Adapt, Survive, Reinvent: How Punch Navigated the Advertising Shift During COVID

By Adedayo Akinwale

The COVID-19 pandemic shook businesses across every sector in 2020. For media and advertising, it was an unprecedented disruption. Budgets were cut, campaigns were paused, and entire industries were forced to rethink their strategy. One year on, Punch Newspapers, one of Nigeria’s most established media institutions, has not only weathered the storm but begun to evolve.

In this exclusive interview with Thisday Nigeria, Ogungbemi Oluwakemi Linda, who stepped into the role of Manager and Head of Advertising at Punch just after the pandemic hit, shares how her team navigated uncertainty, adapted their model, and reimagined client relationships in a digital-first media landscape.Excerpts:

What was the immediate impact of the COVID-19 lockdown on Punch’s advertising department?

It was a defining moment for us. When the lockdown hit in March 2020, many advertisers paused their campaigns almost overnight. Uncertainty was high. Consumer activity slowed down, and clients across sectors were re-evaluating their spending. For us in advertising, it meant an almost instant shift from campaign execution to crisis communication and client reassurance.

But what really stood out was the speed at which we had to adapt. It was not just in messaging, but in the entire structure of our offering. Our traditional formats had to evolve quickly to meet new needs.

How did you respond to these changes in real-time?

First, we listened. We spent a lot of time speaking to clients, understanding what they were worried about, what their customers were going through, and how they were adjusting internally. That helped us reposition our value.

We pivoted fast to more flexible digital solutions such as banner packages, branded content, and social amplification campaigns because brands needed visibility, but with more measurable ROI. Many of them had moved fully online and needed media partners who understood that journey. We worked closely with our editorial and digital teams to develop integrated solutions that matched that moment.

Punch has long been associated with strong print performance. How did the team balance that legacy with digital transformation during COVID?

Punch has a strong print heritage, and that remains a powerful channel, especially for certain industries and audiences. But COVID accelerated our digital transformation. We knew the shift was coming, and the pandemic made it urgent.

We introduced new digital inventory, updated our ad tech platforms for better tracking and performance, and placed more emphasis on branded content storytelling. We also started training sessions with clients, helping them understand how to make the most of our digital reach. It was less about moving away from print and more about integrating both in smarter ways.

What was the internal mindset shift you led as a department head during that time?

It was about resilience and innovation. I reminded my team that we were not just selling ad space. We were helping businesses stay alive, stay visible, and stay relevant during a crisis. That shifted how we approached client engagement.

Internally, we improved communication, invested in upskilling, and encouraged team members to come up with new formats and partnership ideas. We celebrated small wins because morale was key. That mindset kept us focused on possibility, not panic.

Looking back, what were the biggest lessons learned during the pandemic year?

One, agility wins. The businesses that could respond quickly, whether through messaging or media placement, were the ones that stayed top-of-mind.

Two, relationships matter more than ever. Many of our long-standing clients came back to us not just because of rates or impressions, but because of trust. We were consistent, transparent, and responsive. That counts in times of uncertainty.

Three, data is power. The shift to digital gave us more insight into consumer behavior, and we are now using those insights to guide strategy in ways we hadn’t before.

How has Punch’s advertising strategy evolved in the post-COVID recovery period?

We’ve moved toward more audience-driven advertising, offering packages that speak to niche segments such as professionals, students, and diaspora readers, rather than just broad categories. We’re also focusing more on performance marketing, where advertisers can measure engagement, clicks, and conversions.

Our digital newsroom has expanded its capabilities, and we’re bringing advertisers closer to content that matters, whether through sponsored series, webinars, or thematic features. We’re also investing in partnerships with influencers, creatives, and SMEs to broaden our advertiser base beyond traditional corporate players.

You’re one of the few women leading advertising at a major Nigerian newspaper. What has that experience been like?

It’s an honour and a responsibility. The media industry still has work to do in terms of representation at the top, but I’ve been fortunate to work with teams that value results over hierarchy. I believe in mentorship, especially for women entering the business side of media. We bring empathy, structure, and perspective to the table.

Leadership in this role has taught me the importance of clear communication, resilience under pressure, and building trust, both within my team and with clients. I’m grateful for the opportunity and look forward to contributing more to the evolution of advertising in Nigeria.

What’s next for the Punch advertising department?

We’re exploring new formats, from audio and podcasts to regional campaigns and microtargeted series. The goal is to deepen engagement, not just extend reach.

We’re also focusing on data-driven storytelling, helping advertisers tell their brand stories in a way that feels relevant, local, and purposeful. As the economy recovers, we want to be the most trusted media partner for businesses looking to rebuild with strategy and impact.

Final words for clients and partners navigating their own post-COVID recovery?

Don’t go quiet. The brands that recover fastest will be the ones that stay visible, stay human, and stay connected. And don’t be afraid to evolve. The market has changed, and consumers are watching how you show up.

At Punch, we’re ready to help you tell those stories. Not just to be seen, but to be remembered.