Emmanuel Adediran has been appointed as jury member for the Purpose Awards EMEA 2026, marking the first time a representative based in Nigeria will serve on the judging panel for the regional awards programme.
Adediran, who serves as Business Unit Director at mediaReach OMD, brings over a decade of experience in marketing communications across multiple sectors including FMCG, banking, fintech and telecommunications. His appointment places him among industry leaders from across the Europe, Middle East and Africa region selected to evaluate submissions for the awards.
“It is a privilege to bring the unique insights and experiences from Nigeria to this distinguished panel, and to help shape the recognition of purpose driven work across the EMEA region,” Adediran said in announcing his appointment on LinkedIn. “I look forward to evaluating submissions that exemplify innovation, measurable impact, and a genuine commitment to positive change.”
The Purpose Awards, organised by Haymarket Media Group in partnership with Campaign UK, PRWeek UK and Third Sector, recognise campaigns and organisations that combine creative excellence with measurable social impact. The 2026 edition features 33 categories, including six dedicated specifically to charities and NGOs.
According to PRWeek Deputy Editor Siobhan Holt, purpose campaigns have become increasingly vital. The awards aim to showcase work that delivers results through campaigns with ethical and sustainable aims at their core.
Adediran’s professional trajectory includes recognition at multiple international platforms. He made history in 2024 as the first Nigerian agency representative to both win gold and serve as a judge at the Festival of Media Global Awards.
Beyond campaign work, Adediran has contributed to industry development through several initiatives. In 2023, the Advertising Regulatory Council of Nigeria appointed him to a cross sector GDP committee that worked with PwC to publish a study on the marketing communications industry’s contribution to Nigeria’s GDP. Since 2022, he has coordinated the Annual Top Trends Event in collaboration with Lagos Business School, Geopoll and the National Institute of Marketing of Nigeria.
He serves on the Harvard Business Review Advisory Council and Forbes Council, and co-authored “Africa’s Goldmine: A Guide to Winning Customers in Its Unstructured Market” with Professor Uchenna Uzo of Lagos Business School. As visiting faculty at the Alphabet Media Academy and Lagos Business School, he mentors emerging marketing professionals.
“This role is more than an honor, it is an opportunity to champion the innovative solutions emerging from across the EMEA region and to ensure that diverse voices are at the forefront of celebrating exemplary purpose driven work,” Adediran added.
The Purpose Awards 2026 shortlist will be announced in April, with winners revealed at the awards ceremony in June. The programme is open to agencies, brands, public sector bodies, charities and NGOs throughout EMEA, with categories spanning fundraising campaigns, equality and inclusion initiatives, advocacy work and environmental purpose campaigns.
Haymarket Media Group, founded in 1957, operates more than 70 media brands globally with offices across the UK, US, Canada, Germany, the Netherlands, Hong Kong, Singapore and India. Its portfolio includes Campaign, PRWeek, Third Sector and other specialist publications serving professional audiences.
