Woof Studios partners Publicis Groupe’s Insight Redefini for PluggedIN 2026

The strategic partnership brings creators, brands and agencies together to unlock new opportunities in Africa’s fast-growing creator economy.

Woof Studios Africa has announced a strategic partnership with Insight Redefini, a Publicis Groupe-affiliated business in Nigeria, for the second edition of PluggedIN, its flagship creator event. The partnership brings together Woof Studios’ creator ecosystem and expertise in developing creator-led content with Insight Redefini’s brand and agency relationships.

Scheduled for October 22 in Victoria Island, Lagos, PluggedIN 2026 will bring together some of Nigeria’s biggest creators, brand decision-makers, and advertising professionals to explore how creator-led ideas can become commercially viable opportunities. 

Hosted by actress and media personality Bisola Aiyeola, the event connects creators developing original content and intellectual property with the brands and agencies that can help take those ideas further.

The 2026 edition builds on the inaugural event, held in partnership with YouTube in 2025. This year, Woof Studios builds on that foundation through its partnership with Insight Redefini, continuing to focus on connecting creators, brands, and agencies.

The creator economy is reshaping global marketing, with the worldwide market projected to nearly double in value from $250 billion to an estimated $480 billion by 2027. Research also shows Africa is experiencing significant growth. The continent’s digital creator market, valued at $3.08 billion in 2023, is projected to reach $17.84 billion by 2030. 

Yet audience growth does not always translate into sustainable income. The same research indicates that more than 56% of Nigerian creators earn less than $100 per month, highlighting the gap between digital visibility and commercial sustainability.

For creators, the next phase increasingly involves developing original formats, digital series, communities and intellectual property that can generate value beyond individual posts or campaigns. For brands, it offers an opportunity to move beyond one-off sponsored content to more substantial relationships with creators whose audiences, ideas, and cultural relevance align with their business objectives.

PluggedIN brings these interests together, giving creators a platform to showcase their work and engage with industry stakeholders who can help develop, produce, and commercialise their ideas.

“Nigerian creators are thinking bigger, and that is exactly what forward-thinking brands want to be part of,” said Adetutu Laditan, Founder and Creative Director of Woof Studios Africa.

“Our role is to handle the business and production complexities, making it seamless for great ideas to get funded, made, and seen by millions. By partnering with Insight Redefini for this year’s PluggedIN, we are unlocking unprecedented access to global advertising strategy and brand partnerships. We are giving our creators the structural backing they need to move from virality to long-term commercial sustainability.” 

The event will feature leading creators working across entertainment, health, food, film, lifestyle and digital culture. The lineup includes Aproko Doctor, Biodun Stephen, Afropolitan, Bolaji Ogunmola, Folagade Banks, Geena Foodies n Spice, Ify’s Kitchen, Layi Wasabi, Osas Ighodaro, Shank Comics and Taaooma.

A creator panel featuring Craze Clown, Jay On-Air, Kiekie and Winifred Nwania of Zeelicious Food will examine the practical realities of building sustainable creative businesses, including content ownership, audience retention and commercial brand partnerships.

A second discussion, titled “Beyond the Post: What Brands Really Want to Build with Creators,” will bring brand and agency leaders together to examine how businesses can develop more effective partnerships with creators. The conversation will focus on moving beyond transactional influencer campaigns towards original content, integrated storytelling, and longer-term collaborations that create value for both sides.

The panel includes Adeyinka Jemi-Alade, Head of Integrated Marketing Communications at TGI Group; Bolaji Popoola, Media and Consumer Experience Manager at Mondelez International; Chisom Bikawei, Media Communications Manager at Nestlé Nigeria PLC; Esosa Osagiede, Group Creative Director at Insight Redefini; Francis Obiajulu, Senior Brand Manager for Amstel Malta and Hi-Malt; and Sam Okolie, Head of Mainstream Spirit at Guinness Nigeria.

For Insight Redefini, the partnership reflects creators’ growing role in consumer engagement and the opportunity to bring brands closer to original, culturally relevant storytelling.

“The creator economy is no longer a secondary channel; it is the absolute frontline of consumer engagement in Africa today. Audiences are demanding authentic, culturally resonant stories, and nobody tells those stories better than our homegrown creators,” said Babatunde Olaifa, Chief Executive Officer of Insight Redefini.

“Through PluggedIN 2026, Insight Redefini is thrilled to connect our expansive portfolio of brands with a curated pipeline of creative visionaries. Together, we are building a framework where brands get unparalleled engagement, and creators get the funding and strategic support they deserve.” 

For Woof Studios, the ambition extends beyond showcasing creators. By bringing creators, brand representatives, and agency leaders into the same room, PluggedIN aims to spark conversations that continue after the event, creating opportunities to turn original ideas into content, partnerships, and sustainable creative businesses.

The second edition takes place on October 22, 2026, in Victoria Island, Lagos, with Bisola Aiyeola as host.

Media contact and enquiries: [email protected] 

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