To produce award-winning pieces that position Nigeria on the international stage, creatives and other participants in the advertising ecosystem have been advised by Lanre Adisa, President of the Association of Advertising Agencies of Nigeria (AAAN) to be thoughtful when drawing on local subtleties.
He revealed this in a recent interview that was broadcast live on Instagram during LAIF & DIRECT, with Esosa Osagiede, Creative Director of Insight Publicis, hosting. The purpose of the meeting was to discuss the administration’s objectives for the following two years.
Adisa gave advertising agencies a mandate to create outstanding content that will appeal to the consumers of the businesses they represent. According to him, this will increase competition in the advertising sector compared to the present where a select group of firms are the only ones doing excellent work and taking home national and international accolades.
He went on to say that for the county’s advertising sector—which will celebrate its 100th anniversary in 2028—to prosper, stakeholders must be ready with creative concepts and compelling narratives.
He had this to say: “Advertising needs to reflect who we are and look at things differently.”
He stated that the award is currently one of the most reputable and prominent venues honouring achievement in Africa, speaking at the Lagos Advertising and Ideas Festival (LAIF), which is hosted by AAAN. He said: “We have kept the integrity of the award for years.”
He went on to say that the prize is growing in size and quality and that it intends to completely extend to other West African nations.
Consequently, he pleaded with advertising agencies to persuade their clients to submit their businesses for the prize, BrandSpur national news stories report.
Notably, since the LAIF award’s inaugural edition in 2005, it has significantly raised the bar for creativity and professionalism in the field of marketing communication and fostered healthy competition. As a result, several of the winning entries have won awards on both the continental and international stages.
According to Adisa, the association has been working with other important players to develop the nation’s advertising market. One such recent partnership is the establishment of a media award category at the LAIF Award in conjunction with the Media Independence Practitioners Association of Nigeria (MIPAN).
He clarified that the initiative is in line with his administration’s goal, which is centred around the term “RAV.” He adds that his administration is dedicated to changing the advertising environment, building on the accomplishments of his predecessors, and bringing new commendable initiatives. “R” stands for recognition, “E” for expansion, and “V” for value.
He also revealed that LAIF & DIRECT was developed during COVID-19 as a thought leadership platform to let professionals of all ages share knowledge about the advertising sector and contribute to its future development.
However, he was just chosen as the 20th President of the Advertising Association of Nigeria (AANAN) and, shortly after, the Heads of Advertising Sectorial Groups (HASG) Chairman.
