The President of the Association of Advertising Agencies of Nigeria (AAAN), Lanre Adisa has urged creatives and other stakeholders in the advertising ecosystem to be deliberate about tapping into local nuances to be able to chunk out award-winning works that put the country on the global map.
He disclosed this during a recent interview on LAIF & DIRECT’s live Instagram session hosted by Esosa Osagiede, Creative Director, Insight Publicis. The session was met to disclose his administration’s plans for the next two years.
Adisa charged advertising agencies to produce great works that will resonate with the customers of their client’s brands. He stated that this will make the advertising industry more competitive than in a situation where only a few agencies are doing great work and winning local and international awards.
He explained further that for the advertising industry in the county which will be 100 years old in 2028 to thrive, stakeholders need to brace up with innovative ideas and amazing storytelling. “Advertising needs to reflect who we are and look at things differently”.
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Speaking on the Lagos Advertising and Ideas Festival (LAIF) organised by AAAN, he said the award is now one of the most credible and prestigious platforms rewarding excellence in Africa. “We have kept the integrity of the award for years”. He added that the award is getting bigger and better and it plans to fully expand to other West African Countries. He, therefore, urged advertising agencies to encourage their client to enter their brands for the award.
Noteworthy, since its maiden edition in 2005, the LAIF award has contributed a great deal in stimulating healthy rivalry in the marketing communication landscape while also raising the level of creativity and professionalism leading to some of the winning entries carting home laurels on both the continental and global stages.
Adisa revealed that the association has been collaborating with other key stakeholders to grow the advertising landscape in the country. One such recent collaboration is with the Media Independence Practitioners Association of Nigeria (MIPAN) to create a media award category at the LAIF Award.
He explained that the effort aligns with the vision of his administration which is based on the acronym ‘RAV’. ‘R’ stands for recognition; ‘E’ for Expansion and ‘V’ for Value, adding that his administration is committed to redefining the advertising landscape, building on the achievement of his predecessors, and introducing new laudable initiatives.
He also disclosed that LAIF & DIRECT was conceptualised during COVID-19 as a thought leadership platform to enable professionals both young and old share insights about the advertising industry and help chart a way forward for the industry.
Adisa was recently elected the Chairman of Heads of Advertising Sectorial Groups (HASG).
