LAIF unveils theme, introduces innovative changes
By Felicia Nwosu
The Lagos Advertising and Ideas Festival (LAIF) Awards has unveiled its 2024 theme: “Staying A-LAIF,” and also revealed several significant changes aimed at expanding its scope and enhancing inclusivity within the marketing communications industry. The award organizers stated this during a press briefing in Lagos.
Lanre Adisa, President of the Association of Advertising Agencies of Nigeria (AAAN), emphasized the transformative changes and expansive vision for the Lagos Advertising and Ideas Festival (LAIF) Awards. He outlined how this year’s theme, “Staying Alive,” encapsulates the industry’s resilience and commitment to excellence amidst ongoing challenges.
Adisa articulated that the LAIF Awards are undergoing a significant redefinition by broadening their scope of participation and execution.
Highlighting the theme “Staying Alive,” Adisa explained that this year’s LAIF Awards will celebrate the perseverance and creativity of industry professionals who continue to thrive despite numerous challenges. “This theme symbolizes our choice to embrace excellence and remain relevant, no matter the obstacles we face,” he said.
He also introduced the launch of the LAIF Academy and the upcoming LAIF Report, noting that the academy will serve as a critical platform for fostering future talent, while the report will provide a detailed reference point for understanding the criteria and judging processes used in determining LAIF winners. This move, he said, aims to ensure transparency and set a benchmark for future assessments.
In his address, Jay Chukwuemeka, Chairman of the Board, highlighted the importance of maintaining enthusiasm and support for the industry’s progress, acknowledging the dedication of all involved.
The theme for this year, “Staying Alive,” builds on the previous year’s focus on inclusion. It underscores the industry’s commitment to overcoming obstacles and celebrating the spirit of resilience that drives creative innovation. He emphasized the importance of consistency and creativity in driving the industry forward. “We are choosing to stay alive, to adapt, and to celebrate the resilient spirit that drives us forward.”
He mentioned that the theme is a tribute to both large agencies that persevere despite difficulties and smaller agencies that continuously find ways to thrive.
Collaborating with Adisa, Chukwuemeka noted that the inclusion of seats for various stakeholders on the LAIF board signifies a move toward greater inclusivity and expansion. This step, he said, is intended to bridge gaps between different sectors.
He affirmed that as the industry gears up for this year’s LAIF Awards, the focus remains on celebrating outstanding work and fostering an environment of continuous improvement and innovation. Some of the changes and expansions he explained reflect a forward-looking approach, aiming to elevate the awards and the industry as a whole.
To keep pace with evolving industry needs, the LAIF Awards is implementing several significant changes. Notably, the awards will introduce a new standard for certificate presentation, with agencies earning silver and bronze awards required to purchase their plaques. This change aims to streamline the awards process and ensure sustainability.
The Chairman noted that, in response to economic challenges, the LAIF board has decided to keep entry fees unchanged from the previous year. This decision reflects LAIF’s commitment to inclusivity and ensures that all eligible participants can join, regardless of their financial situation.
“A major innovation for 2024 is the launch of the LAIF Academy. This initiative will provide accredited AAA agencies with a formal role in the awards process, allowing them to have a voice in shaping the future of the festival. Details of this initiative will be revealed during the event.”
In a dynamic start, Raphael Idu, the Jury Committee Chairman, provided detailed insights into the upcoming season’s jury experience, entry modalities, and novel features aimed at enhancing the awards’ impact.
He is steering the event’s new direction with a focus on innovation and inclusivity while also expanding juror perspectives.
He explained that one of the standout changes for this year’s award is the inclusion of non-Nigerian jurors by the committee. He highlighted the board’s commitment to bringing in diverse international perspectives to ensure a more comprehensive evaluation of entries. This move aims to elevate the awards’ global standing and bring fresh viewpoints to the judging process, enriching the overall credibility and prestige of the awards.
Idu also shed light on the revamped entry modalities for the 2024 season, assuring participants that the LAIF Awards will continue to uphold its dedication to affordability amidst economic challenges by maintaining last year’s entry fees.
The key highlight in the committee’s presentation was the launch of the LAIF Academy. This new initiative aims to provide accredited AAA agencies with a prominent platform, offering them a seat at the table and enhanced visibility. The LAIF Academy will play a crucial role in shaping the future of the industry, fostering a more engaged and informed community of creative professionals.
Additionally, the award committee also introduced the LAIF Reports, a new feature designed to help agencies track their rankings and achievements. This initiative is set to become a valuable resource for new and established agencies alike, providing a benchmark for success and a source of inspiration for continued excellence.
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