Nigerian advertising industry must prioritize talent development for future Success – Adisa
By Felicia Nwosu
The Nigerian advertising industry stands at a pivotal moment, grappling with economic realities, evolving client needs, and the urgent need to compete on a global stage. Larry Adisa, Founder/Chief Creative Officer of Noah’s Ark Communications, who also serves as President of the Association of Advertising Agencies of Nigeria (AAAN) and Chairman of the Heads of Advertising Sectoral Groups (HASG), recently shared his insights on the industry’s current state and its potential for future growth.
Making his message clear, he stated that talent development, digital transformation, and a renewed focus on creative excellence are essential for Nigerian advertising to achieve its full potential. The industry leader acknowledged the progress made by the sector but stressed the need for a more accelerated pace, particularly when benchmarked against global and continental counterparts. He pointed to the conspicuous absence of Nigerian agencies in prominent international rankings as a stark reminder of the work that lies ahead.
“We need to invest more in talent and in ideas. It’s about fresh, innovative ideas, and this comes from the kind of people you have and the culture that drives you.”
He emphasized the necessity of a vibrant, competitive landscape where agencies constantly strive for improvement, pushing the boundaries of creativity rather than succumbing to complacency.
Adisa explained that the challenging economic climate in Nigeria, characterized by inflation and fluctuating foreign exchange rates, has inevitably impacted marketing budgets. He noted the difficulties faced by multinational clients, many of whom reported significant losses, leading to reduced advertising spending. However, the agency head also observed encouraging signs of recovery towards the end of the previous year and expressed cautious optimism for the current year, anticipating a potential resurgence in marketing investments.
He firmly believes that Nigerian advertising possesses the potential to achieve global recognition, but this requires embracing its unique identity and crafting authentic narratives that resonate with audiences worldwide. The creative juggernaut also emphasized the importance of fostering mutually respectful partnerships between agencies and clients, recognizing the distinct yet complementary contributions each makes to the creative process while highlighting the synergy that can be achieved through collaboration. He urged agencies to prioritize the creation of resonant, memorable campaigns that cut through the clutter and connect with consumers on a deeper level.
Addressing the delicate balance between creative expression and client objectives, the industry veteran maintained that truly impactful creative work ultimately delivers the greatest value to clients. Quoting Bill Bernbach, he emphasized the power of a single compelling narrative.
“One good story will do the work of ten mediocre ads. If Nigerian music and films can be successful globally, I don’t see why Nigerian advertising shouldn’t be. You bring the logic, I bring the magic.”
As Chairman of HASG, he underscored the group’s crucial role in facilitating communication and collaboration within the diverse Nigerian advertising ecosystem. The accomplished marketer spoke on the need for proactive problem-solving and strategic planning, shifting from a reactive approach to a more forward-thinking mindset. He also addressed the ongoing efforts to resolve the conflict with the Advertisers Association of Nigeria (ADVAN), expressing hope for reconciliation and a unified front for the betterment of the industry.
Talent development emerged as a recurring and central theme in his vision for the future of Nigerian advertising. He voiced concerns about the increasingly competitive landscape for talent, noting the draw of tech companies and international opportunities.
The passionate creative expert explained that competition for talent is much higher today, but the supply is little to write home about. He outlined some of the AAAN’s commitment to addressing this challenge through targeted training programs and the ambitious establishment of a dedicated advertising school, aimed at nurturing the next generation of creative professionals.
The communications expert also stressed the critical importance of digital transformation for advertising agencies, emphasizing the need to bridge the perceived gap between traditional and digital approaches. He urged agencies to embrace new technologies and integrate them seamlessly into their workflows. He also called for greater inclusivity within the industry, encouraging more agencies to join AAAN and contribute to a stronger, more cohesive professional body.
The advertising executive said his aspirations for the Nigerian advertising sector are firmly rooted in talent development, attracting and retaining new players, and embracing the transformative power of digital technologies.
He envisions a vibrant, globally recognized industry, driven by creative excellence, fueled by innovation, and underpinned by a strong sense of community and collaboration. He believes that by focusing on these key areas, Nigerian advertising can not only achieve its full potential but also take its rightful place on the world stage
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