DMA 2025 Unveils Its Most Globally Diverse Jury, Features Nigeria’s Creative Powerhouse Jolomi Awala‎

The Digital Media Awards (DMA), one of East Africa’s most distinguished platforms for honouring digital innovation, creativity, and brand storytelling, has raised the stakes for its 2025 edition with the unveiling of its most internationally diverse jury panel ever.

This year’s jury features a formidable mix of industry experts from across Africa and the global creative community, deepening the awards’ credibility and signaling a broader shift in how African digital work is being evaluated and celebrated.

Among the headline names is Nigeria’s own Jolomi Awala, Executive Creative Director at Ogilvy Africa Nigeria, a creative leader known for his distinctive cultural insight, innovative approach to storytelling, and leadership within one of the world’s most respected advertising networks.

Also representing Nigeria are marketing strategist Anietie Udoh and strategy thought-leader Nnenna Onyewuchi, who join an accomplished team of jurors from Kenya, South Africa, Ghana, Rwanda, Uganda, and international markets.

The awards ceremony, scheduled for December 11 in Nairobi, is expected to be one of the region’s most vibrant gatherings of creative and digital professionals.

Categories span a wide range of disciplines including digital storytelling, platform innovation, social content, mobile communication, performance marketing, brand experience, and emerging technologies, areas where African talent has increasingly excelled on the global stage.

Speaking on the significance of the 2025 jury lineup, the DMA Organizing Committee noted that the expansion in diversity is deliberate and strategic:

“Our goal has always been to elevate African creativity onto the world stage. By assembling a jury this diverse, experienced, and culturally fluent, we are taking a major step forward. This isn’t just an award show; it’s a reflection of Africa’s growing influence in global digital culture.”

Industry observers say the decision aligns with an urgent need to ensure that the evaluation of African digital work is rooted in both local understanding and global benchmarks.

Award shows rise or fall on the strength of their juries, and the DMA appears intent on setting a new regional standard: juries with continental depth, global fluency, and cross-market experience.

With well-respected voices like Awala, known for leading culturally resonant campaigns and elevating the Nigerian and East African creative narrative within Ogilvy’s global structure, the 2025 show is set to spotlight work that is not just brilliant but transformative.

Nigeria’s strong representation on the jury is a significant signal. Over the last decade, the country’s creative and digital industries have experienced explosive growth, driven by a combination of youth-powered innovation, fintech disruption, mobile-first communication, and the global rise of Afrobeats and Nollywood.

Nigeria now consistently ranks among Africa’s top three contributors to digital advertising spend, and its agencies and creative professionals are increasingly recognized across international platforms including Cannes Lions, Loeries, and New York Festivals.

Against this backdrop, many analysts see the DMA’s recognition of Nigerian leadership as a necessary alignment with continental realities: Nigeria is not just participating in Africa’s creative renaissance, it is helping to lead it.

Awala, reflecting on the broader relevance of his appointment, said: “Being part of this jury is an honour, but more importantly, a responsibility. African creativity is bold, culturally grounded, and increasingly global. A platform like the DMA allows us to celebrate work that doesn’t just win awards, it moves culture.”

Marketing innovation consultant Anietie Udoh added that the representation of different markets within the jury protects the integrity of the awards and ensures that digital work is judged from varied cultural, strategic, and technological perspectives.

“The strength of African digital creativity lies in its perspective. Bringing together voices from multiple markets ensures that the best ideas rise to the top, not just the most polished, but also the most meaningful. I’m proud to represent Nigeria on such a forward-thinking panel.”

Industry analysts say this year’s DMA jury announcement comes at a defining moment for Africa’s digital ecosystem.

Across the continent, digital advertising spend has grown sharply, driven by increased smartphone penetration, a surge in mobile commerce, and the expansion of global platforms such as YouTube, TikTok, Meta, and Spotify into African markets. Brands are investing more in performance-driven campaigns, data-led storytelling, and social content with deeper cultural roots.

Creative agencies, once focused primarily on traditional advertising, have restructured around integrated digital offerings, merging creative strategy, tech, content production, and platform innovation.

This shift has boosted African competitiveness, enabling agencies to produce work that stands shoulder to shoulder with global output.

The DMA has served as an important stage for this evolution. Over the past decade, the awards have highlighted game-changing campaigns from both emerging and established markets, helping amplify African voices within the global digital economy.

By strengthening its jury and widening its cultural reach, the 2025 edition reflects the new reality: Africa is no longer an observer in global digital culture, it is a contributor, an influencer, and in some cases, a pioneer.

Organisers say the upcoming ceremony will be more than a night of accolades. It will serve as a moment of collective reflection, recognition, and celebration, a gathering that mirrors the direction of Africa’s digital future.

From Lagos to Nairobi, Johannesburg to Accra, Kigali to Kampala, African ideas are shaping global culture with unprecedented force.

Whether through viral content, mobile-first innovation, tech-driven storytelling, or culturally rooted brand experiences, African creators are increasingly setting the agenda rather than responding to it.

As the continent positions itself for the next era of digital transformation, the 2025 DMA jury stands as a symbol of where the industry is heading: