2019 LAIF Awards to explore authenticity of the African story

Storytelling and the authenticity of the African story would be at the central theme of discuss this week, as the 14th edition of the annual Lagos Advertising and Ideas Festival (LAIF) Awards gets underway at the Landmark Event Center in Lagos.

The awards which debuted in 2006 was instituted under the initiative of the then leadership of the Association of Advertising Agencies of Nigeria (AAAN) with the objective of recognising, rewarding and fostering creative excellence in all areas of marketing and marketing communications sphere in Nigeria.

According to the event organisers, the central theme of this year’s festival tagged “Tori Tori of LAIF” captures succinctly the very essence of the awards which is on telling the African story.

The awards will feature three major events, namely; the LAIF Seminar/Exhibition, the Young LAIFERS Competition and the LAIF Awards Dinner.

The LAIF Seminar/Exhibition is expected to attract practitioners and non-practitioners from the marketing community, who will have an opportunity to engage with local and international brand luminaries as they provide insight into key marketing and marketing communications challenges and proffer solutions to the posers identified.

The Young LAIFERS competition is a creative contest organised to discover and promote young talents within the industry and among students of higher institutions, while the LAIF Awards dinner will bring together captains of the industry, business leaders and policymakers alike to celebrate the industry’s best of creativity, innovation and promotion of excellence in brand development strategies.

Already, a ten member jury has been constituted by the association’s leadership towards the festival and these include prominent personalities from both the local and international spheres of the communications industry.

Members of the body jury, according to a statement released by Publicity Secretary of the Association, Jekins Alumona, include Gbemi Sagay, Managing Director/Chief Executive Officer, Dencil Limited; Stanley Lumax, a New York-based Communication expert; Toni Kan Onwordi, Author, Editor and Public Relations Specialist; and Irene Donati, Head of Marketing and Brand Strategy, Lionheart Group, Ghana.

Others are Ekenena Ezaga, Creative Director, SO&U; Yaa Boateng, Creative Director, Ogilvy Ghana; Dave Chukwuji, Creative Director, DKK Nigeria; Sunny Mohammed, Creative Director, DDB Lagos; and Kayode Olowu, Creative Director, Onewildcard.

The statement quoted Chairman, LAIF Management Board and AAAN Vice President, Steve Babaeko, as saying that the selection of jurors would create a fair and balanced atmosphere for judging the LAIF entries.

Speaking on the importance of the event, AAAN President, Ikechi Odigbo, noted that the LAIF Awards was the most credible creative rating in the Nigeria creative industry. He also stated that the awards would be expanded to accommodate entries from West Africa by the next edition, with the aim of making it an event celebrating the best of creativity on the African continent in the foreseeable future.

He added that the jury was a combination of marketing and communication experts as well as creative connoisseurs in and outside the country.


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