MarkHack 4.0, Nigeria’s foremost marketing and technology hackathon, returned with renewed energy, bridging creativity and innovation to reshape the consumer journey. Organized by GDM Group in partnership with Eko Innovation Center and supported by Brand Communicator, this year’s event—held at the Landmark Event Center, Lagos—reaffirmed its role as a launchpad for marketing transformation in Africa.
Themed “Experience Ignited: Fueling the Consumer Journey,” MarkHack 4.0 explored how technology is revolutionizing brand-consumer interactions. The event spotlighted startups developing solutions in immersive reality, gamification, phygital commerce, event technology, and digital storytelling—tools that redefine how brands build meaningful experiences.
Victor Afolabi, Founder of Eko Innovation Center and Convener of MarkHack, opened the conference with a compelling keynote. “In just three years, we’ve engaged over 6,275 participants, reached 15.8 million people, and supported 405 startup pitches,” he said. “MarkHack remains a catalyst for nurturing talent, inspiring new ideas, and positioning Nigeria as a hub of marketing technology excellence.”
The program featured two thought-provoking panel sessions. The first, moderated by EXMAN President Tolulope Medebem, tackled “Bridging the Gap: Strategies for Seamless Phygital Retail Experiences.” Panelists from Red Media, Jumia, Seven-Up, and others discussed how AR/VR, NFC, and contactless payments are redefining retail, with data privacy and consumer trust at the core.
The second panel, led by Tosin Adefeko of AT3 Resources, addressed “From Storyboards to Screens: Crafting Compelling Brand Narratives in the Digital Age.” Executives from Reckitt, Nestlé Waters, Microsoft, and Hayat emphasized the power of immersive storytelling, local content, and gamification in capturing the African audience.
Breakout sessions went deeper, offering insights into how purpose-driven creativity and MarTech solutions can fast-track Africa’s digital economy. These sessions explored gamification tailored for African markets, emerging MarTech trends, and the practical deployment of immersive technologies.
With over 38 speakers, 16 mentors, and five final jurors, MarkHack 4.0 was more than a conference—it was a convergence of visionaries driving the future of marketing. As Nigeria’s digital economy continues to evolve, platforms like MarkHack remain essential for nurturing local talent, accelerating tech adoption, and building a resilient marketing ecosystem that benefits both brands and consumers.
