 is an impressive feat. Can you walk us through the strategies you implemented to achieve this milestone?
Winning the ‘Most Responsive FMCG Brand on Social Media’ at the 2024 Nigeria Social Media Awards is a testament to the power of connection and creativity. At CWAY Group, we focused on building relationships with our community by responding promptly to customer inquiries, engaging with meaningful content, and collaborating with influencers who genuinely resonate with our audience. Our strategy revolved around not just selling products, but creating experiences that speak to our followers’ values and needs. This recognition inspires us to continue innovating and connecting with our customers in meaningful ways. For example, we implemented a real-time engagement initiative during key social moments, responding within minutes to trending topics, which significantly boosted visibility.
Every campaign comes with its own set of challenges. What has been your toughest campaign so far, and how did you turn it into a success story?
Every campaign presents unique challenges, but the toughest for me was the launch of multiple products under tight deadlines. Balancing creative demands with the need for impactful, timely execution was no easy feat. However, I turned this challenge into a success by fostering collaboration across teams, staying agile, and focusing on clear communication. By leveraging digital tools, analysing real-time feedback, and staying committed to our vision, we not only met our goals but also built stronger connections with our audience. It’s about turning obstacles into opportunities and always evolving.
Being named a 40 Under 40 Nigeria Awardee and the Rising Star of Marketing must have been career-defining moments. How have these accolades influenced your professional journey?
Being named a 40 Under 40 Nigeria Awardee and the Rising Star of Marketing has been both humbling and motivating. These accolades reaffirm my commitment to excellence and my passion for innovation in digital marketing. They’ve fueled my drive to push boundaries and inspire others to strive for greatness. More importantly, they’ve given me the opportunity to influence positive change and to evolve in this fast-paced industry continually. Every recognition is a reminder that with perseverance, passion, and purpose, there are no limits to what we can achieve.
As a member of NIMN and ARCON, how have these affiliations shaped the way you approach marketing in Nigeria?
As a member of both NIMN and ARCON, I’ve gained invaluable insights into the evolving landscape of marketing in Nigeria. These affiliations have reinforced the importance of ethical practices, innovation, and consumer-centered strategies. NIMN has provided a platform for continuous learning and professional growth, while ARCON ensures that my campaigns adhere to industry standards, fostering trust and transparency. Together, they’ve shaped my approach to marketing by emphasizing the need for authenticity, creativity, and a deep understanding of the local market dynamics, empowering me to deliver impactful, results-driven campaigns.
Your leadership at CWAY has left a mark on the FMCG industry in Nigeria. What changes do you believe you’ve influenced in terms of consumer trust and brand loyalty?
At CWAY, we’ve always prioritised building meaningful connections with our consumers. By leveraging digital innovation and listening to customer needs, we’ve fostered trust through transparency and timely engagement. Our approach has been rooted in consistently delivering quality products while ensuring that our brands remain relevant and relatable. The loyalty we’ve cultivated as a result of this commitment to authenticity, responsiveness, and putting the consumer experience first. Through initiatives like open feedback channels on digital platforms, swift customer service responses, and relatable campaigns that reflect our consumers’ aspirations, we’ve fostered a relationship built on trust and loyalty.
You’ve undoubtedly inspired many professionals. How do you mentor upcoming marketers and cultivate a culture of creativity and innovation within your team?
Mentorship for me is about leading by example and fostering an environment where curiosity, collaboration, and bold ideas are celebrated. I encourage upcoming marketers to stay authentic, take risks, and embrace failures as learning opportunities. Innovation thrives when everyone feels valued and has the freedom to experiment. I believe in nurturing the next generation of marketers by giving them the tools, trust, and space to create something extraordinary.
What advice would you give to Nigerian FMCG brands looking to establish a strong digital presence in the global market?
To establish a global digital presence, Nigerian FMCG brands should embrace authenticity, craft compelling local stories with global appeal, and engage consistently on social platforms. Experiment with innovation, but stay true to your brand’s purpose to build trust and achieve long-term success.
