Loeries CEO calls for Africa to compete globally in advertising
By Felicia Nwosu
Preetesh Sewraj, CEO and president of Loeries, Africa and the Middle East’s largest brand communication awards, has called on agencies in the region to shift their mindset from viewing global advertising innovations as mere inspiration to recognizing them as direct competition.
Speaking with MARKETING EDGE, Sewraj stressed the importance of understanding that international brands increasingly see Africa and the Middle East as a unified market, urging local creatives to elevate their work to compete on a global scale.
To further support the growth of Nigerian creativity encouraged strong Nigerian representation at the Leories event. He urged participants to focus on creating impactful, research-backed work that not only wins awards but also drives business growth.
During a recent session, Sewraj highlighted the diminishing impact of traditional advertising, particularly among younger consumers who prefer engaging with brands rather than being directly sold to. He cited examples like KFC’s effective use of subtle product placement, which resonates more with audiences than overt advertising. Sewraj emphasized the need for creative work that connects deeply with cultural nuances and fosters genuine consumer engagement.
He also pointed to Nigeria’s growing influence in global culture, particularly in music, as a form of soft power that could bolster the country’s creative recognition on the world stage. Sewraj expressed confidence that Nigerian creativity is on the verge of achieving greater global acclaim, predicting that the country is likely to secure a Gold Lion at Cannes within the next three years.
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