The second edition of PluggedIN took place on 22 October 2026 at the Landmark Event Centre on Victoria Island, Lagos. Organised by Woof Studios Africa and Insight Redefini, the event ran under the theme “Beyond the Placement: Rethinking How Brands Work with Creators” and was hosted by actress and media personality Bisola Aiyeola.
The programme combined panel discussions, a creator showcase, small-group sessions and one-on-one meetings. Its aim was to turn creative ideas into funded productions, campaign briefs and lasting partnerships, rather than single sponsored posts.
From placements to creator-owned IP
Babatunde Olaifa, Group Chief Executive Officer of Insight Redefini, argued that brands should treat creators as owners of intellectual property who can develop original ideas, and not only as influencers hired to promote a product.
“If your brand is not collaborating with creators as intellectual property owners, not just influencers, you are already behind.”
He said Insight Redefini wanted to bring its clients into direct conversations with creators, with clearly defined briefs, budgets and long-term partnership opportunities.
Adetutu Laditan, founder and creative director of Woof Studios Africa, described the initiative as a bridge between creative talent and the funding, production and distribution needed to build commercially viable projects. In her view, Woof Studios’ role is to handle those business and production demands so that a viral skit can grow into a series, a film or a franchise.
What brands said they look for
A brand panel moderated by Esosa Osagiede, Group Creative Director at Insight Redefini, brought together marketing leads from TGI Group, Mondelez International, Nestlé Nigeria, Amstel Malta and Hi-Malt, and Guinness Nigeria.
The panellists named brand alignment, audience trust and genuine influence as their main considerations. They noted that follower counts and views do not necessarily lead to meaningful engagement or consumer action.
They also stressed agreeing shared objectives early, understanding the target audience and giving creators room to make content that reflects who they are while still meeting commercial goals.
Why the timing matters
Laditan said YouTube advertising revenue alone is not enough to sustain a creative industry, and that creators need stronger links with investors and brands. She pointed out that many companies are setting their 2027 budgets in the final quarter of the year, which makes now the time for those conversations.
The audience numbers support the push. YouTube has reported that watch time in Nigeria grew by more than 50% year on year in 2025, with the platform reaching more than 30 million adults each month.
What this means for South African brands
A one-off placement buys a moment of attention. A sponsored series, show or podcast gives a brand a recurring place in a format its audience has chosen to return to.
That kind of partnership needs more structure: agreed goals, a clear brief, a realistic budget and an understanding of who owns the content and the format. It also needs creators whose audience genuinely trusts them, which is harder to measure than reach but more likely to drive action.
Podcasts are well suited to this approach. Long-form conversations build familiarity over time, and sponsors can be part of a show’s identity rather than an interruption to it.
How TIM Africa can help
TIM Africa is a podcast network and agency. We connect brands with shows whose audiences fit their goals, and we produce original podcast formats that brands can own or co-create.
Browse the shows open for podcast sponsorship, or speak to TIM Africa about building a creator partnership into your 2027 plans.
Frequently Asked Questions
PluggedIN is an event organised by Woof Studios Africa and Insight Redefini that connects creators with brands. Its second edition took place in Lagos on 22 October 2026.
It means the creator owns the original idea, format or series they develop. A brand funds or partners on the work instead of simply paying for a single promotional post.
Panellists at PluggedIN named brand alignment, audience trust and genuine influence. Follower counts and views alone were not seen as enough.
Woof Studios Africa says it is considering Ghana, Kenya and South Africa, but plans to establish the model in Nigeria first.
View the shows on TIM Africa’s Sponsor a Podcast page and send an application. We will share a sponsorship proposal for the show you choose.
Sources
Event details and quotes are drawn from Premium Times’ coverage of PluggedIN 2026. Sources checked on 26 October 2026.