From Lagos to the Continent: How Nelson Ononiwu Is Quietly Redefining African Brand Storytelling

As founder and Chief Executive Officer of Africa Live Play 360 (ALP360), Nelson Ononiwu has built a reputation not through grand declarations but through impactful campaigns, strategic partnerships, and a growing portfolio of work that continues to elevate African creativity on the global stage.

As he celebrates another birthday on June 7, industry stakeholders are reflecting on the achievements of a communications and culture strategist whose influence is increasingly shaping the future of African storytelling.

Founded on the belief that African creativity can compete with the very best in the world, ALP360 has grown from its Lagos headquarters into a leading culture and brand agency with an expanding presence across Africa, including Tanzania. Under Ononiwu’s leadership, the agency has executed high-profile campaigns, managed premium global brands, and delivered innovative marketing experiences that resonate across diverse audiences.

AMVCA Spotlight: Managing Global Brands on Africa’s Biggest Entertainment Stage

One of the agency’s most notable recent achievements came during the Africa Magic Viewers’ Choice Awards (AMVCA), widely regarded as Africa’s premier celebration of film and television.

While celebrities dominated the red carpet and award winners made headlines, ALP360 worked behind the scenes, overseeing public relations activities for premium spirits brands including Don Julio, Johnnie Walker, and The Singleton.

The assignment reinforced the agency’s growing reputation as a trusted partner for multinational brands seeking meaningful engagement with African audiences.

Serengeti Apple Campaign Raises the Bar

ALP360 also earned praise for its innovative launch campaign for Serengeti Apple in Tanzania.

Rather than adopting traditional advertising methods, the agency created a luxury influencer experience within the Serengeti, immersing content creators in the brand’s identity and encouraging authentic storytelling.

The campaign was designed not only to promote a product but also to showcase the sophistication and quality of African-made brands, demonstrating that world-class marketing and premium experiences can be created locally.

Reimagining a Beloved MTN Campaign

Back in Nigeria, ALP360 successfully developed a sequel to MTN’s popular “Oh Jerry” television commercial, highlighting the capabilities of the company’s 5G network.

The campaign retained the emotional appeal that made the original successful while introducing fresh creative elements, earning praise for balancing innovation with brand consistency.

Leadership Rooted in People

Beyond campaign success, colleagues and industry associates frequently describe Ononiwu’s leadership style as collaborative, people-focused, and transformative.

Those who have worked closely with him point to his commitment to mentorship, teamwork, and professional development as key factors behind the agency’s continued growth.

Industry professional Kelechi Okereke previously described Ononiwu’s impact on ALP360 and the wider African media ecosystem as evidence of “the power of strategic leadership in transforming vision into tangible success.”

Championing African Excellence

Reflecting on his journey and vision for the future, Ononiwu said his mission has always been to position African stories at the forefront of global conversations.

“I have never believed our stories needed permission to be world-class,” he said.

“The work was never to imitate the global standard. It was to become the standard, and bring our people along this wonderful and wild journey. That is the next chapter, and the one after it.”

As ALP360 continues to expand its footprint and influence, industry observers say the agency’s success serves as a powerful example of how African creativity, innovation, and strategic thinking are increasingly shaping global brand narratives.

For Nelson Ononiwu, the results continue to speak for themselves.