The stage was set for this year’s edition of MarkHack, as GDM Nigeria’s leading marketing technology platform, Eko Innovation Center—a trailblazing startup accelerator— supported extensively by Brand Communicator—hosted MarkHack 4.0. The event continues to transform the media and marketing landscape through innovative solutions driven by technology. This year’s theme, “Experience Ignited: Fueling the Consumer Journey,” explored how technologies are transforming the way brands build meaningful connections with consumers. MarkHack 4.0 showcased startups developing innovative solutions across areas such as immersive realities, digital storytelling, event technology, gamification, and phygital commerce. The conference brought together storytellers, brand strategists, and industry innovators eager to explore how experiential marketing, integrated with cutting-edge technology, can foster more impactful interactions. The event was held at the prestigious Landmark Event Center, Lagos, where industry experts championed the importance of leveraging innovation to promote consumer-brand relationships. In his opening keynote, Victor Afolabi, Founder of the Eko Innovation Centre and Convener of MarkHack, highlighted the program's impressive growth and impact: "Over the past three years, we have engaged over 6,275 participants, achieved a reach of 15.8 million, and supported 405 startup pitches. Our network includes 62 partners and sponsors, with 86 jurors from various industries, backed by 67 mentors and 45 distinguished speakers. This year, we expanded our mentorship team to 16, with 38 speakers and five final jurors guiding the process.” He emphasized the importance of continuous innovation, stating, “MarkHack remains a catalyst for nurturing talent, inspiring new ideas, and positioning Nigeria as a hub of marketing technology excellence.” The conference featured two major panel discussions. The first, moderated by Tolulope Medebem, President of the Experiential Marketers Association of Nigeria (EXMAN), focused on “Bridging the Gap: Strategies for Seamless Phygital Retail Experiences.” Panelists included Oge Maduagwu, Ayodeji Razaq (Red Media Africa), Sam Okolie (Seven-Up Bottling Company), Samuel Ukah (Jumia Nigeria and Ghana), and Ife Esther Obafemi (Digital Media, Sub-Saharan Africa). They examined how emerging technologies like NFC, AR/VR, and contactless payments are transforming retail—and highlighted the importance of data privacy and consumer trust, citing frameworks like GDPR and Nigeria’s NDPR. The second panel, moderated by Tosin Adefeko of AT3 Resources, examined “From Storyboards to Screens: Crafting Compelling Brand Narratives in the Digital Age”. It featured leaders like Jide Sipe, Motayo Latunji (Hayat), Cassandra Uzo-Ogbugh (Reckitt), Tayo Olatunji (Nestlé Waters Nigeria), and Temi Afolabi (Microsoft Africa). They explored how immersive technology, gamification, and local content are reshaping narratives, and immersive tech are redefining brand communication across Africa. Breakout sessions further deepened the conversation, addressing topics such as innovative uses of immersive tech, gamification strategies tailored to African markets, and the emerging realities of marketing technology (MarTech) on the continent. These sessions demonstrated how purpose-driven creativity can accelerate Africa’s digital transformation. MarkHack 4.0 has solidified its position as Nigeria’s leading platform for marketing innovation and industry collaboration. The event continues to accelerate Nigeria’s leadership in Africa’s digital economy by showcasing emerging solutions, fostering conversations on technology’s role in consumer engagement, and highlighting local talent and ideas As Nigeria’s digital landscape evolves, platforms like MarkHack remain vital for nurturing talent, inspiring technological breakthroughs, and building a resilient, innovative marketing ecosystem that benefits brands and consumers alike. 
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