Advertising experts commend global recognitions in 2021, commit to more groundbreaking campaigns in 2022
By Oghale Mafuru
Practitioners in the Integrated Marketing Communications IMC industry have expressed satisfaction for the excellent performance of agencies in the global arena which was accompanied with a plethora of awards and accolades for the country in 2021.
It is worthy of note that in the year 2021 many Nigerian agencies brought home laurels of awards, a symbol of their dynamic and distinct creative solutions.
Commenting on the success of agencies last year, CEO, X3M Ideas, President of the Association of Advertising Agencies of Nigeria AAAN, Steve Babaeko said that Nigeria was put in the global map through the outstanding performance of agencies in the international scene affirming that Nigerians are renowned for their tenacity, resilience and determination.
He said: “The average Nigerian entrepreneur is one that is going to stand up and fight despite all the odds swimming against tides to still make a global impact.
He added: ” I think it is the never say die spirit of Nigerians. We know that tough times are going to come and for everything that is happening now in our environment, with all the infrastructural challenges, with all the monetary policies that sometimes goes up and down like with the whole depreciating value of the naira.”
The advertising boss while commending agencies that performed remarkably well assured that more efforts will be focused on building on the existing achievements recorded last year.
In his words: ” I say kudos to some of our members. You saw Noah’s Ark, they did well in the Loeries this year which is very commendable. I think insight also picked some global awards this year, X3M was also winning almost all the international awards this year. So overall I will say it’s a good year for us on the global stage and that is what we will continue to challenge ourselves with to say “look we have to keep flying the flag for Nigeria.”
The AAAN helmsman urged the government to encourage more creativity and innovation in the advertising industry by rewarding excellent and noteworthy achievements.
“I think it’s ignorance about how the industry works and the kind of value it brings when we go out there to put Nigeria on the map and our members have been doing it since Adam was a small boy. I think it’s about time that we get the kind of recognition we deserve for all the laurels we bring to this country,” he said
On his part, Chief Executive Officer of Noah’s Ark, Lanre Adisa noted that the global recognitions in 2021 have put Nigeria on the global map for the best creative solutions and that agencies are committed to more excellent creative campaigns this year.
He said: “I think it’s great for our industry. If there is anything that is really differentiating in our current generation from those before us is the fact that we have been more visible on the global stage unlike before now. We have been able to be recognized internationally.
It is good for us. These things add up in terms of how people rank you. For them to know anything is happening in Nigeria, it needs to be seen that there is place where creative excellence matters, we are being represented. I think that is the beauty of winning this. Not just for you as an agency but for all the industry.” He added
The advertising expert affirmed that Nigerian agencies demonstrated resilience and innovation in response to the challenges that accompanied the pandemic.
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